What are the SKAdNetwork privacy thresholds?

A postback from SKAdNetwork 2.2 (available in iOS 14.5) will look like this:

{
  "version" : "2.2",
  "ad-network-id" : "com.example",
  "campaign-id" : 42,
  "transaction-id" : "6aafb7a5-0170-41b5-bbe4-fe71dedf1e28",
  "app-id" : 525463029,
  "attribution-signature" : "MEYCIQDTuQ1Z4Tpy9D3aEKbxLl5J5iKiTumcqZikuY/AOD2U7QIhAJAaiAv89AoquHXJffcieEQXdWHpcV8ZgbKN0EwV9/sY",
  "redownload": true,
  "source-app-id": 1234567891,
  "fidelity-type": 1,
  "conversion-value": 20
}

See this Apple documentation page for more details.

Of these parameters, conversion-value and source-app-id will only be included when they meet a secret Apple 'privacy threshold'. This is in order to protect user privacy. Apple has not released any details about what this threshold is, and many ad networks are currently (as of February, 2021) reporting that very few postbacks include them.

Updated 2 months ago


Additional Resources

iOS 14 FAQs

What are the SKAdNetwork privacy thresholds?


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