SKAdNetworkSKAN
SKAdNetwork is Apple's privacy-preserving framework for mobile attribution. It provides aggregated, delayed conversion data without exposing user IDs.
What does SKAdNetwork actually mean?
SKAdNetwork (SKAN) is Apple's privacy-preserving attribution framework for iOS, designed to replace IDFA-based attribution post-ATT. It returns aggregated, time-delayed conversion data to ad platforms without exposing individual user identifiers.
SKAN 4.0 (introduced 2022) and 5.0 (2024) added postback windows, conversion-value mapping and improved accuracy, but reporting remains 24-48 hours delayed and aggregated to protect privacy. Meta, TikTok, Google AC and AppLovin all support SKAN postbacks.
The practical implication: SKAN-attributed ROAS underreports true performance because of the privacy filtering. Most UA teams supplement with MMP probabilistic modeling, CAPI for web events, and incrementality testing to triangulate the real number. Treat pure SKAN reporting as the floor.
Example
A user installs a game from a TikTok ad. SKAN sends a postback to TikTok 24-48 hours later, with conversion value mapped (D1 retention = value 5, in-app purchase = value 25), aggregated across multiple users so no individual is identifiable.
When it matters
SKAN is the iOS attribution baseline. Pair with MMP modeling and incrementality testing for the true performance picture.
Related terms
ATT
ATT is Apple's iOS opt-in framework: apps must ask permission before tracking users across other apps and websites.
MMP
An MMP is a third-party tool (AppsFlyer, Adjust, Singular, Branch) that handles mobile app attribution across ad networks, including SKAN and probabilistic modeling.
Attribution
Attribution determines which ad touchpoint receives credit for a conversion, using last-click, first-click, time-decay or data-driven models.
CAPI
CAPI sends conversion events directly from your server to the ad platform, bypassing browser-side limitations of pixel tracking.
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