Facebook SKAdNetwork


The introduction of iOS 14.5 came with the rise of SKAdNetwork (SKAN) that had industry-wide impacts on the mobile measurement and attribution ecosystem. As such, Facebook will work differently from most non-self-attribution networks when it comes to SKAdNetwork campaigns.

Facebook will not be forwarding individual SKAdNetwork postbacks to Branch. However, aggregate SKAN data will be passed back via Facebook’s Ads Insights API. In this flow, Facebook collects individual SKAN postbacks, cryptographically validates them internally, and then provides only pre-generated results to Branch via an API endpoint. Additionally, data shared via API is may not include all data dimensions reflected in the SKAdNetwork postbacks.

Facebook SKAN Support

Supported Campaigns

Facebook 캠페인 유형

SKAdNetwork Support for Branch

Mobile App Install (MAI)

:white-check-mark: API를 통해 Branch에 합산 SKAN 데이터 제공

App Event Optimization (AEO)

:white-check-mark: API를 통해 Branch에 합산 SKAN 데이터 제공

Value Optimization (VO)

:white-check-mark: API를 통해 Branch에 합산 SKAN 데이터 제공


:x: SKAN을 서포트하지 않음

Supported Data Dimensions via API


Data Support





Conversion Value


Campaign Name


캠페인 ID


Data Not Shared by Facebook

  • Install vs. Reinstall
    • Facebook does not share this via the API; therefore, all data is considered download/install in Branch systems.

Implementation via API


이 엔드포인트를 사용해야 하는 고객에 대한 중요 참고사항

전환 비트 스키마 동기화 기능은 SKAdNetwork 서포트에 Branch SDK를 사용하는 고객을 서포트하기 위해 사용됩니다.

다음과 같은 경우:

  • Using the Facebook SDK for SKAdNetwork. You should not use this endpoint. Facebook will automatically pull in their own conversion-value schema.
  • 앱에서 기본적으로 SKAN 메서드를 호출하는 경우: 이 엔드포인트를 사용할 수 있습니다.
    • Option 1: Facebook provides functionality within the Facebook Events Manager to specify your conversion value mapping. See this Facebook guide for more info. This is the recommended option if you are calling SKAN methods natively, and in this case, you should not use the endpoint.
    • Option 2: If your custom conversion value mapping exactly matches Branch SDK functionality (1 in-app event is mapped directly to 1 SKAN conversion-value value) and you have properly entered this by using custom SKAN event labels in Branch's dashboard mapping tool, you can use the endpoint above. However, the endpoint will not work as expected if you are using a more complex custom conversion value strategy, such as revenue buckets or event counts.


Connecting Multiple Apps

If you have more than one app using the same Facebook Account ID, SKAdNetwork data may only appear in one of those apps. Do not connect the same Facebook Account ID in multiple apps to avoid visualization issues.

캠페인 최적화 목적으로 SKAdNetwork conversion value 맵핑을 Facebook과 동기화하기 위해 Branch는 고객이 Facebook 광고 관리자 UI에 붙여넣을 수 있는 API 엔드포인트를 제공합니다.

API 엔드포인트는 다음과 같은 형식을 따르며 Facebook 서비스에서만 호출할 수 있습니다.


Note: the {itunes_id} parameter must be replaced with the respective iTunes ID for your app (not your Branch app ID). Your iTunes ID is the series of numbers at the end of your app's App Store page URL.

예를 들면 : https://apps.apple.com/us/app/branch-monster-factory/id917737838 would have an endpoint URL of https://api2.branch.io/v2/partners/a_facebook/conversion-value-mappings?app_id=917737838

1. Navigate to Facebook in the Branch Dashboard's Ads Partner Management

a. Log in to your Branch Dashboard
b. On the left-hand navigation bar navigate to Ads → Partner Management
c. Search or scroll to find Facebook


Note: Conversion Value URL will only be visible for customers that have opted into Branch SDK support on the SKAdNetwork Configurations.

2. Copy the URL.

3. Go to Facebook Ads Manager and navigate to Events Manager.


4. Go to "Settings" highlighted in the screenshot above and select "Set Up Events" under Configure App Events for SKAdNetwork


5. Select "Import from Partner App"

6. Paste the URL copied from step 2 and click "Connect"



Connection error when entering our Branch conversion schema URL

Branch 전환 스키마 URL을 붙여넣을 때 다음 오류가 발생하는 경우:


다음 사항을 확인하십시오.

  • You must have your app enabled for SKAdNetwork via the Branch dashboard (see this page for more).
  • Branch 대시보드를 사용하여 매핑된 conversion value가 하나 이상 있어야 합니다(그렇지 않으면 Facebook이 Branch의 API에서 빈 응답을 받게 됩니다).

Branch Dashboard Data Sync

If you feel the data that you see in the Branch Dashboard is not correct, we recommend waiting 24-48 hours after implementation. Data on the Branch Dashboard is reflected by the Facebook conversion date and not the Branch ingestion date. It has a similar delay to cost data displayed on traditional SAN app install campaigns.

What’s Next