Definition
The canonical answer.
SKAdNetwork (SKAN) is Apple’s privacy-preserving attribution framework for iOS: instead of user-level tracking, the device sends delayed, aggregated postbacks that credit an ad network with an install and a coarse conversion value. Campaigns still get measured, but in aggregate, with delay, and within strict value limits that must be designed for.
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 same-day numbers, which is the difference between measurement and guessing.
Where this work happens: Data Analysis
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