In SplitMetrics Acquire, custom conversion is a configuration that helps you define what conversion is in your case, what events should be counted as conversions.
Conversion tracking helps you see how effectively your ad clicks lead to app installs and in-app activity (for example, in-app purchases, subscriptions, leads signups, or other in-app events).
With custom conversions configured, you'll be able to:
See which keywords, ad groups, and campaigns are best at driving app installs and in-app activity and evaluate creative sets' performance.
Understand your return on investment (ROI and ROAS) and make better-informed decisions about your ad spend.
Step 1
On the left menu in your SplitMetrics Acquire dashboard, click Settings and select Custom Conversions. On the Custom Conversions page, click the Create Conversion button.
Step 2
Specify the app for which you are going to track custom conversion and select a category. Conversion categories help you group similar events from different apps on the dashboard (on Apps and Accounts levels).
❗You can use each conversion category only once per app.
There are six categories to choose from (the Support Team can rename them upon your request):
Trial
Subscription
Purchase
Engagement
Game Event
Other Conversion
Read the Conversion Categories article in our Help Center to learn more.
Step 3
Add in-app events you'd like to track in this custom conversion.
❗Use the same event names as you indicated in your attribution partner.
If there are several events you would like to track under this conversion, enter event names separated with commas or each of a new line (for example, Event1, Event2).
Notes:
If you decide to unite several events under one conversion, they will be tracked in an aggregated manner.
Ensure there are no extra spaces before or after the name (both in your attribution partner system and in SplitMetrics Acquire conversions).
Step 4
Choose how to calculate the value for the events included in conversions.
Some of the events bring you actual value (like an event that means purchase, for example); others let you track the changes in the sales funnel (like level completed or purchase added to the cart).
That is why it is important to configure the correct values to calculate the revenue and a whole set of other metrics connected with revenue correctly. In SplitMetrics Acquire, you have complete control over the logic used to calculate the revenue in your case.
In SplitMetrics Acquire currently, there are three options available:
Option 1. Use the value from the in-app event (that the tracker sends to us if it has the possibility to send it automatically);
Option 2. Use a fixed value for each in-app event (defined by you in a separate field);
Option 3. Not to use any value (if you calculate this separately, you don't need to calculate it or track an event that indicates a user converted from one part of the funnel to the next one).
You can configure the above options on the Conversion level. The selected option will be applied for every event included in the custom conversion. Read more about these options in 📖 How to set up value calculation for conversions.
❗Important:
In any case, you should have the option to send revenue configured in the settings of your tracker. If you disable sending revenue in your Adjust account settings, we won't receive the data in any case.
Step 5
As a business owner, you probably want to measure every sale you make. If you're generating leads, too, you might want to track every sale, but only one unique lead per ad tap.
With conversion tracking, you have the flexibility to count conversions according to your business needs. For any conversion action, you can choose to count every conversion that happens after a tap/click or only one conversion that happens after a tap. These counting choices can give you a better sense of your campaign performance and help you refine your bids.
Every. Count every conversion that happens after a user taps on your ad. In this case, you will track every conversion under each in-app event type of the custom conversion.
Example:
You own an audiobooks app where users pay for each item they want to listen to. You would like to track how well ads drive the number of books purchased, so you want to count each purchase.
When a user buys three books, the Every conversion setting will count three conversions.
2. One. Count only the first conversion that happens after a user taps on your ad. In such a case, you will track only the first conversion under each in-app event of the custom conversion.
Example:
You own an audiobooks app where users pay for each item they want to listen to. You would like to track how ads convert users into buyers with different items, such as books or 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) provided that these events are two different events in your tracker.
❗Important
Conversion Count Policy One is unavailable if your attribution partner doesn't send the identification parameter to us. In this case, the conversion type will be automatically set as Every.
You can find more details about the count policy options here.
Step 6
A conversion window is a period after a user installs your app during which a conversion, such as a purchase, is recorded in SplitMetrics Acquire. It is default.
Step 7
Select the Include in "Goals" checkbox, if you'd like to track this conversion's performance, revenue and return on ad spend additionally in the Goals, Goals Revenue, Goals Rate and Goals ROAS columns.
💡 Tip. Goals are custom conversions that matter the most to you. It is either an event that happens most frequently or has the most value. Depending on your optimization strategy, it could be your subscription or some other event that lets you know your ads have paid out.
Step 8
Click Create Custom Conversion.
You can create, remove, and check all existing conversions on the Custom Conversions page.
❗ Important: Any changes made to custom conversion settings (including in-app event name, conversion value, count policy, or Goals checkbox) will not modify past (historical) data. These changes will only take effect for new data received after the modification. Values on your dashboards prior to the change won't be recalculated.
When the MMP sends an event to SplitMetrics Acquire, the system checks whether you have this event in Conversions. If you do, the system will count it as a Conversion.
💡Tip: You can find in-app events without Custom Conversions by going to Settings > Integrations and checking the Integrations popup.
When you look at the dashboard, Installs and Conversions come from the MMP along with the following metrics:
