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?

Using a conversion value window

The exact timing of the install notification to a network’s postback URL is unclear. Since each successful conversion value update will extend the timer, it can potentially take a very long time for a network to receive a postback from SKAdNetwork if the user is very active in the app. To allow you greater control over your data, Adjust lets you add a conversion value window while setting up event mapping.

The conversion value window allows you to set a defined time period after an app install, or reinstall, in which Adjust continues to update conversion values based on user activity. After the custom window expires, Apple will randomly send attribution data 24-48 hours after the last tracked event via postback URL.

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.

Note: The conversion value window does not guarantee the measurement time as it is dependent on the level of user activity. If you set the window to 48 hours, but a user does not trigger any event after install or reinstall, the measurement will stop after 24 hours. At a random point in the 24 hours following this stop, the install postback gets sent to the ad network.

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