Mobile App Terminology


What is SKAdNetwork?

SKAdNetwork is a framework for privacy-preserving mobile install attribution. It aims to help measure conversion rates of app install campaigns (CPI) without compromising users’ identities.

In SKAdNetwork, the App Store itself is serving as a facilitator. The attribution process is conducted by the App Store and digitally signed by Apple’s servers.

A core difference between SKAdNetwork and an IDFA-based attribution flow is that SKAdNetwork is inherently privacy-safe and does not supply granular per-device data.

SKAdNetwork also limits the number of marketing campaigns mobile marketers can measure, and limits post-install conversion data to a single data point, accessible on a configurable timer. It does not support view-through attribution or frequency capping or real-time data.

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