For marketers, SKAN 4 is more useful than SKAN 3. SKAN 4 contains more data for longer period than SKAN 3.
Source: https://www.singular.net/skadnetwork-adoption/
SKAN 3 post backs data in a very different way than SKAN 4. This means you must configure and read your events differently, depending on which version of SKAN your ad network is using.
The most important ad networks (Meta, Apple, Google) still rely heavily on SKAN 3.
This article does an excellent job covering this history of this matter: https://www.singular.net/blog/skan-4-network-adoption/?utm_source=chatgpt.com
Definitions:
| Conversion Value | A number between 1-63 that is mapped to events we monitor via the MMPs SDK. A conversion value of 0 represents an install and no in-app action. | | --- | --- | | Post Back | The data that is sent to the ad network describing what the tracked user did. | | Payload | The data stored within the post back. |
An install is only tracked if the user installs and opens the app.
Once this occurs:
To log the install, the MMP SDK calls SKAN to attribute the install to an ad network.
This then triggers the monitoring process.