Definition
What it means.
SKAdNetwork (SKAN) is Apple’s privacy-preserving attribution framework for iOS. It uses delayed postbacks to report ad attribution without identifying individual users. A postback may include a fine or coarse conversion value, depending on the version, postback and privacy requirements. Campaign measurement must account for those delays
Worked example
In practice.
A UA team defines a conversion value schema that encodes early revenue signals into SKAN’s limited values. Postbacks arrive delayed and thresholded, so daily dashboards under-report by design. Decisions run on modeled and cohort views instead of raw
Where this work happens:
Put it in context.
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