Basic Breakdown of SKAdNetwork (SKAN) and Conversion Value (CV) Schemas
1. SKAdNetwork (SKAN)
What is SKAdNetwork?
- Definition: SKAdNetwork (SKAN) is a framework developed by Apple to measure the performance of mobile app advertisements while protecting user privacy.
- How it works: Instead of tracking individual users, SKAN uses anonymized data to provide advertisers with insights into how their ads are performing.
Key Features:
- Privacy-Focused: Ensures user data is not tracked individually, maintaining privacy.
- Anonymized Data: Collects data in a way that doesn’t reveal personal user information.
Conversion Value (CV) Schemas
What are CV Schemas?
- Definition: CV schemas assign numerical values (0-63) to specific user actions (like making a purchase or using the app). These values help measure the impact of ads on user behavior.
- Limited Values: With only 64 possible values, it’s important to prioritize the most meaningful user actions.
Key Features:
- Revenue Metrics: Track actions directly impacting revenue, like in-app purchases.
- Engagement Metrics: Include actions that indicate user engagement, like retention rates and session lengths.
- Tiered Values: Group similar actions to simplify tracking and maximize the use of limited values.
3. How It Works
Setting Up CV Schemas:
- Tools: Advertisers use tools like AppsFlyer to set up their CV schemas.
- Data Collection: SKAN collects anonymized data from user actions and reports it back.
- Campaign Optimization: Advertisers analyze this data to optimize their ad campaigns.
Steps to Implement:
- Configuration: Set up CV schemas in a tool like AppsFlyer.
- Data Gathering: SKAN collects and anonymizes data from user interactions.
- Analysis: Use the data to analyze and improve ad performance.