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


Learn more about the other PBA dashboards: Website Attribution | Conversion Paths 

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. 

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. My Apps > View brand bundles
  2. Click PBA dashboard.
  3. Go to the Web-Assisted Installs tab.

Go to the navigation menu > People-based Attribution > 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
Datepicker & filters


  • Set a date range; it will include apps installed during that time.
  • Filtered data includes the most recent web visit before install.
  • Learn about setting filters and groupings.
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 mobile media source.
  • Non-organic: Installs occurring after engaging with a 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. 

Was this article helpful?