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WWDC 2022 Recap: What’s New for Cellular Development?


Apple’s annual Worldwide Builders Convention (WWDC) concluded on June 10, 2022. Now it’s time to cowl the most recent about every little thing Apple introduced, together with enhancements to SKAdNetwork and the most recent on AppTrackingTransparency compliance.

Why is WWDC such an vital occasion?

We are able to’t actually speak about WWDC with out reminding ourselves of its current historic context.

In 2020, we acquired iOS 14, AppTrackingTransparency, SKAdNetwork, and the start of the IDFA Apocalypse. That was adopted the following 12 months by iOS 15 with Personal Relay and Disguise My Electronic mail. Not as massive, but additionally not insignificant. Each had been disruptive.

The stakes for adjustments like these will not be small. When Apple makes bulletins like these, it’s disruptive to all of us right here on the earth of cell advertising… however it additionally actually strikes markets and impacts the trade in very unpredictable methods.

For instance, Apple’s personal advert community, Apple Search Advertisements, has been thriving ever for the reason that launch of iOS 14.5. In the meantime, rival advert networks have been capped by this privateness push. After two years in a row of this, it is smart that all of us begin twitching a bit each time Apple has a product announcement.

Going into this 12 months’s WWDC, many people in cell anticipated one thing disruptive, however it looks as if Apple determined to take the 12 months off for privacy-related bulletins.

WWDC 2022 scorecard 

This isn’t to say there was an absence of fascinating developments. To summarize the updates of observe:

✖ No main privateness bulletins

✔️SKAdNetwork 4.0 is right here! 

✔️Clarification on AppTrackingTransparency coverage

✔️Modifications to pasteboard entry

No main privateness bulletins

A superb indication of what Apple considers vital every year is no matter makes it into the primary WWDC Keynote firstly of the primary day. Nothing associated to promoting or privateness made that keynote this 12 months, not like the final two years.

It’s possible you’ll be questioning: What might one thing massive have seemed like? One main principle was that Apple may prolong iCloud+ Personal Relay to cowl app visitors, presumably mixed with an answer just like SDK Runtime (which was launched as a part of Privateness Sandbox on Android earlier this 12 months). This could have additional masked IP addresses, technically blocking AppTrackingTransparency workarounds like fingerprinting. (For a deeper rationalization of how a system like this might have labored, learn this weblog put up.) 

Nonetheless, Apple didn’t try this this 12 months. Possibly in iOS 17…

SKAdNetwork 4.0

Should you get your annual kicks out of WWDC chaos, this is likely to be mildly disappointing up to now. However there’s an unambiguously constructive growth: We’re getting a brand new model of SKAdNetwork! 

We’ll go into all the main points subsequent, however SKAdNetwork 4.0 is a significant enchancment and will make SKAN much more usable for many apps.       


An important message is that extra knowledge sign is now accessible in additional conditions, based on the most recent examine. It may be stated that earlier variations of SKAN had been considerably over-engineered (such because the rolling timer), and the brand new model reduces the system’s complexity.

With V4, SKAN is lastly changing into a system that feels prefer it is likely to be carried out and used – basically what all of us desired from V1. It’s not but excellent, however it’s an enchancment from the previous. It’s encouraging to see Apple persevering with to speculate right here.

What are the SKAdNetwork enhancements coming in model 4.0? 

  1. A number of conversions – Now you can rise up to a few postbacks despatched at predetermined intervals — no must cope with difficult extensible timer logic!
  2. SKAdNetwork attributions for internet – Attribution is now supported for web-based advertisements that direct to the app’s App Retailer product web page.
  3. Hierarchical supply identifiers –  Apple is changing the marketing campaign ID  with a brand new parameter named the supply identifier, which is 100x bigger and meant to be extra versatile than marketing campaign ID. As much as 4 digits at the moment are supported, relying on privateness thresholds. 
  4. Hierarchical conversion values – Addition of  ‘coarse’  and ‘effective’ grained conversion worth variants.

Historical past of SKAdNetwork

  • SKAN 1.0 (iOS 11) | Earlier model of the Matrix: Model 1 got here approach again in 2017, with iOS 11. We are able to consider this because the earlier model of the Matrix — it is likely to be known as SKAdNetwork, however it actually didn’t operate very similar to the present system. For all sensible functions, we will ignore it.
  • SKAN 2.0 (iOS 14) | Starting of the Trendy Period: The primary ‘fashionable’ model of SKAdNetwork was 2.0, launched together with ATT in 2020. Since then, Apple has made a couple of incremental enhancements to the system. For instance, in SKAN 2.2, they added help for view-through attribution.
  • SKAN 3.0 (iOS 14.6 – 15): In model 3.0, Apple added help for postbacks to advert networks that didn’t win last-touch attribution credit score. Additionally in 3.0 (a bit later), Apple made it attainable for advertisers (and MMPs, on advertisers’ behalf) to get a duplicate of the SKAN knowledge immediately, as an alternative of relying completely on advert networks to gather and ahead every little thing.

