Advertising and attribution

[GA4] Set up your SKAdNetwork conversion value schema

The following article takes you through the steps to configure your SKAdNetwork conversion value schema using Google Analytics 4.

As the measurement industry moves away from individual identifiers, particularly with the rollout of Apple's App Tracking Transparency (ATT) policy, multiple forms of measurement have emerged for iOS App campaigns, especially SKAdNetwork, Apple's new attribution solution. Learn more.

By configuring conversion values, you can:

  • Enable the Google Analytics for Firebase SDK to automatically set values for new installs.
  • Export your schema to your linked Google Ads accounts for bidding optimization.

Step 1: Navigate to the schema setting

  1. In the Property column, click Data Streams.
  2. Select your iOS stream.
  3. Click Configure SKAdNetwork conversion values.

Step 2: Set schema scope

Apple introduced three postback windows with SKAdNetwork 4.0 that can be configured independently.

Under Set schema scope, choose the time windows you'd like to configure schemas for. When you enable a window, you will be able to define a distinct schema for it.

Set schema scope.

Note: Postback window 1 (0 to 2 days) is required and, unlike windows 2 and 3, can be configured with fine and coarse values. If a postback window does not have a definition, the preceding window's definition is used.

Step 3: Define conversion values

Google Analytics offers custom conversion value mappings to in-app events, which provides the building blocks to techniques such as revenue and funnel modes used in the measurement industry.

Define conversion values.

For each selected postback window, create a conversion value to in-app event mapping:

  1. Click Create.
  2. Enter an optional name for the value to appear in reports.
  3. Select the Coarse value (high, medium, or low) you are defining. For Postback window 1, additionally choose the Fine value (0-63).
  4. Choose whether the value should be locked when the conditions in the next step are met.
  5. Map events to this conversion value. For each event, you can specify whether you are measuring the occurrences (count) of that event and/or the value associated with the event.

Map events.

Note: Once you’ve defined your conversion values, you can optionally set the order in which they will be evaluated.

Step 4: Apply conversion values

You can optionally enable the Google Analytics for Firebase SDK to set the schema for new installs. When this setting is enabled, Google Analytics will use your schema to evaluate each new install and set the appropriate conversion value for each postback window. Your schema will also be exported to your linked Google Ads accounts for use in bidding optimization.

As a simple example, if you create a mapping between a low coarse value and the event in_app_purchase with a minimum count of 1, when a user logs their first in_app_purchase, the Google Analytics for Firebase SDK will automatically set the coarse value to low.

You can apply more advanced techniques, like funnels, by setting more stringent definitions for the lower end of the funnel and sequencing the evaluation in reverse order from the bottom of the funnel to the top.

Related Google Ads Resources

For more information, refer to the following articles in the Google Ads Help Center:

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