This video is all about setting up your SKAdNetwork conversion value schema for Google Ads. We’ll go through a real example to help you figure out how to prioritise your conversion values and make sure your schema matches what you want to achieve with your app campaigns. It’s a bit of a puzzle, but we’ll break it down.
Understanding SKAdNetwork Conversion Values
Before we dive into the example, it’s a good idea to have a basic grasp of what a SKAN schema is. If you’re not familiar, there’s another video that covers configuring your SKAN conversion value schema, which is worth checking out first. This will give you a solid foundation for what we’re about to discuss.
Designing Your Schema: A Step-by-Step Approach
The first step in designing your schema is to figure out which SKAN conversion values you actually want to measure and optimise for. Think about the user’s journey through your app, from the moment they first open it.
Key Takeaways
- Prioritise Events: Identify the most important in-app events that happen during the user’s journey.
- Consider Timers: Be mindful of the SKAN version 3 timers (24-48 hours). Events that happen outside this window might need a different approach.
- Include Biddable Events: Make sure your schema includes the events you’re actively bidding on.
For a food delivery app, for instance, you’d want to list out key events like sign-ups, first searches, adding items to the cart, and, most importantly, purchases. It’s really important to think about which of these events typically happen within the 24-to-48-hour window that SKAN uses. If an event usually takes longer to happen, you might need to adjust your schema to focus on earlier, higher-funnel events.
Example Schema Design for a Food Delivery App
Let’s say our food delivery app wants to track not just general activity but also in-app purchases (IAPs). This means their schema needs to include these IAP events. In the example we’re looking at, the advertiser has set up their conversion values to reflect different revenue brackets for in-app purchases.
Here’s how their schema might look:
| Conversion Value | Event Description |
|---|---|
| 1 | Sign Up |
| 2 | First Search |
| 30 | Purchase $0-$100 |
| 31 | Purchase $101-$200 |
| 32 | Purchase $201-$300 |
Other events can be included for measurement purposes, but remember, SKAN only reports one conversion value per install. So, it’s vital to make sure your most important events are at the top of your priority list.
Adapting for Different App Types: Gaming Apps
While the previous example focused on in-app purchases, the idea of conversion values applies to other types of apps and revenue models too. Gaming apps, for example, often make money through in-app advertising or a mix of ads and purchases. For these apps, you can use conversion values to track important in-game events like reaching new levels, finishing tutorials, or unlocking achievements. You can also track different levels of ad revenue.
This flexibility allows you to target users who are more likely to engage with your game and spend more, ultimately boosting your return on ad spend. No matter what you’re trying to achieve, always remember to include your campaign’s biddable events in your schema. It’s really important.
