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

Apple only generates SKAN postbacks for ad networks listed in your app’s Info.plist. Add Meta’s identifiers 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.

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2. Configure the SKAN Schema in Linkrunner

Linkrunner converts your event list into SKAN conversion values (0-63) and generates the fine and coarse values Meta needs.
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 Google Ads, no extra work is needed. Linkrunner reuses the same schema for Meta.
For background on how this maps to SKAN 4.0, see Conversion Values in SKAdNetwork.

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3. Map Events to Meta

Map each Linkrunner event to the corresponding Meta event (for example, Purchase, AddToCart, ViewContent) so postbacks are tagged correctly in Meta Events Manager.
1

Open event mapping

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

Map each event

For each event in your SKAN schema, select the Meta event it should map to.
3

Enable revenue

Turn on Send Revenue for revenue events and select the currency.
4

Save

Click Save.
See the full walkthrough in Meta Ads → Event Mapping.

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4. Configure SKAN in Meta Events Manager

Complete this section only after the SKAN-ready SDK version is live in your app. Configuring Meta before the SDK update ships leads to mismatched conversion values.

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Copy the Conversion Values into Meta

1

View the generated values

Open Settings → SKAN Setup → Meta SKAN Configuration in the Linkrunner Dashboard to view the generated fine and coarse conversion values.
2

Open Meta's SKAN configuration

In Meta Events Manager, select your app, then go to Settings → iOS SKAdNetwork and click Configure Conversion Values.
3

Paste and save

Copy the fine and coarse conversion values from the Linkrunner Dashboard into Meta’s configuration and save.

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Turn Off SKAdNetwork for the Facebook SDK

Turn OFF the SKAdNetwork for the Facebook SDK toggle so Meta routes SKAN postbacks through Linkrunner instead of the Facebook SDK:
1

Open your dataset

Go to Events Manager → Datasets and select your dataset.
2

Find the toggle

Open the Apple’s SKAdNetwork section, then Extra Settings → SKAdNetwork for the Facebook SDK.
3

Toggle it off

Turn the toggle OFF.
SKAdNetwork Setting Toggle on Meta Dashboard
When this toggle is ON, Meta receives app activity via SKAdNetwork directly from the Facebook SDK and Linkrunner cannot deliver accurate postbacks.

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Grant Access to Linkrunner

For Linkrunner to configure the SKAN schema on Meta on your behalf, grant access to access@linkrunner.io in your Meta Business Manager.

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5. Verify the Setup

1

Check the checklist

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

Run an iOS campaign

SKAN postbacks only flow once a Meta iOS App Promotion 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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Conversion values look wrong in Meta

  • Confirm the values in Meta Events Manager match Settings → SKAN Setup → Meta SKAN Configuration exactly
  • Confirm you regenerated and re-copied the values after any schema change in Linkrunner

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Meta still attributes via the Facebook SDK

  • Confirm the SKAdNetwork for the Facebook SDK toggle is OFF for your dataset
Need help? Contact support@linkrunner.io