SKAdNetwork is Apple’s framework for measuring the effectiveness of app Установите campaigns while maintaining user privacy by providing aggregated, anonymized data.
Its primary purpose is to measure the effectiveness of advertisements in driving app installs and user actions within apps, while maintaining user privacy. This framework is particularly relevant since the introduction of Apple’s privacy changes with iOS 14.5, which limit the use of the Identifier for Advertisers (IDFA). With the ever evolving nature of SKAdnetwork, MMPs are constantly iterating to provide seamless reporting and understanding of SKAdNetwork to advertisers. This is the official документация provided by Apple.
Differences in SKAdNetwork and Traditional Атрибуция Methods #
Apart from the Атрибуция logic and method, there are some key differences to understand:
| Criteria | Traditional Атрибуция Method | SKAdNetwork (SKAN) |
|---|---|---|
| User Privacy | Uses detailed user-level data for personalized targeting | Emphasizes user privacy with aggregate data |
| Data Granularity | Offers real-time, user-specific insights | Provides less granular, delayed data. Tenjin works to offer actionable reporting within the privacy framework |
| Окно атрибуции | Allows customizable Атрибуция windows | Has a fixed, 24-hour post-impression window; being updated in SKAN 4.0 and beyond |
| Конверсия Value (CV) Setup | No specific mapping required; detailed user action tracking | Requires strategic mapping of user actions into limited Конверсия values (0-63) to understand user value without identification (Learn more about Конверсия values здесь) |
| Campaign Optimization | Enables immediate, detailed optimization based on real-time data | Relies on aggregated data and delayed reporting for optimization |
Why should I run SKAdNetwork campaigns? #
- Privacy-Centric Approach: SKAN ensures user privacy in iOS advertising by aggregating and anonymizing data, aligning with current privacy trends. This is evolving with newer versions of SKAN.
- Compliance with App Tracking Transparency: It adheres to Apple’s App Tracking Transparency (ATT) policies, measuring ad effectiveness without accessing user IDs.
- Конверсия Value Measurement: SKAN enables advertisers to understand user actions post-ad impression, which is essential for campaign assessment and optimization.
- Кампания Атрибуция: Offers a novel way to attribute app installs and actions to specific campaigns, advertisers can find this crucial for budget allocation and strategy.
- Integration with Analytics Tools: Enables seamless integration with platforms like Tenjin for comprehensive campaign analysis.
(Learn what Tenjin thinks about SKAN 4.0 and the changes related to it)
