SKAdNetwork Dashboard Reports

Get your SKAdNetwork data in one centralized source instead of relying on multiple ad network dashboards through the data & reporting capabilities with Branch.

概述

SKAdNetwork (SKAN), once enabled, will give you enhanced reporting on all of your SKAN-related campaigns directly on the Branch Dashboard.

它是什么样子的?

The Branch Dashboard shows you all the information about your SKAN campaigns in its own SKAdNetwork Activity Page.

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You'll be able to determine:

  • Which ad networks drove the most downloads
  • Which highest conversion events are being performed the most
    • You can identify the effectiveness of each conversion value tier as low, medium, or high (only available for SKAN 4.0)

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Branch SKAN Dashboard Availability

You are only able to view SKAN Data in the Branch in the following areas of the Branch Dashboard:

  • SKAN Activity
  • SKAn Unified View

You cannot view SKAN data in other areas of the Branch Dashboard (ex. Sources) due to Apple's intentional SKAN design limitations: Apple only shares a limited amount of attribution data with advertisers and does not provide any device-level data (i.e., device ID, timestamps, geo, IP, etc.) that could be used to deduplicate against other sources that Branch tracks.

SKAN Unified View

There is also a view in the Branch Dashboard that combines both your SKAN and non-SKAN attribution data in one unified view called SKAN Unified View.

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For more details, please see our full SKAN Unified View guide here.

SKAdNetwork Activity

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SKAN 4.0+ Granularity

With SKAN 4.0+, additional attributed touch granularity will be available such as ad and creative. As ad networks expand their APIs to support these fields, Branch will retrieve all available data.

Different from how other Branch Dashboard reports are configurable, SKAN reports are configured mainly through setting a specific metric to compare. These metrics can be found at the top of the page underneath the Date Range section:

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Selecting your preferred metric will dynamically update the report generated on this page.

Compare By Metric

描述

广告平台

Sets the Compare by parameters to:

  • date
  • ad network

Campaigns

Sets the Compare by parameters to:

  • date
  • ad network
  • Campaign ID

Source Apps

Sets the Compare by parameters to:

  • date
  • source app id

Conversion Events

Sets the Compare by parameters to:

  • date
  • conversion value

下载

Sets the Compare by parameters to:

  • date
  • download type

Custom Report

With Custom Report, you'll be able to create your own report using your chosen compare by parameters. This is helpful for things generating customized reports to show specific data. For example,

Limit 2 additional parameters.

For more details on general Branch Dashboard Reports can be found here.

维度

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维度

描述

Source 应用 ID

这是显示广告的应用程序的 ID

下载

筛选内容里 Branch 收到的回传总数。

下载=安装+重新安装

Installs

重新下载时 Branch 收到的回传总数= false

Reinstall

重新下载时 Branch 收到的回传总数= true

转化事件总数

有 conversion value (conversion value 不为 null) 的回传总数。

例如,如果 Branch 收到 10 个 conversion value 为 5 的回传和 7 个 conversion value 为 6 的回传,则转化事件总数 (Total Conversion Events)为 17。

Conversion Value 映射

说明 conversion value 的映射对象在大多数情况下,它是一个事件名称。

Coarse Conversion Value - Low, Medium, or High

Available only for SKAN 4.0. An indicator for for the coarse conversion value if the app provides one.

Campaign ID

SKAdNetwork ID — Apple 回传的 Campaign ID

合作伙伴活动 ID

来自广告合作伙伴的 campaign ID。这是一个可选字段,广告合作伙伴可以将其发送到 Branch,但是,并非所有广告活动/广告合作伙伴都可以使用这个字段。

合作伙伴活动名称

合作伙伴活动名称。这是一个可选字段,广告合作伙伴可以将其发送到 Branch,但是,并非所有广告活动/广告合作伙伴都可以使用这个字段。

Download Type

Which type of download a row represents; this corresponds directly with the redownload value received in the postback. A "false" value indicates the data is for installs, and a "true" value indicates the data is for reinstalls.

Clicks

Number of times users tapped on the SKAN campaign.

Impressions(展示)

Number of times users saw the SKAN campaign.

Assists

The number of postbacks received by Apple that didn't win the final attribution but the user saw the ad. Up to five other ad networks can receive postbacks of non-winning attribution if their ad leads to an impression and is dependent on the ad partner providing that information to Branch.

