App tracking helps advertisers with transactional apps record accurate performance data, reward partners fairly and understand the full customer journey. This guide explains how to set up mobile app tracking on Awin using a supported mobile measurement partner (MMP).
Why app tracking matters
Ensures partners are rewarded for app activity.
Gives full visibility of customer journeys across devices.
Improves acquisition campaigns.
Strengthens long-term program performance.
Meets Awin’s tracking requirements including the Conversion Protection Initiative.
Important
App tracking is a key cornerstone for Awin’s Conversion Protection Initiative, enabling accurate measurement and fair attribution.
Getting started with app tracking
To track in-app activity, choose one of Awin’s supported MMPs and follow their SDK setup guide.
Supported MMPs
App | Considerations | SDK Guide |
|---|---|---|
| https://support.appsflyer.com/hc/en-us/articles/207033486-Getting-started-Onboarding-for-marketers | |
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| https://help.branch.io/marketer-hub/docs/ad-partner-integration-guide | |
| ||
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| https://support.singular.net/hc/en-us/articles/21934945208219-Awin-Attribution-Integration |
Implementation steps
Select your MMP.
Follow the MMP’s SDK documentation to install their tracking.
Read our integration guide that matches your chosen MMP.
If you do not have an in house developer or use an unsupported MMP, you can purchase Awin’s Consulted Integration service.
This includes:
Reviewing your tracking setup and event definitions.
Creating commission groups in your MMP and on Awin.
Testing and validating the integration.
Agreeing your go-live date.
App tracking best practices
Keep attribution windows consistent across your program.
Use separate commission groups for app customers.
Describe your app tracking setup clearly on your Awin profile.
Keep cookie windows and commission groups updated.
Redirect users who are not in the app to your mobile site and include banners that encourage app downloads.
App tracking glossary
App download interstitial: A page shown before or after a content page, often to show advertising or confirm user age.
Awin module: A rebuilt integration within an MMP that lets you enable Awin tracking through the MMP’s interface.
Dynamic deep linking: Smart links that take users to the correct location inside your iOS or Android app. If the app is not installed, they continue to the app store and route the user to the intended content after install.
MMP (mobile measurement partner): A third-party platform that tracks and visualizes app data so marketers can see performance across channels and partners.
Postback: A server-to-server message used to send key events - such as installs or sales - back to Awin. Postbacks work with commission groups to define the correct commission rules.
SDK (software development kit): A toolkit that provides prebuilt components developers use to build or enhance apps.
FAQ
What is app attribution?
App attribution tracks mobile app events (like installs or in-app purchases) to identify which partner drove the action. At Awin, this ensures partners are accurately credited and reduces tracking leakage through integrations with leading MMPs.
What are MMPs and SDKs?
Mobile Measurement Partners (MMPs) track and analyze app performance across channels. Advertisers integrate an MMP SDK into their app so installs and in-app events can be measured and attributed correctly.
Why is app attribution important?
It provides:
Fair credit for partners
Seamless mobile-to-app experiences
Consistent cross-device tracking
Higher revenue and engagement from app users
Transparent and trustworthy reporting
What is deeplinking?
Deeplinking sends users directly to a specific page inside an app. Best paths include:
Product detail pages
Personalized app destinations
Smooth transitions from mobile to web app
What is deferred deeplinking?
If a user doesn’t have the app, they install it first and then land on the intended in-app page.
What are Universal Links (iOS) and App Links (Android)?
Both allow a single URL to open either a webpage or the app. If the app isn’t installed, the link opens the app store first, then routes to the correct in-app content once installed.
What is ATT, and what challenges does it create?
Apple’s App Tracking Transparency framework requires user consent before tracking across apps. This limits access to identifiers, reducing data availability and making attribution and validation harder.
How can I stop app install events appearing in Awin UI?
Awin can block install postbacks. Please reach out to support to request this.
Which MMP is best for my setup?
Each supported MMP offers different strengths and weaknesses. For example, some provide deeper analytics, whilst others focus on privacy. Use the comparison table above to choose the option that best fits your technical needs and budget.
Can I still track app events if my MMP isn’t on the supported list?
Yes. Awin can support manual setups with unsupported MMPs, though the process may involve more custom work. If needed, you can use Awin’s Premium Integration Service for hands-on help.
What events should I track in my app?
Most advertisers track installs, first opens, purchases and other revenue-generating actions. Your Awin representative can help you choose the right events based on your goals.
Why do I need separate commission groups for app traffic?
Separate groups help you identify app customers, apply different commission groups if needed, and keep reporting clear.
How do I know if my app tracking is working?
Once your MMP is configured and post-backs are firing correctly, your test transactions should appear in the Awin interface. Awin’s integration team can support you through testing.
Will partners be able to see that I have app tracking?
Yes. After you complete your integration, your Awin profile will show an App Tracking badge, making it easy for partners to find programs with app support.