At a glance: Attributing app installs using SKAdnetwork.
SKAdNetwork
Minimum version requirements updated March 23, 2021:
- SKAdNetwork solution SDK V6.2.4.
iOS 14 guidance
- We expect that starting iOS 14.5+ (to be released) you’ll be required to ask users for their permission to track them across apps and websites owned by other companies. This means is that starting iOS 14.5 ATT consent is required to access IDFA.
- If you advertise using Apple Search Ads (ASA), and SKAdNetwork adopt V6.2.4+ and adjust your reporting processes in accordance with our ASA bulletin.
- General iOS 14 guidance:
- AppsFlyer LTV attribution continues to operate unchanged compared to iOS 13.
- Implement the AppsFlyer SKAdNetwork Solution as described in this article.
- Make sure that your ad network partners have SKAdNetwork integration with AppsFlyer.
- Use AppsFlyer SKAdNetwork simulation to get a better understanding of how ATT will impact your attribution.
- Before iOS V14.5 it is not mandatory to display the ATT prompt before collecting IDFA
- If you currently use AppsFlyer iOS SDK V5.4:
- LTV attribution continues to operate unchanged compared to iOS 13.
- Adopt the latest version of the AppsFlyer SDK V6.2.4+ going forward.
SKAdNetwork infrastructure, part of iOS by Apple, helps advertisers measure campaign success while maintaining user privacy. The SKAdNetwork infrastructure operates without IDFA or other advertising ID. Consequently, there is no need for user consent to implement the solution.
- SKAdNetwork Solution implementation checklist for marketers
- List of AppsFlyer integrated partners and their SKAdNet ID
- AppsFlyer SKAdNetwork interoperability with Facebook
Related reading
Definitions
- SDK: AppsFlyer iOS SDK latest version integrated into an app.
- SKAdNetwork Infrastructure or Infrastructure: Refers to the attribution functions embedded in iOS 14, as defined by Apple.
- SKAdNetwork Solution or Solution: SDK, Infrastructure, and AppsFlyer platform working together. The Solution provides advertisers and ad networks with LTV data via dashboard analytics, reports, and postbacks.
- Measurement window has a set duration, default of 24 hours, starting with the first app open.
- Conversion value is the measure of user quality set by the app. Usually, the AppsFlyer SDK does this for you. However, if you set the conversion value, then use Custom conversion value.
This article describes the relevant characteristics of the Infrastructure, the Solution, and the available configurations.
Apple SKAdNetwork Infrastructure basics
Characteristic | Description |
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Prerequisites |
To enable the use of SKAdNetwork in the app:
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Supported |
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Not supported |
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Provides |
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Privacy thresholds |
Why is the conversion value missing in some postbacks? According to Apple, the postback won't include the conversion value nor the source app ID if doing so contravenes Apple privacy threshold limits. |
SKAdNetwork Solution
The solution offers measurement modes as follow:
- AppsFlyer measurement mode: Adopt the latest SDK version and in the user interface set your measurement requirements. This is described in detail in the sections that follow. The logic required to set the conversion value is embedded in the SDK and doesn't require any coding in the app.
- Custom measurement mode: Adopt the latest version SDK version. You need to code the logic required to set the conversion value in the app. The SDK does not do this. On receipt of postbacks, AppsFlyer decodes them using your Custom conversion mapping. If you are not yet familiar with the different measurement modes, consider the examples in this article and contrast them with those in the Custom conversion mapping article.
Solution principles and flow
To overcome the functional and structural limitations of the SKAdNetwork infrastructure, the Solution takes into consideration the characteristics in the table that follows.
Characteristic | Description |
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Data collection |
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Data validation |
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Data enrichment |
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Data delivery |
Enriched SKAdNetwork data is available using the following: |
Seamless integration |
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Agility |
Advertisers can change measurement configurations as needed in the dashboard. |
SKAdNetwork attribution flow
- Advertiser sets SKAdNetwork measurement settings in the Platform.
- After the user opens the app for the first time, Platform instructs SDK how to calculate the conversion value using the current configuration set by Advertiser.
- During the Measurement Window SDK updates the conversion value for each measurable user action.
- 24-48 hours after the most recent conversion value update, iOS sends the postback to ad network.
- Ad network forwards the postback to AppsFlyer.
- AppsFlyer validates and decodes the conversion value. Decoded data is:
- Recorded and attributed before being made available in AppsFlyer via dashboards, reports, and APIs.
- Sent via a postback to the Ad network to enable campaign optimization.
Performance measurement
You measure user quality by selecting a measurement mode.
Conversion value
- Calculated according to the user-quality measurement setting existing at the time the user opens the app for the first time.
- Updated by the SDK after each measurable user action that occurs in the app itself or reported by server-to-server (S2S) API.
- A numerical value from 0-63.
- User actions occurring after the expiry of the measurement window are not recorded.
- Sent once per install, by iOS 24-48 hours, after the most recent conversion value update.
- In most cases, iOS populate the conversion value in the postback if Apple determines that this doesn't contravene Apple privacy threshold limitations.
