SKAdNetwork is Apple’s privacy-preserving framework for attributing iOS app install campaigns without IDFA. Advertisers receive delayed, aggregated postbacks with limited granularity (campaign ID buckets, no user-level data). Meta, Google, TikTok, and MMPs map SKAN IDs to campaigns — expect modeled gaps vs. pre-ATT reporting.
SKAN 4.0+ adds more conversion fine/coarse values but still limits optimization signals.
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Last verified Jun 5, 2026