What is SKAdNetwork?
SKAdNetwork (SKAN) is Apple's privacy-preserving attribution framework introduced in iOS 14.5. It allows advertisers and media buyers to measure the effectiveness of app install campaigns while respecting user privacy by avoiding cross-app tracking.
Unlike traditional attribution models that rely on device identifiers (like IDFA), SKAN uses aggregated, delayed conversion data. When a user sees an ad and installs an app, the framework sends a postback to the ad network containing limited conversion information – without revealing the user's identity.
How Does SKAN Work?
The process involves four key components:
Ad Networks: Present ads to users and receive conversion postbacks from Apple.
Campaign Parameters: Advertisers assign conversion values (0-63) to in-app actions, prioritising which events matter most (e.g., subscription completion vs. app open).
Delayed Reporting: Apple waits 0-35 days before sending postback data, preventing real-time user identification.
Aggregated Data: Postbacks contain only campaign ID, conversion value, and source app – no granular user-level data.
Why It Matters for UK Media Buyers
For UK agencies managing app install campaigns, SKAN represents a fundamental shift in measurement. Privacy regulations like GDPR make SKAN's privacy-by-design approach increasingly important. However, the loss of granular data means:
- Fewer conversion windows (36 hours for iOS 16.1+)
- Limited ability to optimise mid-campaign
- Increased reliance on cohort-based analysis rather than individual user tracking
- Higher attribution windows make conversion tracking less precise
When SKAN Is Used
SKAN is mandatory for iOS app install campaigns. Android apps using Google Play Store can still use Google's Privacy Sandbox solutions, though fragmentation remains a challenge across UK media strategies.
Media buyers typically use SKAN alongside server-to-server tracking and first-party data collection to fill attribution gaps. Many UK agencies now implement hybrid approaches combining SKAN postbacks with web-to-app conversion tracking.
Best Practices
Optimise your conversion value hierarchy – assign higher values to high-intent actions. Use multiple SKAdNetwork source IDs if managing complex campaigns. Regularly review postback data to identify trends rather than relying on real-time optimisation. Consider incrementality testing to validate campaign impact beyond SKAN's limitations.