At a Glance: This article explains how attribution links in Apptrove are built and which parameters can be included. You’ll see a full comparison of parameters supported in Click URLs and Impression URLs, making it easy to understand which values apply where.
Introduction
Apptrove uses tracking URLs to record user interactions such as ad clicks, impressions, and re-engagements. These URLs are made up of a base domain, campaign identifiers, and parameters. Each parameter passes important information (like device IDs, campaign IDs, or costs) to Apptrove for accurate attribution and reporting.
Tracking URLs are the backbone of performance marketing on Apptrove. They help you connect a user action (like a click or impression) to a conversion or install. Let’s break down the structure and see how these URLs work in detail.
Understanding URL Structure
A typical Apptrove tracking URL looks like this:
https://click.trackier.io/c/AppID?click_id={click_id}&site_id={publisher_id}_{source}&gaid={gaid}&p1=abc&cost_currency={currency}&pid={pid}&lbw={lookback window}
Components
Base Domain: Defines the type of action being tracked (
click.trackier.iofor clicks,impression.trackier.iofor impressions).
Path (
/c/or/i/): Identifies whether it’s a click (/c/) or impression (/i/) event.
App ID: A unique identifier (
heG4vJ4DZs) representing the application.
Parameters: Key-value pairs such as,
?click_id={click_id}&site_id=..., that pass specific information for attribution.
Types of Tracking URLs
1. Click Tracking URL
Click URLs track when a user clicks on an ad.
Example
https://click.trackier.io/c/heG4vJ4DZs?click_id={click_id}&site_id={publisher_id}_{source}&gaid={gaid}&p1=abc&cost_currency={currency}&pid=dkr3qpMdth&lbw=14dclick_id: Unique identifier for the click.
site_id: Publisher ID and source.
gaid: Device ID.
p1: Custom parameter.
cost_currency: Currency used in reporting.
pid: Partner ID.
lbw: Lookback window (14 days in this case).
Note: Click ID parameter is necessary to send the appropriate postback to the partner. If it's not provided, the dashboard used by the third-party partner will not accurately reflect the click from which a particular attribution is derived.
1.1. Re-engagement Click URL
Re-engagement URLs are a type of click URL used when retargeting users who already installed the app.
Example
https://click.trackier.io/c/heG4vJ4DZs?click_id={click_id}&site_id={publisher_id}_{source}&gaid={gaid}&p1=abc&is_retargeting=true&cost_currency=currency&rew=2d&fs=app://google.com&pid=dkr3qpMdth&lbw=14dis_retargeting=true : Identifies this as a retargeting link.
rew=2d : Sets the re-engagement window to 2 days.
fs=app://google.com : Defines the fallback URL if deep linking fails.
Note : Apptrove typically defaults the re-engagement window to 30 days.
2. Impression Tracking URL
Impression URLs track when an ad is viewed (without requiring a click).
Example
https://impression.trackier.io/i/heG4vJ4DZs?click_id=test_abhay&ad=test_abhay&camp=test_abhay&gaid={gaid}&pid=dkr3qpMdth&lbw=24hclick_id: Placeholder unique identifier.
ad: Ad name/ID.
camp: Campaign identifier.
gaid: Device ID.
pid: Partner ID.
lbw=24h: Lookback window of 24 hours.
Parameters: Click vs. Impression
Each parameter has a specific purpose, and not all are available across all URL types. The tables below shows availability for click and impression URL types.
1. Identifiers (User / Device / App / Partner)
Parameter Name | Description | Impression URL | Click URL |
click_id | Partner click identifier. | ✔︎ | ✔︎ |
site_id | Publisher ID displaying the ad. | ✘ | ✔︎ |
sub_site_id | Sub-publisher/ad sub-network ID. | ✘ | ✔︎ |
pid / agid | Partner or Agency ID. | ✔︎ | ✔︎ |
app_id | Unique application ID. | ✔︎ | ✔︎ |
app_name | Application name. | ✔︎ | ✔︎ |
gaid | Google Advertising ID. | ✔︎ | ✔︎ |
gaid_sha1 | SHA1 hashed GAID. | ✔︎ | ✘ |
gaid_md5 | MD5 hashed GAID. | ✔︎ | ✘ |
android_id | Android device ID. | ✔︎ | ✔︎ |
android_id_sha1 | SHA1 hashed Android ID. | ✔︎ | ✘ |
android_id_md5 | MD5 hashed Android ID. | ✔︎ | ✘ |
oaid | Open Advertising Identifier | ✔︎ | ✘ |
oaid_sha1 | SHA1 hashed OAID. | ✔︎ | ✘ |
oaid_md5 | MD5 hashed OAID. | ✔︎ | ✘ |
fire_aid | Amazon Fire Advertising ID. | ✔︎ | ✔︎ |
idfa | Apple Identifier for Advertisers. | ✔︎ | ✔︎ |
idfa_sha1 | SHA1 hashed IDFA. | ✔︎ | ✘ |
idfa_md5 | MD5 hashed IDFA. | ✔︎ | ✘ |
idfv | Apple Identifier for Vendors. | ✔︎ | ✔︎ |
idfv_sha1 | SHA1 hashed IDFV. | ✔︎ | ✘ |
idfv_md5 | MD5 hashed IDFV. | ✔︎ | ✘ |
mac | Device MAC address. | ✘ | ✔︎ |
