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    Data Collection Methods

    Airbridge draws upon an extensive set of data to help you measure ad performance. This dataset primarily consists of three types of information: touchpoints, conversions, and identifiers.

    Read on to learn how Airbridge collects touchpoint and conversion data. For more details on the identifiers, refer to this article.

    Reconstructing the User Journey

    Airbridge collects touchpoint and conversion data, ideally associated with the same device identifier, to reconstruct the user journey. Then, it uses the information to determine the winning touchpoint.

    Collecting touchpoint data

    Airbridge uses various methods to collect touchpoint data from ad channels, including self-attributing networks (SANs) such as Meta Business and Google Ads. As shown in the table below, the reporting method varies depending on the data source.

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    Tracking Links

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    SANs' APIs

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    Airbridge Web SDK

    Data Collector

    Airbridge

    SANs’ APIs

    Airbridge

    Data Source

    Integrated Channels except for SANs; Custom Channels

    SANs’ APIs

    Your website

    Reporting Process

    Touchpoint data from ad channels is sent to the Airbridge server.

    When notified of a Target Event by Airbridge, SANs report back details of any relevant clicks or impressions via API.

    Touchpoint data from your website is sent to the Airbridge server.

    Pre-Setup

    Use Airbridge to create tracking links for both Integrated and Custom Channels

    Activate the SAN integration with Airbridge

    Integrate the Airbridge Web SDK to your website

    Airbridge also parses UTM parameters and maps query string parameters to URLs to collect touchpoint data. These make it easier for you to migrate tracking links created via platforms other than Airbridge.

    Collecting conversion data

    Airbridge uses various methods to collect conversion data from your app and website. As shown in the table below, the reporting method varies depending on the data source.

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    Airbridge App SDK

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    Airbridge Web SDK

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    Server-to-Server Event API

    Data Collector

    Airbridge

    Airbridge

    Your app and/or web server

    Data Source

    Your Airbridge-integrated app

    Your Airbridge-integrated website

    Your Event API-enabled app and/or website

    Collected Event

    In-app events

    In-web events

    Events difficult to collect in the app or on the web (e.g., subscription renewal)

    Used in Airbridge for

    Mobile app attribution (as Target Events and Subsequent Events)

    Web attribution

    Mobile app and web attribution

    Pre-Setup

    Integrate the Airbridge App SDK to your app

    Integrate the Airbridge Web SDK to your website

    Configure events to be tracked and recorded

    For more details on the events you can measure with Airbridge, refer to this article.

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