SKAdNetwork (SKAN) is Apple's privacy-first solution for advertising campaigns on iOS. It became essential with the rollout of iOS 14.5 and the AppTrackingTransparency framework (ATT) in April 2021. SKAN serves as the only way for advertisers to attribute users who have not opted-in, aligning with Apple's privacy guidelines.
SKAN 4 provides space for 6-bits of downstream metrics, known as a conversion value or SKAN 4 fine grain conversion value. The measurement window for SKAN 3 is 24 hours, while for SKAN 4 Postback 1, it's up to 48 hours. Timers are designed to obscure the time of install, ensuring no link to individual users.
Released in October 2022 with iOS 16.1, SKAN 4 introduced several features to enhance advertising capabilities:
SKAN 4 provides three measurement windows: 0-48 hours, 3-7 days, and 8-35 days, with varying delays for each.
In addition to the original 0-63 fine values, SKAN 4 introduces coarse values (low, medium, high), linked to crowd anonymity tiers, offering more flexibility in measurement.
The campaign ID has been renamed source ID, functioning hierarchically with up to 10,000 options. The lockWindow feature adds flexibility to measurement window lengths, allowing advertisers to control when postbacks are received.
SKAN 4 enables SKAdNetwork attribution from app-to-Safari, a feature previously unavailable.
SKAN poses significant measurement difficulties, with less visibility into user-level data and metrics. Delays in receiving data also hinder fast optimizations.
As of SKAN 4, re-engagement measurement remains a challenge due to the lack of device- or user-level data collection. However, anticipated changes in the upcoming SKAN 5.0 release are poised to address this limitation.
In SKAN 5.0, advertisers are expected to measure conversions after a user opens an app by tapping on an ad. This anticipated feature will focus on users who have already installed a specific app, potentially transforming the way re-engagement is measured and understood.While the details are still unclear, and it's not known if re-engagement campaigns will be separate from app discovery campaigns, the anticipated changes in SKAN 5.0 represent a promising development. Advertisers and marketers are eagerly awaiting the launch of SKAN 5.0 to explore the new possibilities it may offer for re-engagement measurement and campaign optimization.
SKAN 4 introduces three measurement windows with fine and coarse conversion values. Marketers must learn to link their strategic vision to these values to drive growth on iOS.
The evolution to SKAN 4 represents a significant shift in iOS advertising, introducing new features and challenges. Advertisers must adapt to these changes, understanding the complexities of conversion values, measurement windows, and privacy manifests.