SKAN is Singular's SKAdNetwork solution. The SKAN dimensions contain SKAdNetwork data, pulled directly from the SKAdNetwork postback. Only the name of the "Publisher" field was changed to match Singular terminology.

The App and Source dimensions contain SKAdNetwork postback data that is normalized to match the rest of the data in Singular. The SKAN View Through dimension contains SKAdNetwork postback data that is not normalized.

• App: The app name in Singular. This field is populated based on SKAN App ID, which is the ID given to the app in the SKAdNetwork framework.
• Source: The ad network as it's listed in Singular.
• SKAN View Through: A boolean parameter called fidelity-type that indicates whether the type of ad is StoreKit-rendered or view-through. 

Note: The Country field is not provided by SKAdNetwork, but filled in by Singular (where possible) based on the network's targeting settings for the campaign. If the campaign is targeted to one country only, Singular puts that information in the Country field.

The Conversion Value dimension gives you the actual value as a number between 0 and 63.

The Conversion Value Description dimension tells you what the conversion value means in the context of the conversion model configured for the campaign (see SKAdNetwork Model Configuration FAQ).

• Conversion Value - Count is the count of SKAN installs for which we have a conversion value. This includes conversion value 0 but does not include conversion values that were passed to Singular as Null.
• Conversion Value - Ratio is the percentage of SKAN installs for which we have a conversion value ("Conversion Value - Count" / "SKAN Installs").

Since all of your estimated revenue, engagement stats, etc., in SKAN Reports are based on decoded conversion values, Conversion Value - Count and Conversion Value - Ratio give you an idea of to what extent your SKAN stats reflect the actual performance of your campaigns. The more conversion values you have; the more accurate reporting is for your SKAN campaign. Singular recommends aiming for having a conversion value ratio of at least 60%. 

See the SKAN Advanced Analytics FAQ.

This is the day for which the information is up to date. Day 1 is the day of the install, day 2 is the next day, and so on.

After that day, the SKAdNetwork postback was sent.

For example, if the Conversion Value Description is "Revenue (10$-20$), day 3," it means:

• The SKAdNetwork postback was sent on day 3 after the install.
• Within that time, 10-20 dollars were gained from the customer.

This notation is used for Funnel models, where the conversion value encodes information about which events have occurred out of a defined sequence of events.

Only the latest event that occurred (lowest-funnel event) is mentioned by name, but it is assumed that all the earlier events defined in the model (the higher-funnel events) have also occurred.

For more information, see How does a Funnel model work?

Select Postback Date to run reports based on the date in which Singular received the SKAdNetwork postback from the ad network. Select Estimated Install Date to run reports based on Singular's calculation of what the app install date was (see How does Singular calculate the install date?).

Apple's SKAdNetwork postbacks include a "redownload" field. According to Apple, this is set to true if the app has already been downloaded and installed by the same user (same Apple ID). Singular marks every SKAdNetwork install accordingly as either a "download" or a "redownload."

If you don't need this distinction, select to see both.

As a part of Singular's SKAdNetwork solution, we not only receive and parse SKAdNetwork postbacks from ad networks but also check with Apple to confirm that each postback represents an actual install. Validation ensures that installs are not fraudulent.

See the Singular SKAdNetwork Reporting API guide.

Apple Search Ads does not use SKAdNetwork - it has a different mechanism for measuring campaigns. The data for ASA campaigns is available in your regular reports, even for iOS 14.5+ devices.

1. Make sure you've enabled SKAdNetwork postback forwarding:

Partners usually need you to activate SKAdNetwork postback forwarding to Singular. If it's the first time you are setting up SKAdNetwork for a partner, you usually need to enable postback forwarding in the partner's dashboard, or ask your partner account manager to enable postback forwarding to Singular. For example, see the integration setup instructions for Snapchat Ads and Twitter Ads.

2. Check for invalid postbacks:

By default, Singular reports don't include installs that were marked as "invalid" by Apple. If you are missing data from a specific partner, try to include invalid postbacks. See also: Some installs are marked as "Invalid."

These installs may not have reached Apple's privacy thresholds. In SKAdNetwork, a postback is sent for every install, but the conversion value is only included if Apple considers that there are enough installs/users with the same value that the data can't be used to identify a specific user personally. Do your campaigns have enough installs? If the volume is too low the data will be obfuscated. Try either increasing the bid or changing the targeting of your campaign to reach a wider audience.

Make sure to check if you have set up your conversion model correctly both in the Singular platform and in the partner platform. Double check that all the events are coming in correctly.

Did you configure manual SKAN? Or are you sending events S2s? Double check that you configured it correctly.

Finally, check that enough time has gone by, you will not see the data on the same day. It takes a couple days depending on the campaign volume and your SKAN model.

• If the Conversion Value is "N/A," it means Singular did not receive a SKAdNetwork conversion value for this install. In this case, the Conversion Value Description dimension will also naturally be N/A.
• If the Conversion Value is a number (including 0), but the Conversion Value Description is "N/A," it means we received a postback, but there is no active conversion model defined by the advertiser. Check your models in the Conversion Models page and see the Model Configuration FAQ for help.

This report is only relevant if you are running SKAdNetwork campaigns.

This report contains only data taken from SKAdNetwork postbacks - such as install stats and the conversion value. Campaign costs are pulled from the ad network separately. To see the cost data, use the SKAdNetwork Reports page.

To understand the installs you see, note the following limitations of SKAdNetwork:

• The SKAdNetwork framework doesn't support web-to-app installs.
• SKAdNetwork does not support re-engagements as they are defined by Singular (an ad campaign causes a user to re-open an app that is already installed). SKAdNetwork does support redownloads, where the user downloads an app that is not installed but was attributed to the user in the past. To include redownloads in your Singular SKAN report, select "Show Both" under SKAN Conversion Types.
• SKAdNetwork sends the install postback at least 24 hours (and usually more) after the install, by design. This means the data appears in reports with an inherent delay.
• SKAdNetwork also has a random timer mechanism that can delay installs by up to 48 hours and shift them to a different date. This may affect the reported results of small-scale campaigns or when looking at specific dates.

You may also need to confirm whether your point of comparison is from the same date range as your Singular report.

This report contains data from SKAdNetwork postbacks, so it only includes SKAdNetwork installs that Apple has attributed to a network.

For all three networks, you can see data in the Raw Data report, but not in the export logs. This is because Singular receives data from these networks directly into the raw data report via APIs. Because there is no access to user-level data, you don't see that information in the export logs.

The data for these four networks are updated once a day, with a few nuances:

• Snapchat forwards postbacks once a day at a fixed time.
• Twitter provides an API that provides all postbacks for a day in one query. Singular extrapolates that to provide updated data within a 24 hour period.
• Facebook and Google Adwords provide APIs that provide data based on estimated install dates. Singular queries these APIs once a day. However, because the install dates are estimated, it may take longer for the data to be complete.

Apple has an internal censoring mechanism by which they hide publisher IDs for those publishers that do not meet a threshold of installs. Talk to your network about using a select number of publishers.