Overview
In a privacy-focused environment where device IDs may be inaccessible, Apptrove employs multiple fallback techniques to maintain accurate attribution.
Attribution Methods Without Device IDs
1. Probabilistic Attribution
Uses statistical modeling and device attributes to match installs to ad engagements:
IP address matching within attribution windows
Device fingerprinting based on OS version, device type, language, and user-agent
Behavioral pattern and timing correlations
2. Install Referrer (Android Only)
Leverages app store referrer APIs for deterministic attribution:
Google Play Install Referrer captures click-to-install data
Xiaomi GetApps and Samsung Galaxy Store referrers for their respective stores
Huawei AppGallery referrer support
3. Deep Linking
Enables attribution without device IDs through link metadata:
Direct deep links with embedded campaign data
Deferred deep links capturing attribution intent pre-install
Contextual deep links carrying source and creative information
When Each Method Applies
Probabilistic Attribution: When users opt out of ID tracking or on iOS with limited ID access
Install Referrer: For Android installs via supported app stores
Deep Linking: For retargeting, cross-promotion, email, SMS, and social campaigns
Accuracy and Limitations
Probabilistic methods are less precise than device ID matching but ensure privacy compliance
Install referrer delivers accuracy comparable to device IDs on Android
Deep linking provides deterministic attribution for existing users
Attribution windows vary: short windows for IP-based, up to 90 days for install referrers, and standard windows for deep links
Privacy and Compliance
No cross-vendor persistent tracking
IP addresses used responsibly for geo-resolution and modeling
Fully compliant with GDPR, CCPA, and platform privacy guidelines
Integrates with Apple’s SKAdNetwork for aggregated, privacy-first iOS attribution
Implementation in Apptrove
Apptrove’s SDK automatically applies an attribution hierarchy:
Device ID matching (if available)
Install referrer (Android) or SKAdNetwork (iOS)
Probabilistic attribution
Deep linking
Configuration options include customizable attribution windows, layered fraud protection, and real-time campaign optimization metrics.
Best Practices
Design campaigns to support multiple attribution methods
Use deep links for seamless retargeting attribution
Employ UTM tags and consistent campaign parameters
Monitor method distribution to refine measurement strategies
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!
