SKAN
Apple’s privacy-preserving attribution framework for app install and re-engagement measurement.
Steht für
SKAdNetwork
Formale Definition
SKAN stands for SKAdNetwork, Apple’s privacy-preserving attribution framework that allows ad networks and measurement systems to receive limited install or re-engagement attribution signals without exposing user-level identity.
Einfach erklärt
SKAN is Apple’s way of saying: you can still measure campaign outcomes, but with tighter privacy rules and less user-level detail.
Beispiele
- An iOS install campaign is measured through SKAN postbacks rather than device-level identifiers.
- A team compares creative performance using SKAN conversion values instead of raw user-level install logs.
So funktioniert es
- A user interacts with an ad on iOS and later installs or re-engages with the app.
- Apple sends a delayed, privacy-shaped postback through the SKAN framework.
- The reporting system interprets that postback to estimate campaign performance without exposing the full user journey.
So nutzt Attriax den Begriff
- SKAN matters when teams evaluate Apple-platform attribution tradeoffs versus richer signals available elsewhere.
- Even if a product dashboard focuses on links and first-party events, SKAN still affects how iOS paid media can be interpreted.
- Teams usually compare SKAN results with first-party conversion and revenue trends instead of expecting one-to-one parity with older attribution models.