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SKAdNetwork Overview

Connect Branch with your SKAdNetwork integrated ad partners for visibility on your privacy-friendly iOS app campaigns.

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Overview

SKAdNetwork (SKAN) is Apple’s attribution framework on iOS, providing accurate attribution data to help marketers understand and refine mobile ad campaigns. By concealing details like user-level identifiers that could cause other companies to exploit that data without user consent, SKAdNetwork is the leading attribution framework prioritizing user privacy and security.

Ad Network Support

Ad Partner SKAdNetwork Status
3.14 Digital ❌ Not yet supported
Aarki ✅ Forwards individual SKAN postbacks to Branch
ADCanopus ❌ Not yet supported
AdColony Performance Media ✅ Forwards individual SKAN postbacks to Branch
AdCorsa ❌ Not yet supported
Adikteev ❌ Not yet supported
Adperio ❌ Not yet supported
AdTheorent ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Adtiming ❌ Not yet supported
Adupps ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Adzealous Media ❌ Not yet supported
AdzMedia ✅ Forwards individual SKAN postbacks to Branch
Altrooz ❌ Not yet supported
Amazon DSP ❌ Not yet supported
AMoAd ADNW ❌ Not yet supported
appAlgo ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Appier ✅ Forwards individual SKAN postbacks to Branch
Applift ✅ Forwards individual SKAN postbacks to Branch
AppLovin ✅ Forwards individual SKAN postbacks to Branch
Appnerve ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Appnext ❌ Not yet supported
Appreciate ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Aragon Premium ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Bandsintown Amplified ❌ Not yet supported
BidMotion ❌ Not yet supported
Bing Ads ❌ Not yet supported
Bold Screen Media ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Cashslide ❌ Not yet supported
Cashtree For Indonesia ❌ Not yet supported
CAULY ❌ Not yet supported
CA Wise ❌ Not yet supported
CheetahMail ❌ Not yet supported
ClearPier Performance ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
ClicksMob ❌ Not yet supported
Collectcent Digital Media ❌ Not yet supported
Creative Clicks ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Criteo ✅ Forwards individual SKAN postbacks to Branch
Cross Audience ✅ Forwards individual SKAN postbacks to Branch
Curate Mobile ✅ Forwards individual SKAN postbacks to Branch
DataSeat ✅ Forwards individual SKAN postbacks to Branch
Digital Turbine ❌ Not yet supported
Discipline Digital ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Dreamin ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Edge226 ✅ Forwards individual SKAN postbacks to Branch
Everflow Technologies ❌ Not yet supported
Facebook View Facebook Specific Guide
FeedMob ✅ Forwards individual SKAN postbacks to Branch
FIVE VIDEO NETWORK ❌ Not yet supported
Formenterads ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Found ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
FreakOut ❌ Not yet supported
Fuzeclick ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Fyber ✅ Other SKAN integration type (supply-side support, etc.)
Gamespipe ❌ Not yet supported
Geniee Inc. ❌ Not yet supported
Glispa ✅ Forwards individual SKAN postbacks to Branch
Google View the Google Adwords Specific Guide
Gunosy ❌ Not yet supported
i-mobile ✅ Forwards individual SKAN postbacks to Branch
InMobi ❌ Not yet supported
InMobi DSP ✅ Forwards individual SKAN postbacks to Branch
Inneractive ❌ Not yet supported
