SKAN raw data reports

For:

Marketers

Last update: November 23, 2023 10:09

At a glance: SKAN raw data reports contain row-level data generated after translating and decoding postbacks received by AppsFlyer from iOS, as well as raw SKAN postbacks. Data is available via Data Locker and Push API. If your subscription plan includes raw data, there is no need for a Data Locker subscription.

SKAN raw data reports

Principles:

Data is provided by:
- Data Locker
  - Note! Available to accounts having a raw data subscription. Meaning, there is no need for a Data Locker subscription. If you aren't currently using Data Locker, an admin user must configure Data Locker and enable the SKAN reports. To do so, go to Integration > Data Locker. Select the SKAN reports.
  - Data freshness rate: Daily. Data is contained in the h=23 folder of the date the postback is received by AppsFlyer. Example: If the postback was received on Monday, it is processed after the end of the day. Processing is completed, by 12:00 UTC Tuesday, the data is written to the Monday h=23 folder.
- Push API
  - Data freshness: See Push API for SKAN data.
Install date: Is derived from the postback arrival time by AppsFlyer as follows:
- If the postbacks are SKAN V4, the install date formula is: Install date = postback arrival time - [accumulated window length] - [average postback delay].
  - Postback 1: install date = postback arrival time - 48h - 36h
  - Postback 2: install date = postback arrival time - 168h - 84h
  - Postback 3: install date = postback arrival time - 840h - 84h
- If the postbacks are SKAN V3, the install date formula is: Install date = postback arrival time - 36 hours - [average last-active range].
  - The default [average last-active range] is 12 hours.
  - For a conversion value of 0, the average last-active range is set to 0.
- Google estimates the install time on its own and AppsFlyer uses that install time. Note: It can take up to 13 days for Google to report installs. Learn more

Report types available are:

Device postback: 1 device postback per install or redownload received from the iOS device.
SKAN raw data:
- AppsFlyer decodes and translates the device postback into raw data records.
- Each postback generates an install or redownload record and in-app event records.
- The number of in-app event records depends on the conversion value (CV) as follows:
  - CV = 0, blank, or null: No in-app records are generated.
  - CV range:
    - 1-63: For SKAN 3, and SKAN 4 window 1 fine value, this is the number of in-app records, depending on your measurement settings.
    - Low, medium, or high: For SKAN 4 coarse values, this is the number of in-app records, depending on your measurement settings.

Why are some fields empty? This occurs for any of the following reasons:

Non-mandatory enrichment fields like campaign_name, ad_network_campaign_id, ip that the ad network did not provide.
Apple withheld the data due to Apple threshold policies. Fields like source_app_id, skad_campaign_id, skad_conversion_value.

SKAN raw data report format and content

Raw data report types

Report type Report name Description

Postback

Postbacks

Postbacks sent by iOS to the ad network. The postback, after enrichment by the ad network, is forwarded to AppsFlyer. Download postbacks example (CSV).

Note: Postbacks aren't included when did_win=false.

Topic name in Data Locker: skad_postbacks

Postback

Postbacks copy (direct from Apple)

Postbacks sent directly by iOS to AppsFlyer.

Available starting iOS 15+ and requires the advertiser to configure the app to send the winning postback to AppsFlyer. Download postbacks copy example (CSV).

Note: This topic contains only winning postbacks.

Topic name in Data Locker: skad_postbacks_copy

Decoded event

Installs

First-time app installs

SKAN reported redownload=false. Meaning, this is the first time the user, represented by the Apple ID, downloaded the app.
Download installs example (CSV).

Topic name in Data Locker: skad_installs

Decoded event

Redownloads

App installs that are not first-time installs

SKAN reported redownload=true. Meaning, this is not the first time the user, represented by the Apple ID, downloaded the app. This report has the same structure as installs.

Topic name in Data Locker: skad_redownloads

Decoded event

In-app events

In-app events

Starting July 21, 2021, there are changes to how we provide in-app event raw data as detailed in the tables.

The number of in-app event records depends on your measurement settings.

Download in-app events example (CSV).

