Attribution

Credit every install to the touchpoint that earned it

AppVero combines the Google Play and Meta install referrers, Apple Ads, device-ID and view-through matching into one engine — with windows you control, reinstall detection and an honest answer for iOS users who haven’t consented.

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AppVero growth overview for a demo store: installs, non-organic installs, clicks, revenue in USD and conversion rate, with installs by media source and owned channels.

Attribution: what’s included

  • Google Play Install Referrer

    The click ID travels through the Play Store referrer, so Android installs attribute deterministically — even if a click row is lost.

  • Meta Install Referrer

    Read on device from the Facebook, Instagram and Facebook Lite providers and decrypted server-side with your app’s Meta key.

  • Apple Ads (AdServices)

    The AdServices token is resolved with Apple’s API for click and view-through attribution of Apple Ads campaigns.

  • Device-ID matching

    GAID and consented IDFA from ad-network click macros. Impression links add view-through matching.

  • Owned-media matching

    Probabilistic matching is for your own links and QR codes, with a short window — never the default for paid media.

  • Reinstalls & re-attribution

    An install registry recognises returning devices, and re-engaged users can be re-attributed after a period of inactivity.

How the engine decides

Deterministic first. Then honest about the rest.

At first launch the SDK sends the install with every signal it collected, and AppVero returns the attribution — and any deferred deep link — in the same response. Last touch wins, and clicks beat impressions.

Before matching Signature & malformed-ID checks Anonymous-IP check Install registry: new install, reinstall or re-attribution

Android

  1. 1Play Install ReferrerClick ID carried through the Play Store referrerreferrer
  2. 2Meta Install ReferrerDecrypted with the app’s Meta keymeta_referrer
  3. 3Device-ID clickGAID from the ad network’s click macrosdevice_id
  4. 4Device-ID impressionGAID from an impression linkview_through
  5. 5Owned media onlyShort-window probabilistic match on your own linksprobabilistic
  6. –Nothing matchedThe install is organicorganic

iOS

  1. 1Apple AdsAdServices token, click and view-throughapple_ads
  2. 2Device-ID clickIDFA, only when ATT is authoriseddevice_id
  3. 3Owned media onlyShort-window probabilistic match on your own linksprobabilistic
  4. !No consentPaid media without ATT consent → restricted, measured in aggregate via SKAN / AdAttributionKitrestricted
  5. –Nothing matchedThe install is organicorganic
Fraud checks on the winner — click injection from referrer timestamps, click-to-install time — then the install is stored, postbacks and webhooks are queued, and the SDK gets its answer and deferred deep link.
Windows you control

Lookback windows, per app

Every app has its own attribution settings. These are the defaults for a new app.

SettingDefaultWhat it does
Click window7 daysHow far back a click can be credited for an install.
View window24 hoursHow far back an impression (view-through) can be credited.
Probabilistic window6 hoursShort window for owned-media matching when there is no deterministic signal.
Probabilistic scopeowned_mediaWhich media can use probabilistic matching: owned media, all, or off.
Re-attribution inactivity7 daysHow long a user must be inactive before a new engagement can re-attribute them.
Re-attribution window30 daysHow recent that new engagement must be.
Reporting

Reports in your timezone, revenue in your currency

Slice installs, events and revenue by date, platform, media source, channel, campaign, ad set, ad, site ID, country, link, match type and more. Days end at midnight in your app’s timezone, and revenue is normalised to your reporting currency with daily ECB reference rates (30+ currencies).

  • Cohort reports for retention, revenue and events
  • Owned-channel report from click to deep-link open
  • Download any view as CSV or Parquet
AppVero aggregate report builder grouping clicks, installs, conversion rate, revenue and ARPU by media source.
Server-to-server

Events from your backend count too

Send orders, KYC approvals or renewals from your servers with an s2s-scoped API key. Identify the user by install ID, customer user ID, GAID or IDFV, and the events inherit the install’s attribution — just like SDK events.

POST /v1/s2s/eventsShell
curl -X POST https://api.appvero.ai/v1/s2s/events \
  -H "Authorization: Bearer avk_<id>_<secret>" \
  -H "Content-Type: application/json" \
  -d '{
    "customer_user_id": "u_123",
    "events": [{
      "event_id": "5b6c1d2e-8f90-4a1b-9c3d-2e4f6a8b0c1d",
      "name": "av_purchase",
      "ts": 1760003700000,
      "revenue": 49.90,
      "currency": "USD",
      "params": { "order_id": "NW-10293" }
    }]
  }'
Questions

Attribution, answered

Something else? [email protected]

Does AppVero fingerprint iOS users who declined tracking?

No. Installs from paid media without ATT consent are marked restricted and measured in aggregate through SKAdNetwork and AdAttributionKit. Probabilistic matching is limited to your own media and is never the default for paid media.

Which attribution model do you use?

Last touch. Clicks beat impressions, and deterministic signals (Play referrer, Meta referrer, Apple Ads, device IDs) are tried before probabilistic matching.

Can I attribute events that happen on my server?

Yes — the S2S events API accepts the same event format as the SDKs, authenticated with an s2s-scoped API key.

More of the platform

See your own data in AppVero

Bring a campaign, a link or an app build. We’ll walk through attribution, deep links and raw data with your team, on data that looks like yours.

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