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SKAdNetwork (SKAN) is Apple’s privacy-preserving framework for iOS attribution. Google Ads uses SKAN postbacks to measure and optimize iOS App Campaigns. This guide walks you through the complete Google Ads SKAN setup with Linkrunner. Track your progress with the Google Ads SKAN Integration Checklist: Settings → Integrations → Google Ads → SKAN Integration.
This guide covers the Google-specific SKAN setup. If you haven’t connected Google Ads to Linkrunner yet, start with the Google Ads integration guide.

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Prerequisites

Before you begin, make sure you have:

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1. Prepare Your App

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Update the SDK

Your app must run a SKAN-ready SDK version. The SDK updates conversion values automatically as users perform events, so no SKAN code is needed on your side. Check the minimum SDK versions.

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Add Google’s Ad Network Identifier

Apple only generates SKAN postbacks for ad networks listed in your app’s Info.plist. Add Google’s identifier under SKAdNetworkItems:
On Expo, add these under ios.infoPlist.SKAdNetworkItems in your app.json.

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Add the Postback Copy Endpoints

Add these keys to your Info.plist so Apple sends copies of SKAN postbacks to Linkrunner:
The Linkrunner Expo plugin adds these keys automatically.
A Google Ads iOS link ID enables data sharing between Linkrunner and Google Ads for your iOS app.
1

Open Third-party app Analytics

In Google Ads, go to Tools → Data Manager → Third-party app Analytics, or visit ads.google.com/aw/productlinks/thirdpartyappanalytics.
2

Create the link ID

Click + Create link ID, select Other provider, and enter provider ID 9936233049.
3

Select your iOS app

Choose the iOS platform, select your app, then click Create link ID and copy the generated ID.
4

Paste it into Linkrunner

In the Linkrunner Dashboard, open Settings → Integrations → Google Ads and paste the iOS link ID.
See the full walkthrough in Google Ads → Create Link ID.

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3. Connect Your Google Ads Account

Linkrunner needs OAuth access to your Google Ads account to deliver SKAN postbacks and conversion values.
1

Open the Google Ads integration

In the Linkrunner Dashboard, open Settings → Integrations → Google Ads.
2

Authenticate

Click Connect Google Ads Account and authenticate with the Google account that manages your ads.
3

Select accounts

Select the customer account(s) you want to connect.

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4. Configure the SKAN Schema in Linkrunner

Linkrunner converts your event list into SKAN conversion values (0-63) and sends the schema to Google automatically.
1

Set up event priority

Go to Settings → SKAN Setup → Events Setup in the Linkrunner Dashboard. Add the events that matter for optimization and drag rows to set priority. The topmost event has the highest priority.
2

Set ranges

For revenue events, set a min and max range. For occurrence events, set an average.
3

Generate the mapping

Click Generate SKAN Mapping. The dashboard shows the combination count in real time and warns if your configuration would exceed Apple’s limit of 64 conversion values.
If you already configured the schema for Meta Ads, no extra work is needed. Linkrunner reuses the same schema for Google.
For background on how this maps to SKAN 4.0, see Conversion Values in SKAdNetwork.

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5. Map Events to Google Ads

Map each Linkrunner event to the corresponding Google Ads conversion action so postbacks land against the right conversion in your Google Ads account.
1

Open event mapping

Go to Settings → Integrations → Google Ads → Event Mapping.
2

Map each event

For each event in your SKAN schema, select the Google Ads conversion action it should map to.
3

Save

Save the mapping.
Linkrunner automatically sends the SKAN schema configuration to Google on your behalf. You don’t need to upload conversion values manually in Google Ads.
If an event is not available as a conversion action in Google Ads, fire a test event from Linkrunner, then import it from Goals → Conversions → Summary after Google finishes processing it.

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6. Verify the Setup

1

Check the checklist

Confirm every item is complete in the Google Ads SKAN Integration Checklist.
2

Run an iOS campaign

SKAN postbacks only flow once a Google Ads iOS App Campaign is live and driving installs.
3

Watch the SKAN dashboard

Postbacks appear in the SKAN dashboard as Apple delivers them. Apple delays postbacks by design, so expect data 24 to 48 hours after installs begin.

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Troubleshooting

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No postbacks in the SKAN dashboard

  • Confirm the Info.plist keys from section 1 are in the live app build
  • Confirm the SKAN-ready SDK version is live and rolled out to 100% of users
  • Wait 24 to 48 hours. Apple delays SKAN postbacks by design

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Conversions not showing in Google Ads

  • Confirm the iOS link ID is pasted correctly in Linkrunner
  • Confirm your Google Ads account is connected via OAuth
  • Confirm the event is mapped to a conversion action in Event Mapping
  • Wait up to 12 hours. Google processes third-party app analytics events with a delay

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iOS campaign numbers differ from Linkrunner

This is expected with SKAN. See Google Ads FAQ and Discrepancies and iOS Campaign Data Limitations.
Need help? Contact support@linkrunner.io