Introduction

AppsFlyer

Adjust

Singular

Branch

S2S click tracking allows you to improve user experience due to reducing the number of redirections. It works the next way: you need to specify 2 links on campaign settings - S2S attribution link (in the S2S click URL field) and Google Play Store/App store link to the page of the exact app (in the Click URL field) like on the screenshot below:

It works this way for banners and native format, but if you want to create a Video + End card creative with S2S links, you need to use the next VAST template:

Here you just need to change S2S click links, Google Play store/App store link, impression links, and media file links. Also, don't forget to encode "{" as "%7B" and "}" as "%7D", it's important especially for MoPub SSP to make sure that click will work correctly both on Video and End card. This requirement is actual for all MMPs.

But S2S function is implemented differently in different platforms and in this article we will look at all the subtleties of S2S attribution links.

If you want to create an S2S link on AppsFlyer, you just need to add &redirect=false parameter to the link.

For example: https://app.appsflyer.com/app.bundle.id?pid=hybrid_int&c={campaign_name}&af_adset={ssp}&af_ad={ad_name}&af_siteid={id_inapp}&af_ad_type={creative_type}&af_channel=hybe.io&af_c_id={campaign_id}&af_adset_id={id_ssp}&af_ad_id={id_ad}&clickid={bid_id}&cloudid={cloudid}&idfa={idfa}&advertising_id={gaid}&af_os={device_os_version}&af_media_type={environment}&redirect=false

And after you do that, AppsFlyer identifies this link as S2S.

As for Click URL which leads the user directly to the Google Play store/App Store, it has the next structure:

Android - https://play.google.com/store/apps/details?id=app_name&hl=en&referrer=your_partner_id_on_appsflyer

iOS - https://apps.apple.com/us/app/app_name/app_id?referrer=your_partner_id_on_appsflyer

For Hybe.io you can specify "hybrid_int".

The impression link remains the same without any changes.

If you want to configure the S2S link on Adjust, you need to change the domain in standard click attribution link on s2s.adjust.com, add &external_click_id parameter to the link instead of &click_id, and also add parameter &s2s=1.

Example: https://s2s.adjust.com/abc123?campaign={campaign_id}&adgroup={publisher_id}&creative={creative_id}&external_click_id=your_network_click_id_{bid_id}&your_network_cick_id={bid_id}&s2s=1

Instead of "your_network", you need to add the name of your network in Adjust. For Hybe.io specify "hybrid".

Also, you need to change click_id parameter of the impression link to external_click_id=your_network_click_id_{bid_id}. Instead of your_network, you should also specify "hybrid".

Example: https://view.adjust.com/impression/abc123?campaign={campaign_name}&adgroup={ad_name}&creative={id_ad}&idfa={idfa}&external_click_id=hybrid_click_id_{bid_id}&gps_adid={gaid}&campaign_id={campaign_id}&publisher_id={ssp}&impression_id={id_inapp}&subpublisher_id={cloudid}

To configure the click link to Google Play, you need to add &referrer parameter, it should be like in the example below. adjust_external_click_id is an Adjust parameter you use to populate the &referrer parameter that is appended to the Google Play Store URL. This parameter is populated by a click ID value.

Instead of "your_network", you need to add the same like on s2s click URL. Also, please make sure that everything within the referrer parameter is encoded.

Example: https://play.google.com/store/apps/details?id=my.app.id&referrer=adjust_external_click_id%3Dhybrid_click_id_{bid_id}%26hybrid_click_id%3D{bid_id}

Important note: for correct s2s links work, please enable the "Native Browser" setting like on the screenshot below, you can do that on the 5 step (Ads) of the campaign configuration:

To configure the S2S tracking link in Singular, please add some required parameters to the standard click attribution link:

&ip={ip}

&ve={device_os_version}

&redirect=false

Example: https://clientname.sng.link/your_app_id?_dl=clientname://&idfa={idfa}&andi={adid}&aifa={gaid}&paffn={ssp}&psid={pub_id}&pcrn={ad_name}&paffid={id_ssp}&ve={device_os_version}&cl={seanceid}&ip={ip}&cloudid={cloudid}&pcn={campaign_name}&pcid={campaign_id}&pssid={placement_id}&pcrid={id_ad}&psn={app}&redirect=false&pshid={pub_id}

As for Google Play Store/App Store click link, it will be standard without any additional parameters.

Example:

Google Play store - https://play.google.com/store/apps/details?id=your_app_id

App Store - https://apps.apple.com/geo/app/app_name/app_id

The impression link remains the same without any changes.

For configuring s2s click tracking link in Branch you just need to add some required parameters to the standard tracking link such as:

&device_ip={ip}

&user_agent={user_agent}

&%24s2s=true

Example: https://your_app_id.app.link/abc123?%243p=a_hybrid&~click_id={bid_id}&~is_retargeting=0&~agency_id=agency_id&~campaign={campaign_name}&~campaign_id={campaign_id}&~creative_name={ad_name}_{ad_size}&~creative_id={id_ad}&~secondary_publisher={id_inapp}&%24aaid={gaid}&%24idfa={idfa}&placement={ssp}&~stage={cloudid}&device_ip={ip}&user_agent={user_agent}&%24s2s=true

Google Play Store and App Store click links will be standard without any additional parameters.

Example:

Google Play store - https://play.google.com/store/apps/details?id=your_app_id

App Store - https://apps.apple.com/geo/app/app_name/app_id

The impression link also remains standard without any additional parameters.

Important note: for correct s2s links work, please enable the "Native Browser" setting like it was explained for Adjust.