All these enhancements had been welcome, however largely incremental and never addressing a few of the systemic points that induced essentially the most ache for advertisers with SKAN.

With SKAN 4.0 (iOS 16), that’s lastly beginning to change.

Introducing: Crowd Anonymity

Earlier than we bounce into the main points of what’s new in SKAdNetwork 4.0, we have to outline a key idea: Crowd Anonymity. That is Apple’s time period, and it’s vital due to the way it compares with earlier variations of SKAN.

Previously, SKAdNetwork 4.0 had the idea of a ‘Privateness Threshold’. There was just one, and passing this threshold concerned getting sufficient exercise in your marketing campaign that Apple felt assured you wouldn’t be capable to reverse-engineer something about a person consumer from the info. Should you handed the edge, you’ll get extra knowledge concerning the set up and conversion course of. Should you didn’t, SKAN would withhold some knowledge parameters. The standards and minimums of this threshold had been all the time secret.

In SKAN 4.0, the factors and minimums are nonetheless secret, however now they’re additionally extra refined. As a substitute of 1 threshold to go, now there are three totally different teams. Apple describes these as both much less/extra/most, or low/medium/excessive. The essential concept is that they progressively reveal extra granular knowledge because the variety of customers within the cohort will increase. Maintain these three ranges in thoughts as a result of they’re vital for a number of of the brand new enhancements.

A number of conversions

In earlier variations of SKAdNetwork, you bought a single conversion postback. That was it. Only a single sign, ever. A posh system of timers made it attainable to delay the postback till the consumer had time to make a conversion, however that got here at the price of ready longer to get any details about the set up.

In SKAdNetwork 4, now you can rise up to a few postbacks — and they’re despatched at predetermined intervals, which implies no must cope with difficult extensible timer logic.

Right here’s the way it works:

  • As soon as the consumer opens the app for the primary time, you register with SKAN for attribution. That’s the identical because it has all the time been.
  • Two days after this registration, the primary postback is distributed.
  • Then, the second postback is distributed after seven days. 
  • The third postback is distributed after 35 days.

This enables for extra time to gather indicators about what the consumer is doing after the set up, which solves one of many largest painpoints with SKAN up to now. It’s vital to notice that every postback is just despatched should you make an replace conversion worth name through the given window. This implies in case your consumer installs the app after which doesn’t open it once more for 3 weeks, you’d get postbacks one and three, however NOT two. 

It’s additionally vital to notice that every postback may have a parameter specifying which place it’s in, however there received’t be any option to tie collectively the successive postbacks from every consumer. In different phrases, it’s all nonetheless aggregated knowledge — simply extra of it. 

Additionally, simply in case it wasn’t already clear, this enchancment means no extra looping timers! It is a welcome growth because the looping timers had been complicated and troublesome to work with.

SKAdNetwork attributions for internet

One other enchancment is SKAdNetwork help for internet advertisements. Older variations of SKAN didn’t help this, and it was a big gap. With 4.0, SKAdNetwork will help attribution for web-based advertisements that directs customers to the marketed app’s App Retailer product web page.

Along with PCM (Personal Click on Measurement), this implies Apple is slowly protecting extra of the assorted conversion flows in a typical app advertising technique. There are nonetheless loads of gaps, however no less than they’re progressively making progress.

Aspect observe: SKAdNetwork for non-ads?

This new internet performance may imply that clicks for non-ad channels might be thought of by SKAdNetwork. That is all nonetheless theoretical, however whether it is attainable, this will likely lastly unlock some prospects for SKAN help of non-ad advertising actions like internet sensible banners and e-mail advertising. If that’s the case, this might be an enormous alternative as a result of it will remedy a significant blind spot with SKAN that at the moment makes it inconceivable to know if an advert is falsely getting credit score for conversions that had been truly pushed by different channels.

Hierarchical supply identifiers 

Subsequent, let’s talk about the brand new hierarchical knowledge parameters in SKAN 4.0, beginning with the supply identifier.

