What is SKAdNetwork & AdAttributionKit?
Also known as: SKAN, SKAdNetwork, AdAttributionKit
Quick definition
SKAdNetwork (SKAN), now extended by AdAttributionKit, is Apple's privacy-preserving attribution framework that reports app installs and coarse post-install conversion values to ad networks without revealing user-level identifiers, using delayed and anonymised postbacks.
Key points
- Postbacks
- SKAN 4 sends up to three postbacks over different windows with fine or coarse conversion values depending on crowd anonymity tiers.
- Conversion values
- Advertisers encode revenue or events into limited values; MMPs help design and decode these schemas.
- Timer delays
- Postbacks are randomly delayed, so campaign optimisation works on lagged, aggregated data.
Benefits
- Works without ATT consent
- Gives a privacy-safe baseline signal on iOS
Trade-offs
- Limited granularity and delayed data
- Small campaigns hit anonymity thresholds and lose detail
FAQ
Does SKAdNetwork replace an MMP?
No. SKAN supplies raw postbacks; MMPs collect, validate and model them alongside other sources to make them usable.
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Official sources
Last reviewed 2026-10-27. Explanations are written by AdTech Radar; consult the official specification for implementation.