Web-to-app attribution

  • Advertisers

At a glance: explaining web-to-app attribution and how to use the web-to-app page to analyze it.


If one of you're marketing goals is converting users from web to app, web-to-app attribution (W2A) can help you analyze your efforts and performance.

Such analysis helps you understand where potential app users are coming from. It also helps you allocate resources to specific web media sources that prove efficient in bringing users that install your app.

Accessing W2A attribution data

To see the W2A data analysis, go to the people-based analytics page:

  1. Go to the dashboard of an app that belongs to the brand bundle.
  2. In the left-hand menu, choose People Based Analytics.
  3. The People-based analytics page opens and shows W2A data.

Alternatively, you can do that from the my apps page:

  1. In your AppsFlyer account, from the my apps page, click View brand bundles.
  2. Choose the desired bundle.
  3. Click View people-based analytics.
  4. The People-based analytics page opens and shows W2A data.

Data coverage in W2A

Data in W2A only shows organic installs or installs that follow a click on a smart banner or custom link. It doesn't show installs coming from AppsFlyer integrated partners. See the following table:

Web traffic type Install type Install shown in website traffic sources chart
Paid / Owned / Earned Organic / Custom link / Smart banner Yes
Paid / Owned / Earned Click coming from an AppsFlyer integrated partner No

Data freshness in W2A

Data in W2A is subject to change and is finalized only 7 days after the install.

For example, if you're looking at installs for September 30, the data for these installs is only finalized on October 8. On October 8, W2A shows the final decision for installs and the contribution of web media sources for them.

Filtering data in the W2A page

You can filter data by the following:

  • Date range
  • Media source - only filters web media sources, not mobile media sources that are shown in the web-to-app report table.
  • Geo
  • Media type
    • Paid - media sources that you pay to advertise your website.
    • Owned - owned media sources such as email, SMS, viral posts.
    • Earned - Direct traffic or traffic coming from search engines.
  • Mobile platform
    • iOS
    • Android
  • Install type
    • Organic - an install that is not attributed to any click or impression.
    • Smart banner - an install that follows a click on a smart banner on your website.
    • Custom link - an install that follows a click on a custom link.

Filter the data to zoom in and out and to compare different media sources or Geos for example.

Installs by website traffic source

The W2A page includes Installs by website traffic source. This is a breakdown of installs by contributing media sources.

Traffic type

The breakdown in Installs by website traffic source shows the distribution of traffic type for installs:

  • Referred - the percentage of installs following user traffic from web media sources to your website.
  • Organic - Installs following direct user traffic to your website.
  • No website traffic - Installs without preceding traffic to your website.


Top media sources

Click Top media sources. on the right-hand corner above install breakdown bar. Clicking on it switches the view from traffic distribution to distribution among the top media sources. The breakdown only shows referral traffic.


Top website traffic sources

Another component in the W2A page is the top website traffic sources chart.

Using the chart

You can use the chart to get a high-level view of web traffic that drives installs. You can look at peaks and fluctuations in the table to get a sense of how web media sources are doing in terms of driving traffic that converts to installs.

This chart shows a daily breakdown of the top website traffic sources that drive app installs.

To compare traffic from different media sources on the same day, hover over the chart on that day.


Filtering traffic sources

You can filter out traffic sources from the chart to choose which media sources you want to compare. To exclude sources from the chart, uncheck the box next to the traffic source in the list on the right-hand side of the chart.


Web-to-app report table

The web-to-app report table shows data related to web media sources that contribute towards installs.

The table consists of the following:


  • Total - Total number of installs following a user visit from this web media source. The install is associated with the web media source if it's a single source or last source.
  • Single source - When the web media source is the only web media source in the user journey to install. No other web media sources are present in the user journey to install.
  • Last source - When the web media source is the last web media source in the user journey to install. Other web media sources are present in the user journey but are attributed as assists.


  • First source - The first web media source in a series of touchpoints in the user journey.
  • Intermediate source - The web media source is in the user journey between the first and last touchpoint.

Total impact - All the installs that the web media source is involved in and contributes to, whether as a single, first, last or intermediate touchpoint.

Impact ratio - The sum of installs and assists divided by the number of installs. Impact ratio helps you understand the wider contribution of a web media source. It allows to quickly assess the positive lift of a media source, in assisting other media sources to convert users.

Drill down to campaign level

You can drill down into campaign level performance for each web media source. To do so, in the web-to-app report table click on the desired media source. The column header changes to Web campaign and listed under it are the different campaigns for that web media source.

Mobile media sources

Web media sources are part of the user journey to install but are only considered contributing media sources. The media source that the install is attributed to is always a mobile media source. To see the mobile media source that the install is attributed to toggle on Show mobile sources.

Exporting data

You can export the table by clicking Export CSV on the top-right hand corner of the table.


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