Attribution Link

A tracking URL that records the origin of a conversion.

How an Attribution Link Works

When a user interacts with a mobile ad, the attribution link initiates a split-second, behind-the-scenes tracking sequence before the user even reaches the app store.

1.The Click and Redirect:Capturing the data.

A user taps on a banner, video, or native ad. They are momentarily routed through the MMP’s attribution link. During this millisecond redirect, the link captures critical context: the network source, campaign ID, timestamps, IP address, and device identifiers (like GAID for Android or IDFA for iOS).

2.App Store Routing:Seamless user experience.

The user is instantly redirected to the appropriate destination—the Apple App Store, Google Play Store, or a direct APK download page—to install the app.

3.The First Open:Triggering the SDK.

Once the user downloads and opens the app for the first time, the Affise MMP SDK (Software Development Kit) fires a signal back to the server.

4.The Match:Connecting click to install.

The MMP compares the first-open data to the clicks recorded by the attribution links. Using deterministic methods (like Device ID matching or Google Play Referrer) or probabilistic modeling, the MMP links the install back to the specific ad click that drove it.

5.The Postback:Reporting the conversion.

Finally, the MMP sends a postback (a server-to-server ping) to the winning ad network, crediting them for the install and displaying the conversion in your Affise MMP dashboard.

The Anatomy of an Attribution Link

An attribution link looks like a long string of text filled with unique parameters. These parameters tell the MMP exactly what to track and how to categorize the incoming user.

Here are the most common parameters found in an Affise MMP tracking link:

Parameter	Function	Why It Matters
`pid` (Partner ID)	Identifies the specific affiliate or ad network driving the traffic.	Crucial for ensuring the right partner gets paid for the conversion.
`offer_id`	Identifies the specific app or product being promoted.	Allows you to run multiple apps or campaigns simultaneously without data overlap.
`clickid`	A unique, dynamically generated ID for that specific ad click.	Essential for postbacks; guarantees that every conversion can be traced to a single, unique user action.
`sub1` – `sub8`	Customizable sub-parameters for granular tracking.	Used to track specific creatives, ad placements, target audiences, or publisher sub-sources.
`gaid` / `idfa`	Google Advertising ID or Apple’s Identifier for Advertisers.	Allows for precise, deterministic matching between the click and the app install.

Why Attribution Links are Critical for Advertisers

Without an MMP providing reliable attribution links, advertisers are flying blind. Utilizing standard tracking URLs provides three immediate benefits to your user acquisition strategy:

Accurate ROI and ROAS Measurement: By knowing exactly which networks, campaigns, and creatives yield the highest Lifetime Value (LTV), marketers can scale profitable campaigns and pause failing ones.
Fraud Prevention: Advanced tracking links capture the granular device and IP data necessary to feed into Affise MMP’s fraud-detection suites. This prevents bad actors from claiming credit for organic installs via click spamming or install hijacking.
Advanced Routing with Single Links: Modern attribution platforms offer cross-platform routing. Instead of generating a different link for iOS and Android, tools like Affise Single Links act as intelligent routers—detecting the user’s operating system upon click and sending them to the correct store seamlessly.

Enhancing Attribution with Affise MMP

The landscape of attribution links has evolved significantly due to privacy frameworks like Apple’s App Tracking Transparency (ATT). Affise MMP enhances standard link tracking by offering:

Customizable Attribution Windows: Control exactly how long after a click (or impression) an install can still be credited to a campaign.
Granular In-App Event Tracking: Attribution links don’t just stop at the install; they lay the groundwork to track post-install events like registrations, level completions, or in-app purchases back to the original source.
SKAdNetwork Support: Privacy-compliant tracking that bridges the gap between traditional attribution links and modern iOS privacy requirements.