Coarse Conversion Value
Coarse Conversion Value
Coarse Conversion Value (CCV) is a metric used in the SKAdNetwork framework to measure and categorize the value of a user's action within an app in a broad or generalized manner.

What is Coarse Conversion Value? 

Coarse Conversion Value(CCV), also known as simple conversion value, comes with SKAdNetwork(SKAN) 4 by Apple and refers to app events classified as 'high', 'medium', or 'low'. For example, you can configure the SKAN to classify individual or bundled events in the highest priority slot as 'high', events in the second highest slot as 'medium', and events in the lowest priority slot as 'low'. Using simple conversion values can help receive additional conversion events over a longer period, aiding in the optimization and reporting of ad delivery.

Unlike precise metrics, CCV provides a high-level overview of conversion quality or user engagement levels without delving into specific details, thus aligning with privacy regulations and data minimization principles.

Difference between Coarse (simple) Conversion Value and Fine (detailed) Conversion Value

The main difference between a coarse conversion value and a fine conversion value lies in the level of detail and specificity they offer. Fine conversion values (FCV) provide detailed insights into user actions, allowing for granular analysis of conversion events. They can pinpoint specific actions, such as the exact amount spent in a transaction or the precise level achieved in a game. On the other hand, CCV aggregates these actions into broader categories, offering a more generalized view that emphasizes user privacy and data minimization. While FCV is suited for in-depth analysis and optimization, CCV is ideal for maintaining user anonymity and complying with privacy standards, making it a strategic choice in environments with strict data usage regulations.

You can refer to this example of CCV for a better understanding. Let's assume your business has three simple conversion values prioritized as follows:

  • Priority 3 (highest priority) includes both add-to-cart and purchase events.
  • Priority 2 includes an add-to-cart event.
  • Priority 1 (lowest priority) includes a subscription event.

This would generate simple conversion values for the events as follows:

  • The simple conversion value for bundled add-to-cart and purchase events is 'high'.
  • The simple conversion value for the add-to-cart event is 'medium'.
  • The simple conversion value for the subscription event is 'low'.

These coarse conversion values can be included in the second and third postback, although the first postback can sometimes be coarse due to the lack of crowd anonymity (not enough number of installs per campaign).

How is Coarse Conversion Value Applied?

Marketers leverage CCV to segment user actions into broader categories, allowing them to evaluate the overall effectiveness of their campaigns and identify trends in user behavior. For example, instead of tracking exact purchase amounts, a marketer might use CCV to categorize purchases into low, medium, and high value. This approach helps in optimizing campaign strategies, reallocating budgets to target higher-value segments, and enhancing user privacy by limiting detailed data collection. Such metrics can also be evaluated with the use of CCV:

  • User Retention: Similarly, CCV aids in identifying users with a potential for higher Lifetime Value (LTV), facilitating strategies to minimize churn and bolster retention.
  • User Acquisition: By monitoring CCVs, it's possible to pinpoint user segments with greater value and tailor marketing strategies to match. For instance, recognizing a user segment with an enhanced rate of trial conversion allows for more focused targeting and creative advertising directed at these users.

Coarse Conversion Value and Airbridge

Airbridge also supports both coarse and fine conversion value, both can be configured to measure a wide range of user behaviors. You can choose values for each postback, depending on the types of desired data, marketing context and conversion window. Or you can set all conversion values to the same measurement type, event, and event properties.

If you wish to learn more about creating your own SKAN 4 strategy regarding conversion values, please refer to this guide.

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