PBA Web-Assisted Installs

At a glance: At a glance: Use the PBA Web-Assisted Installs dashboard to understand the impact of your web marketing efforts on mobile app installs and to enhance the performance of web campaigns.

Web-Assisted Installs use case


Web-Assisted Installs analysis

Web-Assisted Installs measures the impact of web marketing efforts to drive users to install an app. Advertisers view web involvement in the context of the install event; they can determine the media source that drove website visitors towards app install. The best results in web-assisted installs is achieved if you set the CUID in the app and on the website. 

Web-Assisted Installs headline metrics 

The headline metrics display the total number of app installs relative to the number of website-assisted installs divided into organic and non-organic app installs. 


Consider the use-case scenarios, in the table that follows, to Web-Assisted Installs analysis.

Install type

Journey to install


Total installs

All installs engaging—at some point—with a web media source.

  • What is the contribution of web marketing relative to all app installs?
  • How are web marketing efforts distributed between media sources and channels?
  • What is the contribution, if any, of Smart Banners?

Organic installs

App installs without engaging a mobile media source. 

  • What portion, if any, of organic installs are driven purely by web traffic?
  • Which are the dominant media channels? 
  • What is the proportion between paid, owned, and earned media types?

Non-organic installs 

User journeys begin on the web. The app is installed later after engaging with a mobile campaign.

  • What volume of non-organic installs is influenced by the web?
  • What web media channels and types influence non-organic installs? 
  • Do your paid mobile media sources overlap with web media sources? 

Web-Assisted Installs dashboard

To go to the Web-Assisted Installs dashboard:

Option 1

Option 2

  1. In AppsFlyer, from the top menu, select My Apps > View brand bundles
  2. Click PBA dashboard.
  3. Go to the Web-Assisted Installs tab.
  1. In AppsFlyer, from the side menu, select Analyze > People-based Attribution.
  2. Go to the Web-Assisted Installs tab.

Website assisted installs and reinstalls


Installs are considered to have been influenced by a website if they occur within 30 days of a website visit. Installs and reinstalls including retargeting installs (reattributions) can be organic or non-organic.

For information about data freshness, see PBA daily

Dashboard features

Use dashboard features to:

  • Understand and optimize the impact of web traffic campaigns on your app installs.
  • Enhance collaboration between non-organic app install campaigns and web marketing.
Feature Description
Date picker & filters


  • Set a date range; it will include app installs during that time.
  • Filtered data includes the most recent web visit before install.
  • Learn about setting filters and groupings.

Filter installs using the web visit, app install, or both using the media source filter. You can set multiple instances of the media source filter.


Example: Set the web visit media source filter to Google Search.

To set the media source filter to Google Search:

  1. Add + filter type Media Source.
  2. Select Conversion.
  3. Select Google Search.
Headline metrics

The headline metrics display the number of app installs by attribution source (organic or non-organic).

Metrics are broken down by:

  • Organic: Installs occurring without engaging with a paid mobile media source.
  • Non-organic: Installs occurring after engaging with a paid mobile media source.
Web media channel


  • Indicates web media channel contributions that drove installs.
  • Apply filters to evaluate the impact of different media channels.
Web media source


Indicates web media source contributions that drove users to install the app.

Web-Assisted Installs over time


Select a view—media source or media channel—to view web activity over time.

Installs table


  • The table indicates the interaction between the web and mobile media sources.
  • Metrics, available as a combination of web/mobile media sources, indicate the position of the web media source:
    • Installs: Number indicates installs whose web media source is considered the last non-direct web visit.
    • Select a media source, web or mobile, to drill down to the campaign level.
Export CSV

Click Export CSV to export the Installs table.