What is Conversion Value?

A conversion value is a configurable signal in SKAdNetwork used to summarize what a user does after installing an app. Depending on the SKAN version and conditions, it can take one of two forms:

• A fine-grained value, which is a number from 0 to 63

• A coarse-grained value, categorized as "low", "medium", or "high"

This value is included in the postback Apple sends to the attributed ad network, acting as a proxy for user quality, without ever exposing personal data.

Let's say a subscription app might assign value 3 to a user who starts a free trial, and "high" to another who completes a purchase. These values help the growth team infer what types of users each campaign is bringing in, even when user-level tracking is no longer allowed.

How does it work?

After an app is installed and opened, Apple starts a measurement window (defined by SKAN rules). During this time, your app — via SDK or server — can assign or update the conversion value based on in-app behavior.

• In SKAN versions before 4.0, you get a single postback with a fine value (0–63), and each update resets a 24-hour timer.
  
  

• In SKAN 4.0, you can receive up to 3 postbacks: the first may contain a fine value, the latter ones often include coarse values depending on user anonymity thresholds and timing.

These values are defined ahead of time through a mapping logic, so that actions like “completed onboarding” or “started a trial” translate into specific signals.

Why it matters

The conversion value is the only behavioral insight available through SKAdNetwork. It replaces detailed event tracking with a compact summary of what happened, and it’s your team’s responsibility to make that summary meaningful.

When mapped thoughtfully, conversion values let you:

• Compare campaigns based on downstream quality

• Infer early monetization or engagement signals

• Make data-driven decisions even without IDFA access

When mapped poorly, they reduce SKAN to a binary install counter. The difference lies entirely in how you define and manage them.