For an app and a website: one campaign report for both

Two surfaces, one product

In Traqio a product can be an app, a website or both, and both surfaces report to the same product with the same user ids. A campaign's row then shows its app installs and its web sign-ups side by side — each its own number, never added together — and its return on ad spend counts the revenue of both.

Payments reported from the website's server count for the campaign that acquired the person who paid, including a person first acquired by an app install. Purchases made in the app stay with the campaign the install was attributed to, so no revenue is ever counted on two campaigns.

An app and a website, one person

When an app and a website report the same user id, Traqio treats them as one identity: the last qualifying click before the user was acquired gets the credit, whichever surface it came from. An app install keeps the attribution it was given, and a website conversion is never attached to an app install, so adding a website changes none of the app's installs, revenue or return on ad spend. A product can also be a website alone, with no app at all.

Links that open the site, the store or the app

A Traqio tracking link records the click, then sends the person where they can convert: the installed app on the link's screen, through universal links and App Links on the product's own tracking domain; the store when the app is missing; or the website.

After an install, the first launch can open the screen the link pointed to. On Android that answer is deterministic, from the Google Play Install Referrer; on iOS it comes only from an opt-in match on the IP address, which picks the first screen and never attributes the install.

What Traqio does by default, and what is only opt-in

By default Traqio does no fingerprinting, on any platform, and never infers which click caused an install; it never reads the clipboard. Probabilistic attribution estimates which click caused an install by comparing signals such as IP address, device model and timestamp, without a shared identifier — which is fingerprinting. Traqio offers it only as an opt-in, per app, under the end user's consent, as described below.

Apple's user privacy guidance answers the question “Can I fingerprint or use signals from the device to try to identify the device or a user?” with “No”, and states that apps referencing SDKs — attribution services included — that engage in the practice may be rejected from the App Store. Traqio's SDK therefore collects neither the IDFA nor Android's advertising id (GAID) by default — only when the app developer turns that on — and never reads the pasteboard, whose paste prompt degrades the user's first launch.

Two matches use the hashed IP address, and both are off until the customer turns them on for an app. View-through: when no click matches, an ad impression can be matched to the install inside the view-through window. Web-to-app: an install that carries no click id — typically on iOS, after a tap on a link in a browser — can be matched to a click on one ad from the same hashed IP within a few hours, and only for users who said yes to the app's consent prompt. Apple's guidance counts the network connection among the device signals it forbids for identification, so the console shows that App Store risk before the switch can be turned on. Every install matched this way is labelled “Probabilistic” in the reports. No advertising id, no device model, no user agent.

The default has a cost that is worth naming: with both matches off, an install that no click id connects to a click is counted as organic rather than guessed at. Traqio prefers an undercount it can explain to an overcount it cannot — and when a customer chooses the guess, the report says it is one.