Event definitions
Apple SKAdNetwork (SKAN) conversion policy
SKAN returns coarse, privacy-preserving postbacks after an install. Trailwise maps product milestones to conversion values 0–63. Apple may lock and post back the highest value reached in the measurement window — not a full user-level path.
- Values are coarse: many users share the same bucket.
- Postbacks are delayed and may be null when traffic is sparse.
- Do not treat SKAN CV as a substitute for first-party event analytics.
- Web Aurelia uses analogous conversion values for demo parity; SKAN applies to iOS installs.
| Event | Conversion value | Meaning |
|---|---|---|
| Sign-up started | CV 1 | Visitor began creating an account. |
| Account created | CV 3 | An Aurelia web account was created. |
| Wearable connected | CV 8 | User successfully connected a wearable. |
| Practice plan created | CV 16 | User created their first practice plan. |
| Friend invited | CV 32 | User invited a friend — completes activation with a practice plan. |
| Subscription started | CV 63 | User started Aurelia+ on the web. |
Landing viewed
Visitor landed on the Aurelia marketing site.
Pricing viewed
Visitor opened Aurelia+ pricing.
Sign-up started
Visitor began creating an account.
Sign-up abandoned
Sign-up form left incomplete.
Account created
An Aurelia web account was created.
Onboarding started
User entered guided practice setup.
Onboarding abandoned
User left onboarding before completing setup.
Wearable connection started
User began connecting Apple Watch, Oura, or Google Fit.
Wearable connected
User successfully connected a wearable.
Wearable connection error
A wearable connection failed.
Practice plan created
User created their first practice plan.
Practice plan abandoned
Plan creation was started but not finished.
Practice completed
User finished a practice session — web retention event.
Friend invited
User invited a friend — completes activation with a practice plan.
Aurelia+ viewed
User opened the paid plan page.
Subscription started
User started Aurelia+ on the web.
Identity merged
Anonymous visitor linked to a known user.