Understanding SKAN 4.0 & Its Implications
summary
SKAN 4.0 adds concrete mechanics: three postbacks (day 0–2, 3–7, 8–35), a conversion-value hierarchy of low/medium/high and richer source identifiers (campaign ID split into three digits plus source_domain and re‑download flag), plus multi‑touch did_win signals and Safari mobile‑web support. Apple’s privacy thresholds frequently return nulls, so expect many installs and conversion values to be suppressed, a slow multi‑version rollout, and advertisers to concentrate spend on fewer publishers to stay above thresholds — forcing publishers and growth teams to predefine value buckets and campaign‑ID mappings to retain optimization.
AI-written summary · about
chapters (8)
- 0:00Introduction and context
- 3:36Understanding scan system
- 5:35Managing multiple scan versions
- 7:54Decoding the scan payload
- 9:22Privacy thresholds and impact
- 11:39Conversion value strategies
- 15:11Optimizing source identifiers
- 18:54Summary and future outlook
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