When creating custom conversions, you can choose how to calculate the value for the events included in conversions.
Some of the events bring you actual value like purchases, for example, others are used to 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 right values to calculate the revenue as well as 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.
There are 3 options available:
Use the value from the in-app event (the tracker sends it to us automatically).
Use a fixed value for each in-app event (defined by you in a separate field).
Not to use any value.
These options are configured when creating or editing conversions. The selected option will be applied for every event included in the custom conversion.
To calculate the revenue that comes from this event, the system will use the value that the tracker/MMP sends to us in the event.
For example:
Attribution partner sends the Purchase event to us with a value of $5.
This event (Purchase) is specified in the custom conversion with the Use a value from the in-app event option.
In this case, to calculate the Revenue, SplitMetrics Acquire will use the value that the Attribution Partner sends–$5.
This option works well for users who have correct settings for events in the application, and when the tracker actually sends the actual/real value of the revenue with the event.
If you select this option, you will see a field for entering a value (use the account currency).
This option means that for the events included in this conversion, SplitMetrics Acquire will ignore the value that the tracker sends. Instead, the system will use the value you specified in your custom conversion settings.
For example:
Mobile Attribution Partner sends the Subscription event to us with a value of $5 or without any value.
This event is included in the custom conversion. Use a fixed value for each in-app event selected. The specified value is $15.
In this case, SplitMetrics Acquire will attribute the specified value of $15 and use it to calculate the Revenue.
The option works well when the event has a fixed/equal value (for example, in the above case of the subscription event), and the MMP for any reason can’t send this value, or if the value it sends is not correct to calculate the value properly.
This option means that for the events included in the custom conversions, SplitMetrics Acquire will ignore the value that the tracker will send. It means that we won't use it to calculate the Revenue.
For example
Mobile Attribution Partner sends us an event “Add to cart” with a value of $5.
This event is included in the custom conversion with the option “Don’t use a value”.
There is an event “Add to cart” that you include in the custom conversion. When this event happens, the Mobile Attribution Partner sends SplitMetrics Acquire the cost of the purchase added into the cart as the event value. But in this case, the purchase was added to the cart, it wasn’t bought. For actual purchases, you have a separate event “Purchase”. That is why it won't be relevant to use this value to calculate your overall Revenue.
In this case, SplitMetrics Acquire will not use the value ($5) from this event to calculate the Revenue.
This option works well in case you don’t wish to use the value from a certain event to calculate the Revenue.