App Deep Linking, UTMs and Attribution

Google Analytics and URLgenius Mobile App Deep LinkingURLgenius Mobile App Deep Linking and Attribution

Mobile app deep linking platforms like URLgenius enable your campaign managers to launch a page or a feature of your mobile app vs. mobile website. This deep linking capability is possible without SDKs or costly technical development. Marketers gain control over the consumer journey while they strive to optimize mobile app vs. mobile website conversion during mobile moments.

Pro Tip: Want to create a single app store link with attribution that goes to the right app store depending on the device clicking? See this post.

When it comes to reporting, many multichannel advertisers have made investments in analytics and attribution. Google Analytics for example is the most popular analytics solution with over 50 million site implementations by some estimates. Channel analytics applications for email, paid search and affiliate marketing are also heavily entrenched in the marketing operations of most companies.

What all these analytics applications have in common is the ability to append UTM parameters to a link for tracking and attribution. A UTM parameter is a word or a set of characters or tags added to a URL in this case a URLgenius link. When your URLgenius link is clicked, the tags are sent back to analytics solution and tracked. UTM parameters help you measure the effectiveness of your campaigns by understanding which marketing channels, campaigns or audience segments are driving the most clicks.

URLgenius App Store Links for iTunes and Google PlayMobile app developers also use various analytics packages for tracking attribution in their mobile app. For example, there are now Apple iTunes and Google Play SDKs available. These solutions also support a UTM parameters for tracking and attribution and help marketers get a deeper understanding of traffick sources coming from a browser or another app.

The URLgenius platform is designed to support UTM parameters for any analytics application for Web, channel or app. You can also append parameters for more than one analytics package to the same link.

As an example, here is a standard web URL with UTM parameters:

You have the option of including the UTM parameters when you compose the URLgenius link or appending them after the URLgenius link is created. Here's an example of a URLgenius link with the same parameters embedded in the link. Notice once again, the parameters are persistent upon redirect or click-through of the link:

And here's an example of a URLgenius link with parameters that have been appended vs. embedded. Click on this link and you'll notice the parameters also remain persistent upon redirect or click-through:

If the parameters are static or not changing an embedded approach could reduce user error. If the parameters are dynamic or changing based on keyword or audience segment they would need to be appended. Email marketing and paid search systems will dynamically append parameters your links (in this case a URLgenius link).

Mobile App Deep Linking and Reporting

When appending UTM parameters to URLgenius links, you should look in your analytics dashboard to see the results. Google Analytcs for example, lets you see data from custom UTM parameters in the campaign and traffic sources reporting.

You can also login to URLgenius at any time to understand how often your link is opening your app. We will also show you some basic referring URL data.

Related Best Practice: Update your social brand links with a deep linking platform like URLgenius. You will drive more app opens for Facebook, Snapchat, Twitter, YouTube, Messenger, Telegram, Spotify, SoundCloud, the New York Times and even Amazon and other shopping apps. We can even add your brand app to the URLgenius platform!

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