SKAdNetwork: Does it evolve everything, or is it just a simple change? AppNava is here to make it easier.

5 min readAug 26, 2021

1. Introduction

SKAdNetwork is a privacy-friendly change that Apple introduced with iOS 14. In general, it is an API that protects user-level and device-level private information. Even the postback mechanism of the system is based on timer delay. So, when any ad becomes successful and makes the user click and install the new app, SKAdNetwork postbacks are not sent to the ad network simultaneously, unlike other standard postbacks. Originally, SKAdNetwork postbacks were exclusively available to ad networks. Still, with the new changes in iOS 15, there will be an option for advertisers to directly receive a copy of any SKAdNetwork postback. The main goal of Apple through this method is to gain more accurate attribution for the iOS campaign.

Specifically, SKAdNetwork attribution presents some features. For mobile games, click-through attribution is demonstrated for ads. Install verification can be made without revealing the user's private data, which is a really important feature. Conversion value can be set with the support of AppNava, and it is suitable for post-install tracking. However, some features cannot be usable within SKAdNetwork.

2. SKAdNetwork Process

Firstly, only after clicking on the ads, the attribution process starts, and this attribution can be seen in a browser. Also, there is an uncertain threshold of conversion for the publishers within the same publisher app and ID of the campaign, in order for them to get notifications. Clearly, this seems to create uncertainty for the publishers and make things a bit difficult. Nonetheless, AppNava offers qualified and target-specific services to challenge those difficulties and help you through the difficult side of the update and make a smoother experience.

The approach of the SKAdNetwork is helpful in the sense of being customer-friendly and protecting private information. This user-friendly and protective approach is very rare for an increasingly aggressive market that focuses on collecting data, not customers. On the other hand, SKAdNetwork forces some developers and publishers to avoid iOS and focus on other platforms. As AppNava we are focusing on making this problem reachable, and help you keep on publishing your apps on Appstore stress-free. We can’t say anything certain about the future of SKAdNetwork and what it will bring. There are various perspectives to look through. Still, AppNava stands with its concrete solutions to fix all question marks and uncertainties about the new update and its negative impacts on the developers and publishers.

The interesting thing here is, with this new update, Apple cements its status as the only provider of attribution data and accelerates the change in role for SANs like Facebook because this privacy-based approach of Apple is not very suitable for getting private user data, which some most famous companies extremely rely on. Additionally, MMPs will start changing their roles talked about here. Thanks to iOS 15, developers can install attribution postback, regardless of the company size. SANs don’t have many arguments to be self attributing anymore. Developers can build an infrastructure to capture, process, and analyze the SKAdNetwork postback data without worrying that SANs are grading their own homework. With this being said choosing AppNava as your endpoint through this confusing and challenging process you will be facing a well-designed three-step structure.

3. What does AppNava provide in this process?

3.1) The SKAdNetwork data efficiently to be able to make the best-informed advertising decisions. Appnava translates the postbacks and conversion values to show records on the dashboard.

3.2) Setting up the API and DB infrastructure, guaranteeing a smooth data flow (full support to the development team).

3.3) Returning and validating the conversion value (LTV) within up to 24 hours. (AppNava AI model measures LTV of each user)

You can also refer to the visual demonstration that we have:

Step #1: Your Ad triggers and installment of the advertised app.
Step #2: Playing one session provides enough data in order to accurately predict the LTV of your players.
Step #3: The predicted LTV metrics are being posted back within a 24h timeframe
Step #4: With the help of the LTV, ad networks are optimizing the campaigns’ metrics.
Step #5: All the data is being collected & displayed in an easy to follow and understand manner on AppNavas’ dashboards

4. Conclusion

In conclusion, a new era for advertising is on the way and actually already in our lives. Keep in mind that more data brings in more challenges. For these challenges and confusions to be taken care of, AppNava has built a relevant infrastructure for this release so that developers are able to capture and analyze all of this more easily.

We want to make sure that this data helps app publishers make educated decisions around their UA campaigns. And this requires not only storing the data, but also providing AI tools to interpret and understand new data sets around marketing spending aggregation, SKAdNetwork, and deterministic attribution.

We have already engaged with some of our customers to learn about their ideas for data analysis after iOS 15. Feel free to drop us an email at, if there are certain product features that you want to see in our iOS 15 roadmaps. You can also check out our page and start this remarkable journey for the remarkable product that you have made.

Special thanks to Tizianpeer, Melih Selçuk Özel, Nefin Arislan & Aydan Habibli