Find out about SkAdNetwork (SKAN), Conversion Value solution
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About SKAN
SkAdNetwork (SKAN) is a solution where Apple measures attribution on its own and delivers the measurement results to the ad network. In the SKAN campaign, Apple, not MMP, is responsible for measuring app attribution.
SKAN vs Traditional Campaign
The SKAN solutions attribution measurements do not require IDFA or any other device identification values.You will also not be affected by ATT consent pop-ups. This allows advertisers to measure app campaign attribution while protecting user privacy.
SKAN | Existing DFN campaigns | |
---|---|---|
device identification value | Unnecessary | Required (IDFA, Fingerprint, etc.) |
ATT agree | Unnecessary | Some required (IDFA matching attribution model) |
click to install lookback window | Launch the app for the first time within 60 days of installing the app within 30 days | User adjustable (*) |
view-through to install lookback window | Launch the app for the first time within 60 days after installing the app within 24 hours | User adjustable (*) |
Real-time performance measurement | Not available, with at least 24 hours delay from first app launch | available |
Device-level performance reports | Not available | available |
Retention measurement and reports | Up to 64 bit codes (0 to 63) | No restrictions, virtually unlimited depending on event linkage |
[[Quote:Information:Normal]] (*)DFNs lookback window calculation is based on the first launch of the app, not the app installation.
How SKAN works
The flow through which the SKAN campaign operates and its main members are as follows.
- (a) Ad network - Ad network
- (b) Source app - Media app
- (c) Advertised app - Advertised app
Source: Apple Developer Page
Main members: AdNetwork
This is an ad network participating in SKAN. It is convenient to understand it as a commonly known advertising platform. In order for an existing ad network to participate in SKAN, the following must be completed.
- Complete and submit the ad network registration application form on the Apple Developer page.
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Pass the issued skadnetwork ID to the source app.
- The skadnetwork id has the form “example.skadnetwork”.
- The ad network delivers approved ads to the media app.
- When attribution occurs, you receive an install postback from Apple.
- Validate and report on received postbacks.
Main members: Media app (Source app)
It is a media app that actually owns the space that exposes SKAN advertisements to users. To expose SKAN advertisements, follow the steps below.
- Register the skadnetwork ID received from the ad network in your apps info.plist.
- SKAN advertising data approved by the ad network is received and exposed to users.
Main members: Advertised app
This is an advertiser app where app installation occurs through SKAN. To proceed with SKAN advertising, follow the steps below.
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When the app is installed and run, NetworkAttribution() or updateConversionValue(_:) is called.
- This is not required if you have integrated DFN’s latest SDK.
- (Optional) Call updateConversionValue(_:) to update the conversion value for retention measurement.
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(Optional) Register the DFN server URL that will deliver the cloned install postback to info.plist.
- This setting allows DFN to receive the same SKAN install postbacks that the ad network receives.
Learn about ConversionValue
Introduction to Conversion Value
Conversion value, introduced in SKAN starting with iOS 14, is used to measure user behavior after an app install event that occurred through a SKAN campaign.
Constraints
There are restrictions on the use of conversion values as follows:
- It measures up to 64 user behaviors using 6-bit values representing integers from 0 to 63.
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Updates to conversion values must occur within a maximum of 24 hours. If an update occurs within the limited time, another 24-hour timer will start.
- As the update continues, postbacks that were already delayed will continue to be delayed.
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Due to the limited number of conversion values and latency, good design for conversion value measurement is required.
- DFN provides a settings panel to design various conversion value models based on linked app events.
Learn about DFINERY SKAN solutions
There are many constraints to consider when running a SKAN campaign. DFINERY provides SDK and console to help customers run SKAN campaigns more easily.
You can learn about the SKAN solution provided by DFINERY through the article below.
Take advantage of the SKAdNetwork (SKAN) campaign