Website-to-app Attribution Forwarding for Mobile Web

Introduction

While most acquisition is centered on mobile app and mobile inventory driving users to install the app, many brands have user journeys originating from your mobile website call-to-action to drive more users to a native mobile app experience. These journeys typically include paid web-based campaigns and even users that “organically” land on your mobile web page.

Traditional mobile tracking link attribution captures any conversions in such a case when tracking links are embedded in the call-to-action, but it doesn't automatically capture information about how they arrived to your mobile website.

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This article describes how you can implement Singular's dedicated solution to tracking more of your users' mobile web-to-app conversions.

By using Singular Links in combination with Singular’s web SDK, additional insights on this journey from your mobile web site to your mobile app are available in your mobile app attribution reporting. Here’s an example of what Singular Links with enriched mobile web data would look like before and after implementing Singular's dedicated mobile web-to-app tracking solution:

Before:

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After:

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The 9 installs and 13 re-engagements previously bucketed under source = "Mobile Web to App", was in reality traffic that included mobile web sources "Adwords" and "Some_source".

Prerequisites

  1. Integrate the Singular Web SDK version 1.0.8 or above.
  2. Generate a base Singular Link for “Mobile Web to App”.

    Notes:

    • The base link will be provided by Singular. Reach out to your customer success manager for more details.
    • Deeplink, Passthrough, and Deferred Deeplink parameters are null by default. When passed they will be appended to the link or override existing deep link (‘_dl’) , passthrough (‘_p’), and deferred deep link (‘_ddl’) parameters.
  3. (Optional) For re-engagement tracking - Add deep link support in Singular Links and configure a base link with deep linking.

Implementation

In order to ensure your mobile website can capture these mobile app attributions with web attribution data, implement the below methods in addition to your current Singular web SDK implementation using CDN/NPM:

openApp Method
Description Builds the web to app Singular link and opens the app if installed. If the app is not installed, the user will be redirected to the predefined fallback page.
Signature singularSdk.openApp(baseLink, deeplink = null, passthrough = null, deferredDeepLink = null)
Usage Example

// Opens the app with the following base link with
// no deep link,passthrough or deferred deeplink params
singularSdk.openApp("https://dkdfs.sng.link/Buour/55cx");

// Opens the app with the following base link custom
// deeplink (‘_dl’) passthrough (‘_p’) & deferred 
// deeplink (‘_ddl’) params singularSdk.openApp("https://mydomain.sng.link/Auour/55ba", "deeplink_value", "passthrough_value", “deferred_value”);
buildWebToAppLink Method
Description Builds the web to app Singular link. The developer can choose how to invoke the link.
Signature singularSdk.buildWebToAppLink(baseLink, deeplink = null,
passthrough = null, deferredDeepLink = null)
Usage Example

// Builds web to app link with the following base link with
// no deep link, passthrough or deferred deeplink params
const webToAppLink = 
singularSdk.buildWebToAppLink("https://dkdfs.sng.link/Buour/55cx");

// Builds web to app link with the following base link
// custom deeplink (‘_dl’), passthrough (‘_p’) &
// deferred deeplink (‘_ddl’) params const webToAppLink = singularSdk.buildWebToAppLink("https://mydomain.sng.link/Auour/55ba", "deeplink_value", "passthrough_value", “deferred_value”);

If you are using Google Tag Manager, add the following custom HTML tag with the following code:

<script>
  (function() {
    if (singularSdk) {
      const baseLink = "https://mydomain.sng.link/Auour/55ba";
      const deeplink = ''; // Put deep link here, can be null 
      const passthrough = ''; // Put passthrough here, can be null 
      const deferredDeepLink = ''; // Put deferred deep link here, can be null 

      singularSdk.openApp(baseLink, deeplink, passthrough, deferredDeepLink)
    }
  })();
</script>

Reporting

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The value "Mobile Web to App" is used in the Tracker Name and new "Link Type" dimension to identify any mobile app attributions tracked using the base link embedded in your mobile website.

These mobile app attributions originating from the base link triggered by the openApp (or other invocation) will automatically incorporate any web campaigns also configured Singular web attribution.

Also, sources using UTM referrer values and directing traffic to your mobile website to mobile app CTA would be reported and mapped to the following Singular reporting dimensions like so:

UTM Singular Dimension
utm_source Source
utm_campaign Campaign Name
utm_content Creative Name
utm_term Keyword
utm_medium (available in user level exports)

Mapped values are also available in user level exports. All UTM values are persisted in the "passthrough" column in exports as well.

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