Apple’s StoreKit Ad Network, or SKAdNetwork, is a privacy API that helps ad networks and advertisers measure their ad activity on an aggregated level. Apple introduced this framework along with App Tracking Transparency (ATT) enforcement in early 2021.
Unity supports SKAdNetwork attribution install postbacks by receiving data from Apple and sharing it with participating mobile measurement partners (MMPs). For more information, refer to the documentation on SKAdNetwork postback integration.
Install postbacks must adhere to the following criteria to count as SKAdNetwork installs:
- Source games and target games must both support the SKAdNetwork API.
- Source games must use the Unity Ads SDK version 3.5.1 or higher.
- Source games that target users running iOS 14 or higher must also implement Unity Ads’ network ID in the information property list file.
You can toggle your iOS campaign data to show SKAdNetwork installs instead of MMP installs.
Note that some discrepancy between reported SKAdNetwork installs and MMP data is expected for several reasons:
SKAdNetwork data can be impacted by source apps not properly integrating our SKAdNetwork IDs, and may also be affected by Apple’s privacy thresholds. There may also be a delay for us to receive the data from Apple. We expect SKAdNetwork data to become more accurate over time as source apps adapt to the new system.
As iOS14.5 and beyond (and therefore Apple’s privacy changes) becomes more common, data from attribution providers will become less accurate as their ability to attribute at an individual level is diminished.