SKAdNetwork for Applovin

SKAdNetwork Applovin

There are two contexts in which SKAdNetwork (SKAN) is used with Applovin.

  • Applovin as an advertising network – the use case for advertisers. You are promoting an app with Applovin.
  • Applovin as an ad monetization platform- the use case for publishers. You are monetizing an app with Applovin.

Applovin and SKAdNetwork for advertisers

The advertising part can be presented in three parts:

  • Performance optimization – Apple sends Applovin conversion values so their algorithms can find better suited users.
  • Measurement – display campaign performance that advertisers use to optimize their campaigns manually (eg budget allocation, bidding). 
  • Billing – Applovin ads bill advertisers based on either the number of installs (reported by SKAN), clicks, or impressions.

SKAdNetwork integration is partner agnostic. Once you have a generic integration that manages ConversionValues, you are ok to advertise with Applovin.

Example: 

How to test SKAdNetwork integration?

SKAdNetwork Applovin

Setting up Conversion Value event mapping is optional but highly recommended as it leads to better overall campaign performance. 

Learn about what events to map to what Converions Values in our Conversion Values guide.

Recommendation: Set up direct postbacks to get additional insights such as source id.  

 Here is the instruction on how to set up direct SKAdNetwork postback from Apple.

SKAdNetwork data can also be accessed via Applovin Reporting API. The data provided by API is limited and doesn’t reflect fully metrics and dimensions provided by Apple.

Applovin ads Privacy Threshold (post updated in Q2 2023): >50 installs per campaign in 24 hours 

‘Privacy Threshold’ or ‘Crowd Anonymity’ after SKAN 4 is a crucial component of SKAdNetwork.

When there are fewer installs in a campaign than in the setup of the privacy threshold for ad network, advertisers should expect the following:

  • NULL in Conversion Values instead of actual values in the reporting.
  • Ad networks won’t have ConversionValues for automatic ad optimization. 
  • Missing source app ID
  • The source identifier is going to have two digits instead of three or four

The end results will depend on the number of installs in the campaign. There are 4 combinations of the received data that depend on the volume of installs in the campaign. 

Applovin Campaign limitation: 50

In general, SKAdNetwork allows having only 100 campaigns per app. However, this number varies depending on how an ad network is integrated with SKAdNetwork. 

SKAdNetwork and Applovin for publishers

You need to configure the app to render and manage ads. 

Applovin SKAdNetwork id: ludvb6z3bs.skadnetwork

The id should be used Info.plist

Follow SKAdNetwork ad monetization guide to learn more.

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