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Mobile Attribution & Deep Linking Glossary

Comprehensive definitions of mobile attribution and deep linking terms. Use this as a reference when learning about mobile app marketing and attribution.

A​

Android's implementation of HTTPS-based deep linking. Allows regular HTTPS URLs (like https://yourapp.com/path) to open an Android app directly if installed, or fall back to the website if not. Similar to iOS Universal Links.

Requirements:

  • Owned domain with HTTPS
  • assetlinks.json verification file hosted at /.well-known/
  • SHA-256 fingerprint of app signing key
  • Intent filters in AndroidManifest.xml

Example:

https://go.yourapp.com/products/123
→ Opens Android app (if installed)
→ Opens website (if app not installed)

Learn more →

App Store Optimization (ASO)​

The process of improving an app's visibility in app stores (Apple App Store, Google Play Store) to increase organic installs.

Key ASO factors:

  • App title and description
  • Keywords
  • Screenshots and preview videos
  • Ratings and reviews
  • Download velocity

App Tracking Transparency (ATT)​

Apple framework introduced in iOS 14.5 (April 2021) requiring apps to request user permission before accessing their IDFA (Identifier for Advertisers).

The ATT prompt:

"YourApp would like to track you across apps and websites
owned by other companies"

[Ask App Not to Track] [Allow]

Impact: ~70% of users decline permission, ending IDFA-based attribution for most users.

Learn more →

Associated Domains​

iOS capability that allows an app to be associated with specific domains for Universal Links. Configured in Xcode under "Signing & Capabilities".

Example:

applinks:go.yourapp.com
applinks:yourapp.com

Attribution​

The process of determining which marketing campaign, channel, or touchpoint caused a user to install an app or take an action within it.

Example:

User clicks Instagram ad → Installs app
Attribution: Install attributed to "Instagram campaign"

Purpose: Understand marketing ROI, optimize ad spend, measure campaign effectiveness.

Learn more →

Attribution Model​

The methodology used to assign credit for conversions (installs, purchases) to marketing touchpoints.

Common models:

  • Last-click: 100% credit to final touchpoint
  • First-click: 100% credit to initial touchpoint
  • Multi-touch: Credit distributed across multiple touchpoints
  • Fingerprint: Device characteristic matching

Learn more →

Attribution Window​

The time period during which a click can be credited for an install or conversion.

Example with 7-day window:

Day 1: User clicks ad
Day 2-7: User installs → Click gets credit
Day 8+: User installs → Labeled "organic" (window expired)

Common windows:

  • 24 hours (flash sales)
  • 7 days (industry standard)
  • 14-30 days (consideration products)

B​

Bundle ID (iOS)​

Unique identifier for an iOS app in reverse domain format.

Example: com.yourcompany.yourapp

Used for:

  • App Store registration
  • Universal Links (AASA file)
  • Push notifications
  • App signing

C​

Click-Through Rate (CTR)​

Percentage of people who click a link after seeing it.

Formula: (Clicks / Impressions) × 100

Example:

1,000 people see ad
100 people click
CTR = (100 / 1,000) × 100 = 10%

A deep link that carries additional context or parameters beyond just routing.

Example:

https://go.yourapp.com/products/123?
  utm_source=instagram&
  discount=SUMMER20&
  referrer=user456

The app receives:

  • Destination: Product 123
  • Traffic source: Instagram
  • Discount code: SUMMER20
  • Referrer: user456

Conversion Rate​

Percentage of users who complete a desired action.

Common conversions:

  • Click → Install
  • Install → Purchase
  • Install → Subscription

Formula: (Conversions / Total Users) × 100

Cost Per Install (CPI)​

The average cost to acquire one app install through paid advertising.

Formula: Total Ad Spend / Number of Installs

Example:

$10,000 ad spend
1,000 installs
CPI = $10,000 / 1,000 = $10

Industry benchmarks:

  • Gaming: $1-$5
  • E-commerce: $5-$15
  • Finance: $20-$80

Custom URL Scheme​

App-specific URL format used for deep linking. Older method predating Universal Links and App Links.

Format: myapp://path/to/content

Problems:

  • Only works if app installed
  • Scheme conflicts possible
  • Not shareable as web links
  • Security warnings in browsers

Modern alternative: Universal Links / App Links

D​

A link that opens a specific page or content within a mobile app, rather than just opening the app's home screen.

Example:

Standard: myapp:// → Opens app home screen
Deep link: myapp://products/123 → Opens Product 123 page

Modern approach: Use HTTPS URLs (Universal Links / App Links) instead of custom schemes.

Learn more →

A deep link that routes users to specific content after they install the app, remembering the context of the original link clicked before installation.

