3. Map conversion values

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 Manager to configure what each conversion value means.

There are three models 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. Revenue – Measure different types of revenue from various sources across your apps.
  3. Advanced setup – Use this method to map events, ad revenue, purchase, and total revenue 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.
Changing your conversion value model overwrites your existing conversion value configuration.

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 in Automate, Data Canvas and in Raw Data exports.

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

What is a conversion value?

Conversion value window

Due to the way SKAdNetwork works, it is 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.