{"id":51001,"date":"2023-10-04T08:26:45","date_gmt":"2023-10-04T15:26:45","guid":{"rendered":"https:\/\/www.kochava.com\/?p=51001"},"modified":"2023-10-04T08:26:45","modified_gmt":"2023-10-04T15:26:45","slug":"how-does-skan-work","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/how-does-skan-work\/","title":{"rendered":"How Does SKAN Work?"},"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_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” 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” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1696013746531{padding-bottom: 20px !important;}”]\r\n

Explore SKAdNetwork functionality step-by-step<\/h2>\r\n[\/vc_column_text][vc_column_text]The question of how SKAN (SKAdNetwork) works is not an easy one to answer. In fact, the complexity of its functionality increases with each new version. However, by deconstructing its intricate processes into comprehensible steps, understanding how SKAN works becomes a little easier. Through careful examination of the ensuing flow diagrams, you will establish a robust grasp of SKAN’s operational framework, thereby enhancing your readiness to effectively harness this privacy-enhancing technology.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1696013803611{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

SKAN diagram 1: Ad Network serving an ad through a user\u2019s first app launch<\/h3>\r\n[\/vc_column_text][vc_column_text]The left side of the diagram explains <\/span>view-through attribution<\/b>, when the user does NOT click on an ad. The right side explains <\/span>click-through attribution<\/b>, when the user does click on an ad.<\/span>\r\n\r\nAs you can see, steps 1 and 2 of each flow start off the same – an <\/span>ad network<\/span><\/a> serves an ad, and the ad is presented in an app or website (starting with SKAN 4). Depending on the user\u2019s action (no click or click), the attribution lookback window drastically changes. With a click, the user has a longer time (up to 30 days) to install the app, but only 24 hours if they only view the ad. The intent of a click holds a heavier weight and offers more time for attribution to be awarded.<\/span>\r\n\r\nIf the app is installed within the attribution window, the user then has 60 days to launch the app for the app to call its first conversion value update.<\/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” css=”.vc_custom_1696359127614{padding-top: 20px !important;padding-bottom: 20px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ 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=”51036″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]Once the user launches the app for the first time, the process that follows is quite different between SKAN 2-3 vs SKAN 4. As such, we will unpack them differently. <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1696013839092{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

SKAN diagram 2: Post app launch on SKAN 2-3<\/h3>\r\n[\/vc_column_text][vc_column_text]At this point, the app has been downloaded but has yet to be opened. For SKAN versions 2-3, when the user launches the app for the first time, a <\/span>timer<\/b> starts (24 hours). The left side flow demonstrates when no <\/span>conversion<\/span><\/a> takes place (eg, the user opens the app but does not complete any in-app action which results in a conversion value update). The right side shows when an in-app action takes place, triggering a conversion value update call. When this happens, the 24 hour timer restarts and will continue to reset until (A) a lack of user interaction, (B) an end of conversion value range, or (C) a forced stop in the app.<\/span>\r\n\r\nAs soon as the second timer expires in either flow (left or right), the <\/span>privacy threshold<\/b> is applied and the install validation <\/span>postback<\/b> is sent to the ad network. When the ad network receives the postback, it is then forwarded to the advertised app\u2019s mobile measurement partner (<\/span>MMP<\/span><\/a>) with any necessary <\/span>campaign metadata mapping<\/b> appended.<\/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” css=”.vc_custom_1696373052702{padding-top: 30px !important;padding-bottom: 20px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ 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=”51037″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]\r\n

About SKAN timers<\/h4>\r\nApple users timers in SKAN to randomize responses to ad networks and <\/span>advertisers<\/span><\/a> – a mechanism to obfuscate data and prevent re-identification of individual users or devices.\u00a0<\/span>\r\n

About SKAN privacy thresholds<\/h4>\r\nTo protect user privacy, Apple applies minimum privacy thresholds before sending any postbacks.\u00a0<\/span>\r\n\r\nAdditionally, Apple may redact certain values (e.g. source app ID, conversion value) from postbacks that are sent if a certain volume of conversions aren\u2019t reached. The exact privacy thresholds are not publicly known.\u00a0<\/span>\r\n

About SKAN postbacks<\/h4>\r\nBeginning in SKAN 3, Apple added the ability for influencing ad networks (not just the ad network that won attribution) to receive a postback. This enabled multi-touch attribution insights in SKAN for the first time. Additionally, Apple added the ability for advertisers to receive their own copy of postbacks, as opposed to the ad networks being the sole recipient.<\/span>\r\n

About SKAN campaign metadata mapping<\/h4>\r\nIn SKAN versions 2 – 3, ad networks are restricted to use of campaign ID values (0-99). Rather than ONLY being able to see campaign-level insights, different ad networks mapped ad groups, ad sets and other campaign variables to the different digits in order to achieve more granular insights. An MMP helps decode this information across integrated partners for standardized reporting to the advertiser.\u00a0 <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1696013810831{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

SKAN diagram 3: Post-app launch on SKAN 4+<\/h3>\r\n[\/vc_column_text][vc_column_text]The final diagram illustrates the post-app launch on SKAN version 4+. SKAN 4 brought forth several noteworthy updates for Apple, most notably the inclusion of multiple postbacks across three predetermined conversion windows. This extension offers ad networks and advertisers a substantially longer period to observe user behavior and assess post-installation quality. This stands in contrast to the single conversion postback option provided by SKAN versions 2-3.<\/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” css=”.vc_custom_1696359113372{padding-top: 20px !important;padding-bottom: 20px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ 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=”51038″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text css=”.vc_custom_1696013719065{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Continue learning<\/h3>\r\n[\/vc_column_text][vc_column_text]SKAN is not an easy topic to digest and it becomes even more difficult when the mechanisms change with each new version. On SKAN 4+ in particular, crowd anonymity in conjunction with the conversion window, impacts several postback data points. These include:\u00a0<\/span>\r\n