In earlier variations of SKAN, we had the marketing campaign ID. This was a two-digit parameter, which meant there have been 100 prospects. All the parameter was all the time despatched again within the SKAN postback. Now, Apple is changing the marketing campaign ID with a brand new parameter known as the supply identifier. They’ve renamed it as a result of this new parameter is 100x bigger and meant to be extra versatile than simply marketing campaign IDs. 

The digits can be utilized nonetheless the advertiser/advert community determines. This marketing campaign/location/placement scheme is only one instance. 

It now helps as much as 4 digits, and the quantity returned within the postback will depend upon the Crowd Anonymity stage:

  • If the Crowd Anonymity stage is ‘low’, then the primary two digits are returned. That is the way in which issues labored beforehand.
  • On the ‘medium’ stage, three digits are returned. 
  • On the ‘excessive’ stage, all 4 digits can be found.

Hierarchical conversion values 

Let’s now cowl the hierarchical conversion values. In earlier SKAN variations, the conversion worth was a six-bit quantity, that means 64 complete choices. It was solely attainable for this quantity to be elevated — should you set it to 10 (for instance), there was no approach you would reset it again to 9 once more.

In SKAN 4.0, there are literally two totally different values:

  • Effective-grained, which is identical because the six-bit worth that already existed.
  • Coarse-grained, which is a fundamental low/medium/excessive vary.

Solely one among these values is returned, and which one you’ll obtain is managed by postback place and Crowd Anonymity stage. There’s additionally no technical correlation between these two values, whichmeans each could be set at any time to any worth the developer needs (e.g., each ‘excessive, 2’, and ‘low, 61’ are legitimate mixtures).

And sure, in SKAN 4.0 the values can each improve AND lower.

Let’s have a look at an instance the place the 2 conversion values is likely to be set contained in the app to ‘excessive’ and 42, respectively:

  • If the Crowd Anonymity stage is ‘low’, then  neither model of the conversion worth is returned. That is equal to prior variations of SKAN the place the only privateness threshold was not met.
  • On the ‘medium’ stage, the coarse worth is returned. 
  • On the ‘excessive’ stage, the effective stage is returned.

It’s vital to notice that solely the first postback is eligible for the fine-grained postback. Because of this the conversion worth in postback one might be null, coarse, or effective, relying on the Crowd Anonymity stage. Postbacks two and three can solely be coarse or null, by no means fine-grained.

What occurs subsequent with SKAdNetwork?

Whereas SKAN 4.0 is an enchancment — with help for a number of postbacks, internet advertisements, and less complicated timer settings — gaps nonetheless exist. Listed below are a couple of of the highest gadgets we’d nonetheless very very similar to to see, maybe in SKAdNetwork 5.0:

  • True help for non-paid channels (owned and earned).
  • Deep linking.
  • Re-engagement advertisements (app is already put in). 

The total documentation for SKAdNetwork 4 has not but been printed, so some particulars stay unclear. For instance, we don’t know what the introduction timeline seems to be like. It will not be launched similtaneously iOS 16.0 this fall. No matter occurs, in actuality, earlier SKAdNetwork variations can be with us for some time. 

Moreover, there’s no indication that SKAN 4.0 can be retroactive to earlier variations of iOS, so put together for extra fragmentation. We’ll be coping with fragmented knowledge — coming from numerous variations of SKAN and different attribution methodologies — for a very long time. That’s why it’s extra vital than ever to depend on trusted advisors (like your MMP) to make sense of all this chaos.

What about ATT enforcement?

Apple’s Discover App Monitoring Transparency tech session contained some fascinating particulars. Whereas there’s nothing fairly as clear as a ‘declaration of warfare’ on any explicit habits or exercise, a number of issues are nonetheless particularly addressed (no less than, particular in the case of Apple).

Right here’s what we realized this 12 months at WWDC about AppTrackingTransparency coverage interpretation, compliance, and enforcement: 

  • ‘Monitoring’ is not only about IDFA. ATT applies to all types of promoting monitoring, and it’s not simply IDFA gating (IDFA is just talked about as soon as in the entire session). This was all the time clear within the coverage, however the way in which Apple described it this 12 months shifted subtly.
  • No separate-but-equal methods to SKAN. Apple particularly guidelines out workarounds based mostly on processing user-level knowledge however solely outputting aggregated reviews. In different phrases, you’ll be able to’t create ‘separate-but-equal’ methods to SKAN that work with out consumer opt-in.
  • Fingerprinting isn’t okay. Fingerprinting is addressed head-on: Apple says it’s by no means allowed. Whereas there aren’t any express statements about upcoming enforcement plans, it’s not arduous to see this as a last warning.

