Role of Mobile Measurement Partners in SKAN 5 - Guide

1. Role of Mobile Measurement Partners in SKAN 5.0 www.apptrove.com

2. Introduction If you've ever downloaded a mobile game or app after seeing an ad, you might wonder how companies know that you were the one who clicked on that ad. That’s where a smart system called attribution comes in—it helps app marketers track which ad led to a download or a purchase. But with increasing privacy concerns, especially from Apple, the way attribution works has changed a lot. In this blog, we'll explore how Mobile Measurement Partners (MMPs) play a key role in Apple’s latest privacy-friendly framework: SKAN 5.0 (short for SKAdNetwork 5.0). Don’t worry if those terms sound complicated—we’ll break everything down into simple parts! What Is SKAN? SKAN (SKAdNetwork) is Apple’s system that lets app developers and marketers measure how well their ads are working, without tracking people. It gives anonymous, privacy-focused information about which ads are helping apps get downloads or sales. Imagine if a pizza shop wants to know which of its flyers led to the most orders, but can’t look at your name, address, or phone number. It only knows that a flyer worked, not who used it. That’s kind of what SKAN does for mobile ads.

3. What’s New in SKAN 5.0? Apple released SKAN 5.0 as part of iOS 17. It brings some major upgrades that make it more useful for advertisers: Re-Engagement Attribution: Now marketers can track when someone who already has the app comes back because of an ad. Earlier, SKAN only tracked new installs. Better Conversion Tracking: SKAN 5.0 allows more detailed performance reporting. Improved Privacy Thresholds: Apple still hides some data to protect user privacy, but SKAN 5.0 makes it a bit more transparent.

 Multiple Conversions: This version supports tracking more than one user action after an install (like opening the app, making a purchase, etc.). These changes help app developers understand how their ads perform without needing to know personal information.

4. So… Who Are Mobile Measurement Partners (MMPs)? Now, here's where Mobile Measurement Partners (MMPs) come in. MMPs are third-party companies that help app developers make sense of all the data from ad campaigns. They collect, organize, and analyze data from different ad networks (like Facebook, Google, etc.) and give clear reports to marketers. Think of them as translators or referees. They take the messy information from multiple places and turn it into something clear and useful. What Do MMPs Do? Collect SKAN Data: MMPs receive SKAN postbacks (messages from Apple saying an ad led to an install or other action). Match the Data: They figure out which ad network and campaign deserves credit for the install or event. Analytics and Reporting: MMPs give dashboards and reports that help marketers decide which ads are working.

 Optimize Ad Campaigns: Using the data, app marketers can make better decisions—like increasing budget on good ads and turning off bad ones. Without MMPs, app developers would be stuck manually looking at SKAN data from dozens of places. It would be super confusing!

5. Why MMPs Matter Even More in SKAN 5.0 With all the new features in SKAN 5.0—like re-engagement and multiple conversions—things are getting more complex. MMPs are more important than ever because: They decode SKAN postbacks and turn them into easy-to-understand insights. They help marketers adjust their campaigns in real-time, based on trusted data. They solve data loss issues, like when Apple hides some details to protect privacy. They support multiple ad platforms, making it easier to compare performance. In short, MMPs help you see the full picture—while still respecting user privacy. SKAN 5.0 by the Numbers – Why MMPs Are Essential 100 74% of marketers say privacy changes have made it harder to measure ad performance 90 80 60% of advertisers use 3+ ad networks simultaneously 70 45% of app installs now involve re-engagement campaigns 60 Marketers using MMPs report a 32% boost in ROAS (Return on Ad Spend) 50 Up to 30% of SKAN data is hidden due to Apple’s privacy thresholds 40 30 20 10 0  MMPs decode SKAN data and restore visibility into performance SKAN 5.0 supports re-engagements, and MMPs help track them accurately MMPs use modeling to estimate what’s missing MMPs offer cross-platform insights in one place Optimizing with trusted data makes a measurable difference

6. Challenges MMPs Help Solve SKAN 5.0 is a big step forward, but it’s not perfect. Here are some common challenges that MMPs help tackle: Delayed Data SKAN postbacks don’t arrive instantly. Sometimes, there's a delay of 24–48 hours. MMPs help fill in the gaps with predictive models. Multiple Touchpoints Users might see multiple ads before installing. MMPs help determine which one had the biggest impact. Limited Visibility Apple hides certain data if the number of installs is too low (to protect privacy). MMPs use advanced techniques to estimate performance. Complex Re-Engagement Rules WithSKAN5.0nowtracking re-engagements,it'strickyto figureoutwhat'sanewuservs. areturningone.MMPsmake thiseasiertounderstand. Why MMPs Like Apptrove Are Critical in SKAN 5.0 Attribution Delays HiddenData fromApple Multi-Touch Attribution Complexity Campaign Optimization Unified Insights SKAN postbacks are delayed by 24–48 hours Up to 30% of SKAN data may be hidden due to privacy thresholds Marketers using MMPs improve ROI by 20–35% MMPs integrate data from 5–10 major ad platforms On average, users see 3–5 ads before installing an app

7. Why App Developers Need MMPs Like Apptrove As SKAN 5.0 becomes the new standard for ad measurement on Apple devices, Mobile Measurement Partners are more important than ever. They help marketers: Understand which ads drive results Respect user privacy Make better decisions with clearer data One of the leading players in this space is Apptrove. Known for its accurate data models, easy-to-use dashboards, and excellent customer support, Apptrove has positioned itself as a top choice for app developers navigating the world of SKAN 5.0. With Apptrove, app marketers can focus on what they do best—creating amazing user experiences—while trusting that their measurement and attribution needs are handled with precision.