How conversion values (will) work in SKAN 4.0

The new changes in SKAdNetwork 4.0 involve a new conversion value classification based on the concept of crowd anonymity—we tell you all about it 👇!

Melisa Rocío Fernández

July 29, 2022

What’s up with SKAdNetwork 4.0?

At the beginning of June, Apple announced the upcoming release of SKAdNetwork 4.0. While the developer documentation for this new framework is not yet available, Apple’s WWDC session on SKAN 4.0 introduced many of the upcoming changes that will be available in the near future—including new types of conversion values 😱. 

In this post, we answer the top questions about how conversion values will work in SKAN 4.0, including:

  1. How are conversion values changing in SKAN 4.0?
  2. What are coarse-grained conversion values?
  3. What are fine-grained conversion values?
  4. Will you get both coarse-grained and fine-grained conversion values in each postback?
  5. Will I always see a conversion value in the postback?
  6. What will happen to SKAN’s infamous random timer?
  7. When will these new changes be available?
  8. What are the next steps for app marketers looking to get ready for SKAN 4.0?
  9. Are there other changes in SKAN 4.0 my team should be aware of?

 Feel free to skip ahead to any question you find relevant! 😉

Apple introduces the changes in conversion values for SKAdNetwork 4.0
Apple introduces the changes in conversion values for SKAdNetwork 4.0

1. How are conversion values changing in SKAN 4.0?

In the new SKAdNetwork version, conversion values will be classified into two different types, coarse-grained conversion values and fine-grained conversion values, based on the number of downloads and the level of user privacy met by the campaign.

2. What are fine-grained conversion values?

Fine-grained values are conversion values as we know them today, a 6-bit value allowing for up to 64 combinations (from 0 to 63) that can be set up to collect user behavior signals to optimize campaign performance.

3. What are coarse-grained conversion values?

Coarse-grained values are a new type of conversion values that can result in one of three different values, “low”, “medium” or “high”, according to the type of event completed by the user and the conversion value mapping of each advertiser. 

Note that the  method has been updated to reflect the introduction of coarse-grained conversion values.

4. Will I get both coarse-grained and fine-grained conversion values in each postback?

Not at all 👎. Even if both values are captured during the measurement window, advertisers will get only one of these two values, either the coarse-grained value or the fine-grained value.

Note that in SKAN 4.0 multiple postbacks will be available across different time windows, but marketers will only get a fine-grained value in the first postback, and therefore, for the first attribution window (0-2 days).

5. Will I always see a conversion value in the postback?

To decide whether you’ll receive a conversion value, Apple leverages crowd anonymity, defined as a system that relies on counts of installs to “determine the level of privacy assured to the person using your app”. In their WWCD session, Apple states: “when the install count is low, we take extra steps to protect privacy by limiting the trackable information sent back. As the count scales up and the user’s uniqueness starts to blend into the crowd, we send more data back. Finally, as the count reaches the highest tier, we are able to send the most data back while still preserving privacy.”

There are three different scenarios you should expect when receiving your SKAN 4.0 postback:

1️⃣ You receive a fine-grained conversion value if the count of installs generated by the campaign is high enough to access detailed attribution data without compromising crowd anonymity.

2️⃣ You receive a coarse-grained conversion value when the count of installs generated is high enough to meet the threshold but not enough to be on the higher end of the crowd anonymity spectrum. 

3️⃣ You don’t receive a conversion value when the install count is low and therefore doesn’t meet the privacy threshold.

6. What will happen to SKAN’s infamous random timer?

Apple still hasn’t confirmed whether the timer currently used to determine when a postback can be sent will still be present in the upcoming 4.0 version. Apple recently announced that SKAN 4.0 will support multiple conversions across different attribution windows, so the process by which conversion values are sent might change completely.

7. When will these new changes be available?

There’s still no official release date for SKAdNetwork 4.0, but app marketers should start getting ready for this new framework as soon as possible.

8. What are the next steps for app marketers looking to get ready for SKAN 4.0?

Work together with your MMP partner to rethink your overall conversion value strategy. Take into account that: 

  • Coarse-grained conversion values offer less granularity than fine-grained conversion values, but they still provide some indication of quality. These values will require a different system for assigning a meaning to their values. 
  • Conversion values can increase or decrease, whereas in previous SKAdNetwork versions they could only increase.
  • Your SKAN 4.0 postbacks will have new fields for parsing coarse-conversion values, make sure updatePostbackConversionValue is updated 😉

9. Are there other changes in SKAN 4.0 my team should be aware of?

Many new improvements will be available in upcoming version of SKAdNetwork, including multiple conversions, SKAN attributions for web, and more! We dive into how each of these changes will impact iOS mobile marketing campaigns in this article.

Boost your iOS campaigns with SKAN today!

Want to start testing SKAdNetwork? Are you already running SKAN campaigns but want to take your performance to the next level? Contact us to discuss how Jampp can help you drive incremental revenue in the post-IDFA era.