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What is a SKAdNetwork Conversion Value?

SKAdNetwork Conversion Value | Definition

In the context of Apple’s SKAdNetwork, the conversion value is a method used for reporting post-install engagements from the advertised app. The updateConversionValue(_:) method passes the conversion value, which can be any number between 0-63. 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.

SKAdNetwork user flow diagram from install to sent postback.

What is SKAdNetwork, and How Do You Use It?

The AdTech Show: Season 1 – Episode 1

In this episode, we interview Vivian Watt, a product manager at Kochava who has been working intensely with teams to prepare for SKAdNetwork and the forthcoming changes with iOS 14.

Listen to the Podcast

Learn about SKAdNetwork conversion values and how to choose the right conversion model for you.