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Why does Facebook recommend not updating SKAdNetwork conversion-values after 24 hours?

Facebook has informed MMPs that they don’t want to have any calls to updateConversionValue() beyond 24 hours post-install. This is because Facebook's ads delivery system assumes the SKAdNetwork postback will arrive no later 3 days after the ad is shown, and they prefer to get as much information from day 1 as opposed to extending the timer.

While this is an optional best practice and comes with obvious tradeoffs, you may want to take it into account when designing your conversion-value strategy if Facebook campaigns are a primary source for you.

Beginning with iOS SDK v1.39.0, we have updated our SDK defaults to reflect this 24-hour window. If you would like to customize the SDK's conversion value timeout, you can read more here: How do I change the Branch SDK's default conversion-value update window?

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