SKAN Implementation Update

Reddit is updating its SKAdNetwork (SKAN) implementation from assigning SKAN IDs at the ad group level to the campaign level. This new hierarchy is designed to improve conversion value reporting and optimization for iOS app install campaigns.

This change requires advertisers with active app install campaigns to rebuild impacted campaigns to comply with the new structure.

Impacted app install campaigns must be manually duplicated or rebuilt by May 18th to ensure continued delivery and avoid disruption. Non-compliant campaigns will not be migrated and will automatically be deactivated on May 19th. 

What's changing

The new SKAN campaign structure includes the following updates:

• SKAN ID limits for iOS campaigns
  • Max 10 campaigns per app ID (new limit: shared across all ad accounts)
  • Max 5 ad groups per campaign (new limit: previously was 10)
  • Max 10 ads per ad group (unchanged)
• App ID-specific campaigns: Each campaign must target a single iOS or Android app ID, and the app ID is now captured at the campaign level instead of the ad group. Campaigns with mixed ad groups are no longer supported.
• Updated SKAN ID management tools
  • Campaign creation and editing now reflect the new structure and SKAN ID limits.
  • The iOS measurement panel has been updated to reflect the new SKAN ID availability and limits.

App install campaigns requiring manual migration and actions required

Impacted campaigns that require migration	Unaffected campaigns that do not require migration
iOS campaigns toggled “on” and actively delivering	Campaigns not actively delivering, with no plans to re-activate You may be getting notifications and emails because you have campaigns that are toggled “on” but are not actively delivering. Simply toggle them “off” in Ads Manager to let us know they don’t need to be migrated.
Campaigns that are toggled “on”,  contain a mixture of iOS and Android ad groups, and are actively delivering	Campaigns scheduled to end before May 18th. Non-migrated campaigns will be automatically deactivated after this date and cannot be reactivated.
	Campaigns targeting only a single Android app ID. These campaigns will be automatically migrated.

Any campaign that matches one of these categories must be manually rebuilt to comply with the new campaign structure and SKAN ID limits:

• Category 1: Duplication needed: Your active iOS campaign already meets the new SKAN limits but needs to be migrated into the new framework.
• Category 2: Exceeds SKAN campaign limit of ten: Your account has more than ten active iOS app install campaigns per app ID.
• Category 3: Mixed app IDs: Your active campaign contains both iOS and Android App IDs.
• Category 4: Exceeds SKAN ad group limit of five: Your active iOS app install campaign has more than five ad groups per campaign.
• Category 5: Exceeds SKAN ad group limit and mixed app IDs: Your active campaign exceeds the ad group limit of five and contains mixed app IDs in a single campaign.

Category 1: Duplication needed

1. Duplicate your existing active iOS campaign.
2. Manually provide your app ID at the campaign level.
   This must match the app ID in the duplicated campaign’s ad group.

3. Set an app event goal for each ad group.
4. When done, pause your legacy campaign as soon as your new campaign is running.
   Once turned off, legacy campaigns cannot be edited or reactivated but can be duplicated.

Category 2: Exceeds SKAN campaign limit of ten

1. Consolidate your iOS campaigns to ten or fewer per app ID. 
2. Rebuild your campaign based on the new SKAN ID limits:
   • Campaigns per app ID: 10 max
   • Ad Groups per campaign: 5 max
   • Ads per ad group: 10 max
3. Ensure that the correct app ID is set for the campaign and that each ad group has an app event goal.
4. When done, pause your legacy campaign as soon as your new campaign is running.
   Once turned off, legacy campaigns cannot be edited or reactivated but can be duplicated.

Category 3: Mixed app IDs

1. Separate iOS and Android app IDs into distinct campaigns.
2. Rebuild your campaign based on the new app ID-specific campaign requirements and SKAN ID limits
   • Campaigns per app ID: 10 max
   • Ad Groups per campaign: 5 max
   • Ads per ad group: 10 max
3. Ensure that the correct app ID is set for the campaign and that each ad group has an app event goal.
4. When done, pause your legacy campaign as soon as your new campaign is running.
   Once turned off, legacy campaigns cannot be edited or reactivated but can be duplicated.

Category 4: Exceeds SKAN ad group limit of five

1. Consolidate iOS ad groups to five or fewer per campaign.
2. Rebuild your campaign based on the new SKAN ID limits:
   • Campaigns per app ID: 10 max
   • Ad Groups per campaign: 5 max
   • Ads per ad group: 10 max
3. Ensure that the correct app ID is set for the campaign and that each ad group has an app event goal.
4. When done, pause your legacy campaign as soon as your new campaign is running.
   Once turned off, legacy campaigns cannot be edited or reactivated but can be duplicated.

Category 5: Exceeds SKAN ad group limit and mixed app IDs

1. Separate iOS and Android app IDs into distinct campaigns.
2. Consolidate iOS ad groups to five or fewer per campaign.
3. Rebuild your campaign based on the new app ID-specific campaign requirements and SKAN ID limits:
   • Campaigns per app ID: 10 max
   • Ad Groups per campaign: 5 max
   • Ads per ad group: 10 max
4. Ensure that the correct app ID is set for the campaign and that each ad group has an app event goal.
5. When done, pause your legacy campaign as soon as your new campaign is running.
   Once turned off, legacy campaigns cannot be edited or reactivated but can be duplicated.

What happens if you don’t update your campaign

Legacy iOS app install campaigns not complying with the new SKAN structure will be deactivated on May 18th and cannot be reactivated. These campaigns can be duplicated and rebuilt in the new structure.