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App installs

Attribution via Rokt Tracking ID#

As an alternative to using customer email or phone number, you can use Rokt Tracking ID as an identifier for conversion attribution. When using this method, Rokt generates a unique Rokt Tracking ID for each accepted offer. Rokt includes the tracking ID as a dynamic field in the destination URL (UTM parameter). Your attribution system should maintain the Rokt Tracking ID, then add it as part of your normal conversion reporting process (SDK or Event API integration).

Enabling the Rokt Tracking ID#

You need to work with your attribution system to set up the Rokt Tracking ID.

  1. Provide Rokt with a destination URL that contains a field for Rokt to populate with the Rokt Tracking ID. Most attribution providers support this functionality.

Example:{rokt tracking id}


These URLs differ based on the measurement system in use. Rokt has prebuilt integrations with several providers that we will detail later in the document.

  1. When a customer opts in to a Rokt offer and lands on your site, the Rokt Tracking ID must be maintained for as long as possible, or until conversion.

The exact method for storing this ID (first-party cookie, local storage, etc.) depends on the measurement system in use.

  1. When the customer converts, include the Rokt Tracking ID in your conversion reporting to Rokt. The attribute name for the tracking ID should be passbackconversiontrackingid. If you need to use a different attribute name, work with your account manager.
  • When using the Event API, this attribute should be included in the body of the API call.
  • When using the Wed SDK, this attribute should be included along with any other attributes in the setAttributes method.

Flow diagram#

Event/App Install Conversion Tracking

The Rokt operations team will work with you throughout this process to ensure the flow is set up correctly.

App install attribution#

Rokt has integrations with the four largest mobile attribution partners allowing for clear install tracking:

  1. Branch
  2. AppsFlyer
  3. Kochava
  4. Adjust

Setting up app install conversion tracking#

Branch, AppsFlyer, and Kochova#


Refer to the following guide provided by the mobile attribution platform as you do Step 1 and 2.

  • If you are using Branch, please refer to this guide.
  • If you are using AppsFlyer, please refer to this guide.
  • If you are using Kochava, please refer to this guide.
  1. Enable Rokt integration in the mobile attribution platform. This is to allow the mobile attribution platform to communicate the install or event to Rokt.

  2. Generate tracking links.

    Select the event type that should trigger the call to the postback URL. If you only want to track a single event, it is important to select only one event type (install, purchase, registration, etc.) as Rokt counts every conversion in a single metric.

    There usually is one link per app store (Apple Store/Google Play).

  3. (Only required for Branch integrations) Grant Rokt permission to view your data. This is so Rokt can compare the data with Branch to ensure parity.

  4. Send tracking link(s) to Rokt.

    Include the Rokt macro parameters in the link as specified below and share them with your Rokt account manager.

    Parameters in the tracking link:

VendorURL Parameter Specification


The Adjust integration uses a dynamic approach of a postback URL rather than hardcoding it in their systems (as the other platforms do). Rokt needs to append the encoded postback URL to the Adjust tracking link, and Adjust will call this URL if a conversion is recorded after the specific click.

Hence, you only need to provide the Adjust tracking link to Rokt. Refer to Adjust's guide on how to set up a tracker URL.

An example of the final URL after Rokt appends the encoded postback URL to the Adjust tracking link:{ACCOUNT_ID}&event=install&clickid={rokt.passbackconversiontrackingid|}

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