Install Referrer: What you need to know

Install Referrer: What you need to know

Google’s Set up Referrer mechanism isn’t new to the business, so why are all of us serious about it now? With the deprecation of Facebook’s Advanced Mobile Measurement program (AMM), Facebook has opted to support the Google Install Referrer mechanism as a measurement option for Facebook Android app install campaigns. By leveraging Facebook’s support of the install referrer, Mobile Measurement Partners (MMPs) will be able to continue to provide marketers with user-level Android data.


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This meant entrepreneurs wanted their MMP to assist Fb’s Set up Referrer answer as quickly because the deprecation occurred. Singular was prepared and supported the answer previous to the deprecation and launch of the set up referrer answer on Friday, Oct twenty ninth.

Since Fb’s Set up Referrer answer went reside, there have been a variety of questions floating round. Fortunate for you we’ve rounded them up and answered them beneath!

What’s a Google Set up Referrer and the way does it work?

  • The Google Set up Referrer is an Android-specific measurement know-how that attributes clicks on Google Play Retailer app pages to the correlating app obtain.
  • Google’s Set up Referrer frameworksends an set up referrer (or distinctive code string) to the Google Play retailer when an advert click on has occurred.
  • As soon as the marketed app is put in, the MMP receives the set up referrer worth which may be matched to the unique referrer despatched throughout the advert click on.

Fb’s Set up Referrer Consumer Circulation:

  1. A person clicks on an advert and is directed to the Google Play Retailer.
  2. Fb appends secured marketing campaign metadata to the clicking url (often known as the Referrer URL).
  3. The person installs and opens the app.
  4. The Fb Referrer URL together with further content material from the Google Play Retailer are added to the set up referrer.
  5. Singular’sSDKwill go the FB Referrer URL to Singular’s servers and decrypts it utilizing the advertiser-provided Fb decryption key.
  6. Singular ingests the FB Referrer URL for reporting to advertisers who can use the SingularETLor leverage Singular’s real-time BI postbacks.

Is there assist for iOS?

  • No, iOS doesn’t have an equal to the Google Set up Referrer mechanism.
  • Consumer-level knowledge for iOS will nonetheless be restricted because of the deprecation of Fb’s AMM program. Whereas MMP’s will nonetheless have full entry to Fb’s iOS user-level attribution knowledge, they won’t be permitted to share this knowledge with entrepreneurs or different third occasion distributors.
  • Since iOS 14.5’s launch,SKAdNetwork stays the first attribution technique for gadgets that haven’t supplied consent for device-level (IDFA-based) attribution.

(Learn extra about Apple’s App Monitoring Transparency coverage)

When is Google Set up Referrer Relevant for Attribution?

  • Set up attribution solely (not relevant for re-engagement attribution)
  • Click on-through attribution solely (not relevant for view-through attribution)
  • Google Play retailer redirection solely (not relevant for third Celebration app shops, nor campaigns redirecting to touchdown pages)

Moreover, a referrer shouldn’t be accessible in user-journeys the place a obtain didn’t instantly observe the redirect to the Google Play Retailer. For instance:

  • The person had already downloaded the app, and was then served a Fb advert click on that redirects to the Google Play Retailer.
  • Fb served an advert click on to the Google Play Retailer, however the person didn’t obtain. Later, the person returns to the Google Play Retailer (natural search or paid) after which downloads the app.

When will GAID vs. Set up Referrer attribution be used?

  • Singular prioritizes the set up referrer to measure attributions. If the set up referrer shouldn’t be accessible or loses attributable to last-click methodology to a Fb self-attributed conversion, Singular makes use of the self-attributing declare. This maximizes the accessible user-level insights but in addition ensures Singular’s mixture Fb marketing campaign reporting is full.

How correct is the Google Set up Referrer mechanism?

  • The Google Set up Referrer is Singular’s most correct instrument to find out attribution when accessible, as it’s deterministic and straight by the Google Play Retailer.

How is Singular Serving to?

Singular ensured entrepreneurs had an answer that routinely collects and decrypts Fb’s attribution knowledge and mitigates user-level knowledge loss from day one.

Entrepreneurs can proceed to obtain Android click-through set up knowledge on the person degree by your inside BI postbacks and/or the Singular ETL. All mixture Fb marketing campaign knowledge, referrer, and self attributing knowledge will proceed to be reported in Singular’s dashboard, ETL, and reporting API.

The Singular and Fb Set up Referrer integration helps your entire knowledge wants for Android Fb campaigns. However the Google Set up Referrer mechanism additionally powers sturdy attribution capabilities for your entire advertising companions.