What is Mapping?

In SKAdNetwork, mapping refers to the logic that connects user actions inside your app (like purchases or trial starts) to specific conversion values.

Because SKAN postbacks only include a single value — not detailed event logs — you need to define ahead of time what each value means. This mapping allows you to translate real user behavior into a structured signal that SKAN can report.

For example, a music app might map:

• Value 1 to “completed onboarding”
  
  

• Value 10 to “started free trial”
  
  

• Value 25 to “paid for first month”

This way, a postback with value 25 instantly signals high intent, without revealing who the user is.

How does it work?

You define a mapping table that assigns a value (0–63) or a coarse level (low/medium/high) to each meaningful user action or combination of actions.

This logic lives in your SDK, server, or MMP. When users interact with the app, their actions are translated through this mapping into a conversion value. That value is updated during SKAN’s measurement window and eventually included in the postback.

SKAN doesn’t interpret these values — it just passes them along. It’s up to you to give them meaning, track them internally, and analyze them in dashboards.

Why it matters

Mapping is what gives SKAN data its meaning. Without it, a postback is just a number. With it, it becomes a strategic insight.

A good mapping helps teams:

• Understand what high-value users look like early

• Align growth, product, and data teams around shared success signals

• Continue optimizing campaigns despite the lack of user-level data

Misalignment or vague definitions in your mapping logic can make SKAN look broken when in reality, it’s just poorly configured.