It does this by looking at post-install activities within the SKAN framework, which Roy Yanai, Head of Product, SKAdNetwork, AppsFlyer, refers to as a way to limit “advertisers to a single conversion value, which only captures one aspect of the user’s post-install activity.”
He adds: “With Conversion Studio, we set out to help marketers with a challenge that has plagued them in the post iOS 14 era: the difficulty in understanding how valuable their acquired users are in the long run. With Conversion Studio, AppsFlyer is giving marketers the power to master SKAdNetwork conversions and take back control over SKAN post-install measurement with insight into the lifetime value of their users.”
Conversion Studio provides marketers with a set of conversion value mapping tools to measure metrics.
It incorporates visual cues to show the conversion value capacity and how each metric is measured.
Advertisers can fine-tune her mapping and post-install events like revenue, engagement, retention and conversion.
Clients using the feature can split their measurement metric and customise them, extend post-install user activity timers to a 72-hour time frame to measure long-time value.
They can also measure ranges within a specific metric and define flexible ranges and set out funnels to optimise the full capacity of lifetime value.
“With AppsFlyer’s solution for custom conversion value mapping, we finally have the freedom in what and how we want to measure on iOS,” Michal Prokop Grno, Head of Marketing Analytics, Pixel Federation. “And all of that without the need to write a single line of code.”