App Paid Opportunity: Understanding Installs Tracking

When it comes to tracking app installs, we want you to have all the details about how the process works and what factors influence the numbers you see. Here’s everything you need to know about how we track, attribute, and report app installs using Adjust, one of the most trusted platforms in mobile measurement.

1. Why We Work with Adjust
2. How We Track Installs: What is Attribution in Digital Marketing?
3. How Does It Work?
4. What About iOS Users?
5. Why Numbers May Differ
6. How We Report Installs

Why We Work with Adjust

At GetYourGuide, transparency and privacy are top priorities. That’s why we’ve partnered with Adjust, a leading mobile attribution platform trusted by global brands.

Adjust is:

• Fully GDPR-compliant
• Continuously updated to align with evolving privacy regulations

This ensures that both you and your audience are protected every step of the way.

How We Track Installs: What is Attribution in Digital Marketing?

Attribution is the process of figuring out which marketing channels, ads, or touchpoints deserve credit for driving a conversion—in this case, an app install.

Users often interact with a brand multiple times before taking action. For example, they might:

• See a Google ad
• Scroll past an Instagram post
• Click a link in an email

Attribution helps us identify which of these steps had the most influence, so we can optimize campaigns and focus on what works best.

How Does It Work?

We use unique tracking links to connect user interactions (like clicks) to conversions (like installs). Here’s how it works:

• New Installs: If a user clicks on a tracked link and installs the app within 7 days, the install is attributed to that source.

• Reattributions: If a previously inactive user (someone who hasn’t used the app in at least 90 days) engages with a new campaign and reinstalls or reopens the app, the credit shifts to the new traffic source—again, within a 7-day window.

   

What About iOS Users?

Apple’s App Tracking Transparency (ATT) policies add some complexity to attribution. If an iOS user declines tracking, their install is classified as organic to comply with Apple’s privacy standards.

This limitation applies across the entire advertising ecosystem and affects all advertisers equally.

Why Numbers May Differ

The journey from someone clicking your tracking link to actually installing the app isn’t always straightforward. Several factors can influence the numbers you see, including:

• Attribution Rules: Industry-standard rules determine how installs are counted and assigned.
• Third-Party Platform Limitations: Platforms like Apple and Google have their own restrictions that impact tracking.
• Privacy Regulations: Policies like GDPR and Apple’s ATT limit how data is collected and shared.

While these factors are beyond GetYourGuide’s control, we’re committed to providing you with the most accurate and up-to-date data available.

How We Report Installs

We access a detailed Adjust dashboard that breaks down installs attributed to each tracking link. Every two weeks, we export and share these numbers with you to ensure full transparency.

By understanding how installs are tracked and attributed, you’ll have a clearer picture of your campaign performance and the factors that influence the results.