Web+App tracking

Web+App is a placement format that enables you to advertise your website and mobile application at the same time. With this format, the campaign is optimized based on both web and app data.

If a user already has the mobile app installed, a SmartLink directs them to the desired app section; if not, it takes them to the relevant section on the site.

To enable AppMetrica tracking, configure the settings as described below.

Step 1. Preparing links

There are several ways to set up tracking:

Step 2. Setting up E-commerce events

To optimize campaigns for in-app purchases, implement transmission of events from your app code to AppMetrica. This task is typically handled by the app developer. For more information, see Configuring the sending of E-commerce events.

Important events include:

• Product views.
• Add to cart events.
• Purchases.

All events must include the product ID and the revenue amount.

Step 3. Linking Yandex Direct

In your Yandex Direct account, go to Library → Add app. In the App from AppMetrica field, specify the desired app. If you don't see this field, check your access rights (see the note above).

Enter the desired goals under Goals for the strategy:

• ECOMMERCE_SHOW_PRODUCT
• ECOMMERCE_ADD_TO_CART
• ECOMMERCE_PURCHASE

For more information, see Adding your app to the Yandex Direct library.

Stage 4. Setting up tracking URLs

1. Go to Tracking → Add tracker.

   Enter the name of the tracker.

   Enable This is a remarketing campaign.

2. Choose your app in the Application drop-down list.

3. Choose Yandex.Direct in the Media source drop-down list.

   You can't select any other media source: the pixel only works with Yandex Direct.

4. Under SmartLink, complete the Google Play, App Store (iOS), and Fallback (for non-Android and non-iOS apps; typically used for desktop) tabs.

   For each platform, in the Destination URL field, add a redirect link for users who don't have the mobile app installed. This is typically a website link.

   In the Deeplink field, specify the scheme for redirecting the user if they do have the mobile app installed.

   How to set up deeplinks

   Suppose you want to redirect the user to a specific product or service within an app or site. Instead of specifying the end URL, you can enter a macro (which can have any name).

   For example, for the Google Play destination URL, you can specify: https://market.yandex.ru/{path}. You can pass a value to the path parameter using a tracking URL that contains the desired value.

   Suppose your tracking URL is

   https://123456789.redirect.appmetrica.yandex.com/special/split?appmetrica_tracking_id=98765432123456789
   

   When serving ads for children's products, you want to take the user to the "For children" section: https://market.yandex.ru/special/kids_dep.

   Append the path parameter value to your tracking URL:

   https://123456789.redirect.appmetrica.yandex.com/special/split?appmetrica_tracking_id=98765432123456789&path=special%2Fkids_dep
   

   When clicking the link from an Android device, the path parameter is set to special%2Fkids_dep. This value is then passed down the chain to the corresponding parameter in the destination URL https://market.yandex.ru/{path}, which becomes https://market.yandex.ru/special/kids_dep.

   If you specify path=special%2Ffashion_dep, the user will be taken to https://market.yandex.ru/special/fashion_dep.

   Deeplink configuration:

   Android

   iOS

   Add the click_id={click_id} and yclid={yclid} parameters to the deeplink.

   Examples:

   myapp://path?someutm=value&click_id={click_id}&yclid={yclid}

   myapp://path?click_id={click_id}&yclid={yclid}

   If you specify the deeplink in the regular myapp://somepath format, the app-to-app tracking URL will look like this:

   https://123456789.redirect.appmetrica.yandex.com/somepath?appmetrica_tracking_id=98765432123456789

   When preparing the feed or completing the ad fields, replace somepath with an actual path supported on the app code side. You don't need to change anything in the deeplink itself.

5. We recommend skipping the Attribution settings section and keeping the default values there. Learn more about the tracking technology.

6. Leave the Postback settings section empty. All events will be transmitted automatically once you add the necessary events to the Yandex Direct Library in Step 3.

Frequently asked questions

Learn more

• Web+App scenario in Yandex Direct

• Ads for mobile apps in Yandex Direct

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