What is a Conversion 转化? #
- 转化 refers to an event where a user installs or engages with an app after interacting with an advertisement. This interaction can be a click (click-through) or a view (view-through), and the user must perform a qualifying event (usually an Install 安装 or re-open) within a defined 归因窗口 for it to count as a Conversion 转化.
In the context of mobile marketing, conversions are a fundamental metric used to evaluate the performance of user acquisition (UA) campaigns. They are used to tie Spend 花费 on ad channels (like Meta, Google Ads, TikTok, etc.) directly to user installs and in-app events, such as purchases or registrations.
Tenjin attributes conversions based on 归因 data collected from 广告网络 or MMP integrations. Each Conversion 转化 is linked to a specific campaign, ad network, and creative (when available), which enables marketers to measure ROAS, LTV及其他关键指标。
Note that conversions are different from organic installs. Only users who are attributed to an ad campaign are considered conversions, while users who discover and Install 安装 the app on their own are labeled as organic.
