SKAdNetwork attribution

SKAdNetwork (SKAN) is an Apple framework that allows you to attribute an app install to a specific ad campaign without IDFA while maintaining user privacy. Since iOS 14.5, when users disallow IDFA tracking, SKAdNetwork remains the only way to get information about the traffic source.

MyTracker supports SKAdNetwork:

  • automatic conversion registration for SKAdNetwork
  • accepting SKAN postbacks from ad networks and collecting aggregate data from Self-Reporting Networks (SRN), such as Google Ads
  • SKAN data granularity at the level of partners, ad campaigns, and conversion value
  • uploading raw data via API

How it works

  1. The user clicks on the ad, installs, and runs the app for the first time. The MyTracker SDK built into the app calls SKAdNetwork to register the conversion.
  2. SKAdNetwork registers the conversion and tracks the conversion value over the next 24 hours, triggers an additional random timer (0 to 24 hours), and sends a postback to the ad network that made the install.
  3. The ad network sends SKAN postback to MyTracker.
  4. MyTracker gathers data on all ad networks in a single report, details by campaigns, and provides data via an API.

From iOS 15, app owners will be able to receive SKAN postbacks directly, without ad networks

Conversion value

Along with the install postback, Apple offers to transmit conversion values. This is a number between 0 and 63 that can be tracked for each conversion. The value provides additional information about the user's behavior and allows you to evaluate the ad campaign results.

The ad network or the app determines the meaning of the numbers 0-63. For example, it can be the amount of payment or level-up in the game.

For more details, refer to the Conversion value section

Receiving SKAdNetwork data

MyTracker gets SKAdNetwork data in two ways:

  • receiving SKAN postbacks from partners
  • collection of aggregated data via API, through integration with self-attribution networks (SRN) such as Google Ads)

For a list of integrated partners, see the SKAdNetwork partners section

Where to start

To support SKAN attribution:

  1. Check that the MyTracker SDK version 2.1.2 or higher is built into your app.
  2. Make sure that MyTracker accepts data from your partner:
    • partner is listed as an integrated SKAN partner in MyTracker
    • if this is an SRN, your MyTracker account must be connected to an account in the partner's system (see instruction for Google Ads)

Analyzing SKAdNetwork data

To keep user data private, Apple sends postbacks to ad networks with some delay (at least 24 hours). The SKAN data does not contain information about the device, user, or time of attribution. Therefore, it cannot be linked in any way to MyTracker stats for standard ad campaigns, stats by users or devices.

You should use particular metrics to analyze SKAdNetwork data in the MyTracker Report builder and Export API:

"SKAN conversion" metric

SKAN conversions are the total number of SKAN postbacks received from ad partners and SRN. It is essential to understand that SKAN conversions are not the complete analog of installs, because, for example, they can denote re-install.

SKAN conversions can be viewed in dimensions:

  • Date
  • Partner
  • Campaign
  • Conversion value
  • Country (is not available for SRN systems)

"Conversion value" dimension

Conversion Value (CV) is a number between 0 and 63, which indicates the quality of the SKAN conversion. For example, it could be the number of proceeds: CV=0 immediately after install, CV=1 if the user made a $1 payment, CV=2 for a $2 payment, and so on. For details, refer to the Conversion value section

The "SKAN conversions" metric and the "Conversion value" dimension can be exported through the Reports API using selectors skadNetworkConversions and skadNetworkConversionValue. For details, refer to Export API > Reports section.

Exporting postbacks via API

MyTracker provides the ability to upload raw postbacks received from ad networks. This is information about the ad campaign, conversion value, etc. For details, refer to the Selectors section.

To learn how to export SKAdNetwork postbacks, see the Export API > Raw data section