Learn how to run SKAdNetwork (SKAN) raw data reports to see the original information received by your network partners in SKAdNetwork postbacks.
For decoded and aggregated SKAdNetwork reporting, see SKAdNetwork Reports FAQ and Troubleshooting.
If you're new to SKAdNetwork, you may want to:
- Learn what SKAdNetwork is. See Introduction to Singular's SKAdNetwork Solution.
- Learn about SKAdNetwork Conversion Values. See Understanding Singular's Conversion Value Management.
- Set up SKAdNetwork step by step. See How to Get Started with SKAdNetwork.
This article is aimed at customers of Singular's attribution tracker. If you use AppsFlyer as your tracker, see Getting Started with SKAdNetwork (For AppsFlyer Users) instead.
Troubleshooting the SKAdNetwork Raw Data Page
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.
- 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 or installs based on probabilistic attribution (such as cross-promo).
- 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.
This is probably a result of Apple's privacy protection measures. To ensure conversion values can't be traced back to specific devices, Apple only includes the conversion value in the SKAdNetwork postback if a certain number of devices have the same conversion value. If you are running a small campaign, e.g., for testing purposes, you may not reach the threshold that enables you to get conversion values.
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.
SKAdNetwork Raw Data FAQ
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.
|Singular Dimension||Original Field in SKAdNetwork Postback|
|SKAN App ID||app-id|
|SKAN Network ID||ad-network-id|
|SKAN Campaign ID||campaign-id|
|SKAN Publisher ID||source-app-id|
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. The Country dimension is no longer provided in the postback and is instead derived from cost-side data.
- 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.
- Country: Derived or interpolated from cost-side data from network partners.
- SKAN View Through: A boolean parameter called fidelity-type that indicates whether the type of ad is StoreKit-rendered or view-through.
- 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.
Note: Google Ads automatically assigns Conversion Value = 0 when it doesn't have a conversion value for a SKAN install. This means that all SKAN installs from Google Ads campaigns will have conversion values (Conversion Value Ratio = 100%).
For SKAdNetwork campaigns with partial data (due to censored conversion values), Singular uses SKAN Advanced Analytics data models to provide modeled (extrapolated) metrics for the entire campaign.
Modeled metrics are derived from the installs for which we do have data.
The Modeled Conversion Value Count estimates how many installs in a campaign had a specific conversion value. This is calculated based on the prevalence of these conversion values in the installs we do have conversion values for.
In the example above, in a campaign with 105 installs, only 35 had conversion values included in the postback. The Modeled Conversion Value Count shows how many installs had each conversion value if we assume that the partial data is representative of all the installs.
For more information, see the SKAN Advanced Analytics FAQ.
See What are modeled metrics? and What metrics can
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?
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.