What is a Self-Attributing Network (SAN)?

A Self-Attributing Network (SAN) is an ad network that attributes conversions using its own internal systems, without fully relying on third-party attribution providers (like MMPs).

In short, SANs play by their own rules. They deliver the ad, track the click or view, and then decide whether to claim credit for a conversion based on their internal logs.

Major SANs include Meta (Facebook/Instagram), Google, TikTok, and Apple Search Ads.

How does it work?

When a conversion (like an install or event) is reported to the MMP, the MMP sends a “claim check” to the SAN asking:

“Do you want to attribute this user?”

If the SAN finds a matching click or view in its data, it says yes and claims the conversion.

Important details:

• SANs don’t expose their matching logic
  
  

• They often limit user-level data visibility
  

• Click wins over view (when both exist)
  
  

• Attribution is often delayed compared to non-SAN networks
  
  

• SKAN integration with SANs may differ from other networks
  
  

Why it matters

SANs dominate the mobile ad ecosystem, often responsible for 70%+ of a UA budget. Understanding how they attribute is crucial for clean reporting and budget optimization.

However, because SANs are closed systems, they introduce challenges:

• Attribution blind spots
  
  

• Double attribution (when SAN and another network claim the same user)
  
  

• Limited transparency in performance breakdowns
  
  

Knowing how SANs behave helps you interpret data correctly, compare performance fairly, and set the right expectations, especially when working with MMPs or running multi-channel campaigns.