Learn about Singular's advanced tracking link technology, the features it offers, and how to create and manage Singular Links.
Tracking Link Terms and Concepts
When a user clicks a regular link on the web, such as www.linkedin.com, the browser asks the URL’s server (in this case, LinkedIn) what it should do, and in return, the URL’s server gives the browser some HTML to display to the user.
When a user clicks a tracking link, the link provider’s server tells the user’s browser to go to a different URL instead (the redirect URL) and to serve the content from that URL. The redirection is usually performed via HTTP 302.
In the context of deep linking, a fallback redirect is a redirect destination that you want to take the user to if the deep link fails.
Typically, if a user clicks an ad for your app, you want the deep link to send them into a specific screen inside the app. But if the user doesn’t already have the app installed, you want to redirect the user to the app store instead to download your app.
Supported Features by Partner
Creating Singular Links
Re-engagement is the renewed use of a product by a user who has already been converted in the past. Campaigns that aim to create re-engagement are called retargeting campaigns.
To have Singular track re-engagement, you just need to enable re-engagement tracking when you create the Singular Link(s) used in the campaign. Expand the Attribution Settings section and select Enable Re-engagement Tracking.
For more information, see the Re-engagement FAQ.
Note: Not all partners support this type of marketing campaign.
Some partners do not support retargeting/re-engagement campaigns.
If a partner does support these campaigns, but the option is not available in Singular’s Create Link/Edit Link page, contact Singular’s support team so we can update the integration.
Deterministic clicks/views are attributed to a source based on a device identifier or Google Install Referrer.
Fingerprinted clicks/views are attributed based on probabilistic attribution, i.e., a combination of various properties that Singular gathers about the user’s device at the absence of a device ID.
For more information, see Singular Attribution Methods.
By default, tracking links use the default lookback window configured for the partner in the Partner Configuration page. However, you can override the default lookback window and customize it for each individual link by selecting Override attribution windows under Attribution Settings.
This allows greater control for partners with different types of channels that can benefit from varying attribution windows.
See The Attribution Lookback Window for more information.
Note: Link shortening is available for custom links only.
After you click Generate and see the tracking link URL, you can select Shorten Link to create a shorter version of the same link. This is useful for custom channels where the URL is exposed to the end-user, or for channels with restrictions on the length of the URL, such as SMS.
Tip: Shortened links can also be used to update live campaigns without having to swap out the tracking link.
For example, you may use a banner or landing page to track a regularly changing promotional offer. If you use a full-length Singular tracking link, you have to swap out the link whenever you want to change the promo details. If you use a shortened link instead, you can update the promo details from the Singular Link Management page (by changing the link parameters).
Link Structure and Parameters
Viewing, Editing, and Archiving Links
You can make the link do even more work by adding data to it dynamically as you display your ads. This data can then be read and used by your app if a user engages with one of the ads and then arrives into your app. To add dynamic data, append the _p parameter and any value to the end of your Singular Link. _p stands for "passthrough" and you can give it a URL-encoded JSON value or an unstructured string value.
When you display the ad, the specific pair of shoes shown has a product ID, e.g., “Shoes123”. You append the product ID to your Singular Link using the “_p” parameter. The result: https://myshoppingapp.sng.link/A59c0/nha7?_p=Shoes123
Whenever a user engages with that banner and then installs and opens the app, your app can read the product ID using the Singular SDK. Your app team can use this information to personalize the user’s first app experience.
JSON example: You can build a JSON object as follows:
Then you URL encode it and append it to the _p parameter in your Singular tracking link:
If you decide that a landing page is right for your campaign, and your campaign depends on a mobile attribution provider for tracking, first consider the following:
- Make sure there is a way for the user to convert to the app from the landing page.
- Consider the media channel you’re working with. Integrated partners may support different methods to execute a landing page.
Then, decide which touchpoint you would like to attribute the install to.
- Tracking the click that takes the user to the landing page: In this case, just use the Singular Link you generate in the Link Management page as usual and define the landing page as your Mobile Fallback URL.
