What is Coarse Conversion Value (CCV)?
Coarse Conversion Value (CCV) refers to a new type of in-app mobile conversion datapoint that Apple introduced with SKAN 4. As highlighted in our guide on transitioning to SKAN 4, the coarse conversion value will be just 1 of 3 possible values, which can mean anything marketers wish:
- 0, 1, 2
- Bad, OK, Good
- Buyer, Subscriber, Window-shopper
- Basically … any values you might want to assign
Marketers will get coarse conversion values for at least 2 of the 3 postbacks they can expect under SKAN 4, although the first postback can also be coarse if you don’t achieve crowd anonymity with a high enough number of installs per campaign.
Although it doesn’t provide a significant amount of data, the CCV is still a useful metric for iOS app marketers. For example, if you have a subscription app in which you want to track conversions to a trial and also conversions from trial to paid, you can now design conversion values that reflect what happens after the install, thanks to the coarse conversion values which you can get in postbacks 2 and 3. This was previously impossible with SKAN 3.
As highlighted in Apple’s documentation, you can assign CCV values as ‘low,’ ‘medium,’ or ‘high’:
These constants have no special meaning. The app or ad network can define their meaning, as is useful for their ad campaigns. The app is responsible for assigning a coarse conversion value, as well as the fine conversion value, when it calls one of the conversion value methods.
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How do marketers use CCV?
As mentioned, although CCV only has three values it still can provide more data than was previously available with SKAN 3, thanks to the additional postbacks. As such, a few common use cases of CCV for marketers include:
- User acquisition: Tracking CCVs can help you identify higher-value user segments and adjust your marketing efforts accordingly. For example, by identifying which user group has a higher trial conversion rate, you can focus your targeting and ad creative on these users.
- User retention: Similarly, CCV can also help marketers track which users are more likely to have a higher LTV, which can help reduce churn and increase retention.
- App monetization: Lastly, marketers can use CCV to identify which users are more likely to make in-app purchases after their initial sign-up. By spending more advertising and marketing efforts on these users, marketers can improve the overall ROI and maximize the app’s monetization.
How should you plan your CCV strategy with Singular?
As a leader in marketing analytics and mobile attribution, Singular helps marketers with their transition from SKAN 3 to SKAN 4. As discussed in our guide on transitioning to SKAN 4, step 5 includes a plan for your CCV strategy:
Transition prep 5: plan your coarse conversion value strategy
In some cases, due to low install volume, all you’ll get for postback 1 is a coarse conversion value. And for postbacks 2 and 3, that’s all it’s possible to get. Decide how to use coarse conversion values and what events or revenue amounts to encode to each of the 3 coarse values: low, medium, and high.
In summary, Singular is here to help marketers with their transition to SKAN 4, including mapping out their coarse conversion value strategy. We know this can be a complicated process, so you can get in touch with us today, and we’ll help you every step of the way.