This article aims to assist Airbridge users and media partners in gaining a better understanding of SKAN and how to measure SKAN data using Airbridge. Please note that the information provided is subject to change based on Apple's policies.
The App Tracking Transparency (ATT) framework is Apple’s privacy-preserving policy implemented for iOS 14.5 and later versions. According to this policy, apps must get confirmation from users that they allow data tracking before being able to collect identifiers such as IDFA and IDFV. For more details, refer to this article from Apple.
If a user does not allow data tracking, the IDFA can’t be collected, and device-level attribution is not possible.
App-to-app campaigns can be measured using SKAN if the ad channel supports SKAN, regardless of whether the user has opted in or out of data tracking. However, even with SKAN, web-to-app campaigns and re-engagement campaigns can’t be measured.
The deep linking capabilities of the tracking links are independent of ATT or SKAN, and all users will be redirected to the intended in-app page when clicking the deep link.
However, device-level attribution is possible only for users who allow data tracking. Installs of users who don't allow data tracking will be reported as organic installs.
Your app users that allow data tracking must also have allowed data tracking in the apps that carry the ad that leads to the install of your app. Refer to the following table.
Your app users that allow data tracking
Your app users that DON'T allow data tracking
Users that allow data tracking on the app that carries the ad
SKAN and device-level attribution using IDFA
Users that DON'T allow data tracking on the app that carries the ad
Yes. Airbridge uses the Airbridge Device ID to identify unique devices, and the IDFA is not a requirement for user data to be made visible in the Active Users Report.
SKAN 3.0 supports iOS 14.0 and later, and SKAN 4.0 supports iOS 16.1 and later.
SKAN and ATT are separate systems, and there is no direct correlation between the two frameworks because they are built on different objectives.
SKadNetwork(SKAN) allows for tracking app install campaigns without compromising users’ private information, whereas App Tracking Transparency (ATT) empowers users to decide whether they want to allow the app to track their activity across other companies’ apps and websites.
This means that apps can collect the IDFA of a device and attribute installs when the user is opted into the ATT prompt, regardless of SKAN. At the same time, install campaign data can be tracked via SKAN regardless of ATT.
The Source App ID is the App Store ID of the source app that displayed the ad. The source App ID is part of the data contained in SKAN 3.0 postback. If the number of app installs in a day doesn’t exceed Apple’s threshold, the Source App ID and conversion values won’t be sent via postback.
Not yet. SKAN 3.0 and SKAN 4.0 send postbacks that contain data from users who install apps after engaging with an ad.
Yes, you can, but it is not recommended.
According to Apple’s SKAN privacy threshold policy, SKAN sends postbacks with null conversion values if the number of daily installs does not reach a certain threshold. Refer to this article for more details.
The timestamp of SKAN events you see is the timestamp of events contained in the SKAN postback sent to Airbridge from ad channels.
The number of “SKAN Install (App)” event is the total number of installs measured via SKAN. The number of “SKAN Re-install (App)” event is the number of installs performed by users before. The user’s Apple ID is used to determine whether an install is a re-install.
So, for example, 10 “SKAN Install (App)” events and 2 “SKAN Re-install (App)” events means 8 new installs and 2 re-installs.
The following limitations in SKAN could be the reason:
SKAN does not support web-to-app install tracking and probabilistic attribution.
SKAN 3.0 and 4.0 do not support re-engagement campaigns.
SKAN 3.0 sends postbacks within a time window of 24 to 48 hours after the app installation. Therefore, it may take up to 48 hours for the data to become available in Airbridge.
Apart from the above limitations, there might be other problems in receiving SKAN 3.0 postbacks. For more details on SKAN 3.0, refer to this article.
Yes, you can, as long as the ad channels continue to support SKAN 3.0. To confirm whether specific ad channels support SKAN 3.0, contact each ad channel individually.
You can still track SKAN 3.0 data as long as the ad channels support SKAN 3.0.
The SKAN 3.0 conversion values are the fine conversion values in SKAN 4.0. Configuring the fine conversion value settings in your Airbridge dashboard on the [SKAN Conversion Value] settings page for SKAN 4.0 is the same as configuring the conversion values on the [SKAN Conversion Value] settings page for SKAN 3.0.
If you want to track SKAN 3.0 data only, there is no hurry in switching the settings page to the SKAN 4.0 version.
If you run campaigns on ad channels that support SKAN 4.0, switching the settings page to the SKAN 4.0 version allows you to configure the coarse conversion values and get more campaign data, such as in-app event data from the second and third postbacks, and also determine whether the events attributed by SKAN have also been attributed by Airbridge using IDFA.
As major ad channels are rolling out their plans to support SKAN 4.0, we recommend switching to SKAN 4.0 to stay ahead of the game and be prepared for SKAN 4.0. Refer to this article to fulfill the prerequisites for the switch.
No, you can’t switch back, and there is no reason to switch back because the SKAN 3.0 conversion values are the fine conversion values in SKAN 4.0. Configuring the fine conversion value settings in your Airbridge dashboard on the [SKAN Conversion Value] settings page for SKAN 4.0 is the same as configuring the conversion values on the [SKAN Conversion Value] settings page for SKAN 3.0.
The difference in data may be due to the mapping of Airbridge events to Meta ads events. Refer to the article below to learn more.
Another reason why you may see different results is because the way SKAN data is displayed differs between Meta Ad Manager and Airbridge. Meta Ad Manager displays click-through attribution data in the SKAN data fields and shows view-through attribution data when hovering over the values. Airbridge, however, displays the sum of the click-through and view-through attribution data.
If you want to view the SKAN data in Airbridge the same way you view them in the Meta Ad Manager, add the following filters in your Actuals Report to display click-through attribution data only.
Is View-through is
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