Conversion Attribution

Attribution answers the question: "Which link brought this user to my app?" ULink tracks the journey from click to install, giving you visibility into which campaigns drive results.

What you'll learn

How ULink attributes installs to link clicks
The role of deferred deep links in attribution
How to use attribution data for campaign decisions

How ULink attribution works

When a user clicks a ULink and installs your app, ULink connects those two events:

1. User clicks ULink from email campaign
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2. ULink records: click ID, timestamp, device, campaign
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3. User lands on App Store, installs app
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4. App opens, SDK retrieves original link data
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5. Attribution complete: "This install came from email campaign"

Key Concept

ULink's attribution connects link clicks to app installs. This tells you which campaigns, channels, and links are driving your app growth.

Click-to-install attribution

ULink automatically tracks when a click leads to an install:

What's captured:

Which link was clicked
Campaign and UTM parameters
Device type and OS
Geographic location
Timestamp of click and install

In your dashboard:

See install counts per link
Filter by campaign, source, or date range
Compare performance across links

The role of deferred deep links

For new users who don't have your app yet, deferred deep links preserve the attribution chain:

User clicks link → no app installed
User redirected to App Store
User installs and opens app
SDK retrieves original link data
Attribution maintained through the install

iOS: The SDK uses multiple signals (clipboard, device fingerprinting) to match the install back to the original click.

Gotcha

Deferred attribution requires SDK integration. Without the SDK, ULink can track clicks but can't confirm which clicks led to installs.

Attribution windows

The time between click and install matters. Most app installs happen quickly:

Immediate: User clicks and installs right away
Same day: User installs within hours (most common)
Extended: User waits days before installing (less common)

ULink attributes installs that occur within a reasonable window after the click. Very old clicks (weeks/months) are less likely to represent a true conversion path.

Using attribution data

Compare campaign performance

See which campaigns drive the most installs:

Campaign	Clicks	Installs	Install Rate
Email launch	1,200	180	15%
Social promo	3,500	210	6%
Partner referral	800	120	15%

Higher install rates suggest better-qualified traffic.

Identify top-performing channels

Group your links by source to see channel effectiveness:

Email: High intent, users expect the content
Social: High volume, lower conversion
Paid ads: Varies by targeting quality
Organic/referral: Often highest quality

Optimize link placement

Attribution shows not just which campaigns work, but which specific links within a campaign perform best:

Header link vs. footer link
Image link vs. text link
Different call-to-action copy

Integrating with your analytics

ULink attribution data complements your existing analytics:

ULink shows: Click → Install journey, campaign attribution Your analytics shows: Post-install behavior, purchases, engagement

Pass ULink attribution data to your analytics platform via the SDK to connect the full picture.

Quick recap

ULink attributes app installs back to the links that drove them
Deferred deep links maintain attribution through the install process
SDK integration is required for install attribution
Use attribution data to compare campaigns and optimize spend
Combine with your analytics for full-funnel visibility