Understanding Conversion Values
With SKAdNetwork (SKAN), Apple introduced conversion values as a way to get information about post-install activity without compromising user privacy.
What is a Conversion Value?
A conversion value is a 6-bit integer (0-63) that your app updates on the user's device to reflect their actions (e.g., completing a level, starting a trial, making a purchase).
The SKAN Timers
Two timers control when Apple sends the conversion value:
- 24-Hour Timer: Starts after install and extends by 24 hours each time you update the conversion value
- Random Timer (0-24 hours): Begins after the 24-hour timer expires, then Apple sends the postback with the last updated value
This mechanism disassociates in-app events from install time, protecting user privacy.
Strategy Templates
With only 64 possible values, you need a smart mapping strategy based on your app's monetization model. Depending on what you want to measure, you can create a custom mapping.
The few examples below can give you an idea of the mapping you can create depending on what you want to measure.
Subscription Apps
Focus on trial starts and renewals:
| Conversion Value bit | Value | User Action |
|---|---|---|
| 1 | 1 | Started a free trial |
| 2 | 2 | Completed onboarding |
| 3 | 4 | First subscription payment successful |
| 4 | 8 | Subscription renewed once |
| 5 | 16 | NOT SETUP |
| 6 | 32 | NOT SETUP |
Funnel Engagement
Measure progression through critical funnels:
| Conversion Value bit | Value | User Action |
|---|---|---|
| 1 | 1 | Registered an account |
| 2 | 2 | Viewed a product |
| 3 | 4 | Added to cart |
| 4 | 8 | Reached checkout |
| 5 | 16 | Completed purchase |
| 6 | 32 | NOT SETUP |
Gaming/IAP Apps
Encode both events and revenue tiers:
| Conversion Value bit | Value | Meaning |
|---|---|---|
| 1 | 1 | Tutorial Complete |
| 2 | 2 | Level 5 Reached |
| 3 | 4 | Joined Guild |
| 4 | 8 | Small Purchase ($1-$5) |
| 5 | 16 | Medium Purchase ($6-$20) |
| 6 | 32 | High Purchase (>$20) |
🔍 Real Example
Imagine you have set up your conversion values using the Gaming/IAP Apps template above.
Breaking Down Conversion Value 42
If you receive the conversion value 42, you know that the user reached level 5 and made a high purchase.
Breaking Down Conversion Value 0
This is an easy one. The user has not triggered any events, so the conversion value is 0.
How Appstack Simplifies This
Instead of managing complex value mappings and calculations yourself, Appstack does it for you.
- We provide off the shelf templates for common use cases.
- We automatically map conversion values to your events in your dashboard. See "User spent $5-$20" instead of "CV: 42"
- We link decoded values to campaigns automatically to enable campaign level analytics such as ROAS per campaign.
By setting up your conversion value schema and using Appstack to interpret results, you get powerful campaign insights while respecting user privacy.