Blog Article

Thriving with SKAN 4.0: Moloco Cloud DSP enables reporting and postbacks

, Moloco

June 21, 2023

In today's digital age, data is power. It fuels decisions, growth, and an organization’s ability to stay competitive. For marketers, capturing and leveraging data is more critical than ever before. In the last few years, Apple’s SKAdNetwork (SKAN) has become an essential tool for advertising in a post-IDFA, privacy-centric world. 

Now, SKAN 4.0 begins a new era of capabilities that provide more data and richer insights while upholding Apple’s privacy framework:

Source identifier -
Previous SKAN versions allowed 2 digits in the campaign ID, and only 1-100 campaign IDs per app. For SKAN 4.0, Apple renamed campaign ID to “source identifier” and increased the range to 4 digits, where each digit represents a different source.

Coarse conversion value -
Consists of three values — high, medium, and low — that can reduce rates of null conversion value postbacks or enable multiple postbacks (the second and third postbacks are sent only with coarse conversion value).

Multiple postbacks -
SKAN 4.0 supports multiple postbacks in 3 conversion windows, with an option for developers to stop measuring user activity and get postbacks sooner. 

To help our advertisers capitalize on all of these features, Moloco is now supporting SKAN 4.0 reporting and postbacks:

  1. Reporting
    Advertisers can now view SKAN 4.0 data in their Analytics dashboard, which includes new metrics like coarse conversion values, and revenue and event count by postback window. By offering more insights, these metrics will help advertisers better monitor campaigns and improve efficiency.
  1. Conversion Value Schema
    For our advertisers using AppsFlyer, we automatically integrate SKAN 4.0 conversion value schema — so you don’t have to set it up manually. Note that you’ll need to update the schema on your AppsFlyer portal before we can report on coarse grained conversion values with multiple postbacks.

We’re continually looking to maximize value for our advertisers through campaign efficiency and actionable intelligence. Stay tuned for future SKAN innovations!

Contact us
to launch your campaigns with updated SKAN 4.0 support.

Editor’s choice

Beyond generative AI: How operational machine learning is transforming mobile app marketing

Explore how the transition from generative AI to operational machine learning is reshaping mobile app marketing and learn how leveraging this cutting-edge technology can unlock exponential growth and unparalleled success in the digital realm.

Better understand how users are engaging with your video ads with Engaged-View Conversions

Uncover user engagement insights with Engaged-View Conversions. Gain a deeper understanding of how users interact with your video ads beyond clicks and views. With EVC, discover that users who watch skippable videos for more than 10 seconds or complete shorter ads are 4 times more likely to convert. Now available for all Moloco advertisers, EVC provides comprehensive data on views, engaged-views, and clicks to shape your marketing strategies. Enhance decision-making and drive business growth. Visit our Help Center or contact your Moloco representative for details.

Elevate your iOS performance with SKOverlay

Experience the power of SKOverlay, Apple's innovative creative rendering format. With SKOverlay, iOS marketers can display captivating ads accompanied by a convenient overlay. Users can effortlessly install advertised apps in the background, without leaving their current screen. Enjoy improved user experience and higher SKAN conversion rates of up to 30%. Streamline app installations and drive iOS engagement with SKOverlay. Learn more at our Help Center or contact Moloco.

Subscribe to the Moloco Newsletter

Want to learn more?