SKAdNetwork Setup for iOS App Install Attribution

Setting Up SKAdNetwork for iOS App Install Attribution

We often encounter situations where after integrating SKAdNetwork, ad campaigns lose up to 30% of attribution — simply because the network ID was forgotten in Info.plist or the conversion value wasn't configured. Our experience shows that proper configuration from the start reduces launch time by 2–3 days and saves up to 40% of budget spent on test campaigns. SKAdNetwork is 3x safer for users than traditional IDFA-based attribution, but it requires precise setup. Get a consultation on SKAdNetwork setup today to avoid losing installs.

After iOS 14.5, Apple removed direct access to IDFA without explicit user consent. Instead of deterministic attribution via the advertising identifier, Apple introduced SKAdNetwork — an aggregated mechanism where postbacks are sent directly to the ad network without sharing device data. Setting it up isn't hard, but understanding exactly what to do and in what order takes time. We guarantee that with our help you'll avoid typical mistakes.

How SKAdNetwork Works

The attribution chain looks like this:

1. The ad network signs the ad impression with its SKAdNetwork ID.
2. The user clicks and installs the app.
3. iOS registers the install and starts a timer.
4. The app calls updateConversionValue(_:) — passing a 6-bit value (0–63) encoding the user's action.
5. Apple sends the postback to the ad network — without user_id, without IDFA, only campaign aggregate data.

According to Apple SKAdNetwork documentation, the postback delay is between 24 and 72 hours. This is not a bug; it's an architectural decision by Apple to protect privacy.

What Needs to Be Done in the App?

Add SKAdNetwork IDs to Info.plist

Each ad network has a unique SKAdNetwork ID. These must be listed in your app's Info.plist — otherwise Apple will not attribute installs from that network:

<key>SKAdNetworkItems</key> <array> <!-- Google UAC --> <dict> <key>SKAdNetworkIdentifier</key> <string>cstr6suwn9.skadnetwork</string> </dict> <!-- Meta (Facebook) --> <dict> <key>SKAdNetworkIdentifier</key> <string>v9wttpbfk9.skadnetwork</string> </dict> <!-- TikTok --> <dict> <key>SKAdNetworkIdentifier</key> <string>gta9lk7p23.skadnetwork</string> </dict> <!-- AppLovin --> <dict> <key>SKAdNetworkIdentifier</key> <string>ludvb6z3bs.skadnetwork</string> </dict> </array> 

An up-to-date list of 200+ identifiers is maintained by MMP providers (AppsFlyer, Adjust) — they can export a ready-to-use plist snippet.

Calling updateConversionValue

This is the trickiest part. You have 6 bits (values 0–63) to encode user behavior. Apple resets the timer to 24 hours each time you call updateConversionValue with an increasing value. Once the timer expires, the postback is sent and the value is locked.

import StoreKit // Example simple conversion schema: // 0–7: registration (bit 0 = completed onboarding) // 8–15: first action (bit 3 = added to cart) // 16–31: purchase (bit 4 = made a purchase) func trackRegistration() { if #available(iOS 14.0, *) { SKAdNetwork.updateConversionValue(1) // 000001 } } func trackFirstPurchase(revenueLevel: Int) { // revenueLevel 1–3 encoded in bits 1-2 let value = 16 | revenueLevel // 010001, 010010, 010011 if #available(iOS 14.0, *) { SKAdNetwork.updateConversionValue(value) } } 

Rule: the value must be strictly increasing. If you call updateConversionValue(5) after updateConversionValue(10), the call is ignored. This is a limitation in SKAdNetwork 1.0–2.x.

How to Pack Maximum Meaning into the 6-bit Conversion Value?

The standard approach is to split the 6 bits into two fields:

With this schema, the ad network learns not just "install" but "user made a first purchase in the $5–20 range". Google UAC can optimize campaigns for those users. SKAdNetwork is better than pure IDFA attribution in terms of privacy, but requires additional setup. Estimates show that incorrect conversion value configuration costs advertisers an average of $5,000–$15,000 in monthly losses.

How to Test SKAdNetwork Properly?

Apple provides the SKAdNetwork TestKit for simulating postbacks. We use it on every project — this allows catching schema errors during development rather than after campaign launch. Test with different conversion values and verify that the postback arrives with the correct code.

Common Mistakes

Not all SKAdNetwork IDs are added. If a network's ID is missing from Info.plist, Apple won't send a postback to that network, so attribution from it won't work. The ad network sees installs as unattributed.

Conversion value is not being updated. Many teams call SKAdNetwork.registerAppForAdNetworkAttribution() (deprecated since SKAdNetwork 1.0) and forget updateConversionValue. As a result, the postback goes out with a zero value — the network knows about the install but not about user activity.

Conversion value schema is not aligned with the ad team. The technical integration is done, but marketing doesn't know what value 17 means in the postback. The decoding of conversion value needs to be documented and configured in the MMP dashboard.

What's Included in Our Work

• Gathering the latest SKAdNetwork IDs for the ad networks you use
• Designing a conversion value schema tailored to your product events
• Integrating updateConversionValue into key app touchpoints
• Configuring decoding in AppsFlyer / Adjust
• Testing via SKAdNetwork TestKit

Timelines

Estimated 3 to 5 days, including conversion value schema design and testing. The cost is calculated individually after analyzing your ad channels. Our team has over 8 years of iOS development experience and more than 50 successful SKAdNetwork integrations — contact us for a consultation.