Attribution

Getting started?

Level up on fundamentals with Key Concepts and then review Attribution Setup to start tracking users from your acquisition campaigns.

Key concepts

Attribution overview

All your app users came from somewhere - a paid download advertisement on an ad network like Facebook, a download link located on your website or email, or via organic traffic in an app store. To ensure your data in Localytics tells the full story of your users' lifecycle, we have technology to help you unify the original download source (i.e. the attribution source) with downstream usage data captured by Localytics.

The core challenge of attribution is that upstream advertising data (i.e. who clicks on what app-install advertisement) is inherently siloed from downstream usage data (who does what within the app). An ad network, for example, can know which devices click on a link to the app store and an app publisher can know which devices actually download an app, but these remain separated unless actively unified. If you don't connect these, you may optimize ad spend for surface-level metrics like clicks or installs rather than value-driving metrics like conversions.

Attribution methods

In the web world, attribution is generally straightforward. You can simply append so-called UTM parameters to the end of URLs, like http://www.yourwebapp.com/?utm_source=blogpost&utm_medium=email&utm_campaign=March2015 and these referral parameters can typically be detected, saved, and used for reporting.

In the mobile world, however, the app store decides what information is available to your app. Google & Apple have different rules for this. Google allows your app access to the UTM parameters from the originating URL while Apple does not. As a result, a number of solutions have emerged to help app publishers connect users to their originating URL. For more, we recommend this article.

Localytics helps you connect users to their original attribution source via three mobile attribution methods. The table below summarizes these. Understanding them will help you appreciate the setup and expected behavior of each method.

Data source Attribution method Description
Third-party Ad network integration Ad networks communicate information about which devices click app-install URLs displayed on their network. If we later observe a matching device, we report the originating ad network and campaign. We then communicate back to the ad network, notifying them of the install. For more see, Ad Network Integrations below.
Third-party Ad-tracking vendor integration Ad-tracking vendors do not display ads themselves; they aggregate information from a variety of ad networks and have methodologies to determine the originating ad network and source themselves. They then relay this information to Localytics upon a device's first app launch. For more see, Ad-Tracking Vendor Integrations below.
Localytics Custom redirect URLs If you use a custom Localytics-generated redirect URL, Localytics can directly track devices that click the URL. If we later observe a matching device, we report the originating ad network and campaign, which are written into the URL. For more see, Redirect URLs for Non-Integrated Sources below.

Ad networks

Localytics maintain integrations with many of the largest mobile ad networks, which are referred to as Advertising Partners in the Attribution Dashboard. These integrations work approximately as follows:

  1. An ad network observes the device ID that clicks an app install ad. The ad network has access to the URL-clicking device ID since the advertisement has been displayed to a network of known devices.
  2. The ad network communicates this known device ID to Localytics. This happens either via an automated server-to-server API call (Facebook, Twitter, Google)* or by the ad network automatically inserting the known device ID into a URL that you pre-build in the Localytics UI which has a placeholder for device ID (all other ad networks).
  3. Localytics adds this information to a database.
  4. When new devices are observed by Localytics, Localytics searches this database for the device ID. If found, Localytics assigns the originating source and campaign and notifies the ad network of the installation via an API call (also called an "install postback").

* Localytics maintains custom integrations with Facebook, Twitter, and Google. You should review Attribution Setup below to ensure you understand how to execute campaigns with the different integrated ad networks.

Ad-tracking vendors

Unlike ad networks, ad-tracking vendors do not serve ads. Rather, they specialize in aggregating and synchronizing attribution metrics from a wide variety of ad networks. Like Localytics, ad-tracking vendors have their SDKs installed in the app, which means they can monitor when the app is first opened. When this occurs, they identify the originating source and campaign per device and communicate this to Localytics via a server-to-server integration. In this sense, ad-tracking vendors "relay" per-device attribution information from ad networks to Localytics.

It can be advantageous to use ad-tracking vendors if you advertise on niche ad networks that Localytics does not integrate with directly, or if you have specialized reporting needs that Localytics does not support which a pure play ad-tracking vendor does support. If you do use an ad-tracking vendor with Localytics, these integrations work approximately as follows:

  1. Ad-tracking vendors monitor devices that click URLs and compare against installs (i.e. app launches) to identify each device's originating source, campaign, and possibly other information. This is performed independent of Localytics.
  2. When the ad-tracking vendors observe a device first launching the app, they communicate the device ID to Localytics via an automated server-to-server API call with the originating source and campaign.
  3. Localytics attributes the device ID to the acquisition source and campaign identified by the ad-tracking vendor, unless Localytics can attribute the user to another source not monitored by the ad-tracking vendor (e.g. not all ad-tracking vendors have integrations with Facebook).

