Understanding SKAdNetwork (SKAN) and AdAttributionKit (AAK)

SKAdNetwork (SKAN) and AdAttributionKit (AAK) are privacy-focused frameworks introduced to support advertising attribution on Apple devices while aligning with Apple’s stringent privacy guidelines. These tools limit access to identifiable user data (like device IDs) and allow advertisers to measure the performance of their campaigns within a privacy-safe ecosystem. While Apple directly manages SKAN, AAK is a newer, complementary tool developed to enhance and extend SKAN’s capabilities.

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What is SKAdNetwork (SKAN)?

SKAdNetwork is Apple’s solution to ad attribution under its App Tracking Transparency (ATT) framework. Instead of sharing user-level data, SKAN provides campaign performance insights in aggregate form. Key features include:

• Privacy-preserving: User-specific data, such as device IDs and fingerprinting, is not shared.
• Conversion value framework: Advertisers receive a delayed and aggregated conversion value indicating post-install events like purchases or engagements.
• App-specific insights: Focuses on attributing app installs and post-install events triggered by ad campaigns.
• Limited data granularity: Attribution details are less granular compared to traditional tracking methods.