Privacy-Safe Mobile Measurement lives or dies in the sentence under the chart. “SKAN attributed 1,204 trial starts to Campaign A” sounds like a user-level join. It is not. Apple returned a conversion value after a delay, with crowd noise, and your MMP may have already modeled a column beside it. Counsel in GB reads the verb “attributed” as a claim you might have to defend.
In SKAN Signal Craft we replace that line with something closer to: “Apple returned 1,204 postbacks whose conversion value maps to trial start for Campaign A’s source identifier, after the privacy threshold.” It is uglier. It survived review in two cycles.
Words we retired
“Recovered users,” “SKAN ROAS,” and “the same cohort as last year” all imply a join you cannot show. If your MMP prints those labels, write a footnote the first week you use the export. Do not wait for the annual privacy review.
A worked footnote
The Midlands team now prints: “Conversion values were assigned in February; trial start occupies values 3–5. Coarse conversions are counted separately and are not summed with fine values.” That sentence did more for trust than a new dashboard tile.
If you want the desk that marks this copy live, the syllabus is on SKAN Signal Craft.