SKAdNetwork: a Must-Have for User Acquisition

SKAdNetwork Explained: How It Works and How to Deploy It

Introduced by Apple in 2018, SKAdNetwork is a framework designed to provide privacy-focused attribution for mobile users.

How Does SKAN Work?

SKAN attributes conversions without revealing user identities or sharing personal data. It relies on postbacks—anonymous notifications sent to advertisers to confirm a conversion. These postbacks are aggregated, anonymous, and subject to delays of up to 48 hours.

A Turning Point with iOS 14

The introduction of ATT in 2021 elevated SKAN’s importance as the primary attribution method for iOS users who opt out of tracking. With nearly 80% of users declining tracking, SKAN has become indispensable for app marketers.

The SKAN Revolution: A New Era in Mobile Marketing

A Paradigm Shift for Marketers

Before SKAN, marketers relied on detailed data about user behavior. SKAN introduced a more generalized, anonymized view, forcing a complete reinvention of user acquisition (UA) strategies.

Key Benefits

Despite its constraints, SKAN has driven innovation. Campaigns now focus on captivating creatives and robust testing to maximize performance.

Financial Impact

In 2021, iOS ad spend initially dropped by 15%. However, advertisers who embraced SKAN saw stabilization and even growth as they optimized their strategies.

SKAN Challenges: Constraints and Opportunities

Technical Limitations

• Delayed Postbacks: Data arrives 24 to 48 hours after a conversion, complicating real-time optimization.

• Loss of Granularity: The lack of precise user signals makes it harder to segment audiences effectively.

Evolving Marketing Teams

With fewer technical signals available, teams must focus more on creative strategy and strategic analysis than on detailed data-driven optimizations.

Key SKAN Concepts

Postbacks

Anonymous notifications that inform advertisers about conversions. They include campaign data and timing but exclude any personal user details.

Coarse-Grained et Fine-Grained

These terms describe the level of precision of the data available via SKAN :

• Fine-Grained : Detailed conversion data available only under strict privacy conditions, such as a large enough user base.
• Coarse-Grained : Less precise but more broadly accessible, ensuring privacy is maintained.

Fenêtre d’attribution

The time period in which a conversion is attributed to a campaign, typically limited to 24 hours for SKAN.

Conversion Value

A customizable metric allowing advertisers to track up to 64 unique events (e.g., purchases or sign-ups).

Set up your MMP (Mobile Measurement Partner) to fully leverage SKAN

Best Practices for Mastering SKAN and iOS 14 UA Campaigns

1. Prioritize Conversion Windows

Focus on key events occurring within the first 24 hours, as these are critical for capturing meaningful user behavior.

2. Invest in High-Quality Creatives:

With less granular data, engaging creatives are vital. Test variations to identify the best performers.

3. Collaborate with Experts

Platforms like Moloco can help optimize campaigns by making the most of SKAN’s available data.

Key Takeaways: What You Need to Know About SKAN

• A Privacy-Centric Framework: SKAN reflects Apple’s commitment to user privacy and growing demand for confidentiality.
• The Power of Creatives: In a world with fewer data signals, high-quality, engaging creatives are essential.
• A Promising Future: SKAN 4.0 introduces new features, such as increased flexibility in data collection and attribution.

Conclusion: SKAN as Your Ally for the Future of Mobile Marketing

SKAdNetwork has transformed the mobile marketing landscape. By embracing creative-driven strategies and partnering with experts, advertisers can overcome its limitations and unlock its potential. The future of mobile marketing lies in fully adopting SKAN and leveraging its unique opportunities.

To find out more, see our Acquisition Battle: SKAN vs Probabilistic Model