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KEY QUOTES

Conversion schemas have two functions – one, to measure the value of a user, which these approaches can successfully do. The other, which they aren’t as great at doing – is to provide a signal to platforms so that they can optimize the campaigns.

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Many developers we know have used or considered using highly specific or customized conversion schemas for SKAdNetwork.

Many developers we know have used or considered using highly specific or customized conversion schemas for SKAdNetwork.

One example is of an ad monetized app that has used a conversion schema that has higher conversion values based on ad revenue(which can be different based on ad placements or geos). Another example has been a synthetic event which is triggered when a user completes a sequence of steps as determined by their data scientists to be predictive of eventual LTVs.

The reasoning behind this is understandable – higher conversion values are directly correlated with high LTVs, so these approaches clearly allow for a campaign’s performance to be estimated and compared with another’s.

There can be challenges with these approaches though, which we recommend carefully thinking through. Here is how.

Conversion schemas have two functions – one, to measure the value of a user, which these approaches can successfully do. The other, which they aren’t as great at doing – is to provide a signal to platforms so that they can optimize the campaigns.

Platforms such as Facebook, Snap, Google and TikTok all require you to map events to standard events such as purchase, registration, add to cart, add to wishlist etc. – so that they can optimize for the best cost per purchase, cost per add to cart etc.

With synthetic events or compound events, it becomes critical to map them to a standard event – so that platforms can optimize for these events. Moreover, when you are defining these events, you also want to ideally map your conversion values to multiple standard events in platforms – so that you have a setup that is as close to a funnel as possible(say: register, add to cart, purchase etc.) – so that you have as much clarity as possible within the platform interfaces around how deep in the ‘funnel’ a user has gone, which in turn signifies how valuable a user is.

Yes, of course, you could map all your synthetic or compound events to a single event(say purchase) – and there are times we’ve seen this make sense. However ideally to have as granular a view into different value levels of users, you want to have a gradation of multiple events so that you have as clear a view of user values as possible.

A REQUEST BEFORE YOU GO

I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show.

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Thank you – and I look forward to seeing you with the next episode!