Smart Banners—mobile web-to-app

At a glance: The majority of website traffic worldwide originates from mobile devices. Use Smart Banners on your mobile website to convert web visitors into app users. 


Smart Banners

Smart Banners:

  • Display on your brand's mobile website to increase conversion rates for high-intent users.
  • Measure the quality of app installs coming from visitors to the mobile website.
  • Enables accurate web campaign-to-app mobile attribution for ALL media sources, including SRNs.
  • Smart Banners can attribute using click-through attribution and count impressions:

    • Clicks: A user clicks the Smart Banners and proceeds to install.
    • Impressions: When the banner loads (user sees the banner), it sends an impression count event to AppsFlyer. 

The flow works as follows:

  1. A user clicks on an ad and is directed to the advertiser’s mobile website.
  2. A Smart Banner displays on the advertiser’s mobile website.
  3. The user clicks on the Smart Banner and:
    • If the app is not installed, the user is directed to the app store to install the app.
    • If the app is installed, and Universal Links, App Links, and/or URI links are configured, the app is directly launched.
  4. The user reaches in-app content, in the context of the promotion.
  5. The user is attributed to the media source that showed the original ad.


Not sure whether Smart Banners is the right solution for you?
Compare Smart Banners with other AppsFlyer web-to-app solutions.

Scope of work

Who's involved

Marketer and website developer.

  • The website developer only needs to enter a code snippet into the HTML of the website.
  • For all other setup actions, only the marketer is required.


  • An AppsFlyer account with at least one app
  • OneLink template containing the app/s to be advertised using Smart Banners
    This is required by Smart Banners to direct your mobile web visitors to the correct app store pages according to the devices they use. 

Time required

Approximately 20 minutes.


  • Website visitors clicking the CTA button will be sent to the correct app store or web page based on their device.
  • Mobile app users clicking the CTA button can be deep-linked into the app.
  • Users will be attributed from the click/install to your owned media sources.


Mark is a marketer working for the successful food delivery service "Feed Me".
Mark wants to convert Feed Me's mobile website visitors into app users. 

To do this Mark utilizes Smart Banners using his own visuals and texts.  

Smart Banners are powered by OneLink. When mobile website visitors click the CTA button, it automatically directs them to the appropriate app store or landing page, where it's easy for them to install the app. When existing mobile users click the CTA button, it launches the app. 

AppsFlyer then attributes the click/install to Mark's defined media source and campaign


Use either AppsFlyer Smart Banner or iOS Safari smart app banner, but not both. Using both may cause display issues on your mobile website, and result in attribution discrepancies.


Complete the following procedures to set up a smart banner that:

  • Directs users from your mobile site, via a Smart Banner, to the correct app store or app page based on their device.
  • Attributes the click/install to your owned media source using OneLink.

1. Website setup

To prepare your mobile site to display Smart Banners

  1. In the AppsFlyer dashboard, go to Engagement & Deep Linking > Smart Banners
  2. Click Create Website workplace.


  3. Enter a Website workplace name.
  4. Click Create.
    The Website workplace opens. 
  5. Copy the banner Code snippet. 
  6. Send the Code Snippet to your front-end developer to implement on your website.
    This quick task is done only once per website by the front-end developer, who is not involved anymore during the following steps. 
  7. [optional] Copy Web key. (This key already exists as part of the code snippet.)
  8. Click Continue.

2. Banner Group Setup

Banner Groups contain one or more banners. Here you can:

  • Select the OneLink template used by the Banner Group, which contains the mobile apps to redirect your website visitors to.
  • Set a specific deep-linking scheme
  • Define your targeting rules, scheduling, behavior, and attribution details used by all banners of the Banner Group.
  • Set which pages activate the Banner Group's banners when visited.

