SKAN raw data reports

At a glance: SKAN raw data reports contain row-level data generated after translating and decoding postbacks received by ZendeskConnect from iOS, as well as raw SKAN postbacks. Data is available via Data Locker and Push API. If your subscription plan includes raw data, there is no need for a Data Locker subscription. 

Related reading: SKAN reports available

SKAN raw data reports

Principles: 

• Data is provided by:
  • Data Locker.
    • Note! Available to accounts having a raw data subscription. Meaning, there is no need for a Data Locker subscription. If you aren't currently using Data Locker, the admin must configure Data Locker and enable the SKAN reports. To do so, go to Integration > Data Locker. Select the SKAN reports. 
    • Data freshness rate: Daily. Data is contained in the h=23 folder of the date the postback is received by ZendeskConnect. Example: If the postback was received on Monday, it is processed after the end of the day. Processing is completed, by 12:00 UTC Tuesday, the data is written to the Monday h=23 folder. 
  • Push API
    • Data freshness: See Push API for SKAN data.
• Install date:
  • The install date is derived from the postback arrival time.
  • The install date is derived from the postback arrival time as follows: Postback arrival time-36 hours-[average last-active range]. The default [average last-active range] is 12 hours. However, if the conversion value is 0, then the average last-active range is set to 0. 

Report types available are: 

• Device postback: 1 device postback per install or redownload received from the iOS device.
• SKAN raw data:
  • ZendeskConnect decodes and translates the device postback into raw data records.
  • Each postback generates an install or redownload record and in-app event records.
  • The number of in-app event records depends on the conversion value (CV) as follows:
    • CV = 0, blank, or null: No in-app records are generated. 
    • CV range 1-63: The number of in-app records depends on your measurement settings. 

Why are some fields empty? This occurs for any of the following reasons:

• Non-mandatory enrichment fields like campaign_name, ad_network_campaign_id, ip that the ad network did not provide.
• Apple withheld the data due to Apple threshold policies. Fields like source_app_id, skad_campaign_id, skad_conversion_value. 

Report types

Report type

Report name

Description

Postback

Postbacks

Postbacks sent by iOS to the ad network. The postback, after enrichment by the ad network, is forwarded to ZendeskConnect. Download postbacks example (CSV).

Note: This topic can contain both winning and contributing postbacks. Use the did_win field to differentiate them. 

Topic name in Data Locker: skad_postbacks

Postback

Postbacks copy (direct from Apple)

Postbacks sent directly by iOS to ZendeskConnect.

Available starting iOS 15+ and requires the advertiser to configure the app to send the winning postback to ZendeskConnect. Download postbacks copy example (CSV).

Note: This topic contains only winning postbacks. 

Topic name in Data Locker: skad_postbacks_copy

Decoded event

Installs

First-time app installs

SKAN reported redownload=false. Meaning, this is the first time the user, represented by the Apple ID, downloaded the app.
Download installs example (CSV).

Topic name in Data Locker: skad_installs

Decoded event

Redownloads

App installs that are not first-time installs

SKAN reported redownload=true. Meaning, this is not the first time the user, represented by the Apple ID, downloaded the app. This report has the same structure as installs.

Topic name in Data Locker: skad_redownloads

Decoded event

In-app events

In-app events

Starting July 21, 2021, there are changes to how we provide in-app event raw data as detailed in the tables. 

The number of in-app event records depends on your measurement settings. 

Download in-app events example (CSV).

Valid for iOS postbacks received starting July 21, 2021

Measurement type	Description
Revenue	Revenue of a given user. If revenue > 0, a record containing the skad_revenue and event_name fields. The fields min_revenue and max_revenue are populated with your custom conversion range values.
In-app conversion and funnel events	A record for each unique conversion event performed. The event_name field is populated accordingly. If no events are performed, there is no record. Conversion events have min_event_counter = 0 and max_event_counter = 1.
In-app engagement	To determine the number of times a user performed a given in-app event use the formula[round up (min_event_counter + max_event_counter) / 2]

Valid for iOS postbacks received until July 20, 2021. 

Measurement type	Number of records	Description
Revenue	0-1	If revenue > 0, a record containing the skad_revenue and event_name fields.
Conversion	0-6	A record for each unique conversion event performed. The event_name field is populated accordingly. If no events are performed, there is no record.
Engagement	0-63	The number of records represents the number of times the user performed the engagement event. If the user does not engage, there are no engagement records.
Custom	0-unlimited	According to your custom conversion schema.

SKAN raw data fields

Field formats

Format name	Description
String [n]	The maximum length of the string. We don't usually enforce field length limitations on receipt of the data, but data may be truncated thereafter.
Time string	String having the format, yyyy-mm-dd hh:mm:ss. For example, 2019-09-17 00:09:25
Enum [n]	Enum fields can only contain specific values. For example, Cost currency has 3 characters and can contain only currency codes as specified.
Timestamp	10-digit UNIX timestamp. Example: August 4, 2020, 07:25 UTC translates to "timestamp": "1596525944"
Boolean	The value of the field can be either TRUE or FALSE
Integer	Integer
Float	Real floating number that can have a decimal point and values after the decimal point.

