Struggling with Signal Loss? Tips for Navigating SKAN

If you’ve spent any time running mobile campaigns on iOS recently, you’ve probably encountered one of the biggest shifts in mobile marketing: signal loss. At the center of this change is SKAdNetwork, or SKAN, Apple’s privacy-centric attribution framework that replaced user-level tracking with aggregated, delayed data in 2021.

Unlike traditional attribution models, SKAN doesn’t provide immediate feedback. Instead, it delivers a single, anonymized postback after a delay, without access to device-level identifiers (like IDFA). Later updates (including SKAN 4.0 in 2022 and the recent AAK) have added features like multiple postbacks and coarse conversion values, but the core challenge remains: user acquisition teams must optimize campaigns and measure performance with fewer, delayed signals.

Overcoming the Challenges of Signal Loss

Marketers now receive limited data on iOS campaigns: one conversion value per user, constrained attribution windows, and no unique device identifiers. This makes it harder to track long-term engagement, optimize bids, or tailor campaigns based on behavior. As a result, many teams are struggling to understand what’s working, where budget is maximized, and how to scale effectively on iOS. 

But while the data may be limited, performance doesn’t have to be. Marketers are finding creative, strategic ways to work within SKAN’s constraints and drive meaningful results.

Start with Smarter Conversion Value Planning

One of the most impactful things you can do in a SKAN world is define a smart conversion value schema. SKAN gives you up to 64 conversion values (on iOS 15+), which can be used to track post-install behavior. Even though SKAN allows for only limited values, you can still extract useful insights by prioritizing early events that correlate to long-term value, like tutorial completion, first upload, or registration.

A well-structured schema helps maximize the signal you do receive, allowing you to track more meaningful performance trends within the SKAN framework. 

Tips for conversion mapping:

• Prioritize early indicators of success: Signups, tutorials completed, and first purchases.
  
• Think about how you bucket user actions: Group behaviors into tiers that can inform ROAS or LTV predictions.
  
• Keep it simple and scalable: Don’t overcomplicate your schema. Make sure it aligns with your most important KPIs.
  
  

Partnering with your MMP or analytics team can help identify the best approach for your app.

Embrace Aggregated Performance Analysis

When user-level data isn’t available, aggregate trends become your best friend. This means looking at cohort-level performance, blended CPIs, and time-based event trends.

Teams that traditionally optimized based on individual behavior are learning to look at patterns across groups. While this requires a mindset shift, aggregated data still provides a clear view into which creatives, channels, or campaigns are driving results.

Tips for cohorted analysis:

• Group data by meaningful cohorts: Evaluate performance based on install date, campaign ID, or geo. This helps reveal trends hidden in SKAN’s limited postbacks.
  
• Simplify your structure: Consolidate spend into fewer SKAN campaigns to reduce signal fragmentation and improve data clarity.
  
  

Refresh Creatives More Frequently

One of the most effective ways to improve performance under SKAN is through creative testing. With limited attribution windows, you need to grab attention quickly and generate engagement early. Teams that see success on iOS are those refreshing creatives regularly and testing new formats, visuals, and messages to stay ahead of fatigue.

Formats like short-form video, playables, and rewarded ads perform especially well because they’re immersive and capture attention quickly. They are exactly what’s needed when data is limited.

Tips for creative optimization:

• Prioritize thumb-stopping intros: The first 3 seconds matter most. Lead with motion, contrast, or bold messaging to hook users instantly.
  
• Align creatives with SKAN conversion events: Make sure your visual narrative drives users toward actions that map to your configured conversion values.
  
• Test incrementally, not all at once: Swap one element at a time—headline, CTA, visual style—to isolate what’s actually working.
  
• Localize when possible: Tailoring creatives by language, culture, or market can meaningfully boost early engagement in privacy-restricted environments.

Final Takeaways

SKAN doesn’t mean performance and granular insights are off the table. It just means the rules have changed. Success on iOS now requires a deeper focus on early events, aggregated data, creative testing, and efficient workflows. If you’ve been struggling to adapt, you’re not alone. Luckily, the path forward is clear for those willing to iterate and rethink old habits.

At Bidease, we help app marketers navigate today’s mobile ecosystem with AI and machine learning tools, above-and-beyond campaign support, and privacy-compliant strategies. If you’d like help building stronger SKAN-ready campaigns, we’re here to talk. 

Get started today or learn more about Bidease’s privacy-first solutions.