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Deep Link UTM Attribution factors the value of the utm_source parameter added to a deep link into channel attribution. Conversions from deep links that reach your app directly, without going through an Airbridge tracking link, are counted as unattributed unless there’s another touchpoint. With Deep Link UTM Attribution enabled, these conversions can be credited to the channel named in utm_source.

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Prerequisites

Deep Link UTM Attribution requires all of the following:
  • Set up deep links in the Airbridge SDK so that deep link events are collected. For details, see the Android SDK and iOS SDK documentation.
  • Make sure setTrackAirbridgeDeeplinkOnlyEnabled is set to false in the SDK. For details, see the Android SDK and iOS SDK documentation.
  • Add the utm_source parameter to your deep links. Other UTM parameters, such as utm_campaign, are not used to determine the channel. The utm_source value becomes the channel name, so use a distinct value for each channel.

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How it works

With Deep Link UTM Attribution enabled, the value of the utm_source parameter added to a deep link is factored into channel attribution. Based on touchpoint priority, conversions are not credited to the utm_source channel in the following cases:
  • If the same deep link carries Airbridge tracking link information or a channel is identified through URL Query Mapping, that channel takes priority.
  • If the same user has a tracking link click or a Self-attributing Network (SAN) API touchpoint within the lookback window, that touchpoint takes priority.
For example, suppose a user opens your app through the deep link below, which doesn’t go through an Airbridge tracking link, and no other touchpoint takes priority.
  • Example deep link: appscheme://path?utm_source=newsletter&utm_campaign=summer_sale
With Deep Link UTM Attribution disabled, this Deeplink Open is counted as unattributed. With Deep Link UTM Attribution enabled, it is credited to the newsletter channel.

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UTM parameter mapping

In your reports, you can break down the performance from Deep Link UTM Attribution by GroupBys, as shown below.
NoteDeep Link UTM Attribution applies only to app deep links, not to web events. UTM parsing, which maps UTM parameters in website links to tracking link parameters, is a separate feature configured in the Airbridge Web SDK.
AttentionThe Deep Link UTM Attribution setting applies to conversions collected after you enable or disable it. The change may take up to 10 minutes to take effect. Existing attribution results don’t change. Keep this in mind when comparing channel performance before and after the change.
Only Owners, In-house Marketers, and Agency users with edit permission can change the Deep Link UTM Attribution setting. Other users can only view it. In the Airbridge dashboard, go to [Management]>[Attribution Rules] and open the [Install] tab.
  1. Turn on the [Deep Link UTM Attribution] toggle.
  2. Type “Enable” to confirm and click Enable.
The setup is complete when a message confirms that Deep Link UTM Attribution is enabled. To disable Deep Link UTM Attribution, turn off the [Deep Link UTM Attribution] toggle, type “Disable” to confirm, and click Disable.

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Limitations

  • UTM parameters nested inside the value of another URL parameter in a deep link are not recognized. For example, the utm_source in appscheme://path?url=https://example.com?utm_source=newsletter is inside the url parameter, so it is not factored into channel attribution.
  • Airbridge does not verify that a utm_source value actually comes from an ad channel. Anyone who creates a deep link can set any utm_source value, so check that the channel names are what you intended.