Postback raw data fields

Field name	Source or iOS SKAN starting version	Description	Format	Included in postbacks copy
ad_network_campaign_id	Ad network	Campaign ID reported by the ad network to ZendeskConnect	String	No
ad_network_campaign _name	Ad network	Campaign name reported by the ad network to ZendeskConnect.	String	No
ad_network_timestamp	Ad network	Time the ad network received the postback. In the case of Google Ads, the time is derived from the last-click time reported by Google.	Timestamp	No
app_id	ZendeskConnect	App ID (advertiser app) with prefix ID.	String	Yes
city	ZendeskConnect	Staring August 30, 2021, always null	String	No
country_code	Ad network		String	No
dma		Staring August 30, 2021, always null	String	No
postal_code		Staring August 30, 2021, always null	String	No
region	ZendeskConnect	According to the country_code reported	String	No
skad_ad_network_id	1.0	ID of the ad network to credit. Use did_win to identify if the ad network is the winner or the contributor.  Some SRNs don't share their ID, and the field is left blank. For example, Twitter.	String	Yes
skad_attribution_signature	1.0		String	Yes
skad_campaign_id	1.0	Campaign ID used to publish the ad. Range 0-100	String	Yes
skad_conversion_value	2.0	Conversion value reported by iOS. Range 0-63. Field population depends on privacy thresholds**	Integer	Yes
skad_redownload	2.0	If true, app was redownloaded	Boolean	Yes
skad_source_app_id	2.0	Site ID. The app publishing the ad. This field is identical to source_app_id. Field population depends on privacy thresholds**	String	Yes
skad_transaction_id	1.0		String	Yes
skad_version	2.0		String	Yes
timestamp	Ad network	Time the iOS device sent the postback. In the case of Google ads, this time is derived using the last-click time reported by Google Ads.	Timestring	Yes
ad_network_name	Ad network	Ad network name reported by the ad network to ZendeskConnect.  If this field is blank, the ad network didn't (couldn't) populate it. You can resolve the ad network name using skad_ad_network_id. Use this table to do so.	String	No
ip		IP address in the HTTP message of the iOS device sending the postback. This field is populated if the ad network provides us with the address. Note! The SDK isn't involved in getting the address.	String	No
skad_app_id	1.0		String	No
source_app_id	ZendeskConnect	Site ID. The app publishing the ad. This field is identical to skad_source_app_id	String	No
ad_network_adset_id	Ad network		String	No
ad_network_adset_name	Ad network		String	No
ad_network_ad_name	Ad network		String	No
ad_network_ad_id	Ad network		String	No
did_win	3.0 (iOS 14.6)	Used to distinguish between campaigns contributing or attributed with the install.  If true, the campaign is attributed for bringing the install. If false, the campaign is recognized as contributing to the install	Boolean	Yes
fidelity_type	2.2 (iOS 14.5)	Differentiate between ad presentation options that affect attribution. Indicated using the values 0 and1 as follows:  View-though ads (0) StoreKit-rendered ads (1) Disregard the field value if the SKAN version is before 2.2	Integer	Yes
ad_network_source_app_id	Ad network	Publisher app ID reported by the ad network. Use to help reconcile cost; reported by the ad network. The publisher app gives the basis for this data.	String	No
ad_network_channel	Ad network		String	No
af_prt	Ad network		String	No
** Apple determines if the field is populated using a privacy-threshold mechanism

