How Department Simplifies SKAN 4.0


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Writer’s notice: For historic context, we extremely recommend testing our beforehand revealed weblog posts on SKAN 4.0: 

Since late October 2022, the cellular trade has been abuzz with the thrilling information of SKAdNetwork 4.0’s launch. Not solely does this current a chance for these in cellular advertising to revamp their methods, however SKAN 4.0 additionally presents many questions on how cellular measurement companions (MMPs) like Department plan to help the newest adjustments along with earlier variations of SKAN.  

To that impact, as of November 2022, we’re thrilled to announce that Department has constructed the required parts to help transitioning to SKAN 4.0. These adjustments – together with updates to our SDKs, our dashboard SKAN configuration instruments, and an enhanced SKAN Analytics view inside our dashboard – permit for a deeper understanding of alerts out of your iOS customers.

Whereas the cellular ecosystem (together with advert networks) nonetheless has work to do to help SKAN 4.0, Department makes it simpler for you by supporting seamless migration from earlier variations of SKAN to the newest model, SKAN 4.0. This fashion, you’ll be capable of extra simply visualize earlier, present, and future variations of SKAN information inside Department.

Sustaining enterprise continuity with sleek fallbacks integrated for earlier SKAN variations is of the utmost significance, and Department clients can relaxation straightforward figuring out that updating their SKAN implementation to help SKAN 4.0 is not going to trigger any disruptions. As the remainder of the ecosystem rolls out SKAN 4.0 help over time, you’ll be able to proceed to run your SKAN 2 and SKAN 3 campaigns and conversion reporting as ordinary. 

We’ll focus on these new adjustments throughout the context you’ll encounter as a Department buyer utilizing SKAN to measure your iOS campaigns. If you happen to’re on the lookout for a full recap of all of the adjustments in SKAdNetwork 4.0, we advocate our earlier SKAN 4.0 recap weblog put up.

What’s new in Department’s help of SKAN 4.0? 

The adjustments Department has made to help SKAN 4.0 will be grouped into three main themes: 

  1. SKAN configuration: We’ve up to date our SDK and our dashboard configuration instruments, like our conversion worth mapper. 
  2. SKAN-driven insights: Our dashboard experiences now help the brand new information granularity out there from SKAN 4.0, together with coarse conversion values and extra Supply ID digits.
  3. Advert serving & community integrations: We’re additionally updating our integrations with advert networks to help the SKAN 4.0 information that may now be despatched to Department by way of new Supply ID digits. 

SKAN configuration

Our groups have been onerous at work updating our platform to help SKAN performance, together with an SDK replace and new configuration choices in our dashboard.

Up to date SKAN conversion worth mapper 

To make the most of the brand new coarse conversion worth in SKAdNetwork 4.0, advertisers have to map these values to their current in-app occasions.

If you happen to use Department to handle your SKAN conversion values (commonest), now you can assign coarse values to mapped occasions throughout the up to date SKAN conversion worth mapper in our dashboard. This fashion, you’ll be able to perceive and optimize your campaigns extra successfully throughout all variations of SKAN.

Higher but, useful logic has been inbuilt that may routinely warn you when a rough worth has not been assigned.

If you happen to don’t use Department to handle your SKAN conversion values (both you will have applied the SKAdNetwork capabilities straight, otherwise you use one other device to take action), we recommend utilizing related logic to configure your conversion worth mapping. Be happy to succeed in out to your Department buyer success supervisor for extra info.

Lockable occasions 

The Department conversion mapping web page additionally now permits you to point out which occasions are “locking” occasions, in keeping with the brand new SKAN 4.0 specs. Which means that when that occasion is detected, it should set off the SKAN postback and “finish” the present SKAN window. 

Doing that is useful if a person reaches the outlined threshold throughout the measurement window and also you need the postback to fireplace as quickly as attainable, moderately than ready longer to offer the person extra time to do one thing much more helpful.

Anchorable occasions

The flexibility to extend and/or lower conversion values is a powerful and versatile characteristic launched by SKAN 4.0. Nevertheless, this new performance is also sophisticated — so we’ve included “Anchor to highest worth” as an choice to facilitate a easy transition from earlier variations of SKAN.

When this setting is enabled, we’ll assure that the best worth occasion in your mapping {that a} person completes would be the occasion despatched to SKAN. That is how SKAN 2 and SKAN 3 work at present, and we are going to uphold that performance in SKAN 4.0 by default to assist our clients of their transition to SKAN 4.0. 

