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Conversion value

Conversion value (CV) is a number between 0 and 63, with which ad networks and app owners can get additional info on SKAN conversions. For example, through a range of numbers from 0 - 63, you can set the amount of revenue and track the sequence of in-app events.

MyTracker helps you to collect data on the conversion value and evaluate the effectiveness of your iOS 14+ ad campaigns.

In SKAdNetwork 4.0, the conversion value can include both a fine-grained value (0 - 63) and a coarse-grained value (low, medium, high). For details, refer to our blog post

How it works

  1. The ad network and the app developer define the events at which the conversion value should change. For example, an app has 63 levels, and the conversion value should change to 1 when the first level is passed, 2 when the second level is passed, etc.
  2. After the user installs the app, SKAdNetwork logs the conversion and starts a timer at 24 hours.
  3. If a given specified event occurs during this time (in the example — the user passes the first level), the conversion value changes, the timer is reset and starts again for 24 hours waiting for the next event.
  4. If in the next 24 hours the specified events do not happen, the value of conversion does not change, and an additional random timer is started (from 0 to 24 hours).
  5. After the additional timer expires, the conversion on the install with the received value will be sent to the ad network and directly to the app developer.

Note that the time to get a postback on the installation increases with each value update. The minimum time will be 24 hours (no value update, the additional timer is set to 0), the maximum time will be 64 days (63 conversion value updates, the additional timer is set to 24 hours).

For the advantages and disadvantages of using conversion value, see The Complete Guide to SKAdNetwork Conversion Value

How to use

To collect the conversion value, the app developer should support the updatePostbackConversionValue method and elaborate with the ad network on the scheme for interpreting the numbers 0 - 63.

Here are a few examples of how you can use conversion value. For more details, refer to our The Complete Guide to SKAdNetwork Conversion Value

See also the SKAN reports section


Apple does not regulate how the numbers 0-63 are interpreted, leaving it up to each application to decide what to pass through the conversion value.

Let's look at a few examples. In some of them, we will represent the numbers 0-63 in binary, that is, written using the two characters 0 and 1

000000016010000 3210000048110000
100000117010001 3310000149110001
200001018010010 3410001050110010
300001119010011 3510001151110011
400010020010100 3610010052110100
500010121010101 3710010153110101
600011022010110 3810011054110110
700011123010111 3910011155110111
800100024011000 4010100056111000
900100125011001 4110100157111001
1000101026011010 4210101058111010
1100101127011011 4310101159111011
1200110028011100 4410110060111100
1300110129011101 4510110161111101
1400111030011110 4610111062111110
1500111131011111 4710111163111111


The Conversion value (CV) can be used to pass the revenue received.

Example 1 — Purchase of $1 to $63:

  • $1 purchase, CV=1
  • $2 purchase, CV=2
  • ...

Example 2 — Revenue bandе:

  • $1 - $100 purchase, CV=1
  • $100 - $1000 purchase, CV=2
  • ...


Through the conversion value (CV), you can pass in-app events.

Example 1 — 63 consecutive events:

  • adding to the cart, CV=1
  • purchase order, CV=2
  • purchase payment, CV=3
  • ...

Example 2 — 6 random events:
If you represent numbers in the binary system, then any decimal number will look like a combination of six ones and zeros. For example, the number 63 is 111111. Each sign can be assigned a separate event: 1 — booking a plane ticket, 1 — canceling a booking, 1 — buying a plane ticket, 1 — returning a plane ticket, 1 — buying an insurance policy, 1 — flight check-in.

Let 1 — the event happened, 0 — did not happen, then:

  • 101011 (43) — a user has booked and paid for the ticket, bought an insurance policy, and checked in for the flight
  • 110000 (48) — a user booked a flight but cancelled the booking
  • ...

Revenue & Events

If you represent a number in the binary system (for example, 56 is 111000) and divide the number into two groups (111-000), then the first three digits can be revenue, and the next three can be events.

For example, if:

  • 001-XXX — $1 purchase
  • 010-XXX  — $10 purchase
  • ...
  • XXX-100 — registration
  • XXX-010 — level up
  • ...


  • 001100 (12) — a user made a $1 purchase and registered
  • 010110 (22) — a user made a $10 purchase, registered, and level up
  • etc.
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