What is a self-attributing network (SAN)?

A self-attributing network (SAN) is an ad network that tracks and credits conversions on its own platform. It acts as both the publisher and the measurement tool. SANs use self-reported attribution and confirm conversions with mobile measurement partners (MMPs) using an API.

Major advertising platforms that operate as self-attributing networks include:

• Google Ads
• Meta (Facebook and Instagram)
• TikTok
• Apple Ads
• Snapchat

Self-attributing networks return conversion claims to MMPs when queried, and the MMP evaluates these claims alongside other data to determine attribution. Here’s how the process works:

1. A user interacts with an ad served by a SAN and later installs the app.
2. The SAN records the ad engagement and stores it with a device identifier.
3. When the app is opened, the MMP SDK (e.g., Adjust) registers the install.
4. The MMP collects the device identifier and sends it to the SAN via API.
5. The SAN checks its internal data for matching ad interactions.
6. If a match is found, the SAN claims the conversion and returns the corresponding engagement data.
7. The MMP compares this claim with data from other networks.
8. The MMP assigns final attribution based on its attribution model (e.g., last-touch).

Even when a SAN claims a conversion, the MMP analyzes all touchpoints before assigning attribution.

For iOS users who do not consent to the Identifier for Advertisers (IDFA) being used, this process changes. Instead of matching based on device-level information, attribution relies on aggregated SKAdNetwork (SKAN) data.

Self-attributing networks and standard ad networks differ in how they share data and perform attribution. Standard ad networks share engagement data in advance, allowing the MMP to assign attribution directly. SANs, by contrast, rely on internal data and do not provide the same level of upfront visibility.

Self-attributing networks operate the largest platforms for mobile user acquisition, such as search engines, social media, and app stores. These networks drive a substantial portion of app installs and user engagement because they have control over both ad delivery and measurement. SANs use extensive data to optimize and scale campaigns efficiently, providing advertisers with performance insights within each platform and enabling strategy adjustments for various settings.

Raw click and impression data are not proactively shared by self-attributing networks, which limits visibility into user-level engagement and complicates comparisons between channels. Each SAN independently tracks conversions, so multiple networks may take credit for the same action, resulting in overlapping reports across platforms.

Moreover, SANs implement unique attribution logic, such as varying attribution windows or accounting for view-through interactions. Such variations are another cause of discrepancies between platform-reported data and independent measurements.

Consequently, SAN data stays siloed within individual platforms, preventing advertisers from gaining a holistic view of the customer journey. This fragmentation adds complexity to cross-channel analysis and budget allocation without independent measurement.

It is common for SAN data and MMP attribution data to diverge, since each employs its own credit assignment methodology. SANs generate attribution reports rooted in their own engagement data, whereas MMPs assign attribution using a defined model to combine data from multiple networks. Therefore, SAN-reported conversions show attribution at the platform level, while MMPs offer a broader, unbiased cross-channel view.

Adjust is integrated with all top SANs, including Google Ads, Meta, TikTok, Apple Ads, and Snapchat, via APIs rather than standard attribution links. When a SAN submits a conversion claim, Adjust reviews it alongside data from other networks and determines attribution using a unified model. Even if several networks report the same install, attribution is assigned according to a single rule set. These differences are clearly displayed in the Adjust dashboard, where SAN data appears alongside other attribution sources for cross-channel comparison.

Learn more about how Adjust can help you easily measure your campaign performance with mobile attribution.