The future of mobile measurement with SKAN4
How SKAN4 works in the post-iOS-privacy world and why it matters.
Apple’s App Tracking Transparency (ATT) framework fundamentally reshaped the mobile marketing ecosystem. SKAN4 (StoreKit Ad Network 4) is Apple’s official attribution solution, enabling advertisers to measure campaign performance in this new privacy-first era.
The most significant upgrade in SKAN4 over previous versions is the introduction of both coarse and fine-grained conversion values. This means advertisers can access more detailed data for campaigns that reach sufficient volume, while still retaining basic performance signals for lower-volume campaigns.
In practice, correctly configuring SKAN4, strategically designing conversion value schemas, and understanding crowd anonymity tiers are now core competencies in performance marketing. At Mobile Peak, we build this infrastructure on a per-client basis, tailored to each business’s unique measurement needs.