Linkrunner for E-commerce and D2C

Find the campaigns that bring buyers who keep their orders

Tie every Meta ad, cashback link, WhatsApp message and delivery-bag QR code to the install, the confirmed order and the repeat purchase. Built for D2C, shopping and marketplace teams living with COD, returns and festive sales.

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How abcoffee turned packaging and delivery bags into a measured channel

D2C, fashion, marketplace and shopping teams measure installs to confirmed orders with Linkrunner

Customers include abcoffee, Sid's Farm, Wakefit, Zave, The Elefant, Zoop, IPF, R for Rabbit, Fuaark, Stylezen, Alle, HYPD.

abcoffeeSid's FarmWakefitZaveThe ElefantZoopIPFR for RabbitFuaark

Optimise on the order you keep, not the order placed

The value event is the first confirmed purchase, followed by a repeat purchase within 30 days. A cash-on-delivery order refused at the door (return to origin, or RTO) costs shipping both ways and earns nothing, so sending "order placed" to Meta as a purchase teaches it to find more people who order and refuse. The confirmed purchase is the first event that carries money into your return on ad spend, and the repeat purchase proves you found a customer, not a coupon hunter.

  1. Install
  2. 1Add to cartSame session to 1 dayEarly signal while a new app has too few purchases to learn from
  3. 2Order placed (no revenue)Same session to 3 daysCounts COD and prepaid orders before anyone has paid
  4. Optimise on thisFirst confirmed purchase (with revenue)0 to 7 daysPrepaid payment captured, or COD order delivered and paid
  5. 4Order cancelled or returned (including RTO)2 to 14 daysShows which campaigns bring orders that never become money
  6. 5Repeat purchase7 to 30 daysThe clearest sign a campaign found a customer
Challenges

Where shopping attribution breaks, and how teams fix it

COD orders that never get paid

A COD order looks like revenue when it is placed and disappears when it returns to origin. Send the purchase only once the order is confirmed, and track refusals and returns as their own events. Only completed payments count as revenue in Linkrunner.

See how revenue tracking works →
App SDKReact Native
await linkrunner.capturePayment({ amount: 4.99, userId: "user_2041", paymentId: "ord_88213", type: "FIRST_PAYMENT", status: "PAYMENT_COMPLETED",});
Or from your backendPOST /capture-payment
Payment recordedCompleted
Credited toIN_Prospecting_Sep+$4.99

Shoppers start on your website and finish in the app

Many shoppers browse your Shopify store or mobile site first and buy in the app later. The Web SDK, in beta, tracks store page views, sign-ups and purchases, and Meta Sales (Website) campaigns are supported for web-to-app, so a shopper who moves from site to app keeps the campaign that found them.

Explore web-to-app →
Meta adSales, WebsiteWebsite URLgo.yourapp.com/festive
First click
Campaigns
Spend synced
CampaignSpendInstalls
sales_website_festive-1,870
sales_website_retarget-692
Conversions APIPurchase20:14

Packaging, delivery bags and stores are channels too

Every order you ship is an ad you already paid for. Give each surface its own QR code so installs from the box insert, the bag and the store counter are reported separately, and deferred deep links open the offer printed next to the code.

Set up trackable QR codes →

Festive sales mix new buyers with returning ones

When Diwali and season-end sales push acquisition costs up, your sale ads also reach lapsed shoppers. Linkrunner separates new installs, re-attributed reinstalls and re-engagements, so your festive cost per new buyer is not flattered by people you already acquired.

See retargeting and re-engagement →
Deep-link openretarget_lapsed_30dApp still installed
Returning users, last 30 days
Re-engagementsDeep-link opens7,129Free
push_cart_reminder4,820
retarget_lapsed_30d2,309
Re-attributed installsReinstalls within 90 days1,829Billed
winback_aug1,139
retarget_lapsed_30d690

Channels that bring shoppers who buy again

  • Meta catalogue and Advantage+ shopping campaigns: They optimise on the purchase signal, so send confirmed purchases only, or COD refusals will train the algorithm.
  • Google App campaigns: Import the confirmed purchase as the primary conversion before festive costs climb, so bidding learns from buyers rather than browsers.
  • Cashback and coupon partners: High intent and high click volume. Give each partner its own link, and Fraud Control sends rejection postbacks with reason codes when flagged installs come through.
  • Fashion and lifestyle creators: One link per creator that opens the exact product they featured, so you see which creator brings buyers, not just clicks.
  • WhatsApp, SMS and push: Cart reminders and drop alerts through CleverTap, MoEngage, WebEngage or Netcore open the cart directly. Re-engagements are never billed.
  • QR codes on packaging, bags and stores: One QR per surface turns every shipped order into a measurable channel.

How abcoffee tracks every offline shopper from a QR scan to the app

Challenge

abcoffee, a specialty coffee chain in Mumbai, Delhi NCR and Bangalore, grows mostly offline. QR codes on packaging, delivery bags and storefronts were its main channel, but every scan looked the same.

What changed

abcoffee created a Linkrunner campaign for each storefront, each regional delivery-bag run and its generic packaging. Every QR routes by device to the right store or into the app, and deferred deep links carry the campaign through the install.

Outcome

46K+ QR scans and 14K+ installs attributed across 95+ locations, with 85% of installs coming from packaging and delivery bags alone.

Read the abcoffee story →

Frequently asked questions

Measure the orders you keep, starting this week

Your first 25,000 attributed installs are free with every feature, and WhatsApp and push re-engagements are never billed.

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