The Solution supports the following user-quality measurement types:
- [Default] Revenue: Total revenue generated by the user.
- Conversion: Record the unique in-app events (1-6) the user performs.
- Engagement: The number of times (0-63) the user performs a specific in-app event.
The sections that follow, contain descriptions of the metrics available and measurement examples. Use these to understand the capabilities and limitations of SKAdNetwork attribution and identify the measurement that will provide you with the greatest indication of user quality. Advertisers select the measurement type as needed via the dashboard.
Metric |
Formula/type |
---|---|
Installs | Count |
Clicks | Count |
Impressions | Count |
Click-to-install rate |
Installs / Clicks *100 |
Cost | Campaign cost |
Effective cost per install (eCPI) | Cost / Installs *100 |
Converted users |
Count of unique users performing a designated measurement event:
|
Converted users rate |
Converted users / Installs * 100 |
Effective cost per action (eCPA) |
Cost / Unique users performing a designated event |
User-quality measurement types
Measurement type | Description |
---|---|
[Default] Revenue |
Revenue generated during the Measurement Window Settings:
Metrics:
Consideration: In the app, foreign currency amounts are translated to USD which are converted to conversion units. Fractions of a conversion value unit are rounded up to complete units. For example, EUR 10, after translation using the current exchange rate is USD 11.25. If the conversion value unit rate selected is $1=1 unit, this is 11.25 units which is rounded up to 12 conversion value units. |
Conversion |
In-app event performed at one or more times during the Measurement Window Settings:
Metrics per in-app event:
Example of user counts:
Clarification! Use conversion measurement to count if a user performed an event. To count how many times a user performs an event use engagement measurement. |
Engagement |
Number of times the user performed a specified in-app event during the Measurement Window Settings:
Metrics for the in-app event:
Examples:
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Measurement type examples
Factor | Remarks |
---|---|
Scenario |
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SKAdNetwork Attribution Configuration |
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Selected metrics | Revenue related metrics available
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Number of raw data rows per report |
Raw data reports are available via Data Locker
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Developer considerations |
Events carrying revenue are recognized |
Factor | Remarks | |||||||||||||||||||||||||
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Example |
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SKAdNetwork Attribution Configuration |
Select measurement type: Conversion
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Selected metrics |
Note! Because the designated Conversion Event is in-app 1, the value 4 is used to calculate app-level metrics and for in-app-1 metrics. |
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Raw data reports are available via Data Locker
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Developer considerations |
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Factor | Remarks | ||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Example |
5 users install the app and open the app the number of times listed in the table.
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SKAdNetwork Attribution Configuration |
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Selected metrics |
Sample metrics available
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Number of raw data rows per report |
Raw data reports are available via Data Locker
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Developer considerations |
On each occasion the user performs the selected engagement event: send the in-app event. SKAdNetwork counts the number of times you send the event. |
Procedures
Configuring SKAdNetwork attribution
To configure SKAdNetwork attribution:
- In AppsFlyer, go to Configuration > SKAdNetwork Settings.
The SKAdNetwork settings page opens. - [Optional advanced setting] If you want to report events by S2S, turn Record in-app events sent by server-to-server API.
- Select a measurement type from one of the following:
- Revenue: Select a unit-to-USD rate to translate revenue units to USD. There are up to 63 revenue units. The maximum measurable revenue is the unit-to-USD rate X 63. Options available: $0.01, $1.00, $10.00
For example, $10 X 63 = $630, $1 X 63 = $63, $0.01 X 63 = $0.63. - Conversion: Select up to 1-6 in-app events performed by users.
- Engagement: Select an in-app event whose occurrences are counted.
- Revenue: Select a unit-to-USD rate to translate revenue units to USD. There are up to 63 revenue units. The maximum measurable revenue is the unit-to-USD rate X 63. Options available: $0.01, $1.00, $10.00
- Verify that SKAdNetwork measurement is on. Note! If off, the SDK does not call iOS SKAdNetwork functions like registerAppForAdNetworkAttribution, updateConversionValue.
- Click Save changes.
Measurement is active. Users opening the app for the first time are measured using these settings. SKAdNetwork attribution data updates in the dashboard 48-72 hours after the first app open.
Disable SKAdNetwork measurement
To turn off SKAdNetwork measurement:
- In AppsFlyer, go to Configuration > SKAdNetwork Settings.
- Turn off SKAdNetwork measurement.
Amongst other things, the SDK stops calling SKAdNetwork functions like registerAppForAdNetworkAttribution, updateConversionValue. - Click Save changes.
Report events by server-to-server API
Both the SDK and server-to-server API (S2S) can send in-app events to AppsFlyer servers.
The S2S flow is as follows:
- An event occurs related to the user in the advertiser's servers. The app may be open or closed at this time.
- Advertiser servers report the event to AppsFlyer by S2S.
- AppsFlyer calculates the updated conversion value and then:
- If the app is open on the user device: the SDK is notified of the updated value. The SDK updates the iOS conversion value on the device.
