Self-attributing network (SAN)
A self-attributing network (SAN) is an ad platform that attributes installs from its own ads inside its own platform, rather than accepting a third-party tracking link — Meta, Google, TikTok and Snapchat are the usual examples.
Because each SAN credits installs its ads touched, using its own windows and often counting ad views, two SANs can both claim the same install. That's why the sum of network dashboards exceeds any independent count.
It also shapes deep linking: SAN app install campaigns send users straight to the store and don't accept a third-party link as the destination, so deferred deep linking there comes from the network's own SDK or an integrated mobile measurement partner. The integrations page covers what works where.