IronSource ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Jampp ✅ Forwards individual SKAN postbacks to Branch
Jun Group ✅ Forwards individual SKAN postbacks to Branch
Kayzen ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Khing ❌ Not yet supported
Koneo Mobile Inc. ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Liftoff ✅ Forwards individual SKAN postbacks to Branch
LINE Ads Platform M.T.Burn ❌ Not yet supported
LoopMe ⚠️ Will forward individual SKAN postbacks to Branch (planned)
MAAS (Powered by Affle) ⚠️ Will forward individual SKAN postbacks to Branch (planned)
Maiden Marketing ❌ Not yet supported
maio ❌ Not yet supported
Manage ❌ Not yet supported
Marketcom Technology Retargeting ❌ Not yet supported
MediaMath ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Mediasmart ✅ Forwards individual SKAN postbacks to Branch
Minimob ❌ Not yet supported
Mobco Media ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Mobisummer ❌ Not yet supported
Mobligent Media ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Mobrain ❌ Not yet supported
MobUpps ✅ Forwards individual SKAN postbacks to Branch
Moburst ✅ Forwards individual SKAN postbacks to Branch
Moca Technology ✅ Forwards individual SKAN postbacks to Branch
MOLOCO ✅ Forwards individual SKAN postbacks to Branch
Mooko Media ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Motive Interactive ❌ Not yet supported
Mpire Network ❌ Not yet supported
MundoMedia ❌ Not yet supported
MyAppFree ✅ Forwards individual SKAN postbacks to Branch
MyTarget ❌ Not yet supported
Nativex ❌ Not yet supported
nend ❌ Not yet supported
Nswitch ❌ Not yet supported
Oplytic ✅ Forwards individual SKAN postbacks to Branch
Optimise Media ❌ Not yet supported
Partnerize ❌ Not yet supported
Perform[cb] ⚠️ Will forward individual SKAN postbacks to Branch (planned)
Persona.ly ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Pinterest 🚫 Does not plan to support SKAN
Playdigo ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Qverse ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Reddit ✅ Forwards individual SKAN postbacks to Branch
Remerge ✅ Forwards individual SKAN postbacks to Branch
RevX ✅ Forwards individual SKAN postbacks to Branch
SHAREit ❌ Not yet supported
Smadex ✅ Forwards individual SKAN postbacks to Branch
Smart-C ❌ Not yet supported
SmartNews Ads ❌ Not yet supported
Snap View the Snap Specific Guide
Spyke Media ✅ Forwards individual SKAN postbacks to Branch
StartApp ❌ Not yet supported
Stroer Mobile Performance ❌ Not yet supported
SVG Media ❌ Not yet supported
Tab Company ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Taboola ❌ Not yet supported
Tapjoy ✅ Forwards individual SKAN postbacks to Branch
TAP ONE ❌ Not yet supported
Taptica ❌ Not yet supported
The Trade Desk ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
TikTok For Business View the TikTok for Business Specific Guide
TNK Factory ❌ Not yet supported
Tradingworks ❌ Not yet supported
Twitter ✅ Provides aggregate SKAN data to Branch via API
Unity Ads ✅ Forwards individual SKAN postbacks to Branch
Ventes Avenues ✅ Forwards individual SKAN postbacks to Branch
Vungle ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
Wagawin ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
WeQ ❌ Not yet supported
Xapads Media ❌ Not yet supported
XiaoMi Global ❌ Not yet supported
XY ADS ❌ Not yet supported
Yeahmobi ⚠️ Will forward individual SKAN postbacks to Branch (in testing)
YouAppi ❌ Not yet supported
ZinkAds ✅ Forwards individual SKAN postbacks to Branch
Zucks Affiliate ❌ Not yet supported

