Conversion value management

Conversion values give you insight into how users are interacting with your app even if a user has requested not to be tracked. SKAdNetwork returns a conversion value between 0 and 63 regardless of the user's ATT consent status. Use Adjust's conversion value management tools to configure what each conversion value means.

There are two methods you can use to configure your conversion values:

  1. Conversion Events – Select up to 6 in-app events which will trigger a conversion value update.
  2. Advanced – Use this method to map events, ad revenue, and purchase data to custom conversion value ranges. You can assign your measurements to any conversion values between 1 and 63. You do not need to use all conversion values.

Once you have configured your conversion values, you receive a conversion value in your SKAdNetwork postbacks for each install. Adjust will report the conversion values within Data Canvas and via callbacks.

Conversion values cannot be verified as Apple does not offer an API for this.

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. You can only set the conversion value window on a per-app basis, not a per-campaign basis.

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 track user behavior.

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