Conversion Value (SKAN)

A value an app assigns to post-install user actions under Apple's SKAdNetwork, sent back to advertisers in a privacy-preserving postback.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A conversion value is a number an app assigns to post-install user actions under Apple's SKAdNetwork (SKAN) framework. It is returned to the ad network in a privacy-preserving postback, without user-level data. Marketers map conversion values to events like purchases or registrations to estimate campaign quality on iOS without device identifiers.