In Apple conversion = install (which is the moment when your user hits the "Get" button, so this is a download in our terms). But as we all know download is not the final goal. So in SearchAdsHQ, we use the term Custom Conversions.

In SearchAdsHQ, Custom Conversion is a configuration that helps you define what is conversion in your case, what events should be counted as conversions.

Conversion tracking helps you see how effectively your ad clicks lead to app installs and in-app activity (e.g in-app purchases, subscriptions, lead’s signups or any other in-app events).

You'll be able to:

  • See which keywords, ad groups, and campaigns are best at driving app installs and in-app activity as well as evaluate creative sets performance.
  • Understand your return on investment (ROI and ROAS) and make better-informed decisions about your ad spend.

Step 1

On the left menu in your SearchAdsHQ Dashboard click Conversions. At the “Custom conversions” page click “Create Conversion” button.

Step 2

Select the app for which you’d like to track custom conversion and enter a unique and descriptive name that will make it easy to recognize this conversion action later in conversion reports (e.g “Purchase” or “Registration complete”).

Step 3

Choose in-app events you’d like to track in this custom conversion. Use the same event names as you configured in your attribution partner.

In case there are several events you would like to track under this conversion, enter event names separated with commas or new lines ( e.g. 'Event1, Event2')

Note:  make sure there are no extra spaces before or after the name (both in your attribution partner system and in SearchAdsHQ conversions).

In order to see what events have already come in, you can click on "Show Integration Status".

Step 4

When you create a custom conversion, you can choose how to calculate the value for the events included in conversions.

Some of the events bring you actual value (like an event that means purchase, for example), others are used to track the changes in the sales funnel (like level completed or purchase added to the cart).

That is why it is important to configure the right values to be able to calculate the revenue as well as a whole set of other metrics connected with revenue correctly. In SearchAdsHQ you have complete control over the logic used to calculate the revenue in your case.

In SearchAdsHQ currently there are 3 options available:

  • Option 1. Use the value from the in-app event (that tracker sends to us automatically, if it has this possibility to send it automatically);
  • Option 2. Use a fixed value for each in-app event (defined by you in a separate field);
  • Option 3. Not to use any value (if you calculate this separately, don't need to calculate it or track an event that indicates that a user converted from one part of the funnel to the next one).


In any case, you should have the option to send revenue configured in the settings of your tracker. This means if for example you have disabled sending revenue in your Adjust account settings, we won't be receiving the data in any case.

These options are configured at the Conversion level. The selected option will be applied for every event, included in the Custom Conversion / Goal.

Read more about options in How to set up value calculation for conversions.

Count Policy

As a business owner, you probably want to measure every sale you make. If you're generating leads, too, you might want to track every sale, but only one, unique lead per ad tap.

With conversion tracking, you have the flexibility to count conversions according to your business needs. For any conversion action, you can choose to count every conversion that happens after a tap/click or only one conversion that happens after a tap. These counting choices can give you a better sense of your campaign performance and help you refine your bids.

1. Every. Count every conversion that happens after a user taps on your ad – in this case, every conversion under each in-app event type of the custom conversion will be tracked.

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. One. 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.

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 buyers with different types of items – say books or 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) provided that these events are two different events in your tracker.

Important note: “One Conversion” Count Policy 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 check this information.

Find more details about the count policy options

Conversion window

A conversion window is the period of time after a user installs your app during which a conversion, such as a purchase, is recorded in SearchAdsHQ.

Step 5

Include data for this conversion action in your “Goal” column, which is used by any conversion-based optimization strategies.

For each conversion action, you can decide whether or not to include its conversions in your "Goals" reporting column. You can use this setting to control how you bid for conversions and to customize the data in your reports.

You can use the "Include in Goals" setting to do the following:

  • Fine-tune your "Goals" column to see only data for the conversion actions that matter most to you.
  • Adjust your "Goals" column to better inform your manual bidding.

Step 6

Click Create Custom Conversion.

Modify your Custom Conversions

You can create, remove and check all existing conversions on the “Custom Conversions” page.

Please note, that all the changes start applying from the moment you have configured, modified or removed a conversion. The newly configured or removed conversions will not modify past data and will not apply backwards.

Track your Conversions in Ads Manager and reporting.

When the MMP sends an event to us, SearchAdsHQ checks whether you have this event in Conversions and Goals. If you do, the system will count it as a Conversion and / or Goal. When you look at the dashboard - Installs, Conversion and Goals come to us from your MMP along with the following metrics:

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