SKAdNetwork 归因启动指南
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Apple 的 SKAdNetwork API 旨在衡量应用安装广告系列的成效，同时保护用户隐私。对于 SKAdNetwork v2.0 和 v2.1，StoreKit 呈现的广告的安装归因取决于促使用户安装应用的广告点击次数。SKAdNetwork v2.2 及更高版本还支持浏览型广告，其中归因取决于用户仅查看广告的情况。
我们提供了以下准则，以确保 Google 移动广告 SDK 能够正确发起 SKAdNetwork 归因。
移动广告的点击归因
只有当点击操作具体到达 Apple App Store 时，Google 移动广告 SDK 广告点击事件才会发起 SKAdNetwork 归因。之所以有此要求，是为了防止应用商店因用户点击并非用于打开应用商店的元素而启动。例如，此类点击操作可能包括转到“广告选择”页面。
指南
为确保广告的点击操作和随后的应用安装会导致 SKAdNetwork 归因，在制作广告素材时，请确保广告素材的点击后网址是
- 指向应用商店中所宣传应用的直接链接；或者
- 使用重定向方法（例如 HTTP 301、302）或其他类型的服务器端 HTTP 重定向链，最终目的地为应用商店。
如果网址以以下任一模式开头，则表示直接或通过重定向链接到应用商店的链接已确认：
https://apps.apple.comhttps://itunes.apple.comitms-apps://itms://
任何其他着陆页或使用任何其他客户端重定向方法都被判定为不会到达应用商店，并且可能不会启动 SKAdNetwork 归因流程。示例：
- 需要用户执行操作才能重定向到应用商店的 HTML 网页
- 包含指向应用商店的自动 JavaScript 重定向脚本的 HTML 网页
- 元刷新标记
适用于不同广告素材类型的最佳做法
您可以为不同的广告素材类型设置用于启动 SKAdNetwork 归因的点击操作，如下所示：
- HTML 广告素材
- 此参数可设置为可点击元素周围锚链接的目标网址，或设置为基于 JavaScript 的点击事件的
window.location 操作的目标网址。
- MRAID
- 点击操作需要调用
Mraid.open() 以启动 SKAdNetwork 归因。
- VAST 视频
- 应用商店网址应在 VAST XML 的
ClickThrough 元素中设置。
- 原生
- 对于 OpenRTB，应在
native.link.url 字段中设置应用商店网址（对于已废弃的 Google RTB 协议，应在 native_ad.click_link_url 字段中设置）。
移动广告的浏览归因
支持 SKAdNetwork v2.2 浏览型转化归因后，SKAdNetwork API 会在广告呈现并被用户查看后启动展示计时器。仅允许为展示时间至少为 3 秒的广告分配功劳。
请注意，iOS 15.3 及更低版本一次只能支持 1 个活动展示计时器，在这种情况下，如果同一屏幕上有多个可进行浏览型转化归因的广告，则一次展示可能会无法启动浏览型转化归因。在 iOS 15.4 及更高版本中解除了此限制，因此 SKAdNetwork 现在允许为多个同时展示启用浏览型转化归因。
指南
出价请求字段 BidRequest.imp.ext.skadn.fidelities 指定支持哪些归因准确度类型。此字段在 SKAdNetwork 版本 v2.2 或更高版本中包含 VIEW_THROUGH_ADS 保真度类型。
如果不支持“观看转化”归因，请确保出价响应不包含 VIEW_THROUGH_ADS 保真度。如果不支持使用 VIEW_THROUGH_ADS 保真度响应，系统会在竞价之前滤除出价。
向后兼容性
从 SKAdNetwork v4.0 开始，启用了 SKAdNetwork 归因的广告请求向后兼容。这样，即使广告请求支持较新版本，广告联盟也可以使用较低版本的 SKAdNetwork 进行响应。
指南
用户的设备操作系统版本和发布商应用的 Google 移动广告 SDK 版本决定了广告请求支持哪些 SKAdNetwork 功能。您可以在出价请求中使用 BidRequest.imp.ext.skadn.versions 确定此值。此字段列出了广告请求支持的所有 SKAdNetwork 版本。
为防止出价过滤，请确保用于构建响应的 SKAdNetwork 版本是出价请求中列出的版本之一。此外，请注意，在引入较新版本的 SKAdNetwork 时，只要版本在此列表中，您就可以使用较低版本进行响应。这样，广告联盟就可以继续使用旧版响应，并按照自己的节奏采用新版。
如未另行说明，那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可，并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情，请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
最后更新时间 (UTC)：2025-08-21。
[null,null,["最后更新时间 (UTC)：2025-08-21。"],[[["\u003cp\u003eApple's SKAdNetwork API measures app install ad campaign success while prioritizing user privacy, with versions 2.2 and later supporting view-through ad attribution in addition to click-based attribution.\u003c/p\u003e\n"],["\u003cp\u003eTo ensure correct SKAdNetwork attribution, ad click actions must directly link to the Apple App Store or use server-side redirects (HTTP 301, 302) that ultimately lead to the App Store.\u003c/p\u003e\n"],["\u003cp\u003eFor view-through attribution in SKAdNetwork v2.2 and later, ads must be displayed for a minimum of 3 seconds to initiate the impression timer, with iOS 15.4 and later versions supporting multiple concurrent impressions.\u003c/p\u003e\n"],["\u003cp\u003eThe bid request fields indicate supported SKAdNetwork features, including attribution fidelity types and supported versions, ensuring compatibility and preventing bid filtering.\u003c/p\u003e\n"],["\u003cp\u003eSKAdNetwork ad requests are backward compatible, allowing ad networks to respond with earlier versions listed in the bid request, providing flexibility in adopting new SKAdNetwork versions.\u003c/p\u003e\n"]]],[],null,["# SKAdNetwork Attribution Initiation Guidelines\n\nApple's [SKAdNetwork\nAPI](//developer.apple.com/documentation/storekit/skadnetwork) aims to\nmeasure the success of app install ad campaigns while maintaining user privacy.\nFor SKAdNetwork v2.0 and v2.1, install attribution for StoreKit-rendered ads is\ndriven by clicks on the ad that would lead to the user installing the app.\n[SKAdNetwork v2.2](//developer.apple.com/documentation/storekit/skadnetwork/skadnetwork_release_notes/skadnetwork_version_2_2_release_notes)\nand later versions additionally supports view-through ads where attribution is\ndriven by just viewing the ad.\n\nThe following guidelines are provided to ensure that the Google Mobile Ads SDK\ncan initiate SKAdNetwork attribution correctly.\n\nOn-click attribution for mobile ads\n-----------------------------------\n\nSKAdNetwork attribution is initiated by the Google Mobile Ads SDK ad click event\nonly if the click action specifically lands in the Apple App Store. The reason\nfor this requirement is to prevent the app store from being launched by clicks\nthat are *not* meant to open the app store. These types of click actions could\ninclude, for example, navigating to an Ad Choices page.