SKAN conversion timers: the window you forgot to tune

SKAN conversion timers: the window you forgot to tune

SKAN's measurement windows control how long the conversion-value timer stays open before the postback fires. Default settings leave revenue on the floor.

✓ Three timed windows in SKAN 4: roughly 0-2 days, 3-7 days, 8-35 days
✓ Each fires its own postback — later windows reveal LTV the first never sees
✗ Many integrations only schema the first window, so subscription and late-purchase revenue is invisible
✗ Re-locking the timer on each event extends measurement but delays your first postback — bad for fast optimization

Tune by monetization model: fast in-app purchase games want a short first window for quick signal; subscription apps must schema the later windows or they'll undervalue every channel.

Verdict: match your SKAN window schema to when revenue actually lands — default timers undercount subscriptions.
Best for: subscription and slow-monetizing app teams on iOS.