Flow:

1. User (no app) clicks link to Product 123
2. Redirected to App Store
3. User installs app
4. User opens app
5. App automatically routes to Product 123

How it works: Fingerprint matching (device characteristics)

Accuracy: 70-80% with fingerprinting

Learn more →

Device Fingerprint​

A combination of device characteristics used to uniquely identify a device without using persistent IDs (like IDFA).

Fingerprint components:

  • IP address
  • Screen resolution
  • User agent (device model, OS version)
  • Language settings
  • Timezone
  • Carrier information

Used for: Attribution matching in privacy-friendly way (no IDFA required)

Accuracy: 70-80% for attribution

General term for links that adapt behavior based on context (device type, app installed status, location, etc.). Often used synonymously with "deep link."

Note: Also the former name of Firebase's deep linking product (Firebase Dynamic Links, deprecated August 2025).

F​

Fingerprinting​

See Device Fingerprint

Google's HTTPS-based deep linking service. Deprecated August 25, 2025, shutting down August 25, 2025.

Replacement: Use LinkForty, Universal Links, App Links, or other attribution platforms.

Migration guide →

G​

GAID (Google Advertising ID)​

Android's equivalent of IDFA. Unique identifier for advertising purposes on Android devices.

Access: Available to apps, but Google plans to restrict access (similar to Apple's ATT).

Format: 128-bit UUID (e.g., 38400000-8cf0-11bd-b23e-10b96e40000d)

I​

IDFA (Identifier for Advertisers)​

Apple's unique identifier for advertising purposes on iOS devices. Post-iOS 14.5 (April 2021), requires user permission via ATT prompt.

Reality: ~70% of users decline permission

Format: 128-bit UUID

Alternative: Fingerprinting (no permission required, 70-80% accuracy)

Learn more →

Impression​

A single instance of an ad or link being displayed to a user.

Example:

1,000 users see your ad → 1,000 impressions

Install Attribution​

The process of determining which marketing source caused an app to be installed.

See Attribution

L​

Last-Click Attribution​

Attribution model where 100% of credit goes to the last touchpoint before conversion.

Example:

User journey:
1. Sees Facebook ad
2. Sees email campaign
3. Clicks Instagram ad → Installs

Attribution: Instagram gets 100% credit (last click)

Lifetime Value (LTV)​

The total revenue generated by a user over their entire relationship with your app.

Formula: Average Purchase Value × Purchase Frequency × Customer Lifespan

Example:

User spends $10/month
User stays for 12 months
LTV = $10 × 12 = $120

Used for: Determining acceptable customer acquisition costs

A service that creates short, memorable URLs that redirect to longer original URLs.

Example:

Original: https://yourapp.com/products/winter-jacket-2024?utm_source=instagram
Shortened: https://go.yourapp.com/abc123

Benefits: Easier to share, track clicks, update destinations

M​

Mobile Measurement Partner (MMP)​

A third-party platform that provides mobile attribution and analytics services. Also called "attribution platform."

Examples:

  • Enterprise: AppsFlyer, Branch, Adjust, Singular
  • Open Source: LinkForty

What MMPs provide:

  • Attribution tracking
  • Deep linking
  • Analytics
  • Fraud detection (enterprise MMPs)
  • Ad network integrations

Learn more →

Multi-Touch Attribution​

Attribution model that distributes credit across multiple touchpoints in the user journey.

Example:

User journey:
1. Sees Facebook ad (30% credit)
2. Sees email (30% credit)
3. Clicks Instagram ad (40% credit)

All three touchpoints receive partial credit

O​

Organic Install​

An app install that cannot be attributed to a specific marketing campaign. User found the app through:

  • App Store search
  • Word of mouth
  • Direct URL entry
  • Click outside attribution window

Opposite: Attributed install

P​

Package Name (Android)​

Unique identifier for an Android app in reverse domain format.

Example: com.yourcompany.yourapp

Used for:

  • Google Play registration
  • App Links (assetlinks.json)
  • Push notifications
  • App signing

Q​

QR Code​

Quick Response code: 2D barcode that encodes URL or data, scannable by smartphone cameras.

Mobile attribution use:

QR code on product packaging
→ Encodes: https://go.yourapp.com/product/xyz
→ User scans → Installs app → Routes to product
→ Offline-to-online attribution

Learn more →

R​

Referral Program​

Marketing strategy where existing users invite new users, often with incentives for both parties.

Example:

User A shares: https://go.yourapp.com/invite/userA
User B clicks, installs
Both receive bonus: User A: $10 credit, User B: $10 credit

Requires: Deferred deep linking for attribution

Retargeting​

Marketing to users who previously interacted with your app or website.