\n\n### Guidelines\n\nTo guarantee that click actions on ads and subsequent app installs would result\nin a SKAdNetwork attribution, when building the creatives, make sure that the\ncreative's click-through URL is either\n\n- a direct link to the advertised app in the app store, or,\n- uses redirect methods, such as HTTP 301, 302, or other types of server-side HTTP redirect chains that would have a final destination of the app store.\n\nLinks to the app store either directly or through a redirect chain are confirmed\nif the URL begins with any of the following patterns:\n\n- `https://apps.apple.com`\n- `https://itunes.apple.com`\n- `itms-apps://`\n- `itms://`\n\nAny other landing pages or using any other client-side redirect methods are\ndetermined to *not* land in the app store and might not initiate the SKAdNetwork\nattribution process. Examples:\n\n- HTML page that requires user action to redirect to the app store\n- HTML page that has an automated JavaScript-based redirect script to the app store\n- Meta refresh tags\n\n#### Best practices for different creative types\n\nThe click action to initiate SKAdNetwork attribution can be set up for the\ndifferent creative types as follows:\n\nHTML creatives\n: This can be set up as the destination URL on the anchor tags surrounding the\n clickable element, or as the target URL of `window.location` operations from\n JavaScript-based on-click events.\n\nMRAID\n: The click action needs to call `Mraid.open()` to initiate the SKAdNetwork\n attribution.\n\nVAST video\n: The app store URL should be set in the `ClickThrough` element in the VAST\n XML.\n\nNative\n: The app store URL should be set on the `native.link.url` field for OpenRTB\n (or the `native_ad.click_link_url` field for the deprecated Google RTB\n protocol).\n\nView-through attribution for mobile ads\n---------------------------------------\n\nWhen SKAdNetwork v2.2 view-through attribution is supported, the SKAdNetwork API\nstarts an impression timer once the ad is rendered and is viewed by the user.\nAttribution is only allowed for ads that have been displayed for a [minimum of 3\nseconds](//developer.apple.com/documentation/storekit/skadnetwork/generating_the_signature_to_validate_view-through_ads).\n\nNote that iOS versions 15.3 and earlier only supports 1 active impression timer\nat a time, in which case it could be possible for an impression to fail\nview-through attribution initiation if there are multiple view-through\nattribution ads within the same screen. This restriction has been [lifted on iOS\nversion 15.4 and above](//developer.apple.com/documentation/storekit/skadnetwork/3727304-startimpression#discussion),\nso SKAdNetwork now allows for multiple concurrent impressions enabled for\nview-through attribution.\n\n### Guidelines\n\nThe bid request field `BidRequest.imp.ext.skadn.fidelities` specifies which\nattribution fidelity types are supported. This field includes the\n`VIEW_THROUGH_ADS` fidelity type in SKAdNetwork versions v2.2 or higher.\n\nEnsure the bid response doesn't include `VIEW_THROUGH_ADS` fidelities if\nview-through attribution is not supported. Responding with `VIEW_THROUGH_ADS`\nfidelities when not supported causes the bid to be filtered before the auction.\n\nBackwards compatibility\n-----------------------\n\nAs of SKAdNetwork v4.0, ad requests enabled for SKAdNetwork attribution are\nbackward compatible. This allows ad networks to respond with earlier SKAdNetwork\nversions even when the ad request supports newer versions.\n\n### Guidelines\n\nThe user's device OS version and the publisher app's Google Mobile Ads SDK\nversion both dictate which SKAdNetwork features are supported by the ad request.\nThis can be determined on the bid request using\n`BidRequest.imp.ext.skadn.versions`. This lists all SKAdNetwork versions\nsupported by the ad request.\n\nTo prevent bid filtering, ensure that the SKAdNetwork version used to build the\nresponse is one of the listed versions on the bid request. In addition, when\nnewer SKAdNetwork versions are introduced, note that responding with earlier\nversions are allowed as long as the version is in this list. This allows ad\nnetworks to continue responding with earlier versions and adapt newer versions\nat their own pace."]]
