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S2S Conversion Tracking With AppsFlyer - Overview
S2S Conversion Tracking With AppsFlyer - Overview
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Written by Tzlil Meirovitz
Updated over 2 years ago

This overview describes Taboola server-to-server (S2S) tracking with AppsFlyer.
For a general overview of Taboola S2S tracking, see this article.

You can choose from 3 flows, depending on your specific needs. An overview of each flow is provided below.

Flow 1: Link to the App Store/Play Store

In this flow, your campaign creatives link to the App Store/Play Store (via AppsFlyer).

Pros:

  • Does not require custom development.

  • Provides accurate conversion tracking.


Cons:

  • Provides limited scope for conveying your campaign message (because the user lands directly in the App Store/Play Store).

For a detailed user guide, see the Resources section below.

Flow 2: Link to a Landing Page (NO Custom Dev)

In this flow:

  • Your campaign creatives redirect the user to a Landing Page (via AppsFlyer).

  • The CTAs on your Landing Page link to the App Store/Play Store (via AppsFlyer).

Tracking is achieved via fallback identification methods (e.g. fingerprinting) without any development.

Pros:

  • Does not require custom development.

  • You can convey your message via a custom Landing Page.


Cons:

  • Conversion tracking is not as accurate.

Untracked conversions are not available via reporting.

For a detailed user guide, see the Resources section below.

Flow 3: Link to a Landing Page (WITH Custom Dev)

In this flow, your campaign creatives link directly to a custom Landing Page. The CTAs on your Landing Page link to the App Store/Play Store (via AppsFlyer). Tracking is achieved via custom development.

Pros:

  • You can convey your message via a custom Landing Page (just like Flow 2, above).

  • Provides more accurate conversion tracking.


Cons:

  • Requires custom development.

For a detailed user guide, see the Resources section below.

Cheat Sheet

The following table summarizes the 3 flows:

Flow

Custom Dev?

Conversion and Tracking

Description

Flow 1

No

Least likely to experience tracking discrepancies.

Your campaign creatives link to the App Store/Play Store (via AppsFlyer).

Flow 2

No

Typically results in higher conversion rates. (You are able to convey your message via a custom Landing Page.)

However - provides less accurate tracking (relies on fallback identification methods).

Your campaign creatives redirect the user to a Landing Page (via AppsFlyer).

The CTAs on your Landing Page link to the App Store/Play Store (via AppsFlyer).

Tracking is achieved via AppsFlyer’s own fallback identification methods, without custom development.

Flow 3

Yes

Typically results in higher conversion rates. (You are able to convey your message via a custom Landing Page - just like Flow 2.)

Provides accurate conversion tracking.

Your campaign creatives link directly to a Landing Page.

The CTAs on your Landing Page link to the App Store/Play Store (via AppsFlyer).

Tracking is achieved via custom development. (The Campaign Creative passes a Click ID to your Landing Page. Your Landing Page passes that ID to AppsFlyer.)

Unsure of which way to go?

Consider starting with Flow 1. This is the quickest to set up, and provides accurate tracking.

For further guidance, reach out to your Taboola Account Manager.

Resources

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