{"id":44625,"date":"2022-06-27T15:27:06","date_gmt":"2022-06-27T22:27:06","guid":{"rendered":"https:\/\/www.kochava.com\/?p=44625"},"modified":"2022-08-18T14:25:08","modified_gmt":"2022-08-18T21:25:08","slug":"must-know-terms-for-apples-skadnetwork","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/must-know-terms-for-apples-skadnetwork\/","title":{"rendered":"Must-Know Terms for Apple’s SKAdNetwork"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1656524399725{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Drive success within Apple’s digital iOS ecosystem as SKAN 4.0 approaches<\/h2>\r\n[\/vc_column_text][vc_column_text css=”.vc_custom_1656524404758{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

User privacy and attribution: A delicate balance<\/h3>\r\n[\/vc_column_text][vc_column_text]In 2021, Apple turned the concept of mobile attribution for iOS on its head by releasing the App Tracking Transparency (ATT) framework with iOS 14.5. Before the ATT framework, publishers were not required to obtain app-level consent from users to request the identifier for advertisers (IDFA) and perform certain advertising tracking.\u00a0<\/span>\r\n\r\nPre iOS 14, iOS users could block access to their IDFA with the Limit Ad Tracking (LAT) feature within an iOS device\u2019s settings menu. Other forms of non-deterministic advertising measurement were available when LAT was on. However, after iOS 14.5, any app that collects and shares user data with third parties is required to request user consent via the ATT framework. Essentially, the privacy feature gave control back to users by automatically opting iOS devices out of ad tracking by default. The impact of this shift is what catapulted Apple’s SKAdNetwork into the spotlight. <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1656524410141{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

What is SKAdNetwork?<\/h3>\r\n[\/vc_column_text][vc_column_text]SKAdNetwork is Apple\u2019s application programming interface (API) that offers a privacy-first approach to campaign measurement and attribution. In simple terms, SKAdnetwork is a storekit capability that helps <\/span>advertisers<\/span><\/a> determine their ad campaigns\u2019 efficacy while increasing the privacy of iOS users. With SKAdNetwork, no user or device-level data is available, and all reporting is aggregated, anonymous, and delayed by design. <\/span>[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”44637″ image_size=”full” animation_type=”entrance” animation=”None” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”75%” max_width_mobile=”default” margin_top=”50″ margin_bottom=”50″][\/vc_column_inner][\/vc_row_inner][vc_column_text]In the next section, we\u2019ll unpack the most common terms associated with SKAdNetwork over the past couple of years. Before we get there, though, let\u2019s touch on some recent additions. <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1656524415458{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

SKAN v4.0 Updates from WWDC 2022<\/h3>\r\n[\/vc_column_text][vc_column_text]At <\/span>WWDC<\/span><\/a> 2022, Apple announced <\/span>multiple<\/span><\/a> updates for the fourth generation (v4.0) of SKAdNetwork. Here\u2019s a breakdown of the big changes with some of the new related terminology:<\/span>\r\n\r\nHierarchical IDs<\/b>\r\n<\/span>There are progressively available values based on Apple\u2019s privacy thresholds.<\/span>\r\n\r\nCrowd Anonymity Tiers\r\n<\/b>To date, Apple has not provided much detail around the privacy threshold that dictates the minimum attributed conversion volume, which must be before conversion values will be included in postbacks. With SKAN 4.0, Apple has finally defined three tiers of \u201ccrowd anonymity\u201d based on attribution volume: low, medium, and high. With each tier, more granular data becomes available within the postback. Note that Apple still does not provide precisely what the tier thresholds are \u2014 only that with more attributed volume, each tier is reached.<\/span>\r\n\r\nSource Identifier\r\n<\/b>SKAN 4.0 replaces the 2-digit campaign identifier field from the ad impression with a new 4-digit \u2018source identifier\u2019 field. This field should be thought of as a \u2018conversion value\u2019 equivalent for the ad impression. Each of the 4 digits becomes available as higher tiers of crowd anonymity are reached. Similar to conversion values, these 4 digits could be used to represent different data. However, unlike conversion values, Apple obfuscates certain digits based on the level of crowd anonymity, which means each digit should represent something meaningful and discernable independently. Apple used the following model as an example:<\/span>\r\n