Custom redirect URLs

Localytics also supports custom redirect URLs for non-integrated sources. This means that if you use a Localytics redirect URL, we can directly track the originating source and campaign; however, we will not be able to communicate this to any third-parties.

This is achieved by creating a custom redirect URL in the Localytics dashboard with UTM parameters that identify the source and campaign, like http://a.localytics.com/android?id=YOUR_APP_ANDROID_PACKAGE&referrer=utm_source%3DSOURCE_NAME%26utm_campaign%3DCAMPAIGN_NAME. These URLs are designed such that upon click, the user is briefly sent to a Localytics page which captures the device ID before the user is redirected to the intended app store destination. Localytics keeps a list of devices that have clicked on the URL and looks for matches every time a new device is observed first launching the app.

One special type of custom redirect URL is a so-called "fingerprinted" redirect URL. These work almost identically to traditional redirect URLs, except that in the absence of an accessable unique device ID, Localytics collects a number of non-unique device IDs and combines them in a way that the resulting combination - the device fingerprint - is generally unique. Localytics keeps a list of device fingerprints that have clicked on the URL and looks for matches every time a new device is observed first launching the app. For more on how fingerprinting works and when to use it, see Fingerprinting below. All redirect URLs work as follows:

  1. End-user clicks on a custom redirect URL that has been composed in the Localytics dashboard. The URL author includes a source and campaign name that automatically gets embedded into the URL.
  2. End-user is briefly directed to a Localytics endpoint. Localytics collects available device identifiers, plus the source name and campaign name that were assigned by the URL author. Localytics stores this for later lookup.
  3. When new devices are observed by Localytics, Localytics searches this database for the device. If found, Localytics assigns the corresponding source and campaign name. No postbacks are made to any ad networks or ad-tracking vendors.

Postbacks

Within the attribution context, the term "postback" is common. Postbacks are simply a programmatic way for one system to communicate with another system. For example, Localytics issues a postback to integrated ad networks once we learn that a new device originated from that network. This allows the integrated ad network to keep track of how many users have actually opened the app (which may otherwise be unknowable to them).

In some cases, Localytics also supports event postbacks. This means that if you acquire users from app-install campaigns on select integrated ad networks, you can designate specific events tracked by Localytics that we postback to the originating ad network. When a user you acquired from an integrated ad network completes one of the in-app events you designate, Localytics uses an API call to send the information back to the network. Localytics supports posting back the Event name; it does not support posting back Attribute values or associated revenue values. Not all integrated ad networks allow for Event postbacks. See this document for the current list of supported ad networks and integration scope.

You should only select important conversion events to postback. Do not postback all in-app events, as doing so will dilute the significance of event postbacks as indicators of end-user value. Consider designating events for postback that indicate monetization (e.g. user completed an in-app purchase), engagement (e.g. end user completed my app's tutorial), community contribution (e.g. user rated an item).

Device fingerprinting

As noted above, redirect URLs work by briefly routing URL-clicking devices to a Localytics destination for an invisibly brief period of time, just long enough for Localytics to collect device information before redirecting to the intended download destination. When available, Localytics collects standard advertising identifiers which have the benefit of being definitively unique; however, these identifiers are not always accessible, e.g. if you include URLs to drive downloads in e-mail, mobile web, or organic social media campaigns. Notably, iOS has a more restrictive model that often makes traditional redirect URLs impractical due to the unavailability of devices' IDFA, as described here.

Given this, Localytics also supports a special type of attribution called "fingerprinting". Fingerprinting is functionally similar to traditional redirect URLs, except that rather than depending on a device's advertising ID, Localytics will retrieve a number of other device identifiers that are individually non-unique, but can be combined to create a single unique identifier, i.e. a device "fingerprint".

This method has the advantage of allowing you to track installs that otherwise would not be trackable if you were to only depend on advertising IDs. A rarely-observed disadvantage, however, is that under some idiosyncratic conditions outside our control device fingerprints may end up being non-unique and therefore not function as expected - e.g. if a high volume of people in the same area with the same device model download the same app at the same time.