Topic name in Data Locker: skad_inapps

Valid for iOS postbacks received starting July 21, 2021:

Measurement type	Description
Revenue	Revenue of a given user. If revenue > 0, a record containing the skad_revenue and event_name fields. The fields min_revenue and max_revenue are populated with your custom conversion range values.
In-app conversion and funnel events	A record for each unique conversion event performed. The event_name field is populated accordingly. If no events are performed, there is no record. Conversion events have min_event_counter = 0 and max_event_counter = 1.
In-app engagement	To determine the number of times a user performed a given in-app event use the formula`[round up (min_event_counter + max_event_counter) / 2]`

Valid for iOS postbacks received until July 20, 2021:

Measurement type	Number of records	Description
Revenue	0-1	If revenue > 0, a record containing the skad_revenue and event_name fields.
Conversion	0-6	A record for each unique conversion event performed. The event_name field is populated accordingly. If no events are performed, there is no record.
Engagement	0-63	The number of records represents the number of times the user performed the engagement event. If the user does not engage, there are no engagement records.
Custom	0-unlimited	According to your custom conversion schema.

Decoded event

SRN advertising dimensions

Report contains Meta ads events with campaign, adset, and ad granularity. Each row in the report can be either an install or in-app event.
Adset and ad granularity isn't included in SKAN postbacks from Meta ads. This data is unique to this report, and doesn't display in the SKAN dashboard, Performance API, and other SKAN Data Locker reports.
Report is schemaless. Data Locker field selection options don’t apply.
Best practice: Don't combine or compare data from this report with other SKAN reports, as there may be discrepancies between this report, which uses data decoded by the SRN, and other reports, which use data decoded by AppsFlyer. These discrepancies can be due to time zone differences, SRN schema differences, or incorrectly mapped in-app events-to-CV in the SRN integration.
Download SRN advertising dimensions example (CSV).

Topic name in Data Locker: skad_srn_advertising_dimensions

Raw data field format types

Field formats

Format name	Description
String [n]	The maximum length of the string. We don't usually enforce field length limitations on receipt of the data, but data may be truncated thereafter.
Time string	String having the format, `yyyy-mm-dd hh:mm:ss`. For example, `2019-09-17 00:09:25`
Enum [n]	Enum fields can only contain specific values. For example, Cost currency has 3 characters and can contain only currency codes as specified.
Timestamp	10-digit UNIX timestamp. Example: August 4, 2020, 07:25 UTC translates to `"timestamp": "1596525944"`
Boolean	The value of the field can be either `TRUE` or `FALSE`
Integer	Integer
Float	Real floating number that can have a decimal point and values after the decimal point.

Fields available in postback and postback copy reports

Field name	Source or iOS SKAN starting version	Description	Format	Available in postbacks copy
ad_network_campaign_id	Ad network	Campaign ID reported by the ad network to AppsFlyer	String	No
ad_network_campaign _name	Ad network	Campaign name reported by the ad network to AppsFlyer.	String	No
ad_network_timestamp	Ad network	Time the ad network received the postback. In the case of Google Ads, the time is derived from the last-click time reported by Google.	Timestamp	No
app_id	AppsFlyer	App ID (advertiser app) with prefix ID.	String	Yes
city	AppsFlyer	Starting August 30, 2021, always null	String	No
country_code	Ad network		String	No
dma		Starting August 30, 2021, always null	String	No
postal_code		Starting August 30, 2021, always null	String	No
region	AppsFlyer	According to the country_code reported	String	No
skad_ad_network_id	1.0	Some SRNs don't share their ID, and the field is left blank. For example, Twitter.	String	Yes
skad_attribution_signature	1.0		String	Yes
skad_campaign_id	1.0	Campaign ID used to publish the ad. Range 0-100	String	Yes
skad_conversion_value	2.0	Conversion value reported by iOS. Range 0-63. If null, iOS didn't populate the field**	Integer	Yes
skad_redownload	2.0	If true, app was redownloaded	Boolean	Yes
skad_source_app_id	2.0	Site ID. The app publishing the ad. This field is identical to source_app_id. Field population depends on privacy thresholds**	String	Yes
skad_transaction_id	1.0		String	Yes
skad_version	2.0		String	Yes
timestamp	Ad network	Time that AppsFlyer received the SKAN postback.	Timestring	Yes
ad_network_name	Ad network	Ad network name reported by the ad network to AppsFlyer. If this field is blank, the ad network didn't (couldn't) populate it. You can resolve the ad network name using skad_ad_network_id. Use this table to do so.	String	No
ip		IP address in the HTTP message of the iOS device sending the postback. This field is populated if the ad network provides us with the address. Note! The SDK isn't involved in getting the address.	String	No
skad_app_id	1.0		String	No
source_app_id	AppsFlyer	Site ID. The app publishing the ad. This field is identical to skad_source_app_id	String	No
ad_network_adset_id	Ad network		String	No
ad_network_adset_name	Ad network		String	No
ad_network_ad_name	Ad network		String	No
ad_network_ad_id	Ad network		String	No
did_win	3.0 (iOS 14.6)	Used to distinguish between campaigns contributing or attributed with the install. If true, the campaign is attributed for bringing the install. If false, the campaign is recognized as contributing to the install, but it isn't included in any SKAN dashboards or reports. If null, iOS didn't populate the field due to a legacy iOS or SKAdNetwork version.	Boolean	Yes
fidelity_type	2.2 (iOS 14.5)	Differentiate between ad presentation options that affect attribution. Indicated using the values 0 and1 as follows: View-though ads (0) StoreKit-rendered ads (1) Disregard the field value if the SKAN version is before 2.2	Integer	Yes
ad_network_source_app_id	Ad network	Publisher app ID reported by the ad network. Use to help reconcile cost; reported by the ad network. The publisher app gives the basis for this data.	String	No
ad_network_channel	Ad network		String	No
af_prt	Ad network		String	No
skad_postback_sequence_index	4.0 (iOS 16.2)	Value represents the SKAN window, either`0`,`1`, or`2`. For SKAN 3 the value is`0`	Integer	Yes
skad_coarse_conversion_value	4.0 (iOS 16.2)	Value can be`low`,`medium`, or`high`. For SKAN 3 the value is`null`.	String	Yes
skad_source_identifier	4.0 (iOS 16.2)	Value can be up to 4 digits. For SKAN 3 the value is`null`.	String	Yes
skad_source_domain	4.0 (iOS 16.2)	Value represents the source of attributable web ads. For SKAN 3 the value is`null`.	String	Yes
ad_network_creative	Ad network	Value is based on data enrichment received from the ad network. For SKAN 3 the value is `null`.	String	No
** Apple determines if the field is populated using a privacy-threshold mechanism

