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for Marketers

SKAdNetwork direct install: send postbacks direct to Adjust

From iOS 15, SKAdNetwork can send the winning postback directly to the partners' endpoint and one additional URL you specify in the app. This means you can instruct SKAN to send the postback to your own endpoint or to Adjust.

Send SKAN postbacks to Adjust

When you opt to send SKAN postbacks to Adjust, we receive data from SKAdNetwork to a dedicated endpoint in addition to the data that we receive or pull from partners.

From the direct postbacks, we get a full set of datapoints including the conversion value, as well as certain parameters such as the transactionID, publisherID and the attribution signature. This information allows us to validate the postbacks, by performing a comparison to the partners' postbacks.

Note:

If we do not receive the transactionID, attribution signature or original timestamp in the partners' SKAN data, we cannot match the data with the direct postbacks we receive. Therefore, no validation can be performed beyond comparing the number of postbacks we receive from each source. This impacts Facebook, Google Ads, and a small number of other partners.

To use this feature, your app developer needs to update your app's project settings in Xcode.

Follow our Integrating SKAdNetwork article to ensure you have the required project settings.
Make sure to add the correct Adjust callback URL to your info.plist file.
- Follow our documentation to Set up direct install postbacks.

Direct install reporting metrics

Adjust has the following dedicated metrics you can use for reporting on direct install postbacks from SKAN. They can be used in Datascape or in your raw data exports. Reach out to your Technical Account Manager or support@adjust.com for access.

	Description
Direct installs	Returns the count of valid postbacks sent directly from SKAdNetwork where redownload = false.
Direct reinstalls	Returns the count of valid postbacks sent directly from SKAdNetwork where redownload = true.
Direct total installs	Number of installs and reinstalls reported directly by SKAdNetwork.
Direct conversion value null	Returns the count of all valid postbacks sent directly from SKAdNetwork where the conversion value is null, or the count of all installs and reinstalls minus those with a conversion value not greater than or equal to 0.
Direct conversion value >0	Returns the count of valid postbacks sent directly from SKAdNetwork where the conversion value is greater than 0 (install).
Direct conversion value {0-63}	Returns the count of valid postbacks sent directly from SKAdNetwork with the corresponding conversion value. (1-63)
Direct conversion bit {1-6}	Returns the count of valid postbacks sent directly from SKAdNetwork where the corresponding conversion event has been triggered.
Invalid direct payloads	Count of postbacks (install/reinstall) sent directly from SKAdNetwork that were invalid after verification of the attribution signature.

Raw data setup

You can receive a copy of winning SKAdNetwork postbacks from Apple using the SKAdNetwork direct install activity type. This enables you to see the information that is being sent by Apple to the network in your raw data exports.

Note:

Direct installs contain SKAdNetwork information only. They do not include information provided by the network such as campaign details.

❌ - The SKAdNetwork direct install activity is not included in your global callback.

Supported placeholders

All placeholders for the SKAdNetwork install activity are supported for SKAdNetwork direct install.