After an audit of our attribution settings, we’ve adjusted how we approach campaign reporting to improve transparency at the campaign level and better align with industry standards. 

As of March 31, 2025, all “PCC” and “PVC” metrics have been replaced with updated conversion and conversion-based metrics that give equal importance to both PCC and PVC. This change better accounts for PVC inflation caused by automatic opens in the Apple Mail Privacy Protection (MPP) environment.  

Users will see a new “Conversions” metric in both the Campaign Manager reporting UI and API, and the Advertiser Dashboard in Portal. The new “Conversions” and conversion-based metrics will reflect an advertiser’s default attribution settings and will be adjusted for PVC Credit % to account for Apple MPP inflation. With this update, we’ve also updated the calculations and naming conventions for existing metrics to ensure simple, easy to digest reporting. 

If you have any questions about your default attribution setting or PVC Credit %, please reach out to your account team. 

Continue reading below for a breakdown of the changes to Campaign Manager and the Advertiser Dashboard.  

Campaign Manager reporting UI and API

New Metrics

The new approach to the conversion metric calculation includes both post-click and post-view events in the conversion definition. Post-view events will be adjusted by an advertiser’s default PVC attribution window and PVC Credit % designated in the campaign settings. 

These new metrics are date-dependent and will account for data after March 31, 2025. These metrics will return “0” for dates before April 1, 2025. 

• Conversions 

• Intermediate Conversions  

• User Purchase Amount 

• Intermediate UPA 

• eCPA 

• Intermediate eCPA 

• ROAS 

• Intermediate ROAS 

• Conversion Rate 

Legacy Metrics

These metrics are not adjusted for PVC Credit % in order to align with our previous conversion reporting approach. These metrics will account for data from April 1, 2025. These metrics will return “0” for dates after March 31, 2025. 

• Total Conversions  

• Total Intermediate Conversions 

• User Purchase Amount (Total Conversions) 

• Intermediate UPA (Total Conversions) 

• eCPA (Total Conversions)  

• eCPA (Total Intermediate Conversions) 

• ROAS (Total Conversions) 

• ROAS (Total Intermediate Conversions) 

• Conversion Rate (Total Conversions) 

Note: The “Attribution Setting” in reporting will only be used in calculations of the legacy metrics.  

Renamed Metrics

• eCPA” has been renamed to “eCPA (Total Conversions)” 

• “Intermediate eCPA” has been renamed to “eCPA (Total Intermediate Conversions)” 

• “ROAS” has been renamed to “ROAS (Total Conversions)” 

• “Intermediate ROAS” has been renamed to “ROAS (Total Intermediate Conversions)” 

• “Total Intermediate UPA” has been renamed to “Intermediate UPA (Total Conversions)” 

• “Total User Purchase Amount” has been renamed to “User Purchase Amount (Total Conversions)” 

Removed Metrics

• CCR 

• PVC 

• PCC  

• Intermediate PCC 

• Intermediate PVC 

• User Purchase Amount (PCC) 

• User Purchase Amount (PVC) 

• Intermediate PCC User Purchase Amount 

• Intermediate PVC User Purchase Amount 

• eCPA (PCC) 

• ROAS (PCC) 

Note: In reporting that includes data from before and after March 31, 2025, please note that the average PVC Credit % will be used for the whole date period. If the Time Granularity setting in your reports is set to “All,” you may see discrepancies between conversions calculated for the whole date range due to the updated PVC Credit %. 

Best Practice: To avoid these discrepancies in conversion and conversion-based reporting, we recommend including the “Day” setting for Time Granularity in all of your reports.  

Changes to Existing Reports

The metrics below will be updated in any existing reports with an active schedule.  

Previous Metric	Updated Metric	Note
CCR	N/A	This metric is no longer aligned with our reporting methodology, and has been removed.
PCC  PVC  Total Conversions	Conversions	If the data is from before April 1, 2025, “Total Conversions” is used.
Intermediate PVC  Intermediate PCC	Total Intermediate Conversions  Intermediate Conversions	If the data is from before April 1, 2025 “Total Intermediate Conversions” is used.
eCPA (PCC)	eCPA	If the data is from before April 1, 2025, “eCPA (Total Conversions)” is used.
eCPA	eCPA (Total Conversions)	If the data is from before April 1, 2025, “eCPA (Total Conversions)” is used.
Intermediate eCPA	eCPA (Total Intermediate Conversions)	If the data is from before April 1, 2025, “eCPA (Total Intermediate Conversions)” is used.
User Purchase Amount (PCC)  User Purchase Amount (PVC)	User Purchase Amount (Total Conversions)	If the data is from before April 1, 2025, “User Purchase Amount (Total Conversions)” is used.
Total User Purchase Amount	User Purchase Amount	If the data is from before April 1, 2025, “User Purchase Amount (Total Conversions)” is used.
Intermediate PCC User Purchase Amount  Intermediate PVC User Purchase Amount	Intermediate UPA	If the data is from before April 1, 2025, “Intermediate UPA (Total Conversions)” is used.
Total Intermediate UPA	Intermediate UPA (Total Conversions)	If the data is from before April 1, 2025, “Intermediate UPA (Total Conversions)” is used.
ROAS PCC	ROAS	If the data is from before April 1, 2025, “ROAS (Total Conversions)” is used.
ROAS	ROAS (Total Conversions)	If the data is from before April 1, 2025, “ROAS (Total Conversions)” is used.
Intermediate ROAS	ROAS (Total Intermediate Conversions) Intermediate ROAS	If the data is from before April 1, 2025, “ROAS (Total Intermediate Conversions)” is used.

Advertiser Dashboard in Portal

New & Updated Metrics

These conversion and conversion-based metrics have been updated due to the new conversion calculation to better account for Apple MPP inflations.  
Both legacy and updated calculation approaches will be used under the hood to create a seamless experience. For dates before April 1, 2025, the legacy methodoly of summing PVC and PCC will be used. For dates after March 31, 2025, the new methodology of PVC adjustment by PVC Credit % will be used. 

• “Total Conversions” is now “Conversions” 

• Note: “Conversions” will be calculated as PVC+PCC for data before April 1, 2025. For dates after March 31, 2025, “Conversions” will be calculated as PCC+PVC * PVC Credit %  

• “Total Intermediate Conversions” is now “Intermediate Conversions” 

• Note: “Total Intermediate Conversions” will be used for data before March 31, 2025. 

• “Intermediate CPA” has been renamed to “Intermediate eCPA” throughout the whole dashboard 

• “Total UPA” is now “User Purchase Amount”.  

• Due to the “Total UPA” adjustment, both “ROAS” and “AOV” calculations have been adjusted as well.  

Note: The “Attribution Setting” at the top of the dashboard has been removed. If you have any questions about your Attribution Settings, please reach out to your account team.