To set up a new Banner Group:

  1. In the AppsFlyer dashboard, go to Engagement & Deep Linking > Smart Banners
  2. On the left-hand side, click Add Banner Group.
  3. Enter a unique Banner Group name.
    The name should reflect a general common theme between the Banners to be defined for the Banner Group (e.g., the advertised app).
  4. Select the OneLink template for the Banner Group.
  5. [optional] Set URI scheme for the Banner Group as a fallback for Universal Links and Android App Links users. This is rarely needed, as by default, the value is taken from the OneLink template. Set this for the Banner Group only if you need a different value than the one in the template.
  6. Set the Attributed sources to be attributed with new installs coming from this Banner Group. Use the following table to pick the best option for the custom link.

    Option When to select Comments
    Use UTM parameters  Select when most non-organic visitors get to the mobile website from sources with UTM parameters. 
    • Media source name (pid) = UTM_Source 
    • Campaign (c) = UTM_campaign
    • If the UTM_source or UTM_campaign are missing, the static names are used as a fallback.
    Use incoming attribution link parameters  Select when most non-organic visitors get to the mobile website from click ad networks that use AppsFlyer attribution links. 
    • All available parameters from the incoming AppsFlyer attribution link are added to the Smart Banner link. 
    • If a parameter exists in both the incoming AppsFlyer attribution link and the Smart Banner, the incoming parameter takes precedence in the final custom link.
    Add another attribution parameter  If you want, add additional website-related attribution data. This enables granular analysis of every install.  For example, for eCommerce sites create identical custom links for every product category type, that differ by af_adset values (for example: "af_adset=fruit") 
    Use default attribution parameters 
    • Select when most mobile website visitors are organic.
    • Select when non-organic visitors don't get to the website from click ad networks or from sources with UTM parameters.  
    Important: Best practice is to select UTM or incoming attribution link parameters, since the default Smart Banner attribution parameters are anyway used on the custom link as a fallback if the media source, campaign, or channel names are not available.
  7. [Recommended] Set the default attribution parameter Channel name to attribute all installs coming from the Smart Banner to the specified channel. This enables you to aggregate information from multiple media sources under the same channel in the Cohort report, Overview dashboard, Retention report, and more. 
  8. [Optional] Set the Dismissal behavior, i.e. the minimum time allowed between a user dismissal of the banner, until the banner may be displayed again to the user. Select from one of the following:
    • By time: 1 hour, 1 day, or 1 week.
    • Next session: meaning the session that takes place in a different tab or window, after the user closes the banner.
    • Never: the banner is not shown again. 
      Note: If the user clears the browser cache or views the site in private browsing mode the Dismissal Behaviour setting is lost.
  9. [optional] Set Frequency capping
    Frequency capping determines how many times the banner is shown to a unique user. For example, if frequency capping is set to three, and a user visits the site four times, the user sees the banner on the first 3 visits but not on the fourth and onward. Frequency capping can be disabled. Select a frequency capping value or disable frequency capping.  
  10. [Optional] Schedule the Banner Group's activation: start immediately (default) or set a time-limited campaign.
  11. [Optional] Set Locations where the Banner Group is activated for.
    1. Select Worldwide to display this Banner Group to all users. If needed, exclude visitors coming from different regions, countries, or states. 
    2. Select Pick specific location option to display this Banner Group to users from one or more specific locations.
  12. [Optional] Set Show on pages, meaning, on which pages the Banner Group can be displayed to visitors:
    • [Default] Show on all pages of the website.
      Note: We recommend defining at least one Banner Group for all pages as a fallback.
    • Show on specific pages: Specify the conditions for what the page or URL should or should not contain in order to display banners.  
      • You can choose either:
        • Specific page: Specify the host and/or path of the page on which to display the banner. Any queries entered will be disregarded. Example:
        • URL: Specify the path and/or query, or the keyword in the path/query of the pages on which to display the banner. Example:
      • Up to 5 conditions can be added using and/or.
      • If there is a conflict between conditions, the banner will not display. 
  13. Click Create Banner Group.
  14. [Optional] To edit the Banner Group again, hover over Targeting & behavior and click Edit.