Attribution setup

The preceding section, Key Concepts, provides important background and clearly explains the three different methods you can use to collect attribution information with Localytics. The sections below provide detailed setup instructions. If you're troubleshooting your setup, please review help articles published in our Answers portal.

To recap, Localytics maintains integrations with ad networks, i.e. third-parties that serve advertisements, as well as ad-tracking vendors, i.e. third-parties that aggregate information across ad networks. Additionally, Localytics can collect information directly via custom redirect URLs created in the Localytics dashboard. For a full list of integrated partners and integration scope per partner, click here.

Basic requirements

No matter what method you use, there are a few basic requirements. These differ for Android and iOS, so we outline them separately below.

Android

To ensure your app is set up to properly handle attribution data, confirm that your development team has followed the recommended setup in our Developer Documentation. In particular, Android apps require one piece of code for the default setup, and can require additional documented changes for a non-standard setup. Additionally, Localytics SDK version 3.3 or greater is required for reliable Android attribution. After confirming your app is configured properly, enter your app's Bundle ID in the Localytics dashboard:

  1. Navigate to Attribution Settings within the Localytics dashboard.
  2. In the Android Package field, enter your app's Android Bundle ID - i.e. the alphanumeric identifier that appears at the end of your app's URL in the Google Play Store. Enter only the bundle ID e.g. com.charsoftware.android.referraltester, not the entire URL e.g. https://play.google.com/store/apps/details?id=com.charsoftware.android.referraltester&hl=en.
  3. Select Enable Android referrer attribution.
  4. While not mandatory, we encourage you to test that your app is configured properly, following the instructions from this help article in our Answers portal.

iOS

To ensure your app is set up to properly handle attribution data, confirm that your development team included the AdSupport.framework in your app. This is included by default if your app uses standard build tools. If you've confirmed your app is configured properly, you should enter your app's iTunes Package ID in the Localytics dashboard:

  1. Navigate to Attribution Settings within the Localytics dashboard.
  2. In the iTunes ID field, enter your app's iTunes Package ID - i.e. the number that appears at the end of your app's URL in the iTunes App Store. Enter only the number e.g. 551244656, not the entire URL e.g. https://itunes.apple.com/us/app/parking-time-meter-tracking/id551244656).

Ad networks

Localytics integrates with over 40 major ad networks, as detailed here. If you follow the instructions below, Localytics will perform a postback to an integrated ad network when Localytics first observes a device open the app originating from that ad network. Some networks also accommodate so-called Event postbacks, i.e. Localytics can communicate when certain post-install Events occur. When available, these can be configured in the Attribution Settings page.

As detailed below, Localytics maintains unique integrations with Facebook, Twitter, and Google. For these, you simply configure the integration once and execute all advertising campaigns through the Facebook/Twitter/Google interface. For all other ad networks, as detailed below, you create a campaign URL within Localytics and provide this to the partnering ad network. The campaign URL includes a placeholder for device ID that gets populated by the partnering ad network.

Facebook

For general background on how ad network integrations work, see Ad Networks and be sure to follow the instructions in Basic Requirements. Keep in mind that you must configure each app that you wish to integrate.

As an official Facebook Marketing Partner, Localytics can track the new users you acquire through Facebook app-install campaigns on iOS and Android. While we always recommend you use the most current Localytics SDK, Facebook attribution requires iOS SDK 2.17+ and Android SDK 2.7+. To set up Facebook attribution:

  1. Determine the Facebook App ID for your app by logging into the Facebook Developers site and clicking My Apps. If you cannot find your App ID, contact Facebook or review public forums covering this subject like this. Copy the Facebook App ID.
  2. Within the Localytics dashboard, navigate to Attribution Settings for the app you will be tracking. Click the Facebook Ads checkbox and paste the Facebook App ID. If your app is restricted by age or geography, we cannot automatically validate it, so you should simply double-check your app ID is correct and select Yes, I am sure this is correct.
  3. That's it, you're all set. When executing Facebook app-install advertising campaigns, you should operate through Facebook's interface. All data will automatically be communicated to Localytics. Be sure to use your Facebook App ID in install ads and not the iTunes Store / Google Play Store URL. Remember, Localytics won't know about any of your campaigns until you actually acquire a new user from a campaign and the user starts sending us information.

