Coarse Conversion Value (CCV) refers to a new type of in-app mobile conversion datapoint that Apple introduced with SKAN 4. As highlighted in our guide on transitioning to SKAN 4, the coarse conversion value will be just 1 of 3 possible values, which can mean anything marketers wish:
0, 1, 2
Bad, OK, Good
Buyer, Subscriber, Window-shopper
Basically … any values you might want to assign
Marketers will get coarse conversion values for at least 2 of the 3 postbacks they can expect under SKAN 4, although the first postback can also be coarse if you don’t achieve crowd anonymity with a high enough number of installs per campaign.
Although it doesn’t provide a significant amount of data, the CCV is still a useful metric for iOS app marketers. For example, if you have a subscription app in which you want to track conversions to a trial and also conversions from trial to paid, you can now design conversion values that reflect what happens after the install, thanks to the coarse conversion values which you can get in postbacks 2 and 3. This was previously impossible with SKAN 3.
As highlighted in Apple’s documentation, you can assign CCV values as ‘low,’ ‘medium,’ or ‘high’:
These constants have no special meaning. The app or ad network can define their meaning, as is useful for their ad campaigns. The app is responsible for assigning a coarse conversion value, as well as the fine conversion value, when it calls one of the conversion value methods.