What is SKAdNetwork (SKAN) and Why is it Important?
In the mobile marketing world, with Apple's ATT policy restricting data tracking without user consent and the disappearance of clear data for advertisers, Apple's own solution, SKAdNetwork (SKAN), has come into use.
What is SKAdNetwork (SKAN)?
SKAdNetwork is a solution created by Apple post-ATT. The primary goal is to enable the measurement of advertising campaign performance by anonymizing data without sharing personal information.
The most significant feature of SKAN is its ability to provide data independently of ATT status. Even if a user does not grant permission, the advertising channels they originated from can still be identified.
Why Do We Use SKAN?
SKAN is used for the following reasons:
- To resolve the data deficiency and uncertainty experienced post-ATT on a campaign-breakdown basis and to improve the optimization of advertising budgets.
- Because it provides data by operating within the scope of the ATT policy without compromising privacy.
- Because it measures users coming not only from within apps but also via Safari.
How Does SKAN Work?
1. Setup and Configuration
To start using SKAN, an MMP (Adjust, AppsFlyer, etc.) must first be selected and SDK integration must be completed. Then, the most critical stage, the Conversion Scheme, is configured.
2. Assigning Conversion Value (CV)
The system defines user actions with values between 0 and 63 (CV). For example:
- CV 0: App install only (Install)
- CV 1: Registration (Register)
- CV 2: Adding to cart (Add to cart)
- CV 3: Purchase (Purchase)
3. Postback Mechanism
When a user downloads the app or performs an action, Apple sends a Postback after waiting for a certain period (using a timer for privacy). This data packet is sent first to the ad network (e.g., Facebook) and then to the MMP platform. This allows us to see which campaign generated a conversion with which "value."
Critical Concept: Crowd Anonymity
The most important concept SKAN users should pay attention to is Crowd Anonymity. If you do not have enough data, data sharing is restricted.
Specifically, if a campaign generates fewer than 20 install events per day, Apple may send no data at all or provide "weak data" to protect user privacy. Therefore, it is more logical to analyze high-volume campaigns.
In conclusion, SKAdNetwork (SKAN) is Apple's official tracking system that measures the success of advertising campaigns at an aggregate level instead of individual data, while protecting user privacy. While its biggest advantage is providing data independent of user consent; its main drawbacks are that data arrives with a 24-48 hour delay and data restrictions (Crowd Anonymity) occur in low-volume campaigns due to privacy thresholds.