The Adjust
Mobile Measurement Glossary

Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. New to Mobile Marketing, or trying to broaden your industry knowledge? We've defined everything from User Acquisition to Deep Linking to help you build your knowledge – get ready to learn and dive in!

Install Referrer


What is an Install Referrer?

An Install Referrer is an Android-specific ad tracking identifier, also known as Google install_referrer. It’s similar to Device IDs and Device Fingerprinting, in that it’s a unique string that’s sent to the Play Store (instead of App Store) when a user clicks on an ad. If the app is installed, the referrer is then sent to the attribution partner, which then looks to match the source with the install, attributing the conversion. All data from install referrer is located within the Play Store developer console, and Google Analytics if it is installed.

Why is Install Referrer Important?

Install referrers attribute with 100 percent accuracy by the nature of how they are built. This means that (on the Play Store at least) inaccuracy and flawed datasets aren’t an issue.

Adjust and the Install Referrer

Adjust generates an ID for tracking purposes. It is included in the referrer which is used for attribution. However, we also add data to Analytics as well, and you can also unlock some added deep linking potential through Adjust’s dashboard.

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