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SKAdNetwork (SKAN) is a privacy-preserving iOS framework for mobile install attribution. Released in October 2022, SKAN 4.0 sends three postbacks that include conversion values containing post-install user activity data. The SKAN data can be viewed in the Actuals Report and the Trend Report. SKAN 4.0 postbacks are sent to Airbridge whenever the random postback timer ends. Refer to the table below for the availability of SKAN 4.0 postback data in Airbridge.
CautionTo view your SKAN data, configure the SKAN 4.0 conversion values first. Read this article for detailed instructions.

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SKAN Metrics and GroupBys

The SKAN metric and GroupBy names all start with “SKAN.” Search by “SKAN” for SKAN metrics and GroupBys.
  • SKAN event metrics that correspond to all Airbridge standard events are available by default.
  • SKAN event metrics that correspond to custom events that are used in configuring the conversion values are made available once the custom events are received as SKAN postbacks by Airbridge,
The following table lists the SKAN metrics and GroupBys available by measurement components.

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SKAN data refresh cycle

SKAN data is not updated in the Airbridge reports in real time. It is finalized some days after the app install date. Note that Meta ads and Google Ads pass the past 5-day worth of SKAN data daily at 4:00 AM (UTC). Ad channels other than Meta ads and Google Ads pass the SKAN data to Airbridge as soon as they receive the SKAN postback.

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SKAN Metrics and GroupBys by Measurement Component

The SKAN metrics and GroupBys available for viewing SKAN 4.0 data differ depending on the selected measurement component in the [SKAN Conversion Value] menu. The below section details the SKAN metrics and GroupBys you can use by measurement component.

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GroupBys available for all measurement components

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Attribution Overlap

NoteSKAN 4.0 must be applied to visualize the SKAN data of this measurement component. If you wish to switch from SKAN 3.0 to SKAN 4.0, contact your Airbridge CSM. If you don’t have a designated CSM, contact the Airbridge Help Center.
The measurement component “Attribution Overlap” must be included in the conversion value mapping to create a report view using the following metrics and GroupBys. When it comes to SKAN data for Meta campaigns, the attribution overlap can only be determined for installs.
  • The SKAN Overlap Installs (App) metric measures the SKAN installs that are also attributed by Airbridge using IDFA. When using this metric and selecting SKAN Is Also Attributed by Airbridge (IDFA) as a GroupBy, only “true” will show as a value.
  • The SKAN Dedup Installs (App) metric shows the SKAN installs that are only attributed via SKAN. When using this metric and selecting SKAN Is Also Attributed by Airbridge (IDFA) as a GroupBy, only “false” will show as a value.
When selecting SKAN Is Also Attributed by Airbridge (IDFA), the following values will show.
  • true: Attributed by SKAN and also attributed by Airbridge using IDFA
  • false: Attributed by SKAN only
  • no value: The “Attribution Overlap” component is not included in the conversion value mapping, or the install is attributed to Meta Business. For more details, refer to this article.

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Conversion

Select SKAN {event name} User (App) as a metric to view the number of users who performed certain events.
Select any GroupBy from the GroupBys available for all measurement components to create a report view that suits your marketing needs.However, when selecting SKAN Event Count Range as GroupBy, only 1 will show as a value because this GroupBy shows the number of events performed per set range, which is meant to be used for engagement tracking.

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Engagement

Select SKAN {event name} Count (App) as a metric to view the number of certain event occurrences. The total number of event occurrences per range is calculated by multiplying the median value of a range with the number of users who fall into the range. When the event occurrence falls out of the set ranges, it is counted in the last range.In the Actuals and Trend report, the SKAN {event name} Count (App) metric will always show the total number of event occurrences of all ranges, and as in the following case, “500” will be shown as value.The SKAN {event name} Count (App) metric uses the median value and therefore is unable to show the accurate number of event occurrences. If you want to track the number of event occurrences more accurately, create lots of ranges with smaller intervals.
CautionIf your iOS campaigns are mostly on Meta Business, the SKAN {event name} Count (App) metric may show inaccurate results. This is because Meta Business does not support engagement tracking via SKAN, and the SKAN {event name} Count (App) metric will show only 1 as a value regardless of how the conversion value is configured.When measuring your Meta campaigns via SKAN, use the SKAN {event name} User (App) metric and measure the number of users who performed certain events.
Select the SKAN Event Count Range as a GroupBy to view the number of event occurrences per range. If you edit the range settings in the conversion value mapping, you will see the values of all ranges in the report. Be mindful when editing the ranges for engagement tracking.

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Revenue

Select the SKAN {event name} Revenue (App) as a metric to view the revenue. The total revenue per range is calculated by multiplying the median value of a range with the number of users who fall into the range. Revenue amounts that fall out of the set ranges are counted in the last range.In the Actuals and Trend report, the SKAN {event name} Count (App) metric will always show the total revenue of all ranges, and as in the following case, “500,000” will show as a value.The SKAN {event name} Revenue (App) metric uses the median value and therefore is unable to show the accurate revenue. If you want to track the revenue more accurately, create lots of ranges with smaller intervals.
Select the SKAN Revenue Range GroupBy to view the revenue by ranges. If you edit the range settings in the conversion value mapping, you will see the values of all ranges in the report. Be mindful when editing the ranges for revenue tracking.

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Retention

NoteSKAN 4.0 must be applied to visualize the SKAN data of this measurement component. If you wish to switch from SKAN 3.0 to SKAN 4.0, contact your Airbridge CSM. If you don’t have a designated CSM, contact the Airbridge Help Center.
Select the SKAN Retention (App) metric.
Select the SKAN Retention Range to view the retention value per range. This GroupBy can be applied to SKAN 4.0 data only.If you edit the range settings in the conversion value mapping, you will see the values of all ranges in the report. Be mindful when editing the ranges for revenue tracking.

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Other GroupBys

The following GroupBys are also available for creating a report view of your SKAN data.