---
title: SKAN and Post-ATT Measurement — RGM Training
url: https://realgrowthmatters.com/training/mobile-app-growth/skan-and-post-att-measurement/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/mobile-app-growth/skan-and-post-att-measurement/
---

[Home](../../../index.html) › [Training](../../index.html) › [Mobile App Growth](../index.html) › SKAN and Post-ATT Measurement

RGM° · Training

# SKAN and Post-ATT Measurement

Mandatory literacy. What SKAN is, versions, CV mapping, postbacks, strategy, modeled conversions.

### What you will learn

1. [Why SKAN literacy is mandatory](#why)
2. [What SKAN is](#what)
3. [SKAN versions](#versions)
4. [Conversion value (CV) mapping](#cv)
5. [Postbacks](#postbacks)
6. [Measurement strategy](#strategy)
7. [Modeled conversions](#modeling)
8. [Advanced playbook](#advanced)
9. [Common mistakes](#mistakes)
10. [Checklist](#checklist)

## Why SKAN literacy

SKAN is Apple's privacy-preserving attribution framework for iOS post-ATT. Most iOS measurement now runs through SKAN. Misconfiguration produces useless data; proper configuration produces actionable insights despite signal loss.

## What SKAN is

- SKAdNetwork: Apple's built-in attribution framework.
- Privacy-preserving: aggregate signal only.
- Postback from device to ad network after install.
- Limited conversion value bits and time windows.
- No user-level data exposed.

## SKAN versions

- SKAN 1.0–3.0: 6-bit CV; single postback within 24h after install.
- SKAN 4.0+: 3 postback windows (0–2d, 3–7d, 8–35d).
- SKAN 4.0+: coarse-grained CV expanded.
- SKAN 5.0: forthcoming with additional features.

## CV mapping

- 6 bits = 64 possible values to encode events.
- Trade-off: granularity vs flexibility.
- Common designs: bitmap (each bit = event), enum (each value = event), revenue tier.
- Conversion value mapping is the critical design decision.
- Re-mapping requires app update.

## Postbacks

- Sent from device to ad network.
- Aggregated by Apple before sharing.
- Timing: random delay (privacy).
- Threshold: minimum installs before sharing (privacy).
- Three windows in SKAN 4.0+.

## Measurement strategy

- CV mapping designed for your LTV signal.
- Modeled conversions supplement SKAN.
- MMP integration for aggregated reporting.
- Network-specific SKAN setup verification.
- SKAN data combined with deterministic (ASA, in-app).

## Modeled conversions

- Networks model conversions they can't observe (consent declined, SKAN limitations).
- Statistical models project missing data.
- Combined with SKAN observed for fuller picture.
- Each platform's modeling differs.
- Less precise than deterministic.

## Advanced playbook

- CV schema designed for predictive LTV.
- SKAN 4.0+ multi-window strategy.
- Modeled conversion integration.
- Cross-platform measurement strategy.
- Network-level SKAN setup verification.
- Annual CV schema review.
- iOS vs Android measurement reconciled.
- SKAN data in warehouse for analysis.
- Stakeholder education on SKAN limits.
- Apple roadmap monitoring.

## Common mistakes

- CV mapping designed without LTV signal in mind.
- SKAN 3.0 mapping used when 4.0+ available.
- Modeled conversions treated as observed.
- SKAN data interpreted at user level.
- Cross-network SKAN setup inconsistent.
- iOS measurement abandoned; Android-only strategy.
- Stakeholders not educated on limits.
- CV re-mapping bottlenecked on app updates.
- Network-specific setup neglected.
- SKAN combined incorrectly with deterministic.

## Operating checklist

- CV mapping designed for LTV signal
- SKAN 4.0+ multi-window strategy
- Network setup verified per platform
- Modeled conversions integrated
- MMP aggregation
- Stakeholder education on SKAN limits
- Annual CV schema review
- Cross-platform measurement strategy
- SKAN data warehoused for analysis
- Apple roadmap monitored

## Sources and further reading

- Apple SKAdNetwork documentation
- Apple WWDC SKAN sessions
- AppsFlyer SKAN guides
- Adjust SKAN documentation
- Eric Seufert, Mobile Dev Memo SKAN coverage
- SKAN 4.0 deep dives by major MMPs
- Mobile Dev Memo podcast SKAN episodes
- Liftoff post-ATT reports
- RGM Attribution post-ATT module
- Mobile Marketing Association SKAN guides
- Apple privacy documentation
- iAB SKAN standards

---

Part of the [Mobile App Growth](../index.html) series.