Set Up SKAdNetwork

SKAdNetwork (SKAN) is Apple’s proprietary privacy-centric install attribution solution. Reddit supports SKAN to ensure we have full attribution coverage. SKAN measurement is automatically enabled for every Reddit iOS app install campaign.

This article describes how to successfully set up, manage, and measure a Reddit iOS app install campaign with SKAN.

Before you start

Integrate with SKAN with one of these options before launching your iOS app install campaign:

• Configure SKAN with your MMP (recommended): Set up SKAN with one of our supported mobile measurement partners (MMPs). Contact your MMP representative for more information and integration details.
  • Adjust
  • AppsFlyer
  • Branch
  • Kochava
  • Singular
• Integrate SKAN directly: Visit Apple’s documentation for details.

(MMP only) Set up impression and click trackers

This step is only required if you implemented SKAN with an MMP.

1. Generate a Reddit click and impression tracker URL in your MMP dashboard.
2. The URLs come pre-templated and already include all the required parameters. If there are additional macros you want to include, here’s how to add macros to your URLs.
3. Add verification and tracking to your ads.

SKAN IDs

SKAN IDs are unique identifiers associated with campaigns, ad groups, and ads. There are a limited number of SKAN IDs available: up to 10 campaigns per iOS app ID, 5 ad groups per campaign, and 10 ads per ad group. Each ID can have one of the following statuses:

• Enabled: An ad group or ad is actively using a SKAN ID.
• In Cooldown: The ad group or ad is in the 96-hour cooldown period. This happens when the campaign asset has been turned off or deleted. This SKAN ID can’t be used by another asset during this period while we wait for any latent postbacks to come in. 

Managing SKAN IDs

Need an active SKAN ID? We recommend detaching your SKAN ID from an old or inactive asset on the dashboard. 

Detach a SKAN ID from the dashboard

1. Go to the campaign, ad groups, or ads tab on the dashboard table.
2. Find an old or inactive asset that has iOS measurement set to enabled.
3. Turn off or delete that asset to release its SKAN ID. This will put that ID in cooldown, after which you can re-use it for another campaign asset once the cooldown period is completed.

Manage SKAN IDs during campaign creation

When viewing or creating an iOS app install campaign, ad group, or ad, see iOS Measurement to view your available SKAN IDs and statuses. Select the Manage button for details on enabled assets or those in cooldown. Turn off any that aren’t needed.

Mitigate null conversion values

Since Apple has strict privacy thresholds that require a certain number of installs before conversion values (which indicate a post-install action) are included in the postback, the postback may include a null conversion value. We estimate that campaigns should reach at least 50 daily installs to increase the chances of limiting null rates to 10% or less.

To help your campaign achieve enough install volume, we recommend:

• Expanding targeting as much as possible to drive higher traffic.
  • Target all available ad placements
  • Expand audience targeting parameters
  • Increase bids and budgets
• Set a budget at least 50 times the cost per install (CPI).

We recommend using a metric that aligns with the historical CPI for the ad group, ideally based on the performance of your other ad groups. If this is your first app install ad group, choose a CPI that aligns with your goals and adjust your budget based on volume and performance.

Unknown SKAN events

The Unknown event type in reporting captures conversion values unmapped to a supported post-install event. These events can impact conversion reporting visibility, potentially hurting campaign performance since these events cannot be optimized.

If you see an Unknown event, update your conversion value mapping in your MMP portal to align with our accepted event types.

Things to know

• null conversion values will be reported as installs, but not as a post-install conversion (including the Unknown metric).
• Due to SKAN’s framework, install reporting may be delayed for 24-96 hours, and post-install events can range from 72 hours to 41 days.
• SKAN postbacks currently don’t support revenue or ROAS metrics.
• Ad group and ad-level install data won’t equal campaign-level install data due to stricter privacy thresholds.
• When exporting reports, SKAN reporting will only reflect the ad-level install total, not the ad group or campaign-level installs.

Frequently asked questions

How does Reddit handle the SKAN ID limitations? 

Each iOS app advertised on Reddit has the following limitations:

• 10 campaigns per app ID (across all ad accounts) can be active at a time
• 5 ad groups per campaign can be active at a time
• 10 ads per ad group can be active at a time

What happens if I reach the SKAN ID limit?

You can free up space by turning off or deleting old and expired campaign assets. Learn how to manage SKAN IDs.  

What happens if I’m still using SKAN 3.0? 

There are no implications. All mobile app advertisers will be subject to the changes and receive all the new features of the SKAN 4.0 release. The only features you’ll miss out on are on Apple’s side, like multiple postbacks and course conversion values.

Why are there discrepancies between the campaign, ad group, and ad-level install data?

SKAN install reporting at the campaign level will always be available. However, ad group and ad level reporting depends on whether the campaign meets SKAN's privacy threshold requirements. Reporting at these levels may be limited or unavailable if the campaign doesn’t generate enough installs to meet these thresholds.