Fields available in decoded event reports

Field name	Source	Description	Format	Included in SRN advertising dimensions report
ad_network_campaign_id	Ad network	Campaign ID reported by the ad network to AppsFlyer	String	Yes
ad_network_campaign _name	Ad network	Campaign name reported by the ad network to AppsFlyer	String	Yes
ad_network_timestamp	Ad network	Time the postback was received by the ad network In the case of Google Ads, this field isn't populated.	Timestamp (time string for SRN advertising dimensions report)	Yes
app_id	iOS	The app ID (advertiser app)	String	Yes
city		Starting August 30, 2021, always null	String	No
country_code	Ad network		String	No
dma		Starting August 30, 2021, always null	String	No
event_name	AppsFlyer	In-app event name as configured in AppsFlyer. For the SRN ___report, this is the in-app event name as configured in Meta ads.	String	Yes
event_uuid	AppsFlyer	A unique random identifier enabling partners to identify duplicate postbacks	String	No
install_date	iOS	Estimated by AppsFlyer based on the postback arrival time.	Time string	No
install_type	iOS	New installs	String	No
ip	iOS	The IP address in the HTTP message of the iOS device sending the postback. This field is populated if the ad network provides us with the address. Note! The SDK isn't involved in getting the address.	String	No
media_source	iOS	Ad network attributed using AppsFlyer network names	String	Yes
postal_code		Starting August 30, 2021, always null	String	No
region	AppsFlyer	Determined according to the country_code	String	No
skad_ad_network_id	iOS	ID of the ad network to whom the postback was sent	String	No
skad_ambiguous_event	AppsFlyer	If true, the iOS postback was received during the first 72-hours after an advertiser changed the SKAN settings in the dashboard. Due to the various timers employed by SKAN, AppsFlyer can't map the event accurately.	Boolean	No
skad_attribution_signature	iOS		String	No
skad_campaign_id	iOS	Campaign ID used to publish the ad. Range 0-100	Integer	No
skad_conversion_value	iOS	Conversion value reported by iOS. Range 0-63. If null, iOS didn't populate the field**	Integer	No
skad_mode	AppsFlyer	The conversion measurement mode used to decode the iOS postback. Options: custom_decode revenue events skan4 custom_encode engagement	String	No
skad_redownload	iOS	If true, the app was redownloaded	Boolean	No
skad_revenue	iOS	Event revenue amount in USD.	Float	No
skad_source_app_id	iOS	Site ID - the app publishing the ad. Field population depends on privacy thresholds**	String	No
skad_transaction_id	iOS	-	String	No
skad_version	iOS	-	String	No
timestamp	iOS	Time that AppsFlyer received the SKAN postback. For Google Ads and Meta ads, this is the time AppsFlyer gets the data from the Google and Meta ads API, respectively.	Timestamp (time string for SRN advertising dimensions report)	Yes
event_value	S2S	Default value: null Contains a string set by apps implementing custom decode. Advertisers consume this in their systems. AppsFlyer doesn't make use of it.	String (JSON)	No
ad_network_adset_id	Ad network		String	Yes
ad_network_adset_name	Ad network		String	Yes
ad_network_ad_name	Ad network		String	Yes
ad_network_ad_id	Ad network		String	Yes
skad_did_win (1)	3.0 (iOS 14.6)	Used to distinguish between campaigns contributing or attributed with the install. If true, the campaign is attributed for bringing the install. If false, the campaign is recognized as contributing to the install, but it isn't included in any SKAN dashboards or reports. If null, iOS didn't populate the field due to a legacy iOS or SKAdNetwork version.	Boolean	No
skad_fidelity_type (1)	2.2 (iOS 14.5)	Differentiate between ad presentation options that affect attribution. Indicated using the values 0 and1 as follows: View-though ads (0) StoreKit-rendered ads (1) Disregard the field value if the SKAN version is before 2.2	Integer	Yes
