Avoiding null values for SKAd post-backs

January 21, 2022 Unity Technologies


SKAd post-backs play an important role in conversion attribution. When a user installs and launches an app after viewing an ad, the device notifies the ad network to validate the install.

Apple has said the post-back conversion may include a conversion value and the source app’s ID if Apple determines that providing the values meets their privacy threshold. 

Apple’s privacy threshold helps prevent advertisers from identifying a unique user. When Apple believes there’s a risk of identifying a user, it will mark all daily post-backs from that publisher as null.



Avoiding null values 

To avoid null values for SKAd post-backs, you need to ensure that you get a minimum number of installs above Apple’s privacy threshold. The Unity team recommends aiming for a minimum of 30 installs per day. 

If you see a lot of null values, we recommend reducing the number of campaigns and/or creatives per campaign. While you have a limit of 50 live campaigns and/or creative packs per app, using all of these may cause you to be below the minimum of 30 installs per day for the privacy threshold.

Learn more about ad network IDs

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