Overview
SKAdNetwork (SKAN) is Apple’s privacy-focused attribution framework designed to measure iOS app installs and post-install events without sharing user-level data. It enables advertisers and ad networks to track campaign performance while complying with Apple’s privacy policies and ATT (App Tracking Transparency) framework.
What is SKAdNetwork?
SKAdNetwork is Apple’s attribution framework that allows ad networks and advertisers to measure app install campaigns on iOS devices without relying on device identifiers such as IDFA.
Instead of sharing user-level data:
Apple sends aggregated attribution data
Attribution is handled through signed postbacks
Campaign performance is measured while preserving user privacy
👉 In simple terms:
SKAdNetwork helps advertisers track iOS installs and conversions while keeping user identity anonymous.
How does the whole process work?
App Owner Needs to Integrate Adnetwork/publisher SKAdnetwork ID inside Mobile SDK
Whoever is running the ad in the chain needs to use Adnetwork's SKAdnetwork ID in the advertising app whose SKAdnetwork ID is integrated into the App SDK.
Once Apple gets the install with the SKAdnetwork Signature, it will postback to the respective Adnetwork anytime in 24 hours.
The Adnetwork Tracking platform will receive the postback and redirect that post back directly to the MMP partner.
Now, after doing attribution, MMP will fire the privacy postback of the network with just the campaign ID and publisher ID as the main information.
What is the postback flow?
APP B, which is getting promoted by the Adnetwork
APP A, which is used to display the APP B ad.
The ad signature is added in App B, which has your Skadnetwork ID.
On another app, an ad for APP B is being displayed.
The user clicks on the ad and is redirected to the App Store.
The user makes the install.
Apple will check the signature added to the ad and Skadnetwork ID in the SDK
In 24 hours, Apple will send a postback to you.
Once Apple Fire postback to Trackier, further flow would be.
Skadnetwork Limitations
Publisher ID will work in the range of 1-100 for per campaign or APP ID
Postback will be fired once every 24 hours.
No click ID is associated in the process
You can't send or receive any extra information.
View-through attribution is not supported.
Audience building would be hard.
Key Components of SKAdNetwork
Component | Description |
SKAdNetwork ID | Unique identifier assigned by Apple to an ad network |
Conversion Value | Encoded value representing post-install activity |
Privacy Postback | Signed attribution postback sent by Apple |
Campaign ID | Campaign-level identifier used for attribution |
Source App | App displaying the advertisement |
Broaden your Knowledge
Why is SKAdNetwork Important?
Supports iOS attribution in a privacy-first environment
Works even when users deny ATT permission
Helps measure installs and post-install events securely
Enables attribution without device-level tracking
Ensures compliance with Apple privacy policies and ATT framework
Conclusion
Trackier supports SKAdNetwork integrations to help advertisers continue measuring iOS campaign performance accurately in a privacy-first ecosystem.
We're thrilled to have put together a top-notch team of qualified experts who are available to handle any of your concerns and respond to any inquiries you may have. You can contact us at any time by sending an email to support@trackier.com or using the in-platform chat feature.
