🧇SKAN vs. non-SKAN sources: how to make the best of a broken measurement paradigm on iOS

The Mobile User Acquisition Show

We’ve been talking about SKAN for a while now. However, it’s worth mentioning that SKAN isn’t the only game in town, which is one reason why mobile marketers have a tough time comparing performance metrics across different sources.

In today’s episode, Shamanth runs us through the different non-SKAN sources of measurement like Apple Search, Google UAC, Fingerprinting and web-to-app to name a few. He explains why it’s quite impossible to read the same data on these different sources – and what the best course of action is in situations like this.
KEY HIGHLIGHTS

🥗 SKAN isn’t the essence of measurement

🍎 Apple Search

🧉 Google UAC

🎽 Relying on probabilistic matching

⚾️ Attribution on web-to-app

🎨 Different SKAN sources will have different results
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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/skan-measurement-ios-14-sources/

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