Understanding Self-Attributing Networks (SANs)

1. Understanding Self-Attributing Networks (SANs) Like Meta & Google Ads www.apptrove.com

2. Introduction Have you ever noticed that when you run an ad on platforms like Facebook (Meta) or Google, they take full credit for conversions, even if users saw your ads elsewhere? This happens because these platforms use a system called Self-Attributing Networks (SANs). SANs are powerful advertising tools, but they can also create confusion when it comes to tracking results. In this guide, we’ll explain SANs, how they work, and how businesses can better manage their data. What Are Self-Attributing Networks (SANs)? Understanding the Basics A Self-Attributing Network (SAN) is an ad platform that tracks conversions (purchases, sign-ups, downloads, etc.) within its system. It does not rely on third-party tracking tools like Google Analytics. Instead, SANs claim credit for conversions based on their internal data. Examples of SANs The biggest Self-Attributing Networks include: Google Ads TikTok Ads Meta Ads (Facebook & Instagram) Snapchat Ads Apple Search Ads

3. When you run ads on these platforms, they tell you how many conversions happened due to their ads. However, since they control the tracking, there is no external way to verify if this data is accurate. How Do SANs Work? SANs use their own tracking systems to report on conversions. Here’s how it works: A User Clicks or Views an Ad: platform (e.g., Facebook) tracks when a user interacts with an ad. The ad User Takes an Action Later: same user might visit your website and make a purchase, even if they saw other ads elsewhere. The The SAN Claims Credit: automatically credits itself for the conversion, even if the user was influenced by other marketing efforts. The platform

4. How Self-Attributing Networks (SANs) Work 
 Step 3: Both Platforms Claim Credit Step 1: User Sees Ads Step 2: User Takes Action User views ads on Meta and Google platforms. Later, the user visits the site and makes purchase. Both Google and Meta attribute the sale themselves. a to Key Message: SANs track only within their own platforms and take full credit—even if other ads influenced the conversion.

5. The Attribution Problem Why Do SANs Work This Way? ? They Control Their Data: tracking because they want to own their ecosystem and protect user data? SANs do not rely on external ? They Want to Show High Performance: earn money when advertisers spend more, they want to show that their ads are effective? Since ad platforms ? Privacy and Data Protection: Apple’s App Tracking Transparency (ATT)), third-party tracking is becoming harder. SANs keep data within their system to comply with privacy rules. With new privacy laws (like The Impact of SANs on Advertisers ? Confusing Reporting: the same conversion, businesses often struggle to determine which ads are truly driving results? Since multiple platforms may claim ? Overestimated Ad Performance: like ads are more effective than they are. This can lead to wasting ad spend on platforms that may not be performing as well as they claim? SANs often make it seem ? Difficulties in Comparing Data: share data with tools like Google Analytics, advertisers must rely on different sources for reporting, which can make optimization difficult. Because SANs do not

6. 40% 60% 30% 60% of advertisers report discrepancies between SAN-reported conversions and their internal analytics. Only 40% of marketers fully trust attribution data from SANs. Up to 30% of reported conversions by SANs may be double- counted when compared with independent tracking.

7. How to Handle SAN Data More Effectively Use Multi-Touch Attribution Models: Instead of relying on SAN reports, use multi-touch attribution models that consider multiple touchpoints before a sale happens. Examples include: First Click Attribution: Gives credit to the first ad a user interacted with. Last Click Attribution: Credits the last ad before the conversion. Linear Attribution: Distributes credit across all touchpoints. Cross-Check with Third-Party Tools: Even though SANs do not share full data, you can still compare their reports with tools like: Customer Data Platforms (CDPs) Google Analytics UTM Tracking Links

8. Look at Incrementality: One way to check if SANs are driving sales is to run experiments? ? Stop running ads on one platform and see if sales drop? ? Compare ad performance before and after certain campaigns. How to Cross-Check Self-Attributing Network (SAN) Data Use UTM Parameters:Track ad performance using UTM links in Google Analytics. Run Incrementality Tests:Pause ads on one platform and measure the impact on overall sales. Compare Data Across Platforms:Match SAN- reported conversions with third-party tracking tools. Use Multi-Touch Attribution:Apply first-click, last-click, or linear attribution models to get a clearer picture.

9. Conclusion Self-Attributing Networks (SANs) like Meta and Google Ads are powerful, but they can also be misleading when it comes to tracking conversions. Since they take full credit for every sale they influence, businesses need to be smart about analyzing data. To avoid overestimating ad performance, advertisers shoul? ? Use multi-touch attribution model? ? Compare SAN data with third-party tool? ? Run incrementality tests to see the true ad impact By understanding how SANs work, businesses can make better marketing decisions and get more accurate insights from their ad spend.