Focus on the engagements that matter with fallback clicks

Have you ever wanted to send your users on a journey that the last-click attribution model wouldn’t be able to fully appreciate?

For marketers who would like to track alternative redirect locations, you can now add fallback_click as a parameter to your Adjust tracker links. With this parameter, a click that would normally receive credit for an install is devalued in favor of another engagement. The parameter alters the click’s position within the attribution waterfall, where credit is normally first assigned to the last click within the attribution window.

By including the fallback_click parameter, Adjust will look for the next best possible match (click or impression) within the attribution window and the fallback click will ‘lose’ to all of those engagements. In other words, fallback clicks will only convert if the device would have otherwise been attributed as organic.

If, for example, you’d like to show an advertisement to a user that leads them to your mobile website, and from there direct them to the app store to download your app, the traditional last click model would cloud the entire user’s journey and assign credit only to the last engagement. The fallback click parameter would be attached to the second click and can then shed light on what’s actually going on here - the ad that drove the users to your mobile website in the first place, while ignoring the second click.

Prior to the introduction of fallback clicks, you would have had the following choices. You could not place an Adjust tracking link on your mobile website CTA, so Adjust would attribute users to the original advertising source (which meant losing out on seeing any users who came to your mobile website organically). Alternatively, you could place an Adjust tracking link on your mobile website CTA and have Adjust attribute all of your users, even those who might’ve interacted with the original advertisement organically.

If you’re curious about how you can extend your attribution funnel with fallback_clicks, read more in our official documentation here.