Bulletin: Bill conversions for extended platform apps

Last update:
What's new Starting February 1, 2026, non-organic installs from extended platform apps (for example, CTV, PC, and console) are included in billable conversions, according to your existing conversion-based commercial terms.
Effective date February 1, 2026
Who's affected Customers with extended platform apps on conversion packages or Adaptive Pricing.
Recommended action Review expected conversion volume and Adaptive Pricing credit usage.
Additional information

Billing applies to conversions generated by extended platform apps. This includes apps running on CTV, PC, console, and other non-mobile platforms that aren’t iOS, Android, Windows phone, PBA, or website.

What you should know

  • Only non-organic installs are billed
  • Retargeting isn’t supported for extended platforms
  • Owned media activity is included
  • Conversion unit cost is the same as mobile conversions
  • No additional fees apply at launch

Adaptive Pricing considerations

If you use Adaptive Pricing, billing extended platform conversions can increase credit consumption related to:

  • Non-organic installs
  • ROI360 cost and revenue measurement
  • Pull API rows
  • Data Locker raw and aggregated reports

What’s not included

  • MAU-based billing isn’t currently supported for extended platform apps