How mobile marketers can drive performance through SKAdNetwork 4.0

Supporting measurement while preserving user privacy has been a rocky road for advertisers since Apple unveiled the App Tracking Transparency (ATT) framework as part of iOS 14.5 in 2021. Although SKAdNetwork (SKAN) was introduced as a way for mobile marketers to measure direct app install attribution compliant with ATT, it comes with its fair share of tracking limitations – but don’t shy away too fast. Mobile marketers across the world are preparing for a new update to Apple’s SKAdNetwork – SKAN 4.0. With this update, Apple has hinted at a handful of new features and solutions aimed to increase usability, data, and optimization opportunities for mobile marketers. Let’s walk through how you can optimize your mobile app campaigns on SKAN 4.0 and avoid missing out