Organic search attribution and keyword data

At a glance: Get detailed organic search attribution data, as well as keyword data that lets you see which search terms are most popular, so you can optimize organic conversions.

Organic search attribution

Use organic search attribution to attribute existing users who re-engage with your app after an organic web search.

To set up attribution:

  1. Give your app Android and iOS app developers the domain associated with your app. For Android, this means the domain with Android App Links configured to open the app for existing users. And for iOS, this means the domain with Universal Links is configured to open the app for existing users.
  2. Tell the developers what value to use for the media source (pid) parameter. For example: search_engine. 
  3. Tell your developers to follow their Android App Links and iOS Universal Links instructions.
    Any installs from organic searches will display with the media source value you chose. For example: search_engine. 

Tip! Learn about search engine usage breakdown by geo

Keyword data

Organic search is a valuable traffic source for your apps. Organic users don't incur acquisition costs and are usually among the most engaged cohorts. 

With a few tweaks to your app page, it is possible to increase the amount of new organic installs. To optimize organic searches, you need to get organic keyword data for your app.

iOS keywords

If you work with Apple Search Ads, you can get detailed keyword data for your non-organic users attributed to Apple Search Ads. In iOS, organic keyword data is not available.

Android keywords

Google shares organic keyword data (on the Referrer URL) for users that do the following:

  • Use Android devices
  • Use Chrome browser
  • Visit and perform a search
  • Install an app from the Google results page
  • Launch the app

The SDK extracts the keywords when provided by Google in the &utm_term parameter of the referrer if it is part of the link to Google Play. The values where possible are contained in the following AppsFlyer raw data fields: http_referrer, gp_broadcast_referrer, keywords.

Expect that less than 1% of organic Android users follow this funnel and have organic keyword data.

In other scenarios, Google does not share organic keyword data. For example, users searching in Google Play don't have organic keyword data. 


This limitation is applied by Google to all external vendors, including all attribution vendors.

Using the keyword data

Organic keyword data is found in the following:

  • Raw organic data reports
    Go to the Export data page to view the breakdown of used organic keywords.
  • Advanced reports
    Go to Pivot, Retention, and Cohort reports and group by keywords.
    Compare the quality of organic users based on their keywords.
  • Push API messages

Testing organic keyword data

  1. Use an allowlisted Android device.
  2. Open Chrome browser and go to
  3. Use a strong keyword to search for your app. 
    This example uses "hotels tonight".


  4. Click Install to be redirected to the Google Play Store.
  5. Install and launch the app.


  6. Search for the keyword in the AppsFlyer sources described above