Overview
Since iOS 14.5 and App Tracking Transparency (ATT), mobile attribution has split into two worlds: Apple's privacy-preserving SKAdNetwork (SKAN) and traditional MMP attribution for consented users. Understanding both is essential for iOS success.
Key Differences
| Aspect | SKAdNetwork (SKAN) | MMP Attribution |
|---|---|---|
| Privacy | Apple-approved Privacy-safe | Requires ATT consent |
| User Coverage | 100% of iOS users | ~20-30% (ATT opt-in) |
| Data Granularity | Aggregated only | User-level Winner |
| Real-time Data | 24-48 hour delay | Real-time Winner |
| Conversion Values | 64 values (SKAN 4.0) | Unlimited events Winner |
| Attribution Window | Fixed windows | Configurable Winner |
| Future Proof | Apple-supported Winner | Declining coverage |
SKAdNetwork Advantages
- Universal coverage: Works for all iOS users regardless of ATT status
- Apple-sanctioned: Protected from future privacy restrictions
- Fraud resistant: Apple-signed postbacks harder to fake
- Improving: SKAN 4.0 added hierarchical conversion values
- No user consent needed: Automatic for all app installs
MMP Attribution Advantages
- User-level data: Individual user journeys and LTV
- Real-time: Instant attribution and optimization
- Rich events: Track unlimited post-install events
- Cohort analysis: Deep user behavior insights
- Cross-platform: Unified view across iOS and Android
Our Verdict
You need both: Modern iOS measurement requires combining SKAN data (for scale) with MMP attribution (for depth). Neither alone provides the full picture.
Best practice: Use SKAN for campaign-level optimization and budget allocation. Use MMP data for creative insights, LTV modeling, and cohort analysis with consented users.
Implementation Strategy
- Configure conversion value schema carefully (prioritize high-value signals)
- Use MMP's SKAN dashboard for unified reporting
- Model full cohort behavior from consented user data
- Test conversion value configurations before launching
- Stay updated on SKAN versions and MMP support