Attribution analytics


Countly Attribution Analytics allows you to measure your marketing campaign performance by attributing installs from specific campaigns.

In addition to that, you can target users from different platforms differently, by providing specific end URL for each platform and Countly will automatically redirect visitor to specific URL based on what platform visitor is using.

For example, you can manage a single campaign with single Countly generated URL for both Android and iOS users each pointing to their own app market link.

Enterprise-Edition only feature

Attribution Analytics is only available for Enteprise Edition.

Below you can watch an intro video showing how to define campaigns in your Attribution Analytics plugin.

Attribution analytics and campaign management

Creating a new campaign

First thing to do is to create a campaign which will provide you with Countly generated URL to use in your marketing promos. For this, go to Attribution Analytics page, and then click on Create new Campaign.

Once you click, the following popup will appear:

In this popup, here are some of the most important parts:

  • Clickthrough link - This is the tracking link you will be using in your marketing campaigns to point visitors to. This link is automatically generated. You can track additional segments by providing query string parameters to the url.
  • Campaign name - This will help you identify your campaign in Countly dashboard. Give it an easy and unique name.
  • Campaign type - This can be Web campaign, Email campaign or a Server campaign. We'll talk about all different campaign types in Attribution campaign types.
  • Cost - You can specify the cost of the campaign as amount per click or per install or the amount you paid for whole campaign, to calculate the end balance compared with revenue acquired users brought you. Cost is helpful when you try to understand how different campaigns cost you and compare installations and clicks by costs so you can rethink about your ad spending!
  • Use digital fingerprint - If digital fingerprint is not selected, attribution will be made solely based on IP address, which means allowing tracking clicks through different platforms, as for example click on Windows and then install on Android, but it also may result in more false positive attributions. Therefore we suggest that you use digital fingerprint option.
  • Redirect URLs - Redirect URL is where the end user will be redirected to. You must at least provide a Default URL. Additionally you can provide separate URLs for each platform, but if platform can't be determined or does not have a URL, user will be redirected to Default URL.
  • Default URL - Default URL will be used if you have not specified URL for the platform used by current visitor or the platform can't be determined.
  • Custom scheme - You can also target users that already have your app installed by implementing custom URL scheme in your app and providing here a deeplink URL with all the parameters you want to pass to your app, so would know that existing user came from this campaign
  • Postback URL - This URL lets you notify third party services about new installs that came from your campaign. For more information see next chapter below.

Sending data to a server when a conversion occurs

Countly Attribution Analytics has a webhook mechanism where you can send any device related data to another 3rd party server when a convergence happens. You can add any amount of postback URLs and provide available parameters by using placeholders.

For this webhook, Countly has several predefined placeholders for you to use and send data to 3rd party server, mentioned below:

  • {deviceID} : ID of device
  • {platform} : Platform of device (e.g Android, iOS)
  • {l} : Locale of the device
  • {b} : Browser used
  • {cnty} : Country of the user
  • {c} : Campaign ID you defined in Countly dashboard
  • {any_segment} : Any custom segment key you added to campaign URL.

Once you are finished creating your campaign, click Create button. Campaign with your provided name should appear in your campaign table.

Below is an sample webhook that you can use to send locale and device ID information to a 3rd party server. You need to have API endpoints that you control on that server to retrieve this data, and use it appropriately.{l}&device_id={deviceID}

Viewing campaign details

Now that you have defined your campaign, you can click click on a specific campaign row on the table to view campaign details. Initially right after campaign is defined, this table is empty but will be filled once you start acquiring users.

On campaigns details page you can find again a click through link to use in your advertising campaigns, at the very top of the page. On this page, you can also view timelines of total clicks, unique clicks, installs, revenue and sessions.

As well as overall statistics of Balance (Acquired user's generated revenue minus calculated campaign costs) and User and Click conversions.

You can also view breakdowns of cost, revenue and acquired user sessions by total and per user.

And at the bottom, you will see a tabular data, where the same metrics (total clicks, unique clicks, installs, revenue and acquired user sessions) can be broken down by Platforms, Browser, Country and Locale. Also you can also Edit and Delete campaign using buttons in top right corner.

Comparing campaigns

At some point when you have created multiple campaigns, like one for promoting your app or game on a web page, other on Admob and any other promotional campaign you might have, you would want to compare them. You will ask questions to yourself like:

  • Which campaign delivered you more users for lesser amount of money?
  • Which campaign's users are engaged more and have more sessions?
  • Which campaign's users have earned you more money?

You will be able to compare your campaign performances by these and more metrics on the main Attribution Analytics page, where you have a list of all your campaigns for specific app.

Custom schemes

While you can set custom schemes to your attribution campaign, Countly does not provide custom scheme implementation in the app, that is something you need to implement it in your app yourself. There are many resources available, as: for Android and for iOS.

But the basic idea is that you register custom URL scheme for your app. These are the main points you need to know when defining a custom scheme.

  • If your app is named MyApp, you could register scheme myapp://
  • Any app could open myapp:// url in the browser, and OS would detect it and open up your app.
  • Then, in Countly Attribution Analytics, you could provide a custom scheme like myapp://campaign=mycampaign
  • When user opens your app with URL myapp://campaign=mycampaign it would pass campaign=mycampaign to your app (again it is platform specific and this part is not supported by Countly, but something that you need to implement in your app).

In the end, you receive the value campaign=mycampaign and you know that this user clicked that specific mycampaign link and it opened your app. This gives you an ability to display any specific message or give a reward to your user.

Timeline notes

Countly provides a way to add note to timeline on main dashboard, so all timeline graphics would also show it.

This is a great feature that you can use together with your attribution campaigns. So for example when you launched a great, worldwide marketing campaign, you can create a note on that specific date when you launch it. This note will be displayed on all timeline graphs, so you could tell that this spike of new users is due to this marketing campaign!

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