As mentioned, although CCV only has three values it still can provide more data than was previously available with SKAN 3, thanks to the additional postbacks. As such, a few common use cases of CCV for marketers include:
User acquisition: Tracking CCVs can help you identify higher-value user segments and adjust your marketing efforts accordingly. For example, by identifying which user group has a higher trial conversion rate, you can focus your targeting and ad creative on these users.
User retention: Similarly, CCV can also help marketers track which users are more likely to have a higher LTV, which can help reduce churn and increase retention.
App monetization: Lastly, marketers can use CCV to identify which users are more likely to make in-app purchases after their initial sign-up. By spending more advertising and marketing efforts on these users, marketers can improve the overall ROI and maximize the app’s monetization.