<b>SKAdNetwork null conversion values: the silent attribution killer</b>

<b>SKAdNetwork null conversion values: the silent attribution killer</b>

Everyone benchmarks postback rates. Almost nobody audits how many postbacks arrive with a <i>null</i> conversion value. On iOS that null isn't an install with zero events — it's Apple's privacy threshold suppressing your value because the crowd anonymity bucket was too small.

✓ AppsFlyer and Adjust both expose null-rate in raw SKAN reports
✓ A 5-8% null share is normal at scale
✗ Above 20% null means your campaigns are too granular — split tests are starving each other
✗ Most dashboards hide nulls inside 'organic' or 'restricted', inflating organic by double digits

Fix: collapse conversion-value schema, widen campaign IDs, and reconcile null counts against your MMP raw export weekly.

Verdict: treat null-rate as a first-class health metric, not a footnote — it silently moves spend to the wrong channel.
Best for: UA managers running fragmented iOS portfolios.