There are various Facebook-specific features that are important to understand:

Feature Description
Authentication Facebook authentication expires after 30 days, so you'll be prompted to authenticate again if you change your Attribution Settings. This doesn't affect your Localytics integration.
Facebook vs. Facebook-external ads Facebook serves ads within two separate environments: (1) ads served in the Facebook app or Facebook Canvas (reported as Facebook installs in Localytics) and (2) ads served by the Facebook Audience Network (reported as Facebook-external installs in Localytics).
Event Postbacks We have a custom integration with Facebook that allows us to communicate to Facebook when selected post-install Events are recorded by Localytics. Per Facebook's specifications, each Event must map to one of fourteen Facebook event names. For more on setup and best practices, see our help article in our Answers portal.
Remarketing & Lookalike Audiences Localytics has functionality that enables us to take Audiences you've defined within Localytics and communicate these to Facebook. You can either re-advertise to these users, or create a Lookalike Audience within Facebook. For more, see the Remarketing section.
Comparing Localytics to Facebook data The Facebook Ad Campaign Manager counts pre-install Actions, which include both ad impressions and click-throughs of your mobile ads. Localytics displays a count of post-install behaviors, such as the count of users who both clicked an advertisement and opened your app. In addition, Facebook and Localytics apply some different measurement techniques, as detailed in this help article in our Answers portal.
Privacy and data retention For more on this, see our help article in our Answers portal.

Twitter

For general background on how ad network integrations work, see Ad Networks and be sure to follow the instructions in Basic Requirements. Keep in mind that you must configure each app that you wish to integrate.

Localytics can track the users you receive from Twitter campaigns by becoming your Twitter mobile measurement partner; however, due to Twitter policies, you cannot add Localytics as your Twitter mobile measurement partner if you already have a different mobile measurement partner. Therefore, before you begin, make sure you don't already have a mobile measurement partner set up with Twitter. Additionally, on Android, the Twitter integration uses the Google Advertising ID (GAID) to identify your new users so your app must include Localytics SDK version 2.60+ and must include the Google Play Service SDK. To set up Twitter attribution:

  1. Within the Localytics dashboard, navigate to Attribution Settings for the app you will be tracking. Under Advertising Partners Setup, select Twitter.
  2. Enter your Twitter @handle to authenticate. Be sure to authenticate with a Twitter @handle that can access all ad accounts you want to track through Localytics. You'll be asked to accept the terms and conditions. After accepting, your @handle is authenticated within Localytics and all connected ad accounts will display.
  3. Select the ad account(s) you want to track.
  4. At the bottom of the page, click Save. That's it, you're all set. After successfully setting up the integration in Localytics, it may take up to ten minutes for Localytics to appear as your app's mobile measurement partner in the Twitter Ads dashboard. Once you've set up Twitter attribution, create and run all your campaigns up in the Twitter interface. Remember, Localytics won't know about any of your campaigns until you actually acquire a new user from a campaign and the user starts sending us information.

There are various Twitter-specific features that are important to understand:

Feature Description
Twitter's single MMP policy Twitter only allows a single mobile measurement partner to receive attribution data. If you have another partner connected to Twitter, you should expect that Localytics will not receive attribution data.
Authentication Localytics asks you to authenticate your Twitter @handle when getting set up. We then display all ad accounts that the @handle is permissioned to view. If Localytics doesn't display an expected ad account, it's likely a permission issue. Additionally, Twitter authentication expires after 30 days, so you'll be prompted to authenticate again if you change your Attribution Settings. This doesn't affect your Localytics integration.
Twitter vs. Twitter Organic vs. Twitter Audience Platform Twitter detects three types of installation: (1) installs from paid ads displayed in the Twitter app (reported as Twitter installs in Localytics) and (2) installs from unpaid tweets that generated a user (reported as Twitter Organic installs in Localytics), and (3) installs from paid ads displayed on the Twitter Audience Platform (reported as Twitter Audience Platform installs in Localytics).
Event Postbacks We have a custom integration with Twitter that allows us to communicate to Twitter when selected post-install Events are recorded by Localytics. Per Twitter's specifications, each in-app event that you choose to post back to Twitter must be categorized into one of Twitter's event names. For more on setup and best practices, see our help article in our Answers portal.
Comparing Localytics to Twitter data There are a number of valid reasons Twitter might show a larger number of installs than Localytics due to different measurement techniques, as detailed in this help article in our Answers portal.
Privacy and data retention For more on this, see our help article in our Answers portal.