iemi1 | International Mobile Equipment Identity number | ✘ | ✔︎ |
iemi2 | International Mobile Equipment Identity number | ✘ | ✔︎ |
2. Campaign & Ad Metadata
Parameter Name | Description | Impression URL | Click URL |
ad | Name of the ad. | ✔︎ | ✔︎ |
ad_id | Unique ad identifier. | ✔︎ | ✔︎ |
ad_set | Ad group name | ✔︎ | ✘ |
ad_set_id | Unique ad group ID. | ✔︎ | ✘ |
ad_group | Ad group name | ✘ | ✔︎ |
ad_group_id | Unique ad group ID. | ✘ | ✔︎ |
camp | Campaign name. | ✔︎ | ✔︎ |
camp_id | Campaign ID. | ✔︎ | ✔︎ |
ad_type | Ad format (text, banner, video, etc.). | ✔︎ | ✔︎ |
channel | Distribution source (e.g., App Store, Meta). | ✔︎ | ✔︎ |
keywords | Campaign keywords. | ✔︎ | ✘ |
3. Cost & Attribution
Parameter Name | Description | Impression URL | Click URL |
cost_currency | Currency code (ISO-4217). | ✔︎ | ✔︎ |
cost_value | Cost value in currency. | ✔︎ | ✔︎ |
lbw | Lookback window configuration. | ✔︎ | ✔︎ |
tr_disableinstallpb | Disable install postback. | ✘ | ✔︎ |
is_retargeting | Click re-targeting flag.(True or False) | ✔︎ | ✔︎ |
4. Redirection & Deep Linking
Parameter Name | Description | Impression URL | Click URL |
r | Universal redirect URL. | ✘ | ✔︎ |
ios_r | iOS redirect URL. | ✘ | ✔︎ |
android_r | Android redirect URL. | ✘ | ✔︎ |
web_r | Web redirect URL. | ✘ | ✔︎ |
dlv | Deep link value. | ✘ | ✔︎ |
5. Custom / Open Parameters
Parameter Name | Description | Impression URL | Click URL |
p1 | Custom parameter. | ✔︎ | ✔︎ |
p2 | Custom parameter. | ✔︎ | ✔︎ |
p3 | Custom parameter. | ✔︎ | ✔︎ |
p4 | Custom parameter. | ✔︎ | ✔︎ |
p5 | Custom parameter. | ✔︎ | ✔︎ |
6. Device & Environment Data
Parameter Name | Description | Impression URL | Click URL |
s2s | Enable server-to-server tracking. | ✔︎ | ✔︎ |
ip | Device IP address. | ✔︎ | ✔︎ |
ua | Device user-agent string (browser/OS). | ✔︎ | ✔︎ |
Why It Matters
Accuracy: Using the right parameters prevents attribution errors.
Optimization: Capture details like ad_set or cost_value to fine-tune campaign strategy.
Flexibility: Impression URLs capture device IDs for probablistic view-through attribution, while Click URLs focus on accurate detail captured from the publisher.
Re-engagement insights: Customizable windows and retargeting flags enable effective frequency and impact tracking.
Notes
Keep parameters consistent across campaigns for easier reporting.
Custom params (param_1–param_5) are great for passing extra partner-specific details.
Device IDs (GAID, IDFA, OAID, etc.) are required for valid impression tracking.
How to Use
1. Navigate to the Attribution Links Panel
Login to your Apptrove dashboard and select the application.
For Agency Accounts
Once you have selected the Application you can follow the steps mentioned below to access the attribution URLs for the partner accounts integrated with you.
Navigate to the partner directory from your Dashboard sidebar.
Hovering your cursor over an Integrated partner gives you quick access button to copy the click or the impression URL for easy access.
Click on the Manage button to Edit the URL or get an overview of integration details.
4. Navigate to the Attribution links tab.
For Partner Accounts
Once you have selected the Application you can navigate to the Integration Details from the Dashboard Sidebar.
Click on the Attribution Links tab.
Choose the Agency/Advertiser from the drop-down menu in the top right corner.
2.Identify Your Link Type
Use Click URLs when tracking a user click.
Use Impression URLs when tracking a view-through.
You can edit the URL to add or remove parameters according to your tracking needs.
3. Copy the URL
Append any additional parameters as needed either using the edit option in Attribution links tab or by manually editing the URL.
Click Example
https://track.apptrove.com/c/12345?click_id={click_id}&site_id={site_id}&ad={ad}Impression Example
https://track.apptrove.com/i/67890?camp_id={campaign_id}&gaid={GAID}&p1=test
Note:
Publishers must get permission from the advertiser or agency (depending on who they’re integrated with) before they can edit attribution link parameters in the Apptrove dashboard.
If you don’t have this permission, you won’t be able to edit parameters directly in the dashboard. However, you can still use the available parameters by manually adding them to their tracking URLs to pass information back to Apptrove.
3. Verify in Dashboard
Check reports in Apptrove to confirm your chosen parameters are receiving the correctly.
Broaden Your Knowledge
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
