What is a Conversion?
A conversion 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 or re-open) within a defined attribution window for it to count as a conversion.
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 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 attribution data collected from ad networks or MMP integrations. Each conversion is linked to a specific campaign, ad network, and creative (when available), which enables marketers to measure ROAS, LTV, and other KPIs at granular levels.
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 the app on their own are labeled as organic.