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How to Add SKAdNetwork IDs to iOS Apps to Maximize Ad Revenue

Ad.Plus

• 3 min read
How to Add SKAdNetwork IDs to iOS Apps to Maximize Ad Revenue

The monetization landscape for iOS apps is evolving rapidly — and if you're not passing SKAN IDs from your apps, you're leaving serious ad revenue on the table.

Apple’s SKAdNetwork (SKAN) has become the backbone of privacy-preserving attribution on iOS. Yet many developers still fail to configure their apps properly, blocking demand from premium advertisers who rely on deterministic install attribution. If you're in that camp, it's time to catch up — fast.

Why SKAN Matters for App Developers and Publishers

When an iOS app does not include the required SKAdNetwork IDs, Apple cannot credit the ad platform responsible for a user install. That means:

  • Advertisers can't measure performance.
  • DSPs and ad networks reduce bids or skip your inventory altogether.
  • You lose revenue, plain and simple.

SKAN is not optional for serious monetization anymore. It's a foundational part of modern programmatic on iOS, especially in a world where IDFA is often unavailable.

Step 1: Add SKAdNetwork IDs to Your Info.plist

The Google Mobile Ads SDK (v7.64.0 or higher) supports SKAN-based conversion tracking, but only if your app includes the right configuration.

Here's a minimal example of what you need to add to your app’s Info.plist:

xml

<key>SKAdNetworkItems</key>
<array>
<dict>
<key>SKAdNetworkIdentifier</key>
<string>cstr6suwn9.skadnetwork</string> <!-- Google -->
</dict>
<dict>
<key>SKAdNetworkIdentifier</key>
<string>4fzdc2evr5.skadnetwork</string>
</dict>
<!-- Add all supported SKAN IDs here -->
</array>

✅ Full List of SKAN IDs — Google maintains a list of all supported ad network identifiers. This list must be updated regularly to ensure your app is eligible for the broadest demand sources.

Pro Tip: If you're using mediation, you must also add the SKAN IDs for each mediated network. Failure to do so results in demand loss from those networks.

Step 2: Request ATT Permission (Optional but Strategic)

If you're leveraging the App Tracking Transparency (ATT) framework, you can request IDFA access using Apple's prompt. Even if users opt out, SKAN still functions — but ATT unlocks better targeting when granted.

Add the following to your Info.plist:

xml

<key>NSUserTrackingUsageDescription</key>
<string>This identifier will be used to deliver personalized ads to you.</string>

And in your app:

swift

import AppTrackingTransparency

ATTrackingManager.requestTrackingAuthorization { status in
// Proceed to load ads
}

If you want to improve opt-in rates, consider a pre-permission explainer using Google’s UMP SDK to help users understand the value exchange.

Step 3: Leverage SKOverlay (No Action Required)

Running SDK v8.5.0 or higher? You’ll benefit from SKOverlay — a user-friendly prompt that allows users to install advertised apps without leaving yours. It’s automatically enabled in high-performing ad scenarios.

This increases conversion rates, which in turn boosts your eCPMs.

Step 4: Avoid WKAppBoundDomains Blocking Ad Loads

Apple introduced WKAppBoundDomains to lock down domains used by WKWebView. If you use this feature and fail to whitelist the necessary ad domains, you may block ad delivery entirely.

Best Practice: Only enable WKAppBoundDomains if absolutely necessary, and ensure all relevant ad tech domains are included.

Step 5: Understand the SKAdNetwork Attribution Flow

Here’s how it works:

  1. Ad Network signs the ad and registers with Apple.
  2. Your App (Source App) displays the ad.
  3. User installs the advertised app.
  4. Advertised App updates the conversion value.
  5. Apple sends install postbacks to ad networks and optionally to the developer.
  6. Privacy is preserved — no personal user or device-level data is shared.

Starting from SKAN 4.0 (iOS 16.1+), up to three conversion windows allow more granular performance insights while maintaining Apple’s privacy rules.

Step 6: Publisher First-Party ID (Same App Key)

Google now refers to its “same app key” as the Publisher First-Party ID (from SDK 10.14.0+). It’s enabled by default and allows better personalization and monetization across your app inventory.

The Bottom Line: SKAN Compliance is Now Table Stakes

Failing to implement SKAdNetwork properly hurts your bottom line:

  • Your inventory becomes unattractive to major advertisers.
  • You miss out on higher eCPMs from performance-focused campaigns.
  • Your reputation as a monetization partner suffers.

At Ad.Plus, we strongly recommend all iOS publishers review and update their configurations immediately. The mobile ad ecosystem has moved on — and SKAN is the new reality.

If you need support implementing SKAdNetwork in your apps, our partner success team is here to help. Don’t let a missing configuration kill your revenue.