The install referrer is a parameter passed through the Google Play Store URL that carries campaign information from the ad click to the app after install. It is one of the primary attribution mechanisms for Android apps.
How Install Referrer Works
- User clicks on an ad with a Play Store URL containing referrer parameters
- Google Play Store records the referrer string
- User installs the app from the Play Store
- On first launch, the app reads the referrer string via the Google Play Install Referrer API
- Attribution platform matches the referrer to the original ad click
Install Referrer Parameters
| Parameter | Description | Example |
|---|---|---|
| utm_source | Traffic source | google_ads |
| utm_medium | Marketing medium | cpc |
| utm_campaign | Campaign name | summer_sale |
| utm_term | Keyword or ad set | crypto_app |
| utm_content | Ad creative identifier | video_ad_01 |
Install Referrer vs Device ID Attribution
Install referrer is the preferred attribution method for Android because it is deterministic (exact match) and does not require advertising ID consent. It is more reliable than probabilistic fingerprinting-based attribution.
AppMeasurely reads and parses Android install referrer automatically when you integrate the SDK. No additional setup required. Get started free →