Smart Scripts
If you're running web campaigns that lead to a user installing the app via a button or banner from your mobile website, you may lose information about the original referring source. With Smart Scripts running on your mobile website, you receive complete attribution information.
About Smart Scripts
mWeb-to-app flows have become a popular method for driving app adoption. Marketers use mobile web (mWeb) landing pages to direct traffic to apps, leveraging the broad reach and cost-effectiveness of web campaigns (paid web campaigns and owned/earned media channels).
Web audiences, often high-intent and engaged, are ideal for transitioning to mobile apps through ‘Download the app’ or similar buttons, links, or banners on mobile web landing pages. Marketers strive to accurately track and measure these flows to ensure proper attribution to the original referring source.
Users arrive at your mobile website, either organically or after engaging with web campaigns. In this flow, there are usually 2 clicks
- The first click on the original referring source (may or may not be an Adjust link).
- The second click on the link behind the Download button on the landing page.
In this scenario, attribution and deep linking are problematic in some instances. App conversions may be misattributed or attributed as organic. This can occur even if the first click comes from an ad network or owned media source.
Smart Scripts solve this problem by dynamically generating outgoing Adjust links using parameters from the incoming URL to the web page. This means that context from the first click is automatically carried through into the second click behind the download button, helping preserve attribution to the original referring source.
How it works
- A user selects a URL and lands on your mobile website. The mobile website has a button to download the app.
- The script runs on the user's browser and dynamically generates Adjust links for the button, based on mapped parameters from the incoming URL.
- You can configure the script to achieve the desired mapping between incoming URL parameters and outgoing URL parameters. This is fully customizable.
- [Optional] You could simply choose to pick up default/basic parameters, or you could enrich the link with custom parameters if you have additional data/context on the mobile web landing page
- When a user selects the button to download the app, either of the following happens:
- If the app is installed, the user is directed to the app.
- If the app isn't installed, the user is routed via the relevant app store to install the app first.
- The Adjust SDK measures attribution based on the link token, channel, campaign, adgroup, and creative from the incoming URL. So, no attribution information is lost.
Why would you use Smart Scripts?
- You have a lot of traffic coming to your mobile web landing page from multiple sources.
- You have a button or banner on your website that drives users to download your mobile app.
- You want to record attribution from the correct source, and also maintain a seamless deep linking / deferred deep linking experience.
Next steps
- Set up Smart Scripts : Get instructions on how to set up a Smart script.
- Understand Script functions : The Smart script is fully customisable in case your developers need to make changes to the generated script.