For example, if the user downloads the app from an ad click on Ad Network A, but saw the ad from Ad Networks, B, C, D, E, and F, the number of assists will be 5.

Comparison Parameters

参数

描述

广告平台

The name of the ad network running the campaign.

Ad Set ID

Ad Set ID supplied by some ad partners.

广告集名称

Ad set name supplied by some ad partners.

Body Version

The version of the SKAdNetwork API being used by the publisher app.

Campaign ID

The Non-Apple Campaign ID supplied by some ad partners.

Conversion Value

Conversion value (0-63) which represents a post-install action. The highest conversion value that the end-user performed during the timer will be reflected.

Coarse Conversion Value - Low, Medium, or High

Available only for SKAN 4.0. An indicator for for the coarse conversion value if the app provides one.

Fidelity Type

If 1, this represents a Store-Kit rendered ad (App Store product page, rendered by Store Kit) If 0, this represents a "View-Through" ad (Custom, provided by ad network).

Mapped Alias

The annotated customer event alias.

Conversion Value 映射

Mapped value of the conversion value received.

Mapped Lower Revenue

Mapped value of the lower revenue value received.

Mapped Upper Revenue

Mapped value of the upper revenue value received.

合作伙伴活动 ID

The ID of the SKAN campaign supplied by some ad partners.

合作伙伴活动名称

The name of the SKAN campaign supplied by some ad partners.

Source 应用 ID

App ID of publisher app.

问题排查

SKAdNetwork (SKAN) introduced a brand new type of attribution when it comes to mobile measurement. As such, there can rise many different types of issues related to integration, data, and reporting. This guide serves to help debug and troubleshoot anything SKAN-related.

Data is not Appearing in the Branch Dashboard

Because SKAdNetwork is meant to prevent the ability of any party to tie attributions back to a user, Apple only confirms conversions to advertisers after an undetermined threshold of conversions happens for the publisher & campaign ID.

SKAdNetwork does not attribute conversions in real time. When the app is installed, a 24-hour rolling timer begins, and only when that timer expires, can the install then be attributed after an additional 0-24 hours. Every time an additional conversion is reported with a conversion value greater than the previous value, the 24-hour rolling timer is reset and the install does not get attributed until that 24-hour timer is allowed to expire. Apple offers a developer profile here, that can reduce the timers for testing from 24 hours to 5 minutes.

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App Clip

If your app uses App Clips, any API calls to SKAdNetwork from an app clip’s code will have no effect, return empty strings, or return values that indicate unavailability. See the disclaimer at the bottom of Apple's docs here.

Fewer conversions after updating my app for SKAdNetwork

When a conversion is reported to Apple from inside the app, it does not add that count to a running tally or immediately sends a conversion postback. It only replaces the prior reported conversion value, as long as its value is a higher priority (63 is the highest priority, 0 is the lowest).

When the app is installed, a 24-hour rolling timer begins. If no additional conversion is reported before that 24-hour rolling timer expires, only an install will be attributed to that user. Any subsequent conversions sent to Apple for that user will not be attributed.

这意味着,对于任意用户,Apple 将最多只报告包含安装 (Install) 或重新安装的单独回传以及与该安装会话相关的最重要的转化。

I'm not seeing my event metadata in the Branch Dashboard

SKAdNetwork 的工作方式不同于传统的 App 归因系统,这意味着您看到的数据更加有限。

  • Traditional attribution. Typically, when you track events via the Branch SDK, you can view contextual metadata (i.e., Geo, Revenue, timestamp) for those events in the Branch dashboard.
  • SKAdNetwork attribution. SKAdNetwork only allows a single conversion value for down-funnel reporting, and Apple intentionally designed the system to limit the contextual metadata available for that event. This means you won't see event metadata like Geo, Revenue, or timestamp for SKAdNetwork events in the Branch dashboard.

SKAN Reinstall Numbers

SKAdNetwork reports reinstalls via the redownload postback parameter, which Apple defines this way:

采用布尔值标志,表示当值为真实值时,客户重新下载并重新安装了应用程序。

Similar to the Redownload numbers provided by Apple Search Ads, this data is likely coming directly from Apple's internal records for that customer. That means it is different from (and more accurate than) anything a third-party like Branch could infer, even prior to iOS 14: depending on the situation, Branch would see these events as either re-opens or simple installs.