About SEO and AEO attribution

A user searches Google or asks ChatGPT a question, then clicks a result that leads to your website. AppsFlyer credits the search engine or AI answer engine for visits and conversions on your website, app installs, and app opens.

Supported user journeys

Each journey starts when a user searches a supported search engine or asks a supported AI answer engine a question. If the answer includes a non-paid link and the user clicks it, one of three journeys follows:

Use case 1: Web measurement

Attribute website visits and conversions to the search engine or AI answer engine the user came from.

Prerequisites:

• AppsFlyer web attribution SDK or server-to-server (S2S) integration. Learn more in Web Performance Measurement - Overview.

How it works:

1. A user clicks a non-paid search result or AI answer link and lands on your website.
2. The web attribution SDK or S2S integration reads the web referrer, the field that shows where the user came from. AppsFlyer attributes the web visit to the matching SEO or AEO media source.
3. If the user later completes a meaningful action, such as signing up or making a purchase, AppsFlyer attributes the event to that search engine or AI answer engine.

Learn more about traffic source resolution.

Use case 2: App install measurement

Attribute app installs to the search engine or AI answer engine that sent the user to your website.

Prerequisites:

• AppsFlyer mobile SDK
• AppsFlyer Smart Script version 2.10.3 or later, with Media source for organic search installs turned on

How it works:

1. A user clicks a non-paid search result or AI answer link and lands on your website.
2. The page shows a download button with Smart Script behind it. The user doesn't have your app installed, so the button sends them to the app store.
3. Smart Script creates an AppsFlyer attribution link. Its media source (pid) is based on the web referrer, the page the user came from. For example, a user comes from google.com, and the visit has no paid indicators (pid, UTM parameters, gclid, gbraid, or wbraid). Smart Script can then set pid=google_organic_seo.
4. The user installs the app and opens it for the first time. AppsFlyer can attribute the install to that click and credit the search engine or AI answer engine that sent the user to your website.

Learn more about setting up Smart Script to convert web visitors.

Use case 3: App re-engagement measurement

Attribute app opens by users who already have your app installed.

Prerequisites:

• AppsFlyer Android and iOS SDK version 6.12.1 or later
• Website content mapped to app content using Android App Links and iOS Universal Links

How it works:

1. A user clicks a non-paid search result or AI answer link.
2. Your website content is mapped to your app, and the user has the app installed. The link opens the app directly at the relevant content.
3. The app opens through the deep link. The web referrer, the page the user came from, is sent to AppsFlyer. AppsFlyer uses it to attribute the app open to the matching search engine or AI answer engine.

Learn more about setting up organic search (SEO) and organic AI answers (AEO) re-engagement attribution.

Data availability

SEO and AEO traffic appears in AppsFlyer as follows:

• Dashboards and reports: Search engines appear as <search engine>_organic_seo, for example google_organic_seo. AI answer engines appear as <AI engine>_organic_aeo, for example chatgpt_organic_aeo.
• Raw data reports: The channel field is seo for search engine traffic and aeo for AI answer engine traffic.

Supported search engines and AI answer engines

AppsFlyer attributes traffic from the following engines.

Search engines: Google, Bing, Yahoo, Ask, DuckDuckGo, Yandex, Naver, Daum, Baidu, Ecosia, Coccoc, Sogou, and Yahoo Japan.

AI answer engines: ChatGPT, Claude, Perplexity, Manus, Copilot, Gemini, Grok, and DeepSeek.

FAQ

Is there an additional fee for SEO and AEO attribution?

No. It's included in your subscription. Organic conversions count toward your package the same way non-organic conversions do.

Can I customize the SEO or AEO media source name?

No. AppsFlyer sets the media source name.

Does AppsFlyer attribute an install when the user taps an install button shown in the search results?

No. In that flow, AppsFlyer can't collect the information needed for attribution.

Is keyword, search term, or prompt data available?

No. The web referrer doesn't include this information.

See also

• About traffic source resolution
• Set up Smart Script to convert web visitors
• Set up organic search (SEO) and organic AI answers (AEO) re-engagement attribution
• AppsFlyer attribution model