- Tracking the click that the user engages with within the landing page: If you choose this option, embed the Singular Link is in your landing page. Ensure the link from the ad to the landing page passes any necessary tracking values through to the landing page.
You can use Singular Links to track your marketing efforts in self-owned channels such as social media or SMS. However, deep linking only works in some channels with some technologies.
We’ve compiled a list of known and common redirect limitations:
|Fallback to Google Play Store||Deep Link||Fallback to App Store||Deep Link|
|Facebook Feed||Yes||Landing Page Required||Yes||Landing Page Required|
|Facebook Messenger||Yes||Landing Page Required||Yes||Landing Page Required|
|YouTube||Yes||Landing Page Required||Yes||Landing Page Required|
|Yes||No||No||Landing Page Required|
|Slack||Yes||Landing Page Required||Yes||Landing Page Required|
|Yes||Landing Page Required||Yes||Landing Page Required|
When you use Singular Links in custom sources, you can add dimension information to get that added granularity in your reports. For example, if you pass the campaign name in your tracking link, you will get campaign-level granularity in your report.
To pass the information, add it as a parameter to the link when you serve it. See the full list of tracking link reporting parameters supported by Singular. For example, the following link records the Campaign Name dimension as "CoolShoes123":
You can override link redirects dynamically by adding _dl, _ddl, or other redirecting parameters to your Singular Link (see full table below). This can be useful, for example, if you're serving a dynamic deep link based on some input from the user, or in the context of the user engagement.
You want to use that same link, but deep link to myapp://registration in some cases. To achieve that, update the _dl= to the new value and use the same link: https://myshoppingapp.sng.link/A59c0/nha7?_dl=myapp%3A%2F%2Fregistration
The following query parameters can be appended or modified as needed. Remember to URL-encode the value when appending it to a parameter.
|_dl||Deep link for all mobile platforms. Note: Overriding/using this query parameter is only possible if the original link was enabled with deep linking.|
|_ddl||Deferred deep link for all mobile platforms. Note: _ddl can be enable deferred deep linking even if not enabled via the UI during creation|
|_fallback_redirect||The fallback redirect for all platforms (web + any other platform)|
|_android_dl||Deep link for Android. This is typically used if your deep link URL on Android is different from your iOS app.|
|_android_redirect||Redirect URL if the app is not installed on Android. This is typically the app store URL|
|_android_ddl||Deferred deep link for Android. This is typically used if your deep link URL on Android is different from your iOS app. Note: _android_ddl can be enable deferred deep linking even if not enabled via the UI during creation|
|_ios_dl||Deep link for iOS. This is typically used if your deep link URL on iOS is different from your Android app. Note: Overriding/using this query parameter is only possible if the original link was enabled with iOS deep linking.|
|_ios_redirect||Redirect URL if the app is not installed on iOS. This is typically the app store URL.|
|_ios_ddl||Deferred deep link for iOS. This is typically used if your deep link URL on iOS is different from your Android app. Note: _ios_ddl can be enable deferred deep linking even if not enabled via the UI during creation.|
In cases where iOS Universal Links may not deep link, appending &_force_redirect=1 (or &_force_redirect=true) will enable the Singular Link to use app scheme based deep linking to force the deep link to the end-user.
This is most commonly used to enable deep linking with partners, as link wrapping will break Universal Links.
Prerequisites: an iOS app scheme has been configured for your app and the configured deep link value (_dl, _ios_dl) is using that app scheme.
A brief message or warning may be shown to the end-user, depending on the user's default browser.
Singular Links will automatically forward any utm_* or referrer parameters that are included in the link. This includes the singular_click_ID that is a part of the referrer parameter value. (Additional referrer= values appended to a Singular Link will be appended to the referrer next to the singular_click_ID.)
Appending &_forward_params=1 (or &_forward_params=true) to a Singular Link will forward all appended parameters for explicit parameter forwarding.