Glossary/Mobile & App Marketing/Self-Attributing Network (SAN)
Mobile & App Marketing
Self-Attributing Network (SAN)
A major ad platform, such as Meta, Google, TikTok, or Apple Ads, that determines its own attribution claims and reports them to MMPs.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A self-attributing network (SAN) is a major ad platform, such as Meta, Google, TikTok, or Apple Ads, that determines its own attribution claims. Rather than sharing user-level click data, the network receives install and event data from mobile measurement partners and reports which conversions it claims. The partner then reconciles claims across sources.