Set up cross-platform links for multi-device campaigns

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Marketers
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At a glance: How to promote, attribute, and measure app installs on platforms to ad views on other platforms. For example, mobile app installs to ads viewed on CTV devices, game console app installs to ads viewed on mobile or desktops (web), and CTV app installs to ads viewed on mobile or desktop (web).

Overview

With AppsFlyer cross-platform attribution links (impression URLs), you can attribute installs from one platform to ad views displayed on another platform. Multiple installs within the same household can be attributed to the same cross-platform ad impression.

Create a OneLink template for cross-platform attribution

A single template supports your app across multiple platforms (meaning one template works across all platforms).

  1. Create or edit a OneLink template for cross-platform attribution.
  2. In the Cross-platform attribution section, click the edit button -> Enable cross-platform attribution
  3. From the relevant platform drop-downs, select the relevant app. Note: Each app can only be added to one OneLink template with cross-platform attribution enabled. Cross-platform attribution.png

Set up cross-platform partner integration

To set up cross-platform attribution using cross-platform impression URLs configure the partner integration per each targeted app.

 Important!

Make sure to enable the partner integration by performing the steps below for all targeted apps that you selected in the OneLink template (see the section above). If the integration is disabled for one of the targeted apps,  cross-platform attribution will not occur. 

Step 1: Select the targeted app of the partner integration

  1. In AppsFlyer, from the side menu, select Collaborate > Active Integrations
  2. Select the integrated partner.
  3. In the Integration tab, from the App drop-down box, select the targeted app.

Step 2: Enable view-through attribution

For links to be used by integrated partners, enable view-through attribution. 

  1. In the Integration tab, turn on Install view-through attribution.
  2. Click Save integration.

Step 3: Enable equal priority for cross-platform impressions

You can set Impressions to get the same attribution priority as a deterministic click. The app install will be attributed to the cross-platform. This can be set up to 6 hours.

To enable equal priority for cross-platform impressions:

  1. In the Integration tab, go to the Cross-platform section and turn on cross-platform equal attribution priority.
  2. Set the Equal attribution priority lookback window.
  3. Click Save integration.

Step 4: Create an attribution link (cross-platform impression URL)

To Create an attribution link (cross-platform impression URL) for integrated networks

  1. In AppsFlyer, from the side menu, select Collaborate > Active Integrations and select the integrated partner.
  2. In the Attribution link tab, when creating a OneLink link, select Use OneLink.
  3. Select the OneLink template you created for cross-platform attribution.
  4. Scroll down to View-through attribution.
  5. Turn on Cross-platform attribution. This adds the af_xplatform=true parameter to the impression attribution link and gives the link cross-platform attribution capabilities. Without this parameter, the URL functions as a regular impression URL that can't attribute multiple installs to the same impression.
  6. Set the Cross-platform view-through attribution lookback window. This adds the af_xplatform_vt_lookback parameter to the impression attribution link and indicates the number of hours (up to 72) following the impression during which the app install can be attributed to the impression.
  7. Add any additional attribution parameters as needed. Use naming conventions that identify your cross-platform app campaign. Learn more about the parameters you can add for additional data and metrics. Sample link:
    https://impressions.onelink.me/{template_id}?pid=__media_source__&af_xplatform=true&af_xplatform_vt_lookback=24h&af_siteid=__CSITE__&c=__ctv_to_mobile__&af_channel=__PLACEMENT__&af_c_id=__CAMPAIGN_ID__&af_adset=__AID_NAME__&af_adset_id=__AID__&af_ad=__CID_NAME__&af_ad_id=__CID__&af_source_platform=__source_platform__&af_source_device_category=__device_category__&af_ad_type=__CTYPE__&redirect=false
  8. Give the link to the ad network to place behind the ad displayed on CTV, PC, or console platforms.

 Important!

For owned media and non-integrated partners add parameters as needed.  Learn more about the parameters you can add for additional data and metrics.

List of ad networks

The list of ad networks that display ads on CTV, PC, and console platforms, and support cross-platform attribution (for example, CTV-to-mobile app) can be found in the AppsFlyer partner marketplace. Login to your AppsFlyer account is required.

Traits and limitations

Trait Remarks
Attribution window Between 1-72 hours, depending on the lookback window parameter af_xplatform_vt_lookback(default is 24 hours).
Retargeting
  • Re-attribution: Supported for cross-platform-to-mobile. Not for other platforms.
  • Re-engagement: Not supported
Attribution method View-through attribution using probabilistic modeling
Household attribution Supported. Meaning multiple installs within the same household can be attributed to the same cross-platform ad impression.
Reporting
  • Cross-platform installs are available in regular AppsFlyer dashboards and reports:
  • Cross-platform impressions don't display in app-level dashboards. However, they are available in the Cross-platform engagements report via Data Locker.
  • Make sure you use parameter naming conventions that easily identify your cross-platform campaign.
IP masking IP masking for cross-platform engagements is not supported since it is an app-level trait. If ip_masking is configured, the install won't be attributed to the cross-platform engagement.
 
CTV-to mobile CTV-to-mobile attribution flows are available only to integrated partners who have the authorization to conduct cross-platform campaigns.
Cross-platform attribution links in mobile devices When a cross-platform attribution link is viewed on a mobile device, attribution is determined by the standard mobile probabilistic modeling logic, not by the cross-platform attribution flow designed for CTV, PC, and consoles. Consequently, mobile impressions will not be eligible for the equal priority, extended lookback window, or household attribution that is available for genuine cross-platform impressions.

Discrepancies

AppsFlyer and tvScientific differ in their attribution models. This may cause discrepancies between the tvScientific and AppsFlyer dashboards. See the reasons for discrepancies in the table below:

Cause tvScientific AppsFlyer
Baseline model Shared-credit attribution model Last touch attribution model
Lookback window Up to 30 days Up to 72 hours
Retargeting Attribution of both new users (installs) and returning users (re-engagements)  Attribution of new users (installs) only
Cost assignment Cost is assigned to the impression regardless of the operating system Cost is assigned to the impression on separate systems for iOS and Android

FAQ

Q: Does Enable view-through attribution via probabilistic modeling need to be turned on?

A: No. The Enable view-through attribution via probabilistic modeling toggle in your app settings doesn't need to be turned on for cross-platform view-through attribution to work.