With Custom Count Policy for Custom Conversions in SplitMetrics Acquire, you can choose how to count your custom conversions. There are two options:

1. Every. Count every conversion that happens after a user taps on your ad. In this case, every conversion under each in-app event type of the custom conversion will be tracked. This was available before.

Example:
You own an audiobooks app where a user pays for each item they want to listen to. You want to track how well ads drive the number of books purchased so that you can count each purchase.
When a user buys three books, the “every conversion” option will count three conversions.

2. One. Count only the first conversion after a user taps on your ad. Only the first conversion under each in-app custom conversion event will be tracked in such a case.

Example:
You own an audiobooks app where a user pays for each item they want to listen to. You would like to track how well ads convert users into buying different things – saying books and lectures.
If the same person purchases three books and four lectures, the “one conversion” setting will show you two conversions – one for each event type (purchase of a book and purchase of a lecture).
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This option is unavailable if your attribution partner doesn’t send the identification parameter to us. In such а case, the conversion type will be automatically set as Every. Contact your Customer Success Manager to get more information.
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Once you switch to the one conversion count policy, further conversions will be counted according to the new policy from the point of switch. At the same time, the previous statistics will not be recounted – the updated count policy won’t be applied to the past data.

Example:
You have been tracking how well ads drive into buying books since April 2, 2019. Till today, all the conversions were counted as Every – if the same person (saying Nick) bought three books, these were tracked as three conversions.

Today, you have decided to analyze how well ads convert people into making the first purchase and thus, set the “one conversion” count policy. If Nick buys another four books during the week, only the first book will be counted.
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However, the three books that Nick bought when “every conversion” was applicable – from April 2 until today – will remain untouched. As a result, when you analyze data from the previous three months, you will see not one, but four conversions (three + one) attributed to the tap.

As you can see, after the switch from Every to One or vice versa, unique events will be mixed with the repeated actions of the same users from the past. Allow the count policy to run for some time to receive clearer data.

Events are always attributed to the time a user taps your ad. If the user taps the ad on April 2, 2019, this date will be recorded as the tap time. All the events the user makes after the tap are attributed to this time.

Example:
If Nick taps on your ad on April 2, 2019, and then, a week later, purchases a book, this event will be attributed to April 2, 2019.
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This point goes in hand with the fact that the updated count policy applies only to future conversions and doesn’t apply to the past data. If Nick taps on your ad on April 2, 2019, buys three books while the custom policy is Every, and then buys another four books after you have switched it to One, there will be four conversions (three + one) attributed to April 2, 2019.

Count Policy applies to each in-app event included in the custom conversion. If your custom conversion involves three event types, the first events under each event type will be counted.

Example:
You have two event types under the custom conversion: purchase of a book and purchase of a lecture. With the one conversion count policy, if a user buys three books and four lectures, these will be counted as two conversions – one for each event type.

You can change this setting when (a) creating your custom conversion or (b) editing the existing custom conversion.

You can see the Count Policy section in the settings for each custom conversion.

Furthermore, you can change this setting at any time for custom conversion events. However, you should remember that switching from One to Every and vice versa will be applied only to future conversions for particular event types under custom conversion and won’t affect to the past data.