Technology

Conversion Value Schema

Mapping that translates post-install user actions into a single 6-bit conversion value for SKAdNetwork attribution.

Conversion Value Schema is required for iOS app attribution via SKAdNetwork. Since SKAdNetwork only allows one 6-bit conversion value (0-63) per install, you must map all possible user actions to these 64 values. Example schema: 0 = no action, 1-10 = completed onboarding, 11-20 = made first purchase under $50, 21-30 = made first purchase $50-100, 31-40 = made first purchase $100+, 41-50 = made 2+ purchases, etc. Challenges: Limited to 64 values, must prioritize which events matter most, and cannot change schema without breaking historical data. Best practice: Design schema around revenue tiers and user engagement milestones. Critical for optimizing iOS app install campaigns post-ATT.

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Frequently Asked Questions

What is a Conversion Value Schema?

A Conversion Value Schema is a crucial mapping system required for iOS app attribution through Apple's SKAdNetwork. It translates various post-install user actions, such as completing onboarding or making a purchase, into a single 6-bit conversion value. This value, which can range from 0 to 63, is the only piece of dynamic data that SKAdNetwork sends back to advertisers to indicate the quality of a user acquired through an ad campaign. The schema is essential because it forces advertisers to prioritize and condense all meaningful in-app events into a limited set of 64 possible values. A well-designed schema allows marketers to optimize their iOS app install campaigns by providing a clear signal of user quality, which is critical in the post-App Tracking Transparency (ATT) era.

How do marketers design an effective Conversion Value Schema for SKAdNetwork?

To design an effective Conversion Value Schema, marketers must first prioritize the most valuable user actions that signal high-quality users, such as revenue tiers and key engagement milestones. Since the schema is limited to 64 values, the design must be strategic. A common approach is to allocate ranges of values to different types of events. For example, values 1-10 might represent onboarding progress, 11-30 could represent different revenue brackets (e.g., $0-50, $51-100), and 31-63 could track multiple purchases or high-value actions. It is vital to finalize the schema before launching campaigns, as changing it will break the consistency of historical data. The schema is then implemented on the app's server side to map the in-app events to the correct 6-bit value before it is sent to Apple.

Why is the Conversion Value Schema important for iOS app marketing?

The Conversion Value Schema is critically important for iOS app marketing because it is the primary mechanism for campaign optimization in the privacy-focused SKAdNetwork framework. Following Apple's App Tracking Transparency (ATT) policy, traditional user-level tracking is severely restricted. The Conversion Value is the only signal advertisers receive to measure the quality of a user acquired from a specific ad campaign. Without a well-defined schema, all users would appear the same, making it impossible to distinguish between a low-value user and a high-value, high-spending user. By strategically mapping values to revenue and engagement, the schema allows ad platforms to accurately bid and optimize campaigns toward users who are most likely to generate a positive return on ad spend (ROAS), ensuring marketing budgets are spent effectively.

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