Metrics and GroupBys for SKAN 4.0 data
Written by Jeongwon Kim,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.
Caution
To view your SKAN data, configure the SKAN 4.0 conversion values first. Read this article for detailed instructions.
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.
Measurement Component | Metrics | GroupBys |
|---|---|---|
Available for all Components | All SKAN metrics | - SKAN Version |
Attribution Overlap | All SKAN metrics | SKAN Is Also Attributed by Airbridge (IDFA) |
In-app Events (Conversion) | SKAN { | SKAN Event Count Range |
In-app Events (Engagement) | SKAN { | SKAN Event Count Range |
Revenue | SKAN { | SKAN Revenue Range |
Retention | SKAN Retention (App) | SKAN Retention Range |
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.
GroupBy | Description | Example | Notes |
SKAN Version | The SKAN version of the SKAN postback | 2.1, 3.0, 4.0 | |
SKAN Postback Sequence Index | SKAN postback sequence by device | 1,2,3 | Postbacks from SKAN 3.0 and earlier versions will show only “1” |
SKAN Is Null Conversion Value | Whether SKAN conversion value was sent or not | true, false | First postbacks of postback Tier 1 with no conversion value will show “true” |
SKAN Conversion Value Type | The type of SKAN conversion value | fine, coarse | All postbacks of SKAN 3.0 and earlier versions will show only “fine” |
SKAN Source Identifier Digit | The digit number of source identifier ID provided by SKAN 4.0 postbacks | 2,3,4 | Available for SKAN 4.0 postbacks only |
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
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.
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.
Range | Number of event occurrences (excluding-including) | Median value | Number of users | Total number of event occurrences (Median value x number of users) |
Range 1 | 0-10 | 5 | 2 | 10 |
Range 2 | 10-20 | 15 | 4 | 60 |
Range 3 | 20-30 | 25 | 6 | 150 |
Range 4 | 30-40 | 35 | 8 | 280 |
All ranges | 20 | 500 |
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.
Caution
If 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.
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.
Range | Revenue
(excluding- including) | Median value | Number of users | Total revenue (Median value x Number of users) |
Range 1 | 0 ~ 10,000 | 5,000 | 2 | 10,000 |
Range 2 | 10,000 ~ 20,000 | 15,000 | 4 | 60,000 |
Range 3 | 20,000 ~ 30,000 | 25,000 | 6 | 150,000 |
Range 4 | 30,000 ~ 40,000 | 35,000 | 8 | 280,000 |
All ranges | 12 | 500,000 |
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.
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.
The following GroupBys are also available for creating a report view of your SKAN data.
GroupBy | Description | Notes |
Event | ||
Event Category | Event name the user performed | |
Event Property | ||
Event Source | Source of the event | |
Event Type | Type of the event | |
Event Name | Name of the event | |
Touchpoint | ||
Channel | Channel of touchpoints and conversions | |
Campaign | Campaigns of touchpoints and conversions | |
Sub Publisher | Sub-publisher of touchpoints and conversions | |
Campaign ID | Unique ID of the campaign parameter | |
Channel Type | The type of channel of the conversion | |
Touchpoint Generation Type | The type of touchpoint generation | |
Touchpoint Identity Matching Type | The type of touchpoint identity matching type | |
Is View-through | Whether it is a view-through campaign | Not available for Google data |
Device | ||
Manufacturer | Device manufacturer | |
Platform | Device Platform | |
OS Name | Name of OS | |
App | ||
Airbridge App Name | App name registered to Airbridge by App Owner |
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