Google Adwords

For general background on how ad network integrations work, see Ad Networks and be sure to follow the instructions in Basic Requirements. Keep in mind that you must configure each app that you wish to integrate.

Google serves ads through multiple affiliated networks via multiple campaign types and accommodates different levels of tracking on iOS and Android: iOS tracking is supported on the Google Display Network only while Android supports both the Google Display Network and Google Search Network. Both platforms support tracking on Engagement campaigns, Mobile App Install campaigns, and Ads in Mobile Apps campaigns. Setup differs on iOS and Android because of how these platforms handle attributions.

To set up Google Adwords attribution on iOS:
  1. First, note that on iOS, Google AdWords communicates source but not campaign-name to analytics providers like Localytics. Therefore, users from your AdWords campaigns will be associated with Google AdWords Campaign in Localytics.
  2. You'll start by creating a postback URL in Localytics. This will allow AdWords to communicate to Localytics when an advertisement is clicked. Within the Localytics dashboard, navigate to Attribution Settings for the iOS app you will be tracking. Verify that the Google AdWords toggle is on. Copy the Postback URL from Localytics.
  3. Next, you'll define a conversion action in Google AdWords with a conversion ID and conversion label. Localytics uses these to communicate back to Google when a user first launches the app. In Google AdWords, select Tools then Conversions. If you have not already, define a conversion action, and select your source of conversion (app). If you have already defined a conversion event, please edit and save that event.
  4. After continuing to the Settings page, paste the Localytics Postback URL from Step 2 in the postback URL section and click Save. Ensure you have checked Set up a server-to-server conversion feed from an app analytics package to Adwords. Now, Google Adwords knows how to communicate clicks to Localytics.
  5. Remaining in the Google AdWords dashboard, copy the Conversion ID and Conversion Label from Google AdWords. You will paste these into the Localytics dashboard, so you can now click Done in Google AdWords.
  6. Return to the Localytics dashboard and paste the values you copied. Select Save in Localytics. Now, Localytics knows how to communicate back to Google AdWords when a new device is observed originating from an AdWords campaign.
  7. That's it, you're all set. Once you've set up Google AdWords attribution, create and run all your campaigns in the Google AdWords ad interface. Remember, Localytics won't know about any of your campaigns until you actually acquire a user from a campaign and the user starts sending us information. Once that happens, you'll see the Google AdWords acquisitions in the Localytics Dashboard.
To set up Google Adwords attribution on Android:
  1. First, make sure you followed the instructions under Basic Requirements. On Android, we depend on your app collecting referral information and communicating it to Localytics; if you don't follow the Basic Requirements, AdWords attribution data cannot flow through to Localytics.
  2. Next, within the Localytics dashboard navigate to Attribution Settings for the Android app you will be tracking. Verify that the Google AdWords toggle is on. This is all you need to do within the Localytics interface. Everything else will be done within the Google AdWords interface.
  3. You will use the Google Play URL Builder to create a URL with UTM parameters. The Basic Requirements ensure your app is configured to collect these UTM parameters upon installation and communicate them to Localytics. To compose the URL navigate to the Google Play URL Builder.
  4. Fill in the fields as illustrated below, being careful to enter adwords in lowercase for Campaign Source, selecting Custom for Ad Network, and entering your app's package name. You MUST enter a campaign name of your choice. Finally, click Generate URL and copy the URL to your clipboard. screenshot of Google Play URL Builder
  5. During the campaign creation process in the Google Adwords Dashboard, paste in the URL as the "Final URL", as illustrated below. screenshot of Google Play URL Builder That's it, you're all set. Since your URL is configured with adwords as the source and the campaign name you assigned - and since you have followed the Basic Requirements - Localytics will automatically detect new users that originate from this campaign and will postback to Google. Make sure to create and run all your campaigns in the Google AdWords ad interface and remember that Localytics won't know about any of your campaigns until you actually acquire a user from a campaign and the user starts sending us information. Once that happens, you'll see the Google AdWords acquisitions in the Localytics Dashboard.

