In April 2021, Apple introduced App Tracking Transparency (ATT) as a measure to enhance user privacy. With iOS 14.5, apps were required to explicitly ask users for permission to track their activity across other apps and websites.

How Does It Work?

When users open an app for the first time, they receive a prompt asking if they consent to tracking. If users allow it, advertisers can use the Identifier for Advertisers (IDFA) to track user behavior and deliver more personalized ads.

However, if users opt out, advertisers lose the ability to track them via IDFA, making ad targeting and performance measurement more challenging. According to industry reports, ATT opt-in rates have been increasing, but they remain a crucial concern for marketers.

What Does This Mean for App Marketers?

The inability to track users through IDFA presents several challenges:

  • Limited Ad Targeting: Without IDFA, marketers struggle to show relevant ads to the right audience.

  • Reduced Revenue: Lower personalization results in lower click-through rates and conversions.

  • Measurement Difficulties: Advertisers find it harder to track the effectiveness of campaigns and optimize ad spend.

Apple’s Solution: SKAdNetwork (SKAN)

SKAN allows advertisers to measure campaign performance without accessing granular user data. It helps track app installs while prioritizing user privacy.

Do You Need to Use SKAN?
While not all advertisers fully embrace SKAN, its adoption is increasing. As Apple continues refining its privacy framework, app marketers must stay prepared.

Key Players in SKAN

  • Ad Network: Delivers ads and reports conversions to advertisers using Apple’s SKAN API.

  • Source App: The app where the ad appears. It must be SKAN-compatible.

  • Advertised App: The app being promoted. It must report successful installs and user engagement to SKAN.

SKAN Glossary

  • App ID: A unique identifier for each app.

  • Source ID: A unique identifier replacing Campaign ID, providing more detailed attribution data.

  • Privacy Thresholds: Limits on the amount of campaign data shared to protect user privacy.

  • Conversion Values: Numeric values assigned to post-install events to help advertisers measure user engagement.

  • Postbacks: Reports sent by Apple to advertisers about app installs and user behavior.

How SKAN Changed iOS Gaming Campaigns

SKAN dramatically altered the way mobile app campaigns are measured, especially in gaming. With less access to user-level data, advertisers had to rethink their measurement strategies. Since gaming relies on downstream signals to assess lifetime value (LTV), optimising conversion values has become critical.

To navigate SKAN’s limits, advertisers need to extract the most value from non-zero conversion values. This approach ensures campaigns remain optimized and performance stays on track despite reduced visibility.

SKAN 3.0 vs. SKAN 4.0

SKAN 4.0 introduces improvements such as:

  • More granular attribution via Source ID.

  • More postbacks, providing better campaign insights.

  • Extended privacy protections through delayed reporting.

  • Web-to-app tracking support for a more holistic marketing approach.

How to Transition from SKAN 3.0 to SKAN 4.0

  • Update your SKAN SDK.

  • Configure campaigns for SKAN 4.0.

  • Adjust conversion values for new reporting windows.

Targetoo’s Flexible Mapping

What Is Flexible Mapping?

Targetoo's Flexible Mapping is a tool that enables advertisers to map a variety of variables, such as creatives, ad sizes, inventory bundles, and exchanges (SSPs), without specifically identifying the user and being in compliance with Apple's privacy policies. It does this by utilising the 100 available campaign IDs SKAd provides.

With Flexible Mapping, marketers may go around the restrictions imposed by SKAdNetwork, find the set of factors that performs best, and utilise this knowledge to improve their campaigns.

Maximizing Dimension Reporting for Deeper Insights

Targetoo’s solution leverages four-digit Source App IDs to gain a more detailed understanding of performance. Using all available IDs, advertisers can optimize campaigns by focusing on top-performing dimensions such as Creatives and Placements.

Bridging the Gap with Android Data

When SKAN data is insufficient, advertisers can use insights from Android campaigns to inform iOS optimizations, ensuring smarter decision-making despite data limitations.

Advanced Machine Learning for SKAN Optimization

Targetoo employs advanced algorithms that adapt in real time, ensuring campaigns continuously improve by identifying the most effective combinations.

 The Future: AdAttributionKit (AAK)

Apple is transitioning from SKAN to AdAttributionKit (AAK), introducing key upgrades:

  • Re-engagement tracking for measuring retargeting efforts.

  • Interoperability with SKAN for a smooth transition.

  • Expanded ad format support, including interactive ads.

How Targetoo Helps with AAK

Targetoo ensures clients stay ahead by swiftly adapting to Apple’s updates and continuously refining measurement strategies.

Targetoo is a leading Mobile Growth Platform specializing in privacy-compliant advertising solutions across in-app, mobile web, audio, and Connected TV (CTV). With cutting-edge technology and a data-driven approach, Targetoo empowers brands to run optimized campaigns that drive engagement and results.

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