SKAN addresses privacy concerns by limiting the amount of data shared between advertisers and app developers. It provides aggregated and anonymized attribution data to advertisers without revealing specific user-level information.
Here's how SKAdNetwork works:
1. Ad Campaign Configuration: Advertisers define their ad campaigns and configure them using Apple's SKAdNetwork API. This includes setting up campaign IDs, conversion values, and attribution windows.
2. Ad Campaign Distribution: Advertisers distribute their ads through various channels, such as ad networks, publishers, or social media platforms.
3. User Engagement: Users interact with the ads and, if interested, download the advertised app from the App Store.
4. SKAdNetwork Framework: When an app with SKAdNetwork is installed, the framework starts tracking the app's performance and user engagement.
5. Attribution and Conversion Value: SKAdNetwork assigns attribution to a specific campaign based on limited data, such as the campaign ID and the conversion value passed by the advertiser. The conversion value represents the desired action or event completed by the user.
6. Postbacks and Data Aggregation: SKAdNetwork periodically sends aggregated and anonymized data to the ad network or advertiser's server, allowing them to measure the performance of their campaigns.
It's important to note that SKAdNetwork has limitations compared to traditional attribution methods. Some of the limitations include the lack of granular user-level data, limited postback windows, and delayed attribution reporting.
Advertisers and app developers need to adapt their measurement and optimization strategies to work within the constraints of SKAdNetwork. They may rely more on contextual targeting, creative optimization, and other non-identifiable user data to optimize their campaigns effectively.
Overall, SKAdNetwork aims to strike a balance between user privacy and ad campaign measurement, enabling advertisers to understand the impact of their campaigns while respecting user data privacy preferences set by Apple.