Unity & In-App UA
SKAN
SKAdNetwork — Apple's privacy-preserving attribution framework on iOS, which reports campaign performance without device-level identifiers, reshaping how in-app iGaming is measured on iPhone.
SKAN replaces user-level tracking with aggregated, delayed, and coarse conversion signals, so iOS attribution is fuzzier and slower than the deterministic tracking buyers are used to. Conversion values have to be modeled and mapped, which changes how you read early results on iPhone traffic.
For iGaming UA this means iOS campaigns are optimized on modeled signals, not clean per-user deposits, so patience and correct conversion-value setup matter. The trap is comparing SKAN-measured iOS numbers one-to-one against Android deterministic numbers and drawing the wrong conclusion.
In buyer speech
“iOS looked worse until we realized it was SKAN under-reporting late deposits, not the traffic being weaker.”