In SplitMetrics Acquire, you will work with terms like events and custom conversions. Let's explore the differences and how you can effectively use them.
Events are actions users take after installing your app, such as making a subscription, achieving a level, or completing a tutorial. These actions are tracked by your attribution partner (also called a tracker or MMP), who provides a dashboard where you can see installs and post-install events. The tracker receives these event messages from your SDK and displays them on their end, helping observe user activity post-installation.
Does Apple show installs and events? No, Apple terms downloads as installs. In reality, these are downloads — actions triggered by users tapping the Get button. However, the tracker displays actual app installs as the first app opens.
SplitMetrics Acquire starts receiving events from the moment you have configured integration between SplitMetrics Acquire and the tracker. We bridge the gap between Apple's data (clicks on "Get") and real user activity down the funnel by consolidating all this data in one place. This allows you to gain a comprehensive view of user behavior and campaign performance, enabling you to optimize your strategies effectively 🚀
Custom conversions are actions or events that you define as conversions, such as subscriptions, trials, registrations, or in-app purchases. Configuring custom conversions in SplitMetrics Acquire is crucial for accurately tracking in-app events received from your MMP. This configuration allows you to assess how effectively your ad clicks lead to app installs and subsequent in-app activities and optimize and automate your efforts correspondingly.
For instance, you might decide that a trial sign-up event is a conversion because it's a key step towards a paid subscription. In this case, you would need to include this event in the MMP integration, and set up a custom conversion to track this in-app event.
Alternatively, you may want to consider all deposit events as a single conversion – in this case you can group multiple events under one custom conversion by separating them with commas, and have a full vide of your deposits in one column.
Additionally, when setting up custom conversions, you can define whether to track every occurrence of an event or only the first one from the unique users, as well as decide whether to track revenue as is or override with your custom values.
This level of customization makes custom conversions crucial for in-app event tracking in SplitMetrics and sets custom conversions apart 🌟
💡 Tip. Learn how to set up Custom Conversions in SplitMetrics Acquire with our 🔗 step-by-step guide.
Goals are custom conversions that matter the most to you. They represent events that happen most frequently or hold 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.
When setting up custom conversions in SplitMetrics Acquire, you can select the checkbox to include these conversions in goals. Conversions selected as goals will be tracked in a separate column, allowing you to monitor metrics like Goals, Goals ROAS, Goals Revenue, Goals Rate, etc. Unlike setting up custom conversions, which is crucial for finalizing the MMP integration, Goals functionality is optional but can offer some benefits.
Tracking Paid Events Separately: You may group all paid events (conversions) into goals, enabling you to separately track paid costs.
Monitoring Unpaid Conversions Separately: Similarly, you can group unpaid conversions (events) to gain clear insights into non-monetary actions users take.
Managing Multiple Apps: If you have multiple apps, you can group relevant custom conversions of multiple kinds into goals. This helps you consolidate and track different types of conversions across your account under one column.
By including goals in your automation, bid strategies, and custom metrics, you can enhance your campaign optimization. Goals provide a focused view of key performance indicators, helping you make informed decisions to drive app growth and maximize ROI.