AppsFlyerInside SKAN: Data & learnings from Apple’s SKAdNetwork
Summary
Apple's SKAdNetwork (SKAN) introduces aggregated attribution, connecting publisher and advertiser apps for the first time. Data shows Social and Gaming publishers drive 92% of paid installs, with Gaming accounting for 70% of advertiser installs. Privacy thresholds cause conversion value nulls, affecting campaign optimization.
A May 20th change altered null rates dramatically. Non-organic installs (NOI) dropped 37% due to low SKAN 2.2+ adoption, view-through attribution gaps, and no web attribution. Advertisers can improve by upgrading SKAN versions, leveraging 64 conversion values, optimizing ATT prompts, and using predictive analytics.
Despite challenges, aggregate data enables compliance and performance with proper strategies.
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