An install referrer is an ad tracking identifier for Android devices that tracks the source of app installs. It is a unique string sent to the Google Play Store when a user clicks on an ad for an app. This string contains information about the referral source, such as the website or campaign that led the user to the app store and any referral parameters used. When the app is installed, the install referrer is sent to the attribution partner, which is responsible for matching the source of the referral with the actual app installation. This process is called attribution, and it helps app developers understand which marketing campaigns are driving the most downloads. In addition, the install referrer is used to attribute credit for the app installation to the correct referral source, allowing app developers to track their marketing campaign's effectiveness and optimize their strategy for better results.
One of the main benefits of using install referrers is that they allow marketers to attribute credit for app installs to the correct referral source. Knowing the correct referral source is important because it allows marketers to accurately measure the performance of their marketing campaigns and make decisions about where to allocate their marketing budget. For example, if you are a marketer running a mobile ad campaign on two different channels, channel A and channel B, install referrers will allow you to see which campaign is driving the most app installs. This way, you can optimize your campaign on channel A to drive more installs or shift your budget from channel B to channel A if it is driving more installs.
Additionally, install referrers can be used to track the performance of different ad creatives, ad placements, and targeting strategies. This allows marketers to understand which strategies are working well and which ones need to be tweaked or abandoned.