We are excited to announce the release of Custom Count Policy for Custom Conversions! Now you can choose how you’d like to count your in-app events in Goals and Conversions!

Count policy is a way you want your conversions to be counted. Now, for any custom conversion, you can choose between two possible ways:

1. count every conversion that happens after a user taps on your ad – in such a case, every conversion under each in-app event type of the custom conversion will be tracked. This was available before.

Example:
You own an audiobooks app where a user pays for each item they want to listen. You would like to track how well ads drive the number of books purchased, so you want to count each purchase.
When a user buys three books, the “every conversion” setting will count three conversions.

2. count only the first conversion that happens after a user taps on your ad – in such a case, only the first conversion under each in-app event of the custom conversion will be tracked. New!

Example:
You own an audiobooks app where a user pays for each item they want to listen. You would like to track how well ads convert users into buying different types of items – saying books and lectures.
If the same person purchases three books and four lectures, the “one conversion” setting will show you two conversions – one for each event type (purchase of a book and purchase of a lecture).

Is the “One Conversion” Count Policy available for everyone?

Unfortunately, this option is not available if your attribution partner doesn’t send the identification parameter to us. In such а case, the conversion type will be automatically set as “Every”. Please email us [email protected] to get more information.

How conversions will be counted after I change the Сount Policy?

Once you switch to “one conversion” count policy, further conversions will be counted according to the new policy from the point of switch, while previous statistics will not be recounted – the updated count policy won’t apply to the past data.

Example:
You have been tracking how well ads drive into buying books since April 2, 2019. Till today, all the conversions were counted as Every – if the same person (saying Nick) bought three books, these were tracked as three conversions.

Today you have decided to analyze how well ads convert people into making the first purchase and thus set the “one conversion” count policy. If Nick buys another four books during the week, only the first purchased book will be counted.

However, all three books that Nick bought during the period when “every conversion” was applicable – from April 2 until today – will remain untouched. As a result, when you analyze data from the previous three months, you will see not one but four conversions (three + one) attributed to the tap.

As you can see, after the switch from Every to One or vice versa, unique events will be mixed with the repeated actions of the same users from the past. Allow the count policy to run for some time in order to receive more clear data.

Where will I see the events?

As always, events are attributed to the time a user taps on your ad. If the user taps on the ad on April 2, 2019, this date will be recorded as the tap time. All the events the user makes after the tap are attributed to this time.

Example:
If Nick taps on your ad on April 2, 2019 and then, a week later, purchases a book, this event will be attributed to April 2, 2019.

This point goes in hand with the fact that updated count policy applies only to the future conversions and doesn’t apply to the past data. If Nick taps on your ad on April 2, 2019, buys three books while the custom policy is Every and then buys another four books after you switch it to One, there will be four conversions (three + one) attributed to April 2, 2019.

What is Count Policy applied to – event types or the whole conversion?

Count Policy applies to each in-app event included into the custom conversion. If your custom conversion involves three event types, the first events under each event type will be counted.

Example:
You have two event types under the custom conversion: purchase of a book and purchase of a lecture. With the “one conversion” count policy, if a user buys three books and four lectures, these will be counted as two conversions – one for each event type.

How can I switch to “One Conversion” Count Policy?

You can change this setting when you create your custom conversion, or you can edit the setting for an existing custom conversion.

In the settings for each custom conversion, you can see the “Count Policy” field.


You can change this setting anytime for any of your custom conversion actions. However, you should keep in mind that changes – switching from One to Every and vice versa – will apply only to future conversions for particular event types under custom conversion and won’t apply to the past data.

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