There are various Google-specific features that are important to understand:

Feature Description
Supported Networks & Campaigns As noted above, Google serves ads through multiple affiliated networks via multiple campaign types and accommodates different levels of tracking on iOS and Android: iOS tracking is supported on the Google Display Network only while Android supports both the Google Display Network and Google Search Network. Both platforms support tracking on Engagement campaigns, Mobile App Install campaigns, and Ads in Mobile Apps campaigns.
iOS Campaign Names On iOS, Google AdWords does not currently communicate campaign-level information to analytics providers like Localytics. Therefore, attributed users from all of your AdWords campaigns will appear as Google AdWords Campaign in the Localytics dashboard.
Event Postbacks We have a custom integration with Google that allows us to communicate to Google when selected post-install Events are recorded by Localytics. For more on setup and best practices, see our help article in our Answers portal.
Comparing Localytics to Google data There are a number of valid reasons why Google's reported data might not match Localytics reported data due to different measurement techniques, as detailed in this help article in our Answers portal.

Google DoubleClick

For general background on how ad network integrations work, see Ad Networks and be sure to follow the instructions in Basic Requirements. Keep in mind that you must configure each app that you wish to integrate.

Localytics can track new users acquired from your DoubleClick by Google campaigns. Both DoubleClick Campaign Manager and DoubleClick Bid Manager are supported in Localytics. To set up DoubleClick attribution:

  1. Within the Localytics dashboard, navigate to Attribution Settings for the app you will be tracking. Under Advertising Partners Setup, select Google DoubleClick.
  2. Enter your Authorization Token and Advertiser ID (‘src’ value in Floodlight Activity) associated with the app you want to track.
  3. Enter the Activity Tag (‘cat’ value in Floodlight Activity) and Group Tag (‘type’ value in Floodlight Activity) that corresponds to the Floodlight activity for mobile installs.
  4. Now click Add postback event to setup post-install event postbacks to DoubleClick.
  5. Choose the Localytics Event to trigger the postback from the first dropdown, and In-app Conversions from the second dropdown.
  6. After choosing your desired postback event enter the Activity Tag and Group Tag that corresponds to the Floodlight activity for the postback event. Repeat steps 4-6 to add more postbacks events.
  7. Scroll to the bottom of the page and click Save. You will now see installs from DoubleClick in Localytics.

There are various DoubleClick-specific features that are important to understand:

Feature Description
DoubleClick Specific Parameters
  1. Authorization Token is an advertiser specific alphanumeric string that must be transferred with each server request to DoubleClick
  2. Advertiser ID (‘src’) is the string that identifies the source of the Floodlight activity
  3. Activity Tag (‘cat’) is the string used to identify the activity group to which the activity belongs
  4. Group Tag (‘type’) is the string used to identify the activity group with which the Floodlight activity is associated
Campaign Names Localytics does not support campaign level granularity for DoubleClick. Attributed users from all of your DoubleClick campaigns will appear as Google DoubleClick Campaign.
Event Postbacks We maintain a custom integration with DoubleClick that allows us to communicate to DoubleClick when selected post-install events are recorded by Localytics. For more information on setup and best practices, review our help article in our Answers portal.

Other ad networks

For general background on how ad network integrations work, see Ad Networks and be sure to follow the instructions in Basic Requirements. Keep in mind that you must configure each app that you wish to integrate. For a full list of integrated partners by platform, click here.

For ad networks other than those covered above, the setup is slightly different. Campaign URLs must first be created in Localytics and then used as goal or destination URLs with the corresponding ad network. The campaign URLs created within Localytics will contain a placeholder for device ID which the ad network populates upon click. This allows both Localytics and the ad networks to be aware that a given device clicked the advertisement and then Localytics will perform a postback to the originating ad network when we observe one of these devices open the app for the first time.

To get started, start by checking the box for the ad network within the Attribution Settings page in the Localytics dashboard and, if required, enter the appropriate identifier per ad network. Then you will create your campaign URLs in Localytics and paste these as the destination or goal URL with the ad network that will serve your ad.

