Conversion value management

With Adjust's conversion value management, you can select up to 6 events that will trigger a conversion value update. These are custom events that can only be mapped once. 

Here, you can find instructions on how to set up conversion value management, set up event mappings, and add a conversion value window in Adjust.

Add Adjust event tokens to your app

Select up to 6 unique events you want to track with the SKAdNetwork. Adjust can report how many users trigger each event; we cannot track how many times a user triggers one event. 

SKAdNetwork will only share the event’s conversion value if the installed app provides it and if it meets Apple’s privacy threshold.

The events you select should be events you’ve already set up in your Dashboard. You can use existing events, but if you want to set up new events, check Basic event setup. When you set up new events, remember to ask your developer to add the event tokens to your app. 

Set up conversion value event mapping

To set your SKAdNetwork conversion value event mapping in Adjust, follow these steps.

  1. Find your app and select the app option caret (^)
  2. Select All Settings > iOS 14 support > SKAdNetwork settings
  3. Turn ON Conversion value management 
  4. Add up to 6 events
  5. Optional: Set a Conversion value window
  6. Select Save

Great, Adjust now manages SKAdNetwork conversion values and maps them to events. 

Select 'All Settings' from the app option caret (^)


Will I receive the conversion values in Adjust?

Conversion value window

Due to the way SKAdNetwork works, it's not possible to know exactly when the install notification will be sent to the network. Since each conversion value update extends the timer for another 24 hours, it can potentially take a long time for a network to receive a postback from SKAdNetwork if the user is very active in the app.

With the conversion value window you can set a defined time period after an app install, or reinstall, in which Adjust may update conversion values based on user activity. This helps you to better control when to expect the SKAdNetwork install postback.

The conversion value window is dependent on the level of user activity. After the window expires, Apple sends the attribution data between 24-48 hours after the last tracked event. This means your conversion value window does not guarantee the total measurement time.

For example: If you set the window to 48 hours, but a user does not trigger any event after install, the measurement can stop after 24 hours.

Default setting

Adjust uses a default conversion value window of 24 hours to help you optimize campaigns effectively and efficiently. This means that when you turn on conversion value management in the dashboard for the first time, your conversion value window is automatically set at 24 hours. You can change this to a custom window period at any time.

Facebook strongly recommends you use 24 hours as the conversion value window for all campaigns running on Facebook Ads Manager.

Set a custom window

For greater control over your data, you can add a custom conversion value window when you set up event mapping. We recommend that you select the shortest conversion value window (minimum one hour) that fits your needs. Doing so will optimize your campaigns and your ability to capture this activity.

The window period is defined in hours, with limits of 1 - 1536. If you turn off conversion value management in the dashboard, your last saved window period is still visible.

Support for S2S events

With Adjust's conversion value management, you can measure the conversion value for both events tracked by the Adjust SDK and events tracked server-to-server.


  • Conversion value management switched ON in the Adjust dashboard and event mapping set up.

How it works

When an activity is triggered in your app, the app sends information about this activity to your server, which sends an S2S event to Adjust. Upon receiving this, the Adjust backend calculates the conversion value using the event mapping you have set in the dashboard. Adjust sends the conversion value in both the S2S event response, and in the next SDK activity package to the app.

These two responses, synchronous and asynchronous, allow you to handle your data as you need.

Synchronous: To use the synchronous response you need to have an app-to-server connection that does not require queueing. The Adjust SDK is not required for this setup.

Asynchronous: To use the asynchronous response you need to have the Adjust SDK implemented in your app.

Use the response that suits your setup and needs best. Find out more about how each response works and the benefits below.

Synchronous response

Requires an app-to-server connection

Asynchronous response

Requires the Adjust SDK