Should we turn on Meta Install Referrer? Not sure what it actually changes
Our Android organic installs jump on the days Meta spend goes up, and someone suggested Meta Install Referrer. Is it worth the setup, and what does it actually change in the reports?
Answer from the Linkrunner team
If Meta is a real share of your Android spend, yes. The Google Play Install Referrer only carries a click that leads to an install in the same session, so view-through installs and people who tap the ad and install days later often land as organic. Meta Install Referrer is data the Facebook, Instagram and Facebook Lite apps keep on the device, and your app reads it on first launch. Expect Meta-attributed installs to rise and organic to fall by a similar amount, with total installs unchanged. Setup needs an MMP SDK version that supports it, manifest queries for the Meta packages, your Facebook App ID and the decryption key, and users need Facebook v428, Instagram v296 or Facebook Lite v411 or later. It is Android only. Compare one campaign for seven days before and after. Choosing an MMP for Android-heavy traffic: https://linkrunner.io/blog/best-mmp-for-android-first-apps
More on this: linkrunner.io/blog/meta-install-referrer