  1. Within the Localytics dashboard, navigate to Attribution Settings for the app you will be tracking.
  2. Select the box next to any source you wish to activate, entering the appropriate identifier, as specified by Localytics.
  3. Once you've activated the integrations, you will first create campaign-specific URLs in Localytics then provide these to the ad network that will serve your ad. First, navigate to the main Attribution page and select the plus icon to create a new campaign URL. Assign a Campaign Name and select an integrated source. On iOS, enter your app's download location as the Target URL (not necessary on Android since this can be inferred using the app's bundle ID). On Android, optionally enter additional campaign-specific information like Campaign Medium. These will be recorded in raw data but not reportable in the dashboard.
  4. Copy the resulting campaign URL from the Localytics dashboard. Navigate to the portal or dashboard for your ad network and create a campaign, pasting in this value as the goal or destination URL.
  5. Remember, Localytics won't know about any of your campaigns until you actually acquire a user from a campaign and the user starts sending us information. Once that happens, you'll see the ad network's acquisitions in the Localytics Dashboard.

To illustrate:

Ad-tracking vendors

For general background on how ad-tracking vendor integrations work, see Ad-Tracking Vendors and be sure you follow the instructions in Basic Requirements. Keep in mind that you must configure each app that you wish to integrate. For a full list of integrated partners by platform, click here.

Localytics has pre-built, server-to-server integrations with ad-tracking vendors. This means that you just need to enter valid identifiers within the Localytics dashboard and the ad-tracking vendor's dashboard, then ensure the partner is configured to communicate postbacks to Localytics.

  1. Within the Localytics dashboard, navigate to Attribution Settings for the app you will be tracking.
  2. Select the Third-party Attribution checkbox under Ad Tracking Setup. Your app’s Attribution ID displays. This is a unique identifier you will provide to your ad-tracking vendor. It allows them to communicate information to Localytics specific to this app. Copy the Attribution ID to the clipboard.
  3. Navigate to your ad tracking vendor’s configuration dashboard. Set the partner up to postback app installs to Localytics. The process to enable postbacks varies by partner: Adjust, Appsflyer, Apsalar, Kochava, Tapstream, TUNE.
  4. Once set up, you should execute your acquisition campaigns through your ad tracking partner's system. Your ad tracking partner will communicate to Localytics when users are acquired.

Custom redirect URLs

For general background on how redirect URLs work, see Custom Redirect URLs and be sure you follow the instructions in Basic Requirements. For a full list of integrated partners by platform, click here.

On iOS, due to Apple's attribution model, custom redirect URLs only work under special circumstances. The IDFA of the URL-clicking device must be known in advance (e.g. in cross-app promotions) and must be inserted into the {IDFA} field in the redirect URL. If the IDFA is not known and not inserted into the URL, Localytics can't know which device clicked the URL and therefore can't match this to subsequent app activity.

  1. Within the Localytics dashboard, navigate to Attribution Settings for the app you will be tracking.
  2. You will create campaign-specific URLs in Localytics then serve these anywhere you'd like. First, navigate to the main Attribution page and select the plus icon to create a new campaign URL. Assign a Campaign Name and select or create an integrated source. The source name that you provide will be reported as the Acquisition Source within Localytics. On iOS, enter your app's download location as the Target URL (not necessary on Android since this can be inferred using the app's bundle ID). On Android, optionally enter additional campaign-specific information like Campaign Medium. These will be recorded in raw data but not reportable in the dashboard.
  3. Copy the resulting campaign URL from the Localytics dashboard and serve this to end-users. Users that click will be briefly redirected to a Localytics endpoint, then to the Target URL you specified.

To illustrate:

Attribution report

 

The Attribution report provides a summary of new Users observed over a specified time period. For more details on how Localytics counts Users, see Device & User Identification. For more on how Localytics receives attribution data, see Attribution Methods. If you're uncertain about the data you're seeing, consider reviewing help articles published in our Answers portal. If you're exploring ways to drive value with Localytics, consider trying a Localytics Project.

Localytics reports various metrics per acquisition source and campaign, including sessions per user, lifetime value (LTV) per user, and revenue. These are defined to include the current value of these metrics through today for users that were acquired during the selected time period. For example, if you specify January 1, 2016 as the selected date range and you acquired exactly one user on that day, the reported LTV per user will reflect the total value for that acquired user through today.

Consider using the Attribution report to:

  • Keep track of which acquisition sources are generating the most new users. Consider using the "Export" feature to send daily, weekly, or monthly emails.

  • Drill down by campaign to determine which campaigns are the most successful as measured by downstream engagement metrics like sessions per user or LTV per user.

  • Split and filter to create source-specific reports. Consider using the "Export" feature to save these to a custom dashboard.

To illustrate: