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What is a Conversion?

A conversion happens when a user performs an action that is desired by an app owner or marketer. In most cases, the conversion is the response to an ad, a message, or another form of interaction that the app owner initiated.

Many actions might qualify as a conversion, based on the business goals of the app owner:

  • app downloads (in the context of ASO and user acquisition)
  • registering an account
  • performing post-install actions that indicate a deeper level of engagement
  • buying an IAP
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