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How SalaryOnTime Cut CPA by 25% & Grew Installs 26% with Apptrove

SalaryOnTime delivers speedy mobile credit to help India’s wage earners, but as they scaled their campaigns through Meta, Google, and affiliate networks, their growth engine began to backfire. There were multiple channels for attribution; five separate systems fragmented their attribution stream to report the same data; numerous broken deep links rendered the use of the deep linking technology useless; and 16% of all salaries were attributed to fraud( an invisible budget leak), which has no way of detection or stoppage. To further complicate matters, once they got the crowd’s attention and installed them, there was no clear visibility as to what happened to those leads. They couldn’t determine who initialized the Know Your Customer (KYC) process; who submitted an application, or who determined which originated into a lender willing to make a loan. Apptrove empowered SalaryOnTime with the unified growth intelligence it lacked before the integration. With real-time fraud detection, end...
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7 Things You’re Getting Wrong About URL Parameters (And How to Fix Them)

You’ve run a campaign. The data rolls in. Your dashboard is a healthy one. Something does not work, though, somewhere between the ad click and the conversion report. You’ve got a traffic source nowhere. UTM parameters that went missing. Attribution that refers to direct when you are aware that install was caused by an ad that you paid for. Sound familiar? This is one of the most common pain points for mobile marketers — and the consequences are real. Inaccurate attribution can lead to 20–40% budget misallocation across campaigns. It almost always traces back to how URL parameters are being set up, passed, and tracked. Apptrove is designed to provide you with precise, end-to-end mobile attribution; however, the URL only provides the attribution platform with what you want. If your parameters aren’t set up right, your data will lie to you. This guide explains URL parameters, how they work, common mistakes teams make, and how to fix them. What Are URL Parameters, Really? They are key...
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How to Monitor App Uninstalls on Android Devices Accurately?

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Tracking an app uninstall event is crucial for understanding user behaviour and improving your mobile marketing strategy. When a user removes your app, it reveals valuable insights about engagement, retention, and campaign performance. In this guide, you’ll learn how to enable app uninstall tracking for Android using Firebase and integrate it with Trackier Apptrove. The process is simple and involves three key steps: Setting up a common identifier in your Android application Enabling the uninstall conversion event in Firebase Creating a Firebase Cloud Function to send uninstall data to Apptrove Let’s walk through each step in detail. Step 1: Set Up a Common Identifier The first step in enabling app uninstall tracking is setting up a common identifier inside your Android application. This identifier helps link user data with the uninstall event captured through Firebase. To do this, you need to add Firebase Analytics to your Android app and set user properties. Initialize ...
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What Is a White Label DSP and How Will It Affect the Future of Programmatic Advertising?

H2: Introduction Programmatic advertising is growing, but also getting more complex. With this growth comes increased complexity; global programmatic ad spending was forecasted to surpass  $725 billion in 2025, according to Statista. As a result, it has become a central piece of modern marketing strategies. A white label DSP (digital supply partner) helps you navigate the complexity of multiple platforms and fragmented data. Programmatic ads require more than just piecing together dollars and data. By allowing you to create your own custom demand-side platform built for your goals, data, and workflows, it represents a major shift from traditional advertising networks. Programmatic is no longer just about “running ads,” but about “owning your infrastructure.” As more companies build privacy-first ecosystems and require greater transparency and the ability to work closely with their customers, there is a growing industry need for solutions that provide flexibility and scalabilit...
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How do you add a secret key in Apptrvove, and what is its relevance?

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Security is the Underlying Principle in Mobile Attribution and SDK Integration. The Origin of All Installs Identified, Events Logged, and Attribution Calculated Should All Originate from a Source That has been Validated as Trusted. This is where this plays a Critical Role. While integrating the AppTrove Android SDK, a Developer will send Data from their app to the AppTrove Server using a combination of the Developer’s Secret ID and Secret Key. This process Provides Authentication for the Developer’s Requests And Validates that the Install, Events, and attribution signals sent to AppTrove Are Legitimate And Secure. In this article, we will Examine What this Key Is, Why You Should Be Using It, And How You Can Add A Secret Key To Your Application Using The AppTrove SDK . What is a Secret Key? A Secret Key is a Secure Method for Authenticating Communication between Your Application and the AppTrove Servers, and it will ensure That You Are Sending Legitimate Data to AppTrove via Your A...
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How to Add a Deferred Deep Link in Apptrove (Android SDK Guide)

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With a deferred deep link in your Android application, users who previously clicked on a campaign link using your application will easily be sent to the intended area of the application after installing it. The manner in which a deferred deep link works enriches the overall user experience, helps improve the accuracy of campaign attribution and increases the performance of conversion rates. This document serves as a full resource on implementing a deferred deep link utilizing the Apptrove Android SDK , including requirements to complete the implementation, completing all configuration steps, coding the implementation, testing the implementation, and how to troubleshoot possible problems. Defining a Deferred Deep Link Using a deferred deep link allows the user to:  Click a promotional or campaign link Where the user will be taken to the Google Play Store if the application has not been previously installed. The user will install and launch the application. The user will loa...
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Query Parameters

In mobile marketing, the smallest pieces of data often carry the biggest signals. Query parameters are one of those quiet but powerful elements that determine how accurately marketers track campaigns, attribute installs, and understand user journeys. If you have ever clicked a marketing link and noticed a string of characters after a question mark in the URL, you have already seen query parameters in action. For app marketers using an MMP like Apptrove , query parameters play a critical role in making attribution accurate, campaign insights meaningful, and user journeys traceable from the very first click. Without them, measuring performance across channels would feel like navigating a map without street names. This glossary entry breaks down what query parameters are, how they work, and why they matter for mobile attribution and marketing analytics. What Are Query Parameters? Query parameters are key-value pairs added to the end of a URL that pass additional information about a u...
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