SKAN (SKAdNetwork)

SKAdNetwork (SKAN) is Apple's privacy-preserving attribution framework for iOS app installs. Instead of user-level data, it sends delayed, aggregated postbacks to the ad network that drove the install, with a limited conversion value that the advertiser can map to early in-app behavior.

SKAN 4 added multiple postbacks over longer windows and coarse conversion values, giving more insight into post-install quality. Working well with SKAN requires a thoughtful conversion-value schema, patience with reporting delays and campaign structures large enough to meet privacy thresholds.

Practical tips: map conversion values to the events that best predict revenue in the first days, keep campaign structures simple so each campaign receives enough installs to pass privacy thresholds, and reconcile SKAN results with your MMP's modeled data rather than expecting user-level precision. Treat SKAN data as directional evidence and combine it with other signals, such as Android results and incrementality tests, when making budget decisions.