SKAN conversion-value schema checklist for hybrid IAP+IAA titles
Analysis
By UA Ledger staff — 1 min read
Operator checklist for encoding IAP and ad revenue into SKAN 4 fine and coarse values without treating the schema as Apple revenue.
Hybrid IAP+IAA titles often leave ad revenue under-encoded in SKAN conversion values. Apple documents the bit budget and windows; the studio owns the schema. This checklist is an operator gate, not a recommended industry map.
What Apple actually returns
Receiving postbacks in multiple conversion windows states that SKAdNetwork 4 supports three windows after first launch: days 0–2, 3–7, and 8–35. Fine conversion-value (0–63) is available only on the first postback when privacy tiers allow it. Coarse values are the strings low, medium, and high. Postbacks may contain either fine or coarse conversion value, not both. Windows 2 and 3 carry coarse values only.
What an MMP schema tool adds
AppsFlyer SKAN Conversion Studio documents that Window 1 fine CV is limited to 64 values, while Windows 1–3 coarse CVs are low/medium/high. Revenue measurement can use overall revenue via af_skad_revenue (including ad revenue when relevant) or selected in-app revenue events. That is an MMP encoding option, not Apple exporting IAA or IAP cash.
Operator checklist
| Gate | Pass condition | Fail / hold |
|---|---|---|
| Window map posted | Document which events update CV in W1 / W2 / W3 | Undated “SKAN map” slide only |
| Fine budget explicit | Bit or range allocation for IAP vs IAA vs engagement is written | “Revenue” without IAP/IAA split |
| Coarse meaning written | low/medium/high defined for each window | Coarse left to vendor default without review |
| IAA path named | Ad-revenue event path is in overall revenue or a dedicated stream | IAA assumed “in ROAS” with no CV path |
| IAP path named | Purchase event and currency normalisation rules listed | Store proceeds treated as CV units |
| Overlap rule | Finance and UA agree whether overall revenue double-counts IAP+IAA | Silent sum of IAP CV + IAA CV |
| Partner mapping | Network postback event maps match the studio schema | Schema saved; partners unmapped |
| Null / tier plan | Bid and reporting treat missing fine CV as unknown, not zero revenue | Null CV = $0 in live bids |
Facts versus limits
| Fact (sourced) | Limit |
|---|---|
| Three SKAN 4 windows; fine primarily on first postback | Apple does not publish a hybrid-game CV recipe |
| Coarse values are low/medium/high strings | Meaning is advertiser-defined |
| MMP tools can encode overall revenue including ad revenue | Encoded value ≠ finance net proceeds |
Download the checklist CSV. Cross-read SKAN versus MMP revenue bridge.
Research checked 20 September 2026. Local draft; human editorial review pending. Author null.
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