¶ Introduction
The SKAN perspective screen is a pure analysis screen that will allow us to carry out an evaluation of the install, reinstallation and event data coming from the SKAD Network.
SKAD Network is a mobile application attribution solution developed by Apple based on user privacy. That is, SKAD Network gives priority to user privacy and does not share private information such as IDFA and bases its attribution on the realization of events, so that through SKAD Network campaigns we can not identify which user has installed the app, but we can simply know that an install has been performed through a particular campaign, but we can never establish a link between install and user who has performed the install.
In other words, SKAD Network gives us aggregated information on installs and events attributed to campaigns targeting iOS devices with an operating system version higher than 14.5 and that have not accepted ad tracking.
In order for EMMA to display data on this screen, it is necessary to have SKAD Network campaign tracking enabled with EMMA. Currently SKAD Network data can be obtained from the following networks:
¶ Filters
The first thing to know is that, like all EMMA reporting screens, it shows data for the selected date range. By default, this date range is the last 7 days, but we can select the desired date range in each case. You can see more information about the calendar and date ranges here.
In addition, from the filtering bar we can also apply filters at campaign level to select the ones that are of interest at each moment and at media source level.
Note that the filters are independent and do not condition each other. That is, if I select the SKAdNetwork TikTok campaign filter and then add a media sources filter, all media sources will appear to be selected, not only those of the TikTok campaign.
¶ SKAN Perspective
In the main module of the screen we can see on one side a table and next to it a graph that will allow us to see the information in a more visual and direct way.
In both cases, the information we can see is:
- Installations: Volume of total installs generated in the selected date range. Includes new installs and reinstalls.
- Reinstallations: Volume of total reinstalls generated in the selected date range. Note that not all sources provide information on reinstalls. Currently the networks that give information on reinstalls are:
- Meta
- TikTok
- In-App Events: Volume of in-app events performed from SKAD campaigns.
- Ratio of reinstalls: Percentage of devices that have reinstalled with respect to total installs.
- Event Ratio: Percentage of events performed with respect to total installs.
This screen shows the breakdown of SKAD Network installations, but also takes into account these installations in the total volume of installations and in the non-organic installations shown in the Executive Summary screen.
However, we cannot consult the volume of SKAD installations from* Explorer or People, since they are not installations linked to a user, so it is not possible to show this linkage from these sections.