SKAN

SKAdNetwork

Apple’s attribution framework is designed to help measure advertisements’ success by tracking app installs and conversions without compromising user privacy. Introduced as part of Apple’s privacy enhancements, SKAdNetwork provides a way for advertisers to determine the effectiveness of their ad campaigns on iOS devices in a manner that aligns with the company’s stringent user privacy policies.

The framework provides aggregated, anonymized data to advertisers, rather than detailed user-level data. This means advertisers can still understand which campaigns are effective but without accessing the personal information of individual users. SKAdNetwork achieves this by directly attributing app installations and conversions to specific campaigns, without revealing identifying user information.

By implementing SKAdNetwork, Apple aims to create a more secure environment for iOS users, ensuring their data remains private while allowing advertisers to assess the performance of their ads. This change reflects the industry’s broader shift towards privacy-centric advertising practices.

• Abbreviation: SKAN