The Ultimate Guide to SKAN: Master SKAN 3.0 and SKAN 4.0 for Unmatched Success

SK 4.0

Unlock the full potential of your app’s ad performance with our comprehensive SKAN report, covering both SKAN 3.0 and 4.0. We break down any complexities related to SKAN Frameworks, offering you valuable insights in an easily digestible format.

Our SKAN 2024 guide covers the following topics:

  • Conversion Schema Mechanisms
  • Privacy Thresholds
  • Schema Strategies for SKAN 3.0
  • Converting your SKAN 3.0 Schema to SKAN 4.0
  • Crowd Anonymity

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SKAN Guide: Report Summary

The rapidly evolving mobile marketing landscape means there will be a myriad of industry-wide updates that continue to appear. In its original form, SKAN was first created in 2018 and Apple continues to build and develop it over time.

In case you weren’t aware, SKAN, an acronym for StoreKit Ad Network, is a cutting-edge machine learning framework that prioritises privacy in mobile marketing measurement. SKAN has revolutionised mobile marketing by enabling user-level attribution while maintaining strict privacy safeguards. This is achieved through the separation of user data from advertising networks.

Exploring SKAN’s different models and updates, (SKAN 3.0 and SKAN 4.0), our report delves into the structural principles and technical mechanisms that make SKAN the gold standard for privacy-preserving measurement on iOS.

Our Strategic Growth Director, Megan Dean has put together a comprehensive guide to SKAN to assist you through this process. Introducing Yodel Mobile’s Complete Guide to SKAN. Our guide introduces you to the SKAN framework and then breaks down the differences between SKAN 3.0 and SKAN 4.0. We explore ways to navigate your app advertising strategy while factoring in the application of SKAN and its strategies, equipping you with the knowledge and insights you’ll need to harness SKAN to its full potential.

SKAN 3.0

With the introduction of SKAN 3.0, app store advertisers gained complete control over conversion tracking and data access. Our report dissects SKAN 3.0’s key enhancements and explores the ways these features can be applied to your marketing methodology.

A big part of SKAN 3.0’s function is its conversion schema mechanisms. This feature defines and maps a wide array of conversion events that occur after app installs.

With SKAN’s conversion schemas, you can map any custom event that is critical to your app’s business model and user journeys. Examples of this include in-app purchases, subscriptions, sign-ups or any other actions that represent engagement or revenue.  These conversion schemas allow you a more granular view on your entire funnel, from your initial install through to your varied monetisation events and opportunities.

While SKAN will block user-specified data, you’ll be able to analyse the exact sources and campaigns that are driving your (highest valued) conversions. With SKAN’s conversion mechanisms, you’ll gain an insightful and multidimensional view into user acquisition and monetisation.

A large component of SKAN, we also explore the topic of privacy. We share insights on SKAN’s privacy thresholds and what this could mean for your app store advertising efforts. SKAN’s privacy thresholds are an additional limitation placed on the data that you’ll receive when using SKAN 3.0. This is put in place to safeguard individual privacy and also ensure that you are unable to use separate analytics tools to match pre- and post-install data at a user level. You’ll have to reach a minimum number of installs, per day, per campaign.

We also provide data on conversion schema strategies that you can use to leverage your app store advertising efforts. We share ways that you’ll be able to strategically align conversion events with different schema types based on your measurement needs.

SKAN 4.0

As we delve deeper into the report, we also explore SKAN 4.0 and its cutting-edge capabilities. SKAN 4.0 builds on the systems put in place for with SKAN 3.0 and comes with a significantly more complex set of tracking requirements and limitations. SKAN 4.0 comes with:

  •  Hierarchal source identifiers: These allow you to identify which campaign an installation was attributed to, as well as additional attribution information.
  • Coarse conversion values: Receive less specific attribution information when the privacy thresholds for conversion values are not met, or more detailed attribution information when additional privacy thresholds are met.
  • Multiple conversions: Receive up to three postbacks to better understand how often someone who installed an app from a campaign engages with the app over time.
  • SKAdNetwork for web ads: Attribute web advertising that directs to App Store product pages.

We expand further on these features in the report.

We also shed light on SKAN 4.0’s crowd anonymity. This feature acts as an evolved privacy threshold. Crowd Anonymity generally focuses more on the post-install behaviour within the acquired data set, over install volumes. Our report also shares insight on Converting your SKAN 3.0 Schema to SKAN 4.0.  This is done through an automated migration process that translates your SKAN 3.0 schemas into the new SKAN 4.0 format, conserving all configured events, parameters, and nested relationships.

Our guide also explores the potential involved in the future of SKAN.

The future of SKAN looks incredibly promising at the moment; Apple has briefly announced SKAN 5.0 at WWDC 2023. While SKAN 4.0 takes steps towards advanced cross-platform integration and crowd anonymity, SKAN 5.0 could push these principles even further. For example, Apple are pushing back on tracking methods like fingerprinting. While Apple already bans fingerprinting, some companies have found ways to bypass their system. SKAN 5.0 will require developers to submit privacy manifests to justify the data points they want to collect. SKAN 5.0 is also set to make changes to the ways app marketers re-engage with their audiences.

With the coming advancements, SKAN 5.0 is set to empower app marketers with more precise, privacy-conscious tools, driving innovation and growth in the app advertising ecosystem. While we do not have a large amount of information on what this might include, we share the insights we have at the moment with you in our guide.

Unlock the future of app marketing with our exclusive guide on SKAN.

Discover everything you need to know about SKAN 3.0, SKAN 4.0, and the anticipated SKAN 5.0. Get in-depth insights on conversion schema mechanisms, privacy thresholds, and cutting-edge strategies that will boost your app’s ad performance. Don’t miss out—download our free guide now and stay ahead in the evolving world of app marketing!

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