What is a SKAdNetwork Conversion Value?
In the context of Apple’s SKAdNetwork, the conversion value is a method used for reporting post-install engagements from the advertised app and can be any number between 0-63. The updateConversionValue(_:) method passes the conversion value. You can call this method multiple times after an install; however, the ad network only receives the highest value reported via a postback.
Advertisers can maximize insights from the conversion value by working with Kochava, a mobile measurement partner, that has developed configurable conversion models. The Kochava conversion models pack as much meaning and insights as possible into each conversion value using binary digits known as bits.
SKAdNetwork does not require integrated apps to use the conversion value method, but it’s highly recommended, as it’s the only means to understand user quality by proxy of post-install engagement insights.