Our main objective in doing that is to permit pre-existing SKAN configurations to proceed with out destabilization whereas additionally incorporating SKAN 4.0’s new options.

Word: Disabling the  “Anchor to highest worth” toggle signifies that the final occasion — as an alternative of the best worth occasion — accomplished by a person in a given postback window would be the one set to SKAN. 


SKAN-driven insights

We’ve up to date our dashboard experiences to make the most of SKAN 4.0’s elevated information granularity, together with extra particular conversion values and the additional digits in Supply IDs. This improved granularity permits for more practical advertising campaigns and higher evaluation of marketing campaign efficiency.

Coarse conversion values

With coarse conversion values, you’ll be able to see which customers are extra energetic and investing in your product, even when your marketing campaign will not be but eligible for the total, fine-grained conversion worth. 

Now, you’ll be able to view the mixture counts of occasions and postbacks by coarse-grained values throughout the SKAdNetwork Analytics view.

Supply ID

Prior variations of SKAN had two-digit campaigns (known as Marketing campaign IDs), which SKAN 4.0 has since changed with Supply IDs – that includes as much as two further digits (as much as 4 complete).

These added digits will empower advert networks to go extra descriptive info out of your advert campaigns, powering analytics filters and breakdowns reminiscent of geo, placement, and inventive. 

Coming quickly: Retention cohorts powered by new postbacks 

With SKAN 4.0, the variety of postbacks per person has elevated from one to a few, with delayed home windows. We’re onerous at work iterating on these further postback views! At present, we’re constructing an up to date analytics expertise that may can help you simply see how your customers re-engage after set up. 

Powered by the extra postbacks out there in SKAN 4.0, Department clients will be capable of higher perceive person re-engagement post-app set up on this dynamic view. 


Advert serving & community integrations

One other precedence for Department is to replace our integrations with advert networks to help the brand new SKAN 4.0 information that may now be handed by means of to Department. Every advert community will now have to replace their SKAN help, which sadly gained’t occur . This step is probably the most ambiguous, and there’s little steerage but from most networks on timelines.

For some networks, Department pulls aggregated SKAN information from an API. If and when these advert networks broaden their APIs, Department will retrieve all out there information. For different networks that ahead particular person SKAN postbacks to Department, we’ll be updating our integrations to help further information that may very well be despatched to Department based mostly on Supply ID digits.

This course of will take a while, so we’re proactively working to activate advertisers on SKAN 4.0 and speed up learnings. Department has begun working intently on our end-to-end SKAN integration with Snap, along with making a SKAN 4.0 badge certification course of for advert networks.

What occurs subsequent? 

A whole trade rollout of SKAN 4.0 help goes to take a while. Many updates and extra help are nonetheless required from a number of angles for the cellular ecosystem to totally align with SKAN 4.0 adjustments.  

Don’t fear; Department will information you alongside the best way. We’re progressing shortly on offering additional SKAN 4.0 help. Future plans embody serving to you deal with your SKAN conversion worth mapping routinely, along with serving to you perceive how your upper-funnel occasions are valued (based mostly in your crew’s self-defined north star KPI).

That is simply the beginning of the updates we’re investing in SKAN 4.0. We’re wanting ahead to working with clients and companions to benefit from SKAN 4.0’s new capabilities. We’re additionally onerous at work creating next-generation options that preserve person privateness entrance and middle. Keep tuned for extra information in 2023!

What are you able to do now? 

Now that Department’s up to date SKAdNetwork 4.0 performance is on the market, we encourage you to: 

  • Replace your Department SDK when handy over the following few months, so that you simply’re ready when advert networks begin releasing their help for SKAN 4.  Truthful warning: it might take a number of months for everybody to catch up with regards to SKAN 4.0. As soon as they do, your Department configuration might be updated, prepared and ready!
Product Advertising Supervisor

Sam joins Department as a Product Advertising Supervisor after 3+ years at Amplitude Analytics. She brings intensive area and trade data from her time beforehand as a Buyer Success Supervisor, Options Engineer, and Expertise Accomplice Supervisor. She focuses on serving to companies attain their income objectives, scale for development, and constructing the most effective product for his or her customers.

Dec 02, 2022

Department offers the trade’s main cellular linking and measurement platforms, providing options that unify person expertise and attribution throughout gadgets and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and lots of extra, enhancing experiences for greater than 3 billion month-to-month customers throughout the globe. Study extra about Department or contact gross sales at this time.


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