SKAdNetwork Data for Common Ad Partners

Parameter Google Facebook Snap Twitter TikTok
Apple Postback Data
Version ✘ ✘ ✔ ✔ ✔
Ad Network ID ✔ ✔ ✔ ✔ ✔
Campaign ID ✘ ✘ ✘ ✔ ✔
Transaction ID ✘ ✘ ✘ ✔ ✔
App ID ✔ ✔ ✔ ✔ ✔
Attribution Signature ✘ ✘ ✘ ✔ ✔
Redownload ✘ ✘ ✘ ✔ ✔
Source App ID ✘ ✘ ✔ ✔ ✔
Fidelity Type ✘ ✔ ✔ ✔ ✔
Ad Partner Data
Campaign ID ✔ ✔ ✔ ✔ ✔
Campaign Name ✔ ✔ ✔ ✔ ✔
Ad Set ID ✘ ✘ ✔ ✔ ✔
Ad Set Name ✘ ✘ ✔ ✔ ✔
Ad ID ✘ ✘ ✘ ✘ ✘
Ad Name ✘ ✘ ✘ ✘ ✘
Creative ID ✘ ✘ ✘ ✘ ✘
Creative Name ✘ ✘ ✘ ✘ ✘

Benefits of SKAN

Developers have several different options for integrating SKAN. You can either integrate SKAN natively or use the Branch SDK to take care of all of the SKAN-related methods for you. Both of which have their own benefits

BenefitDetailsSKAN NativeSKAN via Branch SDK
User Privacy ProtectionBy offering aggregate-level data only, SKAN provides accurate, high-level advertising metrics without compromising users' identities.:white-check-mark::white-check-mark:
Verifies App InstallsBecause SKAN is built directly into iOS by Apple, it has special access to more accurately record clicks, impressions, and installs.:white-check-mark::white-check-mark:
Enhanced Advertiser InsightsUnified report on both SKAN and non-SKAN data to help maximize insights across all channels and platforms directly on the Branch Dashboard:white-check-mark::white-check-mark:
Postback Sequence IndexSKAN 4 and later. The possible integer values of 0, 1, and 2 signify the order of postbacks that result from the three conversion windows. For more information, see Apple's Receiving postbacks in multiple conversion windows.:white-check-mark::white-check-mark:
Granular Conversion ControlIn-depth control of the frequency of updating the conversion value and for which events.:white-check-mark::ballot-box-with-check: Branch will update the conversion for all events tracked and mapped by Branch.
Mobile Ad FraudUse an Apple-provided cryptographic signature to validate postbacks forwarded by ad networks.:x::white-check-mark:
Conversion Value DecodingFor specific ad networks, they can call an MMP-provided API endpoint to understand which event correlates to a particular conversion value.:x::white-check-mark:

Supported Platforms

The Branch SDK versions below automatically handle SKAdNetwork in-app functionality. If you do not integrate Branch in the platforms below, please Enable SKAdNetwork Natively.

Branch SDK PlatformRequired Version for < SKAN 4Required Version for > SKAN 4
iOSv0.35v1.45.2
React Nativev.5.0.0v5.7.0
mParticle iOSv.8.0.0v8.1.0
Adobe Launch iOSv.1.3.0v2.0.0
Cordovav.4.2.0v6.0.0
Capacitorv.2.0.0v6.0.0
Xamarinv.7.0.6v8.1.2
Unityv.0.6.6Not yet supported
Flutterv.1.1.0v6.5.0

How does it work?

  1. Ad network serves an ad to the Publisher App
  2. The user clicks on the ad.
  3. A Click is sent from the Publisher App to the App Store client on the device.
  4. The user installs the app and performs in-app conversion events.
    • A 24-hour looping timer initates after the app is installed and resets with every new higher conversion event.
  5. The event data is sent from the Advertiser App to the App Store Client on the device.
    • For SKAN 3.0 and earlier, the rolling timer expires, and the App Store Client sends a signal postback with campaign information (network, publisher, and campaign ID) to the ad network after an additional 0-24 hour delay. After the rolling timer expires,
    • For SKAN 4.0, SKAN sends up to three postbacks to the winning ad network at pre-defined intervals with a random delay of 24-48 hours for the first postback and 24-144 hours for the second and third postbacks.
  6. For the events, Apple reports a conversion value from 0-63, which the advertiser can set to give some estimates on the users' quality; SKAN 4.0 can send additional granularity.
  7. The Ad network forwards the postback to Branch.

Note: To avoid an unnecessarily long wait for the postback to be sent to the ad network, Branch has implemented a default cutoff to the looping timer at 24hr. This is to ensure the ad network has what it needs for you to optimize your campaigns more quickly. This is configurable if you’d like it to keep it restarting for longer if you have a longer install to conversion time

📘

SKAdNetwork with Self-Attributing Networks

SKAdNetwork works a little bit differently based on the Self-Attributing Network (SAN). See the individual SAN guides here:

Updated about 1 month ago

What’s Next