Apple's framework for mobile app attribution after ATT. The model is privacy-first by design: aggregated conversion data, delayed reporting, no user-level signals. The measurement precision you had before iOS 14 is not coming back. SKAN offers directionally useful data within Apple's constraints. Teams that have invested in building out their measurement methodology around SKAN get more signal than teams still waiting for a workaround.
Ad tech glossary
SKAN (SKAdNetwork)
Technical definition
Apple's privacy-centric attribution framework for measuring app install campaigns without exposing user-level data.
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