Mark is the marketer for a food delivery service called "Feed Me". He decides to create a campaign for the app’s plum sale. Mark decides to use an SMS blast, as well as ad networks and Google for the campaign.

In preparation for the campaign using SMS, Mark:

  • Adds unique attribution params to use in the campaign link to drive users to the plum sale page on the Feed Me mobile site. The link includes the pid parameter, with the URL to the plum sale page:
  • Creates a Smart Banner (banner group and banner) with Attributed sources set to Use incoming attribution link parametersthat activates for users visiting pages in the mobile web containing "plums_link".

In preparation for the campaign using an ad network, Mark:

  • Gives the ad network a unique attribution link to use in the campaign to drive users to the plum sale page on the Feed Me mobile site. The link includes the Redirection URL (af_r) parameter, with the URL to the plum sale page: No additional parameters needed
  • Uses the Smart Banner already created for the SMS campaign.

In preparation for the campaign using Google Ads, Mark:

  • Creates a duplicate of the plum sale page on the Feed Me mobile site:
  • Creates a duplicate of the Smart Banner (banner group and banner) with Attributed sources set to Use UTM parametersthat activates for users visiting pages in the mobile web containing "plums_utm".

The campaigns start running.

The users:

  • See the ad for the plum sale and click through to the Feed Me mobile site.
  • Google Ads clicks arrive to the UTM landing page, while all other clicks arrive to the incoming link landing page. The matching Smart Banner is activated per page.
  • See the Smart Banner on the mobile site and click it. 
  • Arrive at the Feed Me app, download, and install. 
  • Get directed upon app launch to the plum sale.
  • Are attributed to the correct media sources that led them to the Feed Me mobile site.

3. Banner setup

To create a banner in a Banner Group:

  1. Click Create Banner to enter the Edit Banners page.
  2. Set the Name of the banner.
  3. Create a Design creative:
    1. Click Design creative to set the creative of the banner.
      A window to choose a banner template opens.

    2. Hover over a Creative template, and click Create to enter the Build creative setup page.
    3. Customize all the elements in the Smart Banner creative. To do so, select elements by name or click on them on the preview image. 
      1. Title
      2. Paragraph
      3. Rating stars
      4. Close button
      5. Call to action
      6. App logo
      7. Background
      8. For images, use one of the following file types: jpeg, jpg, png. 
        Note: webp format is not supported. 
        The recommendations for the images are:
        Template type Maximum image file size DPI Image ratio
        Standard 300 KB 72 9:4 (horizontal)


        9:4 (horizontal)
        Promotional 1:1
        Interstitial 9:16 (vertical)
    4. Click Review to review the banner creative and test its appearance on different devices.
      Note: Banners may appear slightly different in active campaigns compared to preview images.
    5. If changes are needed, click Back to editor..
    6. Click Done to go back to the banner setup page.
  4. After finishing and saving the new creative, the banner's status becomes active. Use the Status toggle to switch between Active and Paused statuses. 
  5. [optional] Click Add a parameter to add custom attribution parameters, e.g. Ad name.
    • To convert the attribution link from a user acquisition type URL to a retargeting URL, add the custom is_retargeting=true parameter.
  6. Click Save all to save your work or Save all and close to save your work and close the banner setup page.

4. Testing

Once the creative is ready, it's time to put it to the test before setting it live and activating it for your users.

To test a Smart Banner's creative: 

Prerequisite: Make sure that the Smart Banner code snippet is integrated into your website.  

  1. In the Test Creative page, enter the link to your web page where the Smart Banner SDK is integrated (see next tab).
  2. Click Generate.
  3. Copy the generated link and send it to your test device, or scan the QR code with the test device. The link or QR should redirect you to the web page and display a banner with the creative.
  4. Click Edit Creative to return to the creative configuration, or click Done to save the creative.


Limitation Remarks
  • Smart Banners are designed for mobile devices and their resolutions may not be optimized for tablets with large screens.
  • Browsers on tablets may not be recognized as mobile devices.
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