 Need to guarantee compliance and worth inside ever-changing privateness insurance policies (like AppTrackingTransparency)? If sure, you’ll be well-equipped with Department’s SafeTrack™ — the very best monitoring compliance performance to have in your armory. With this resolution, you’ll be able to relaxation assured that your advert hyperlinks are designed to behave in full compliance with all relevant platform insurance policies for advert monitoring, together with ATT.

Pasteboard entry adjustments

Lastly, Apple additionally introduced some enhancements to Pasteboard entry for apps in iOS 16. Apple launched a small paste notification banner in iOS 14, to present customers extra transparency into when apps accessed the pasteboard, however there was nonetheless no permissions requirement. 

Now, extra management for cross-app copy/pasting is right here! In iOS 16, the system gives a brand new, customizable OS-level paste button that confirms the consumer’s cross-app intent by requiring the consumer to faucet in an effort to paste. Different paste strategies can nonetheless be used, however will now set off a affirmation modal.. As earlier than, builders can use the strategies described in Detecting Patterns of Content material in Pasteboard Gadgets to find out if pasteboard gadgets match numerous patterns — like internet search phrases, URLs, or numbers —  with out notifying the consumer.

Observe: Department’s on-device deferred deep linking resolution, NativeLink ™, makes use of the pasteboard to recollect the consumer’s vacation spot by the App Retailer set up course of. NativeLink already asks for an opt-in from customers in an effort to begin the copy/paste circulate, and these iOS 16 enhancements help our emphasis on buyer opt-in, flexibility and transparency. Our groups are testing the brand new iOS 16 pasteboard performance, and we’re assured these adjustments will match effectively with the NativeLink ™  expertise.

What does this imply for the longer term?

The general developments are very clear, and nothing introduced (or not introduced) throughout WWDC 2022 adjustments that.

Apple is taking a break from new privacy-related excessive drama this 12 months, however that doesn’t imply they’re strolling away. Simply see their new advert marketing campaign for proof. Even when Apple doesn’t transfer extra aggressively into ATT enforcement after these WWDC bulletins, we consider the very best technique for the way forward for measurement is to embrace the brand new world. It’s suggested to not waste time and vitality attempting to squeeze out just a bit bit extra device-level knowledge by workarounds. Apple will inevitably crack down on them, whether or not this 12 months or subsequent. System-level knowledge goes out of trend, in favor of aggregated reporting. 

Your MMP is your ally. Don’t attempt to go it alone — it’s extra vital than ever to have a cell measurement companion to deal with all of the complexity baked into measuring your advertisements. However on the identical time, with new measurement frameworks like SKAdNetwork and Privateness Sandbox for Android, everybody goes to be utilizing the identical set of instruments. You should definitely consider your MMP on their data and expertise pertaining to your model’s trade. 

Search for different low-hanging fruit. Advertisements have been a budget, accessible possibility for a very long time. They aren’t going anyplace, however now could be the time to 1) have a look at different advertising channels and a couple of) give attention to plugging the leaks in your funnel as an alternative of simply pouring extra low-cost visitors within the high. Now, we’re seeing a common pattern towards curiosity in different owned and natural channels. These have all the time been a very good guess, and now they’re getting the eye they all the time deserved. This requires a unique toolset out of your typical, conventional MMP – so should you haven’t thought of investing in a cell linking platform to your owned and earned channels, this can be a nice time to start out.

Keep constructive! Huge shifts like this are why cell is such a dynamic house to work. It’s extremely thrilling.

That wraps up our protection of every little thing Apple revealed at WWDC this 12 months, which incorporates adjustments to SKAdNetwork and AppTrackingTransparency compliance. To remain up to date on the most recent adjustments and developments within the ever-changing attribution trade, ensure you’re subscribed to our content material (simply add your e-mail under). Should you’d wish to have an extra dialog with a member of the Department workforce, contact us anytime right here!  

Product Advertising Supervisor

Sam joins Department as a Product Advertising Supervisor after 3+ years at Amplitude Analytics. She brings intensive area and trade data from her time beforehand as a Buyer Success Supervisor, Options Engineer, and Know-how Accomplice Supervisor. She focuses on serving to companies attain their income objectives, scale for development, and constructing the very best product for his or her customers.

Jun 21, 2022

Department gives the trade’s main cell linking and measurement platforms, providing options that unify consumer expertise and attribution throughout units and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and lots of extra, enhancing experiences for greater than 3 billion month-to-month customers throughout the globe. Study extra about Department or contact gross sales right now.




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