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for Marketers

ATT & SKAN solutions•Aggregated reporting

SKAdNetwork aggregated reporting

Adjust enables you to work with aggregated SKAdNetwork data using built-in reporting tools.

Before jumping into your reports, remember that reporting on SKAdNetwork is different to your usual campaign reporting. This is because install information is not returned immediately due to Apple using enforced timers. This means that your SKAdNetwork reports will not reflect real-time information.

Reporting tools

Use the SKAN dashboard in Datascape to get key insights into your campaign using the different dedicated widgets.

Don't forget, you can also consult the activity distribution widget in Conversion Hub to understand whether your mappings reflect your actual user actions.

Reporting delay

With SKAN campaigns, the amount of time it will take for you to start seeing data in Adjust depends on the conversion window settings you have set and the SKAN version you are working with.

For SKAN 3 campaigns, the minimum amount of time you need to wait is 48 hours.

For SKAN 4 campaigns, the amount of time you need to wait for each postback is as follows:

Postback 1: 3 to 4 days after install.
Postback 2: 10 - 15 days after install.
Postback 3: 36 to 41 days after install.

SKAN metrics

Adjust offers a number of dedicated SKAN metrics you can use to unpack and analyze your data comin from SKAdNetwork. Read the full list in the Datascape Metrics glossary.

You can also use the Crowd Anonymity Tier dimensions to break your data down and get insight into how many of your SKAN conversions were part of each of Apple's four crowd anonymity tiers.

FAQs

Why am I seeing such a high count of Conversion Value Null?

Adjust's Conversion Value Null metric is available when checking your aggregated reports in Datascape or the SKAN Total Installs widget in the SKAN dashboard.

Conversion Value Null definition:: The number of SKAN 3 postbacks and SKAN 4 postback 1's received with a nulled conversion value. Null means an install took place, but further data has been hidden due to Apple's privacy framework.

Sometimes, you may see a high count of Conversion Value Null in your dataset. The reason for this is that Apple enforces a privacy threshold if the number of installs per campaign and day was not high enough.

Apple decides whether the CV should be nulled even before the user has installed the app or performed any activities in the app, as the privacy threshold is dependent only on campaign size.

In SKAN 4, the crowd anonymity tier is also dependent only on campaign size, as well as the size of both the publisher app or website and the advertised app.

How can I reduce the amount of Conversion Value Null?

The best way to minimize the count of Conversion Value Null, or ensure that the install is placed in a higher crowd anonymity tier, is to ensure you put enough ad spend into your campaigns. You may want to allocate most of the spend to a few campaigns, rather than splitting it across many smaller campaigns.