Glossary

Key terms used across the Appstack documentation, in alphabetical order.

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Ad link

The Appstack link you use in your ads. When someone clicks it, Appstack registers the click information and sends them straight to the app store. See Enhanced app campaigns.

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Analytics destination

A product analytics tool that Appstack forwards your events to: Amplitude, Mixpanel or PostHog. An app forwards its events to one analytics destination at a time.

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Appstack Attribution Service (AAS)

The Appstack service that matches an install to the click that drove it. It starts the matching process when the Appstack SDK initializes on the first app open.

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Appstack ID

The identifier Appstack gives each installation of your app. You can read it with getAppstackId() in the Appstack SDK.

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Attributed event

An event Appstack matched to a click on one of your campaigns. Events that are not matched to a click belong to organic installs.

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Attributed events only

An integration setting for Meta and TikTok that sends only attributed events, instead of every event. It keeps the numbers in those platforms closer to Appstack’s and improves event match quality. Google Ads only accepts attributed conversions, so it has no such setting.

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Campaign, ad set and ad

The levels of an ad network’s campaign structure. Appstack reports each level by name, or by ID when no name is available.

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Click to first open

The time between the attributed click and the event, in hours. Appstack sends it as click_to_first_open_hours.

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Confidence score

How confident Appstack is in an attribution: low, medium or high.

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Custom domain

A domain you own, such as go.yourapp.com, used for your Appstack links instead of appstack.link. See Custom domains.

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Customer user ID

Your own user ID, passed as customerUserId when you configure the Appstack SDK. Appstack sends it to integrations so events match your existing users.

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Enhanced app campaigns (EAC)

Web campaigns that send people straight to the app stores, without a website. Appstack attributes the install and sends accurate signals to the ad networks. See Enhanced app campaigns.

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Event match quality

The 0 to 10 score Meta and TikTok give each event, based on how well they can match it to one of their users. See the event match quality sections for Meta and TikTok.

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fbc and fbp

Meta’s click ID and browser ID. Only attributed events carry them, because they come from the click on an Appstack ad link.

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Install type

The iOS classification of an install, for example new_install or reinstall_same_device.

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Links

The Appstack product that creates a single URL that routes people to the right app store and attributes every click, install, in-app event and revenue. See Links.

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Matching type

How an event was matched to an ad click, for example network, geo, coordinates, exact_ip or city_region.

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Media source

The channel an install came from, for example meta, or organic when there is no attributed click.

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Organic

An install, and its events, that Appstack did not match to any campaign click.

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Postback

The signal Appstack sends to an ad network when a matched user triggers a key in-app event.

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Project

The place where you configure your iOS and Android apps in Appstack. Links are created inside a project and redirect to that project’s apps. Projects belong to an organization.

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Signal engineering

Enriching the signals Appstack sends and forwarding them to ad networks in real time, to improve campaign performance.

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Subscription platform

A tool that sends subscription events to Appstack, such as RevenueCat, Superwall or Qonversion.