App Tracking: Ad Attribution

In mobile apps, a similar concept to URL parameters exists, known as deep linking and deferred deep linking. These methods enable apps to receive contextual information from ad clicks or other sources. Here’s how they function within the app ecosystem:

Deep Linking (Direct Links)

• How it Works: When a user clicks on an ad (e.g., from Google or Meta), deep links allow them to be redirected directly to specific content within the app.
  

• URL Structure: The ad's link contains parameters—similar to web URL parameters, such as click-Ids—embedded in a custom URL scheme or a universal link. For example:

  CODE

  myapp://page?gclid=123abc&utm_name=testcampaign

• Parameter Accessibility: The app can access these parameters once the user is redirected. This allows tracking the origin and context of the click (e.g., campaign ID, source) directly within the app.

Deferred Deep Linking (for New Users)

• How it Works: Deferred deep linking allows an app to recognize specific links even if the app is not installed during the ad click. When the user clicks on the ad:

  1. They are directed to the app store to download the app.

  2. After installing, the app can retrieve the initial parameters that were part of the ad click (e.g., campaign information).
     

• Tools Used:

  • Google Play Install Referrer API (Android): This API allows apps to retrieve install referrer data and capture campaign parameters associated with the install.

  • Deferred Deep Link SDKs (e.g., Branch, Firebase Dynamic Links, AppsFlyer): These SDKs enable parameter passing after installation, making tracking new installs from specific ad campaigns easier.

Examples of Deep Linking and Deferred Deep Linking Mechanisms

• http://Branch.io: Allows the tracking of ad campaigns with deferred deep linking. After clicking an ad, users who install the app are automatically redirected to the targeted content in-app.

• Firebase Dynamic Links: This works similarly to Branch, enabling URL parameters to be embedded in deep links. These can direct new and existing users to specific app content with parameters intact.

• Google Install Referrer: For Android, this API captures metadata associated with Google Play installs, including ad campaign data, and passes it to the app upon first opening.

Summary

Like website URLs, mobile apps can receive and process "parameters" when users click on ads. These parameters can be accessed through deep links if the app is already installed or through deferred deep linking methods if the app needs to be downloaded first. These tools and SDKs allow you to track and attribute app installs to specific ad clicks, much like website URL parameters.

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