Adapty Attribution

Adapty Attribution is an attribution solution that connects ad campaigns with app installs and subscription revenue by combining data from ad platforms, tracking links, and your app. It provides a unified marketing analytics dashboard that consolidates all your acquisition data in one place.

• Calculate ROAS (return on ad spend) across all your channels
• See your entire app economy in one place
• Get accurate attribution data for better decisions
• Analyze cohort performance and user behavior over time

Why choose Adapty Attribution?

Measuring user acquisition performance is challenging. Data is often scattered across platforms, attribution becomes difficult due to privacy changes, and building custom solutions takes significant time.

Adapty Attribution provides built-in attribution and unified analytics in a single marketing dashboard. All your acquisition metrics—from ad spend to installs to subscription revenue—are automatically consolidated and updated in real-time. No more reconciling data across spreadsheets or switching between multiple tools. You can focus on growing your app instead of managing data systems.

How it works

Adapty Attribution attributes app installs and subscription revenue to ad campaigns by combining data from ad platforms, tracking links, and your app.

At a high level:

• Ad platforms provide campaign structure and ad spend
• Tracking links generated in Adapty Attribution carry campaign context from the web to the app install
• The Adapty SDK sends install and revenue events from your app

The attribution flow works as follows:

1. A tracking link is generated in Adapty Attribution and added to an ad campaign. The link contains campaign parameters such as the platform, campaign, ad set, and creative.

2. A user clicks the ad and installs the app from the app store. The user is redirected via the tracking link and installs the app from the App Store or Google Play.

3. The app sends an install event to Adapty. On first launch, the Adapty SDK sends an install event. Adapty extracts the campaign parameters associated with this install.

4. The install is attributed to a campaign. Using the campaign parameters from the tracking link, Adapty associates the install with the campaign that generated it.

5. Ad spend and revenue are connected. Adapty pulls ad spend data from supported ad platforms (currently – Meta Ads and TikTok for Business) and links subscription and purchase events to the attributed installs.

As a result, Adapty provides campaign-level metrics such as installs, revenue, LTV, and ROAS in a unified analytics dashboard. You can analyze cohorts, track performance over time, and make data-driven optimization decisions—all without manually reconciling data from different sources.

Channels

Three attribution channels can look identical at a glance, but Adapty assigns them for different reasons:

• Organic: No click of any kind was found for the install.
• Google Search: The install carried Google’s own organic tagging (utm_medium=organic from a Search, Discover, News, Images, or Maps surface). This is unattributed traffic, the same as Organic, tagged by Google.
• Google Play: A Google Ads click ID arrived with the install, but it didn’t match any campaign in your connected Google Ads account. This is paid traffic Adapty couldn’t attribute further, not organic.

When more than one source claims the same install — for example, an Apple Search Ads tap and a Google Ads click both happened before the same install — Adapty resolves it by last click: Apple Search Ads wins ties (its attribution is device-level and deterministic), a strictly later Google Ads click beats it, and your own tracking link or organic ranks below both.