Example:

User visited product page but didn't buy
→ Show ad for that product
→ Higher conversion rate (user already interested)

Return on Ad Spend (ROAS)​

Revenue generated per dollar spent on advertising.

Formula: Revenue from Ads / Ad Spend

Example:

$10,000 ad spend
$30,000 revenue generated
ROAS = $30,000 / $10,000 = 3x (or 300%)

Good ROAS:

  • E-commerce: 3-5x
  • Subscription: 2-4x
  • Gaming: 1.5-3x

S​

Condensed URL that redirects to a longer original URL.

See Link Shortener

SKAdNetwork​

Apple's privacy-preserving attribution API for iOS. Provides aggregated, anonymized attribution data without requiring IDFA.

How it works:

1. User clicks ad → SKAdNetwork registers
2. User installs app → SKAdNetwork notified
3. 24-72 hours later → Apple sends postback to ad network
4. Ad network receives: "Campaign X drove an install" (anonymized)

Pros:

  • No user permission required
  • Apple-approved
  • 100% accurate (Apple-controlled)

Cons:

  • 24-72 hour delay
  • Anonymized (no user-level data)
  • Complex setup
  • Limited conversion data (6 bits)

Learn more →

T​

A URL that tracks clicks, installs, and conversions. Often includes parameters for campaign attribution.

Example:

https://go.yourapp.com/summer-sale?
  utm_source=instagram&
  utm_medium=social&
  utm_campaign=summer-2024

U​

iOS implementation of HTTPS-based deep linking. Allows regular HTTPS URLs to open an iOS app directly if installed, or fall back to the website if not.

Requirements:

  • Owned domain with HTTPS
  • apple-app-site-association (AASA) file hosted at /.well-known/
  • Associated Domains capability in Xcode
  • AppDelegate implementation

Example:

https://go.yourapp.com/products/123
→ Opens iOS app (if installed)
→ Opens website (if app not installed)

Learn more →

User Agent​

HTTP header that identifies the device, browser, and OS making a request.

Example:

Mozilla/5.0 (iPhone; CPU iPhone OS 17_2 like Mac OS X)
AppleWebKit/605.1.15 (KHTML, like Gecko) Version/17.0
Mobile/15E148 Safari/604.1

Used for:

  • Device detection (iOS vs Android)
  • Device fingerprinting
  • Analytics

User Acquisition (UA)​

The process of gaining new app users through marketing efforts.

UA channels:

  • Paid advertising (Facebook, Google, TikTok)
  • Organic (App Store search, referrals)
  • Influencer marketing
  • Content marketing

Goal: Acquire users cost-effectively (low CPI, high LTV)

UTM Parameters​

URL parameters used to track campaign performance in analytics platforms.

Standard UTM parameters:

  • utm_source: Traffic source (e.g., instagram, facebook)
  • utm_medium: Marketing medium (e.g., social, email, cpc)
  • utm_campaign: Campaign name (e.g., summer-sale-2024)
  • utm_content: Ad variation (e.g., banner-a, video-b)
  • utm_term: Keyword (for paid search)

Example:

https://yourapp.com/product?
  utm_source=instagram&
  utm_medium=social&
  utm_campaign=summer-sale&
  utm_content=carousel-ad

V​

Viral Loop​

Growth mechanism where existing users invite new users, who then invite more users, creating exponential growth.

Example:

User A invites 3 friends (B, C, D)
Each friend invites 3 more
3 → 9 → 27 → 81 → exponential growth

Requires: Easy sharing mechanism, incentives, deferred deep linking

W​

Webhook​

HTTP callback that sends real-time event notifications to your server.

LinkForty webhooks:

POST https://yourapp.com/webhooks/linkforty

Body:
{
  "event": "app.installed",
  "data": {
    "linkId": "abc123",
    "campaign": "summer-sale",
    "timestamp": "2024-01-15T10:30:00Z"
  }
}

Use cases:

  • Send events to analytics platforms
  • Award referral credits
  • Trigger email sequences
  • Update CRM records

Summary​

This glossary covers 50+ terms essential to understanding mobile attribution and deep linking. Bookmark this page as a reference when working with mobile app marketing, attribution, and deep linking.

Key concepts to understand:

  • Deep linking: HTTPS URLs that open apps (Universal Links, App Links)
  • Attribution: Determining which campaigns drive installs
  • Fingerprinting: Privacy-friendly attribution method (70-80% accuracy)
  • IDFA/ATT: Old attribution method, now requires permission (~70% decline)
  • MMP: Attribution platforms like LinkForty, AppsFlyer, Branch

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