What is SKAdNetwork?
SKAdNetwork (SKAN) is Apple's privacy-centric framework for measuring the effectiveness of ad campaigns that drive app installations on iOS. It provides aggregated, limited attribution data to advertisers without exposing individual user identifiers or allowing cross-app tracking.
Introduced alongside App Tracking Transparency (ATT) in iOS 14, SKAdNetwork has become the primary way to measure paid advertising performance on iOS. Version 4.0 (iOS 16.1+) introduced hierarchical conversion values, multiple postbacks, and web-to-app attribution support.
How it works
SKAdNetwork operates as a three-party system managed by Apple:
1. Ad network registration — Ad networks register with Apple and receive a network ID. They sign ad impressions with their credentials.
2. Ad display & click — When a user sees or taps an ad, the ad network calls SKAdNetwork APIs to register the impression. Apple cryptographically signs this interaction.
3. App install & conversion — After the user installs and opens the advertised app, the app can set a conversion value (a number representing the quality of the install) within a limited time window.
4. Postback delivery — After a timer expires (24-72+ hours), Apple sends a postback to the ad network containing the campaign ID, conversion value, and attribution data — but no user identifiers. Postbacks are delayed and may include noise (randomized data) for privacy.
SKAN 4.0 improvements — Multiple conversion windows (0-2, 3-7, 8-35 days), fine and coarse conversion values based on crowd anonymity, and up to 3 postbacks per install.
Why it matters
SKAdNetwork has fundamentally changed mobile marketing measurement:
- Required for iOS ad attribution — With ATT opt-in rates around 25-30%, SKAN is the primary attribution method for most iOS users - Privacy compliant — No user-level tracking, no IDFA required, no cross-app data sharing - Limitations to understand — Delayed reporting (24-72+ hours), limited campaign granularity (100 campaigns in SKAN 4.0), no real-time optimization, conversion value constraints - Impacts deep linking — SKAN attribution is separate from deep linking; combining both requires careful implementation to provide a good user experience while maintaining measurement accuracy
Frequently asked questions
How is SKAdNetwork different from traditional mobile attribution?
Traditional attribution (like IDFA-based tracking) provided real-time, user-level data about which ad drove each install. SKAdNetwork provides aggregated, delayed data without user identifiers. It's more privacy-preserving but offers less granularity and slower feedback loops for campaign optimization.
Do I still need SKAdNetwork if users opt into ATT tracking?
Yes. SKAdNetwork runs for all users regardless of ATT consent. For users who opt into tracking, you can use IDFA-based attribution alongside SKAN for richer data. But since most users opt out of tracking, SKAN is essential for measuring the majority of your iOS ad spend.
Related terms
Mobile Attribution
The process of identifying which marketing channel, campaign, or touchpoint led a user to install or engage with a mobile app.
App Tracking Transparency (ATT)
Apple's iOS framework that requires apps to request user permission before tracking their activity across other companies' apps and websites.
Mobile Measurement Partner (MMP)
A third-party analytics company that helps app marketers measure and attribute installs and in-app events across advertising channels.
Deferred Deep Linking
A deep linking technique that preserves the intended destination through the app install process, routing users to specific content after they install and open the app for the first time.