Meta Referrer

Branch’s "Meta Referrer" measurement consists of two install referrer solutions used by Meta when serving Android app install ads - Google Play Install Referrer, and Meta install referrer. These solutions offer ways for advertisers to get device-level conversion data on Android for Facebook Ads, and each has different coverage based on different implementations.

Google Play Install Referrer

When a user clicks on an advertiser's app install ad from a Meta app install campaign, Meta encrypts and logs the relevant ad campaign metadata (Meta referrer) and appends it to the referrer parameter in the Play Store URL. The Play Store URL redirects the user to the Play Store app product page, and the appended Meta referrer is saved by the store.

Once the resulting install completes and the user first opens the app, Branch's SDK reads the Google Play install referrer from the Play Install Referrer API to retrieve the Meta referrer from the Google Play install referrer data. The Meta referrer is then decrypted by our servers for install attribution.

Google Play Install Referrer Data limitations**

This data will not be available for:

• Installs on iOS

• View-through post-install conversions (impressions)

• Android installs that happen on other app stores (ex. Galaxy Apps, Amazon Appstore, etc.)

• Android installs that happen in a later session than the ad click through to the Google Play Store

Meta Install Referrer

When a user views or clicks on an advertiser's app install ad on Meta's app (e.g., Facebook or Instagram), Meta's app encrypts and logs the relevant ad campaign metadata (Meta referrer) in the Meta app's local storage layer on-device.

Once the resulting install completes and the user first opens the app, Branch's SDK reads the Meta referrer from the Meta install referrer data retrieved from the local storage layer on device. The Meta referrer is then decrypted by our servers for install attribution.

Branch prioritizes the Meta Referrer data to measure Meta attributions to prioritize the availability of user-level data for advertiser. For a given Android app install, we will prioritize the following attribution methods as follows:

(Meta Referrer) Google Play Install Referrer

(Meta Referrer) Meta Install Referrer

Meta self-attributing API

Branch uses the self-attributing claim if any Meta Referrer data is not available. Doing so maximizes the availability of user-level attribution data while ensuring accurate aggregate measurement of Meta campaigns.

Meta install referrer coverage

Meta install referrer data is available for Android app installs on Google Play, including both click (same session & non-same session) and view-through data (see below FAQ for limitations).

How does Meta install referrer work?**

As part of the user’s ad exposure and conversion journey, when a user views or clicks on an advertiser's app install ad on Meta's app (e.g., Facebook or Instagram), Meta's app encrypts and logs the relevant ad campaign metadata in Meta app's local storage layer on-device.

Once the resulting install completes, when the user first opens the app, Branch’s SDK will read Meta install referrer data from the local storage layer on device and use it for attribution measurement.

How does Meta install referrer work in conjunction with Google Play Install Referrer?

We will replicate the same process we used for Google Play Install Referrer, which involves a decryption key. If you haven’t set up Google Play Install Referrer yet, just install the latest version of the Branch SDK and the Google Play Store Install Referrer API is called. We only use one of the 3 ways to attribute across Meta install referrer, Google Play Install Referrer, and Self-Attributing Network claims, so it should be automatically deduplicated. So customers should be reassured that both aggregate and user-level output will not contain duplication.

Integration Guide

1. Implement the Branch Android SDK to your mobile app

Please visit our Developers Hub to implement the Branch SDK on Android. If you already have the Android SDK implemented into your mobile app, make sure that it is using v5.10.1+ to support Meta install referrer (Google Play Install Referrer is supported from v5.2.0).

1.a Modify Android Manifest (Meta install referrer only)

To allow the Branch SDK to receive referral attribution data from Meta platforms, have your developer declare the following queries in your app's AndroidManifest.xml file:

<manifest>
...
<queries>
<!-- Facebook app for referral data -->
<package android:name="com.facebook.katana" />
<!-- Instagram app for referral data -->
<package android:name="com.instagram.android" />
</queries>
...
</manifest>

1.b Set your FB App ID (Meta install referrer only)

Have your developer Implement the setFBAppID method to enable support for view-through-attributed installs:

package com.example.android

import android.app.Application
import io.branch.referral.Branch

class CustomApplicationClass : Application() {

	override fun onCreate() {
		super.onCreate()
        
		// Branch object initialization
		Branch.getAutoInstance(this.applicationContext)

		// Set your Facebook App ID for Meta Install Referrer
		Branch.setFBAppID("YOUR_FACEBOOK_APP_ID_HERE")
	}
}

import io.branch.referral.Branch;

public class MyApplication extends Application {
    @Override
    public void onCreate() {
        super.onCreate();
        // Initialize the Branch SDK
        Branch.getAutoInstance(this);
        
        // Set your Facebook App ID for Meta Install Referrer
        Branch.setFBAppID("YOUR_FACEBOOK_APP_ID_HERE");
    }
}

2. Obtain your Facebook Decryption Key

In the Facebook App Dashboard under Basic > Settings for your app, scroll down to the Android section. Copy the Install Referrer Decryption Key.

3. Input your key in Branch

In the Branch Dashboard under Ads > Partner Management, find/search for Facebook.

Paste the decryption key from Step 2. Note you only need to do this step once to enable both Google Play Install Referrer and the Meta install referrer.

If you're already logged into the Branch Dashboard, you can also click here to go there directly.

4. View data in Branch Exports or Webhooks

Utilize Branch's Exports or Webhooks to look at granular Facebook-attributed data.

Note: You need a live Facebook Android ad campaign running in order for data to properly flow through Branch.

Example Meta Referrer Export

FAQ