About SKAdNetwork

SKAdNetwork is an attribution framework created by Apple that is privacy focused and allows for anonymized measurement of app advertising campaigns. Each advertising platform has their own nuances and requirements for SKAdNetwork Support. Learn more about Apple’s SKAdNetwork here. 

This feature is available to any app advertisers who want to measure and report SKAdNetwork postbacks resulting from Snapchat app ad campaigns and need to opt in through Ads Manager. 

Important Highlights:

• Advertisers must opt in their Snapchat ad sets for SKAdNetwork measurement

• Advertisers will be limited to run a maximum of 38 ad sets at a time opted into SKAdNetwork attribution and reporting for a given iOS app

• SKAdNetwork support is only available for ad sets targeting iOS users exclusively

• Advertisers can enable the forwarding of SKAdNetwork postbacks to their MMP(s). This will require the advertiser to designate an MMP for postback forwarding in their Business Manager profile.

• Advertisers should map their SKAdNetwork conversion values to standard Snap event types in their MMP dashboard prior to launching an SKAdNetwork ad set. See available event types here. SKAdNetwork campaigns are shown in a separate reporting breakout in the Manage Ads tab of Ads Manager.

• Advertisers must have a Snap App ID configured with their iOS app for their app to allow SKAdNetwork postbacks to be forwarded to their MMP. Learn about Snap App ID set up and management here.

• SKAdNetwork conversions reported at the ad level or below may be modeled based on first party ad engagement signals using statistical methods. In addition, SKAdNetwork post-install conversions may also be modeled. Please note that you should still take a patient approach to testing and optimization decisions including waiting 48+ hours before adjusting Bids and Budgets, and starting with high Bids and Budgets to pass privacy thresholds. If you do not, you run the risk of prematurely pausing Ad creatives that may lead to strong performance. 

• Starting May 2024, iOS 14 campaigns using App Install GBB will use a new Install Card based on Apple’s SKOverlay which allows users to download the app in fewer steps. The Install Card is automatically used when new SKAN-enabled ad sets using App Install GBB are created.  Apple does not allow tracking on SKOverlay, so clicks reported will be modeled based on where Apple gives Snapchat a fidelity-1 SKAN conversion. These clicks are also forwarded to MMPs for third-party attribution. From Sept 2024, SKOverlay format will be expanded to all SKAN-enabled GBBs which includes App Event GBBs (Purchase, Add to Cart, Sign-up) as well as other GBBs (Impressions, Clicks, Story Opens, 2 sec Video View, 15 sec Video View).