Firefox mobile attribution¶
For Firefox mobile referrals we use native app store web links with additional campaign parameters to help measure download to install rates.
App store url helpers¶
To help streamline creating app store referral links we have app_store_url() and play_store_url() helpers, which accept a product name and an optional campaign parameter.
For example:
Would render:
https://play.google.com/store/apps/details?id=org.mozilla.firefox&referrer=utm_source%3Dwww.mozilla.org%26utm_medium%3Dreferral%26utm_campaign%3Dfirefox-home&hl=en
https://apps.apple.com/us/app/apple-store/id989804926?pt=373246&ct=firefox-home&mt=8
For Firefox Focus:
play_store_url('focus', 'firefox-browsers-mobile-focus')
app_store_url('focus', 'firefox-browsers-mobile-focus')
Would render:
https://play.google.com/store/apps/details?id=org.mozilla.focus&referrer=utm_source%3Dwww.mozilla.org%26utm_medium%3Dreferral%26utm_campaign%3Dfirefox-browsers-mobile-focus&hl=en
https://apps.apple.com/us/app/apple-store/id1055677337?pt=373246&ct=firefox-browsers-mobile-focus&mt=8
App store redirects¶
Occasionally we need to create a link that can auto redirect to either the Apple App Store or the Google Play Store depending on user agent. A common use case is to embed inside a QR Code, which people can then scan on their phone to get a shortcut to the app. To make this easier bedrock has a special redirect URL to which you can add product and campaign query strings. When someone hits the redirect URL, bedrock will attempt to detect their mobile platform and then auto redirect to the appropriate app store.
The base redirect URL is https://www.mozilla.org/firefox/browsers/mobile/app/, and to it you can add both a product and campaign query parameter. For example, the following URL would redirect to either Firefox on the Apple App Store or on the Google Play Store, with the specified campaign parameter.
Note
The product parameter is limited to only firefox, focus, or klar, and the campaign
parameter is limited to values that only contain letters, numbers, dashes, underscores, and periods.
Adjust opt-in routing for Firefox on Android¶
For campaigns that need install attribution recorded in Adjust (rather than relying on Google Play install referrers), append via=adjust to the redirect URL. When present, the redirect goes through an Adjust attribution link instead of straight to Google Play.
https://www.mozilla.org/firefox/browsers/mobile/app/?via=adjust&product=firefox&campaign=firefox-whatsnew
Note
via=adjust only takes effect when both product=firefox and the request comes from an Android user-agent. iOS, desktop, and non-Firefox products (Focus, Klar) ignore the parameter and fall back to the default app-store redirect. An unrecognized via value also falls back to the default behavior.
The Adjust link forwards the click on to Google Play (so the user-visible end destination is unchanged) and records the install in Adjust under the mozorg-mobile-redirect channel, with the campaign query parameter preserved as the Adjust campaign value. See Where can I find mobile attribution data? below for where to view the data.
Where can I find mobile attribution data?¶
You can find Firefox Android client attribution data in Looker. Firefox iOS data is currently only available in App Store Connect, however this will also be added to Looker in the near future.
For Android installs attributed via the ?via=adjust redirect (see Adjust opt-in routing for Firefox on Android above), data is available in the Adjust dashboard. All campaigns routed through this redirect are grouped under the mozorg-mobile-redirect channel, with the campaign query parameter preserved as the Adjust campaign value — so each distinct campaign= you send shows up as its own row under that channel.