- If the app isn't open on the user device: the server waits until the app is opened to notify the SDK of the conversion value. This must occur before the expiry of the measurement window. If notification fails, the event is disregarded.
SDK version required
- Adopt the latest SDK version in the app. Note! No additional action is required by the developer.
Limitation
- If you implement user anonymization for a given user then you can't send events by S2S for that user.
To implement in-app event sending by server-to-server API:
- [One-time] Enable in-app event recording sent by server-to-server API:
- In AppsFlyer, go to Configuration > SKAdNetwork settings.
- Turn on Record in-app events sent by server-to-server API.
- Send events by S2S.
Additional SKAdNetwork information
Reporting options
Report name | Type | Enriched by AppsFlyer | Delivery method |
---|---|---|---|
Aggregate performance report of install, in-app events, and revenue. The data is similar to that found in the SKAdNetwork dashboard. |
Aggregated |
Yes |
API |
Aggregated postback data. SKAdNetwork postbacks aggregated to the greatest level of granularity possible. | Aggregated | No | API |
SKAdNetwork raw-data reports via Data Locker (with examples). Reports available:
|
Raw data | Yes | Data Locker |
SKAdNetwork Solution implementation checklist
No. | Action | Description | Responsibility |
---|---|---|---|
1 | Prepare |
|
Marketer, Developer |
2 | Configure |
In AppsFlyer, configure the SKAdNetwork solution |
Marketer |
3 | Prepare the app |
Migrate the app to AppsFlyer V6 SDK
|
Developer |
4 | Partner integrations |
Ad network partners must integrate with AppsFlyer using SKAdNetwork integration. Note! AppsFlyer SKAdNetwork simulation contains the data of all your partners irrespective of their current integration status. This won't be the case for the live data reported by SKAdNetwork postbacks. In relation to partners running your campaigns complete the following as required: Non-SRNs:
Facebook: |
Marketer |
Timing from app install until dashboard update
Timer element | Description | Range (hours) |
---|---|---|
Measurement window |
|
24 |
SKAdNetwork timer |
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24–48 |
SKAdNetwork random delay timer | Random postback delay time: 0–24 hours | 0-24 |
AppsFlyer processing | Postbacks received on a given day are processed at the end of the day starting at 00:01 on the following day. The data is available 8 hours later on the next day. Average delay of 20 hours. For example, a postback received on Monday is processed on Tuesday. The dashboard updates by 08:00 UTC. | 8-32 |
Summary | The average time elapsed from app open to data in the dashboard: 68 hours. | 32–104 |
Organic metrics in the context of SKAdNetwork
Organic metrics in the SKAdNetwork dashboard are calculated using the following mechanism:
- Apple SKAdNetwork sends postbacks relating to users who install after engaging with a media source. This provides the non-organic metrics.
- AppsFlyer LTV dashboard contains metrics of all installs irrespective of source.
- Using this data organic metrics are calculated as A-B where:
- A = Total of all users based on the LTV overview dashboard
- B = Non-organic users as reported by SKAdNetwork postbacks
Caveat relating to Apple Search Ads: Installs brought by Apple Search Ads in the LTV dashboard are non-organic. However, in the context of SKAdNetwork, they form part of the organic metric.
Traits and limitations
Trait | Remarks |
---|---|
Ad network access | Ad networks are provided with postbacks |
Agencies |
Not supported. This means that agencies mustn't enable ad networks running SKAdNetwork campaigns. Agency! Ask the advertiser to enable the Ad network don't do it yourself. |
Agency transparency | N/A |
Timezone | UTC |
Currency | USD |
Organic data | Based on SDK event data. For example, organic install metrics are calculated as follows: Data of all installs reported by the SDK less non-organic installs reported by SKAdNetworks. |
Non-organic data | Based on SKAdNetwork postbacks |
Data freshness |
Daily. Due to SKAdNetwork timing issues on average 68 hours (~3 days) after app open. Range: 32-104 hours. |
Historical data |
Earliest date, availability of iOS 14 (September 16, 2020) |
Team member access | Available. According to account permissions |
App clips | App clips are attributed to organic in the SKAdNetwork dashboard. Use the Overview dashboard to view invocation media sources. |
SKAdNetwork integrated partners
Partner list
Sending postbacks to integrated partners
AppsFlyer sends integrated partners postbacks relating to SKAdNetwork attribution. Take note of the various options and requirements in the table that follows
Subject | Description |
---|---|
Transaction ID sharing |
Action required: Check with the integrated partner if they require the transaction ID and configure the setting accordingly. AppsFlyer sends the attributed ad network partner postbacks. Meaning the decoded postbacks, not a copy of the SKAdNetwork postback received from iOS. These postbacks contain decoded conversion value data relating to the install and associated in-app event data of actions performed by the user during the measurement window. Because the transaction ID can be used to decode your Conversion Value, we don't share it without your permission. Transaction ID sharing Advertisers enable transaction ID sharing as follows: In AppsFlyer, go to Configuration > Integrated Partners > select a partner > Integration tab > Data sharing. |
In-app event mapping verification |
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