ad_network_source_app_id (1)	Ad network	Publisher app ID reported by the ad network. Use to help reconcile cost; reported by the ad network. The basis for this data is provided by the publisher app.	String	No
ad_network_channel (1)	Ad network		String	No
af_prt (1)	Ad network		String	No
min_revenue	AppsFlyer	See note (4)	Real number	No
max_revenue	AppsFlyer	See note (4)	Real number	No
event_revenue	AppsFlyer	Formula: [sum of values for the specific event in USD]/[The number of events that happened on a specific day]	Float	Yes
min_event_counter	AppsFlyer	Use to calculate the number of times a user performs an event. See note (3)	Integer	No
max_event_counter	AppsFlyer	See note (3)	Integer	No
min_time_post_install	AppsFlyer	See note (5)	Integer	No
max_time_post_install	AppsFlyer	See note (5)	Integer	No
af_attribution_flag	AppsFlyer	When the Single Source of Truth (SSOT) mechanism is on: If true, the install was attributed by both AppsFlyer and SKAN. If false, the install wasn't attributed by AppsFlyer. If the skad_conversion_value is null, the flag is either true or false (based on modeling).	Boolean	No
measurement_window	AppsFlyer	Duration of the activity window. Default 24h.	Integer	No
interval	AppsFlyer	Activity window intervals.	Integer	No
user_agent	AppsFlyer	Device user agent	String	No
skad_postback_sequence_index	4.0 (iOS 16.2)	Value represents the SKAN window, either`0`,`1`, or`2`. For SKAN 3 the value is`0`	Integer	Yes
skad_coarse_conversion_value	4.0 (iOS 16.2)	Value can be`low`,`medium`, or`high`. For SKAN 3 the value is`null`.	String	Yes
skad_source_identifier	4.0 (iOS 16.2)	Value can be up to 4 digits. For SKAN 3 the value is`null`.	String	Yes
skad_source_domain	4.0 (iOS 16.2)	Value represents the source of attributable web ads. For SKAN 3 the value is`null`.	String	Yes
ad_network_creative	Ad network	Value is based on data enrichment received from the ad network. For SKAN 3 the value is `null`.	String	No
** Apple determines if the field is populated using a privacy threshold mechanism (1) Starting June 2, 2021, the field is added to reports but won't necessarily be populated. (3) To determine the number of times a user performs a given in-app event use the formula: `[round up (min_event_counter + max_event_counter) / 2]` . Note! You must round up the nearest integer. Example: A. If min = 0 and max = 1 the average is 0.5; rounding up returns a result of 1. B. If min = 5 and max = 10, the average is 7.5; rounding up returns a result of 8. (4) Revenue is always provided in the field `skad_revenue`. If you use SKAN 4 or Custom mode, the bucket range associated with the event and used to calculate skad_revenue is described by min_revenue and max_revenue. (5) In Custom conversion: AppsFlyer calculates install time as the postback arrival time - 36h - average (min_time_post_install + max_time_post_install). However, if CV=0 then average (min_time_post_install + max_time_post_install) is regarded as 0. In Decode conversion: The min_time_post_install is one hour less than that set in max_time_post_install which is equal to hours_from_install set by you in your Decode conversion mapping.

Additional information

Traits and limitations

Trait	Remarks
Ad network access	Ad networks are provided with postbacks
Agency access	Not available
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 SKAN.
Non-organic data	Based on SKAN postbacks
Data freshness	Daily. SKAN timing means that iOS reports on an install 24-48 hours after the window closes.
Historical data	Limited to the Data Locker availability window.
Account user access	Available. According to account permissions