SKAdNetwork is Apple's privacy-preserving mobile attribution framework for iOS, which reports campaign-level install and conversion data without revealing individual user identity.
SKAdNetwork (SKAN) is Apple's privacy-centric attribution framework introduced as part of the iOS 14+ privacy changes triggered by the App Tracking Transparency (ATT) requirement. SKAN enables app install attribution without requiring individual user identification or cross-app tracking.
With SKAN, the attribution signal flows from Apple directly to ad networks and then to advertisers, without passing through an MMP's user-level tracking SDK. The data is aggregated, delayed (up to 24–48 hours), and limited: advertisers receive a campaign ID, conversion value, and source app identifier, but no user-level data, no impression data, and no post-install event sequences beyond a single conversion value.
SKAN 4.0 (introduced in iOS 16.1) added hierarchical source identifiers, three postback tiers for different attribution confidence levels, and web-to-app attribution support, significantly improving the data richness of SKAN-based campaigns.
SKAN is now the primary attribution mechanism for a significant portion of iOS UA campaigns, particularly for users who have not opted into tracking via ATT. Understanding SKAN's limitations, aggregation delays, conversion value constraints, no user-level data, is essential for correctly interpreting iOS campaign performance and making sound budget allocation decisions.
Example
“An advertiser running iOS campaigns on Meta sees only 40% of installs attributed in their MMP due to ATT opt-out rates; the remaining 60% are reported through SKAN aggregated postbacks, requiring a modeled blended view to see total campaign performance.”
ATT is Apple's iOS framework that requires apps to request explicit user permission before tracking their activity across other companies' apps and websites.
Learn moreMobile AttributionAn MMP is an independent third-party platform that attributes app installs and in-app events to the advertising sources that drove them.
Learn moreMobile AttributionAn attribution window is the time period after an ad interaction within which an install or in-app event is credited to that ad.
Learn moreMobile AttributionProbabilistic attribution assigns conversion credit to ad exposures based on statistical likelihood rather than deterministic device identifiers.
Learn moreConnect your ad networks and MMP in 5 minutes. AI tags every creative automatically.
Start Free Trial