Measurement
SKAN and AdAttributionKit
Adback does not replace Apple's SKAN or AdAttributionKit reporting. The MVP uses signal links, SDK install resolve, subscription revenue joins, provider postbacks, and Apple AdServices for Apple Ads attribution.
Current stance
SKAN and AdAttributionKit reporting are not part of the Adback MVP reporting surface. Adback runs in parallel with those frameworks instead of mutating their conversion values or postback windows.
This keeps the MVP focused on the part small subscription teams can act on quickly: campaign links, install matching, subscription revenue joins, and provider server-side postbacks.
- Adback does not call SKAdNetwork conversion value update APIs in the MVP.
- Adback does not claim SKAN postbacks as user-level attribution.
- Apple Search Ads attribution uses Apple AdServices token resolution when enabled, not SKAN.
- Customers can keep their existing SKAN or AdAttributionKit setup with another vendor or in-house pipeline.
Why it matters
SKAN is privacy-preserving aggregate attribution. Adback's primary value is a debuggable paid-click to install to revenue path for teams that need campaign, ad, creative, keyword, and paywall context.
| Area | Adback MVP | SKAN or AdAttributionKit |
|---|---|---|
| Primary grain | Click/install/revenue trace | Aggregate postbacks |
| Apple Ads path | AdServices token resolve | Not the ASA source of truth |
| Creative revenue debugging | Supported when click context exists | Limited by aggregation |
| Conversion values | Not managed by Adback MVP | Managed by app/network setup |
| Best use | Operational attribution and postbacks | Privacy-preserving network reporting |
Safe parallel use
Running Adback should not require removing SKAN. Keep your existing SKAN setup if a network, agency, or internal reporting workflow depends on it.
- Do not double-count SKAN aggregate installs as Adback user-level installs.
- Use Adback trace rows to debug link, SDK, revenue, and postback delivery problems.
- Use SKAN or AdAttributionKit reports for aggregate privacy-preserving network measurement where required.
- Document which system owns conversion value mapping before changing app release behavior.
Future support
A later SKAN or AdAttributionKit module should be explicit product work, not hidden inside SDK install. It would need conversion mapping, lock-window handling, postback ingestion, dashboard reconciliation, and policy review.