Late postback / delayed purchase handling in F2P daily pacing
Late SKAN and MMP postbacks cause false underpacing. Checklist with Apple delay windows and AppsFlyer freshness.
Daily pacing that assumes SKAN revenue is complete by midnight will under-spend every iOS learning cell.
Checklist
- No same-day SKAN kill — Apple documents a 24–48 hour random delay after the first conversion window ends or after a lock (multiple conversion windows).
- Budget for later windows — Second and third postbacks send after a 24–144 hour random delay following their windows (days 3–7 and 8–35).
- MMP continuous lag — Data freshness cites roughly 15–60 minutes for continuous attribution updates; do not treat a 10-minute dashboard hole as under-delivery.
- SKAN reporting day — Same freshness article: postbacks received on day D are available by 10:00 UTC on D+1.
- Lock ≠ instant — Locking a conversion value finalises it early but the random delay still applies.
Facts vs limits
| Fact | Limit |
|---|---|
| Apple delay ranges are documented | Exact arrival inside the range is random |
| MMP freshness bands are documented | Partner SRN delays vary |
CSV.
