Role of Mobile Measurement Partners in SKAN 5 - Guide
                     Role of Mobile 
Measurement 
Partners

in SKAN 5.0
www.apptrove.com
Introduction
If you've ever downloaded a mobile game or app after seeing an ad, 
you might wonder how companies know that you were the one who 
clicked on that ad. That’s where a smart system called attribution 
comes in—it helps app marketers track which ad led to a download or 
a purchase. But with increasing privacy concerns, especially from 
Apple, the way attribution works has changed a lot.


In this blog, we'll explore how Mobile Measurement Partners (MMPs) 
play a key role in Apple’s latest privacy-friendly framework: SKAN 5.0 
(short for SKAdNetwork 5.0). Don’t worry if those terms sound 
complicated—we’ll break everything down into simple parts!
What Is SKAN?
SKAN (SKAdNetwork) is Apple’s system that lets app developers and 
marketers measure how well their ads are working, without tracking 
people. It gives anonymous, privacy-focused information about which 
ads are helping apps get downloads or sales.


Imagine if a pizza shop wants to know which of its flyers led to the 
most orders, but can’t look at your name, address, or phone number. It 
only knows that a flyer worked, not who used it. That’s kind of what 
SKAN does for mobile ads.
What’s New in SKAN 5.0?
Apple released SKAN 5.0 as part of iOS 17. It brings some major 
upgrades that make it more useful for advertisers:
Re-Engagement Attribution:

Now marketers can track when someone who already has the app 
comes back because of an ad. Earlier, SKAN only tracked new installs.


Better Conversion Tracking:

SKAN 5.0 allows more detailed performance reporting.


Improved Privacy Thresholds:

Apple still hides some data to protect user privacy, but SKAN 5.0 
makes it a bit more transparent.


Multiple Conversions:

This version supports tracking more than one user action after an 
install (like opening the app, making a purchase, etc.).
These changes help app developers understand how their ads 
perform without needing to know personal information.
So… Who Are Mobile Measurement
Partners (MMPs)?
Now, here's where Mobile Measurement Partners (MMPs) come in.


MMPs are third-party companies that help app developers make 
sense of all the data from ad campaigns. They collect, organize, and 
analyze data from different ad networks (like Facebook, Google, etc.) 
and give clear reports to marketers.


Think of them as translators or referees. They take the messy 
information from multiple places and turn it into something clear and 
useful.
What Do MMPs Do?
Collect SKAN Data:

MMPs receive SKAN postbacks (messages from Apple saying an ad led 
to an install or other action).


Match the Data:

They figure out which ad network and campaign deserves credit for 
the install or event.


Analytics and Reporting:

MMPs give dashboards and reports that help marketers decide which 
ads are working.


Optimize Ad Campaigns:

Using the data, app marketers can make better decisions—like 
increasing budget on good ads and turning off bad ones.
Without MMPs, app developers would be stuck manually looking at 
SKAN data from dozens of places. It would be super confusing!
Why MMPs Matter Even More in SKAN 5.0
With all the new features in SKAN 5.0—like re-engagement and 
multiple conversions—things are getting more complex. MMPs are 
more important than ever because:

They decode SKAN postbacks and turn them into

easy-to-understand insights.

They help marketers adjust their campaigns in real-time,

based on trusted data.

They solve data loss issues, like when Apple hides some

details to protect privacy.

They support multiple ad platforms, making it easier to

compare performance.
In short, MMPs help you see the full picture—while still respecting

user privacy.
SKAN 5.0 by the Numbers – Why MMPs Are Essential
100
74% of marketers

90 say privacy changes 
have made it harder to

measure ad performance
80
60% of advertisers

use 3+ ad networks 
70 simultaneously
45% of

60 app installs now

involve re-engagement 
campaigns Marketers using

50 Up to 30% of
 MMPs report a 32% 
SKAN data is hidden
 boost in ROAS

due to Apple’s privacy (Return on Ad Spend)
40 thresholds
30
20
10
0
 MMPs decode SKAN 5.0 supports
 MMPs use
 MMPs offer
 Optimizing with 
SKAN data and re-engagements, modeling to cross-platform trusted data makes

restore visibility into and MMPs help track estimate
 insights
 a measurable 
performance them accurately what’s missing in one place difference
Challenges MMPs Help Solve
SKAN 5.0 is a big step forward, but it’s not perfect. Here are some 
common challenges that MMPs help tackle:
Delayed Data
 Multiple Touchpoints

SKAN postbacks don’t arrive Users might see multiple ads 
instantly. Sometimes,
 before installing. MMPs help 
there's a delay of 24–48 hours. determine which one had the 
MMPs help fill in the gaps with biggest impact.
predictive models.

Limited Visibility
 Complex Re-Engagement Rules

Apple hides certain data if the With SKAN 5.0 now tracking

number of installs is too low (to re-engagements, it's tricky to 
protect privacy). MMPs use figure out what's a new user vs. 
advanced techniques to a returning one. MMPs make

estimate performance. this easier to understand.
Why MMPs Like
Apptrove Are Critical in SKAN 5.0
Attribution
 Hidden Data
 Multi-Touch
 Campaign
 Unified

Delays from Apple Attribution
 Optimization Insights
Complexity
SKAN postbacks
 Up to 30% of
 Marketers using
 MMPs integrate

are delayed by
 SKAN data may
 On average,
 MMPs improve
 data from 5–10

24–48 hours be hidden due to
 users see 3–5
 ROI by 20–35% major ad platforms
privacy thresholds ads before

installing an app
Why App Developers Need MMPs Like Apptrove
As SKAN 5.0 becomes the new standard for ad measurement on Apple 
devices, Mobile Measurement Partners are more important than ever. 
They help marketers:
Understand which ads drive results

Respect user privacy

Make better decisions with clearer data
One of the leading players in this space is Apptrove. Known for its 
accurate data models, easy-to-use dashboards, and excellent 
customer support, Apptrove has positioned itself as a top choice for 
app developers navigating the world of SKAN 5.0.


With Apptrove, app marketers can focus on what they do

best—creating amazing user experiences—while trusting that their 
measurement and attribution needs are handled with precision.