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Data
SKAdNetwork
Apple's privacy-preserving attribution framework for iOS app install campaigns. Provides aggregated, delayed conversion data without user-level identifiers. Limited to 64 possible conversion values and imposes random time delays on postbacks. Makes granular optimization difficult but is the only sanctioned attribution method for iOS app campaigns. Requires careful conversion value schema design to extract maximum signal from limited data slots.
Why it matters
It is Apple's privacy-preserving replacement, and its delays and coarse conversion values mean app campaigns cannot be optimised on the cadence web campaigns can.
In practice
Expect aggregated, delayed and partial data. Judging a SKAN campaign on day-one numbers is judging noise.
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