Attribution Guide

Attribution helps you understand where your users come from and which marketing channels drive the best results.

What is Attribution?

Attribution connects user actions (installs, purchases, sign-ups) back to their original source:

User sees Instagram ad → Clicks link → Installs app → Makes purchase
                         ↓
Attribution tells you: This $99 purchase came from Instagram summer campaign

Attribution Parameters

When creating links, add these parameters:

Parameter Description Example
campaign Marketing campaign name summer_sale_2024
source Traffic source instagram, google, email
medium Marketing medium social, cpc, newsletter

In the Dashboard:

  1. Create a new link
  2. Fill in Campaign, Source, Medium fields

Via SDK:

dart 
final params = LinkParameters(
  path: '/product/123',
  campaign: 'summer_sale',
  source: 'instagram',
  medium: 'story',
);
final link = await Clippr.createLink(params);

Reading Attribution Data

When a user opens your app via a link:

dart 
final link = await Clippr.getInitialLink();
if (link != null) {
  final attribution = link.attribution;
  if (attribution != null) {
    print('Campaign: ${attribution.campaign}');
    print('Source: ${attribution.source}');
    print('Medium: ${attribution.medium}');
  }
}

Common Attribution Patterns

Social Media Campaigns

dart 
// Instagram story ad
LinkParameters(
  path: '/sale',
  campaign: 'summer_sale_2024',
  source: 'instagram',
  medium: 'story',
)

// Facebook feed ad
LinkParameters(
  path: '/sale',
  campaign: 'summer_sale_2024',
  source: 'facebook',
  medium: 'feed',
)

// TikTok video
LinkParameters(
  path: '/sale',
  campaign: 'summer_sale_2024',
  source: 'tiktok',
  medium: 'organic',
)

Email Marketing

dart 
LinkParameters(
  path: '/offer',
  campaign: 'weekly_newsletter',
  source: 'email',
  medium: 'newsletter',
)

LinkParameters(
  path: '/cart',
  campaign: 'abandoned_cart',
  source: 'email',
  medium: 'automation',
)
dart 
// Google Ads
LinkParameters(
  path: '/landing',
  campaign: 'brand_awareness_q1',
  source: 'google',
  medium: 'cpc',
)

// Apple Search Ads
LinkParameters(
  path: '/app',
  campaign: 'app_install',
  source: 'apple',
  medium: 'search_ads',
)

Referral Programs

dart 
LinkParameters(
  path: '/signup',
  campaign: 'referral_program',
  source: 'user_invite',
  medium: 'referral',
  metadata: {
    'referrer_id': userId,
  },
)

Influencer Marketing

dart 
LinkParameters(
  path: '/product/xyz',
  campaign: 'influencer_q2',
  source: 'youtube',
  medium: 'creator_${creatorId}',
)

Attribution in Analytics

The Clippr dashboard shows:

By Campaign

Campaign Clicks Installs Revenue
summer_sale_2024 10,000 2,500 $45,000
referral_program 5,000 1,200 $28,000
brand_awareness 25,000 3,000 $12,000

By Source

Source Clicks Installs Cost/Install
instagram 15,000 4,000 $2.50
google 10,000 2,000 $5.00
email 8,000 1,500 $0.00

By Medium

Medium Clicks Conversion Rate
social 20,000 25%
cpc 15,000 18%
email 8,000 35%

Event Attribution

Track events and attribute them to the original link:

dart 
// User came from Instagram summer sale campaign
// Now they're making a purchase

await Clippr.trackRevenue(
  'purchase',
  revenue: 99.99,
  currency: 'USD',
  params: {
    'order_id': orderId,
  },
);

// In analytics, this $99.99 is attributed to:
// Campaign: summer_sale_2024
// Source: instagram
// Medium: story

Multi-Touch Attribution

By default, Clippr uses last-touch attribution:

Click 1 (Google) → Click 2 (Instagram) → Install → Purchase
                                           ↑
                              Attributed to Instagram

The last click before install gets credit.

Best Practices

Be Consistent

Use the same naming conventions across all campaigns:

Good:
- campaign: summer_sale_2024
- campaign: black_friday_2024

Bad:
- campaign: Summer Sale
- campaign: bf24
- campaign: BlackFriday

Be Specific

More specific attribution = better insights:

// Too vague
source: 'social'

// Better
source: 'instagram'

// Best (if you have multiple campaigns)
source: 'instagram'
medium: 'story'
campaign: 'summer_shoes_june'

Track Everything

Create unique links for each placement:

  • One link per ad creative
  • One link per email
  • One link per influencer
  • One link per offline material (with QR codes)

Use Metadata for Custom Data

Attribution parameters are limited. Use metadata for additional tracking:

dart 
LinkParameters(
  path: '/product/123',
  campaign: 'influencer_q2',
  source: 'youtube',
  medium: 'description_link',
  metadata: {
    'influencer_id': 'creator_456',
    'video_id': 'abc123',
    'placement': 'top_of_description',
  },
)

Next Steps