SKAdNetwork
Also: SKAN · SKAN 4 · SKAN 4.0
SKAdNetwork (SKAN) is Apple's privacy-preserving framework for attributing iOS app installs to ads without user-level identifiers. Attribution happens on-device and is reported to the ad network as delayed, aggregated postbacks.
SKAN 4.0 added three postback windows (0–2, 3–7, and 8–35 days after install), coarse and fine conversion values, hierarchical source identifiers, and crowd-anonymity tiers that gate how much detail a postback carries by campaign volume.
As of 2026 most large networks still primarily read SKAN 3 postbacks, so a SKAN 4 conversion schema is only as useful as the network consuming it. SKAN 5.0 was announced and never shipped; its features moved to AdAttributionKit.
Common mistake
Comparing SKAN-derived revenue across networks on different SKAN versions and anonymity tiers as if the numbers were equivalent.
Go deeper: SKAN 4 vs AdAttributionKit
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.