Understanding Conversion Values

With SKAdNetwork (SKAN), Apple introduced conversion values as a way to get information about post-install activity without compromising user privacy. Mastering them is the key to measuring campaign success on iOS.

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:

1. 24-Hour Timer: Starts after install and extends by 24 hours each time you update the conversion value
2. 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:

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

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This tells you these users reach key engagement milestones, make initial purchases, and ultimately become high-value players—a strong signal of a successful ad campaign.

Breaking Down Conversion Value 0

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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.

1. We provide off the shelf templates for common use cases, but you can customize them to your needs.
2. We automatically map conversion values to your events in your dashboard. See "User spent $5-$20" instead of "CV: 42"
3. We link decoded values to campaigns automatically to enable campaign level analytics such as ROAS per campaign.

By planning your conversion value schema and using Appstack to interpret results, you get powerful campaign insights while respecting user privacy.