Decoded event raw data fields

Field name	Source	Description	Format
ad_network_campaign_id	Ad network	Campaign ID reported by the ad network to ZendeskConnect	String
ad_network_campaign _name	Ad network	Campaign name reported by the ad network to ZendeskConnect	String
ad_network_timestamp	Ad network	Time the postback was received by the ad network In the case of Google Ads, this field isn't populated.	Timestamp
app_id	iOS	The app ID (advertiser app)	String
city		Staring August 30, 2021, always null	String
country_code	Ad network		String
dma		Staring August 30, 2021, always null	String
event_name	ZendeskConnect	In-app event name	String
event_uuid	ZendeskConnect	A unique random identifier enabling partners to identify duplicate postbacks	String
install_date	iOS	Estimated by ZendeskConnect based on the update Conversion window.	Time string
install_type	iOS	New installs	String
ip	iOS	The IP address in the HTTP message of the iOS device sending the postback. This field is populated if the ad network provides us with the address. Note! The SDK isn't involved in getting the address.	String
media_source	iOS	Ad network attributed using ZendeskConnect network names	String
postal_code		Staring August 30, 2021, always null	String
region	ZendeskConnect	Determined according to the country_code	String
skad_ad_network_id	iOS	ID of the ad network to whom the postback was sent	String
skad_ambiguous_event	ZendeskConnect	If true, the iOS postback was received during the first 72-hours after an advertiser changed the SKAN settings in the dashboard. Due to the various timers employed by SKAN, ZendeskConnect can't map the event accurately.	Boolean
skad_attribution_signature	iOS		String
skad_campaign_id	iOS	Campaign ID used to publish the ad. Range 0-100	Integer
skad_conversion_value	iOS	Conversion value reported by iOS. Range 0-63. Field population depends on privacy thresholds**	Integer
skad_mode	ZendeskConnect	The conversion measurement mode used to decode the iOS postback. Options: total, revenue, events, engagement, custom_encode, custom_decode	String
skad_redownload	iOS	If true, the app was redownloaded	Boolean
skad_revenue	iOS	Event revenue amount in USD.	Float
skad_source_app_id	iOS	Site ID - the app publishing the ad. Field population depends on privacy thresholds**	String
skad_transaction_id	iOS	-	String
skad_version	iOS	-	String
timestamp	iOS	Time the postback was sent by the iOS device. In the case of Google ads, this time is derived using the last-click time reported by Google Ads.	Timestamp
event_value	S2S	Default value: null Contains a string set by apps implementing custom decode or event sending by S2S.  Advertisers consume this in their systems. ZendeskConnect doesn't make use of it.	String (JSON)
ad_network_adset_id	Ad network		String
ad_network_adset_name	Ad network		String
ad_network_ad_name	Ad network		String
ad_network_ad_id	Ad network		String
skad_did_win (1)	3.0 (iOS 14.6)	Used to distinguish between campaigns contributing or attributed with the install.  If true, the campaign is attributed for bringing the install. If false, the campaign is recognized as contributing to the install	Boolean
skad_fidelity_type (1)	2.2 (iOS 14.5)	Differentiate between ad presentation options that affect attribution. Indicated using the values 0 and1 as follows:  View-though ads (0) StoreKit-rendered ads (1) Disregard the field value if the SKAN version is before 2.2	Integer
ad_network_source_app_id (1)	Ad network	Publisher app ID reported by the ad network. Use to help reconcile cost; reported by the ad network. The basis for this data is provided by the publisher app.	String
ad_network_channel (1)	Ad network		String
af_prt (1)	Ad network		String
min_revenue	ZendeskConnect	See note (4)	Real number
max_revenue	ZendeskConnect	See note (4)	Real number
min_event_counter	ZendeskConnect	Use to calculate the number of times a user performs an event. See note (3)	Integer
max_event_counter	ZendeskConnect	See note (3)	Integer
min_time_post_install	ZendeskConnect	See note (5)	Integer
max_time_post_install	ZendeskConnect	See note (5)	Integer
af_attribution_flag	ZendeskConnect	[Beta] When the single source of truth (SSOT) mechanism is on: If true, the install was attributed by both ZendeskConnect and SKAN. If false, the install wasn't attributed by ZendeskConnect.	Boolean
measurement_window	ZendeskConnect	Duration of the activity window. Default 24h.	Integer
interval	ZendeskConnect	Activity window intervals.	Integer
user_agent	ZendeskConnect	Device user agent	String
** Apple determines if the field is populated using a privacy threshold mechanism (1) Starting June 2, 2021, the field is added to reports but won't necessarily be populated. (3) To determine the number of times a user performs a given in-app event use the formula: [round up (min_event_counter + max_event_counter) / 2] . Note!  You must round up the nearest integer. Example: A. If min = 0 and max = 1 the average is 0.5; rounding up returns a result of 1. B. If min = 5 and max = 10, the average is 7.5; rounding up returns a result of 8. (4) Revenue is always provided in the field skad_revenue. If you use Custom mode, the bucket range associated with the event and used to calculate skad_revenue is described by min_revenue and max_revenue. (5) In Custom conversion, ZendeskConnect calculates install time as the postback arrival time - 36h - average (min_time_post_install + max_time_post_install). However, if CV=0 then verage (min_time_post_install + max_time_post_install) is regarded as 0.

Traits and limitations

SKAN Solution

Trait	Remarks
Ad network access	Ad networks are provided with postbacks
Agency access	Not available
Agency transparency	N/A
Timezone	UTC
Currency	USD
Organic data	Based on SDK event data. For example, organic install metrics are calculated as follows: Data of all installs reported by the SDK less non-organic installs reported by SKAN.
Non-organic data	Based on SKAN postbacks
Data freshness	Daily. SKAN timing means that iOS reports on an install 48–72 hours after the first app open.
Historical data	Earliest date, availability of iOS 14 (September 16, 2020)
Team member access	Available. According to account permissions