Attributing out-of-store Android markets guide

At a glance: Attribution and data for different markets can be recorded on either a single dashboard (as a single app) or on separate dashboards (as multiple apps) on AppsFlyer. This article describes the differences between the two recording solutions and provides instructions for setup and testing.  

AppsFlyer provides attribution recording solutions for Android apps supplied by both out-of-store and Google Play Store. 

To enable organic and attributed installs to be assigned to an out-of-store market, such as Amazon or Baidu use one of the following methods:

  • Single app: means that in AppsFlyer there will be only one app and all data will be shown as part of that app. 
  • Multiple apps: mean that in AppsFlyer each store is represented as a different app.

Both methods require that the developer prepare a separate APK for each out-of-store market which supplies the app. The difference between the methods is mainly the way AppsFlyer displays the information in the dashboard and reports. See also out-of-market attribution in China


Single app

View the combined results of your marketing efforts across different markets, Google Play store and out-of-store markets, within a single app dashboard.

The attribution raw data contains the Install App Store value. When not empty, the value is the name of the out-of-store market that brings the new install, as set by the developer in the manifest/APK. Otherwise, the install is attributed to the Google Play store.


The single app solution is best suited when you want to view all non-organic installs and in-app events from all markets under a single app dashboard on AppsFlyer.

Note that with this solution the out-of-store market name is currently only in the non-organic and organic raw data reports. Make sure your account has access to raw data or upgrade it before implementing this method.

Multiple apps

View the organic and non-organic installs and in-app events data per market on separate app dashboards on AppsFlyer.

With this solution, each market entails a different APK, as well as designated attribution links. The results are displayed per market and not in a single app dashboard.


  • Multiple apps solution is best for advertisers that prefer knowing the out-of-store markets where their organic users came from, to seeing the results under a single app.
  • There are vendors that own markets, Android devices or Android browsers. In some cases, this causes the download of APKs from the wrong stores, which may deeply affect the accuracy of the attribution when using the Multiple apps solution.
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