Google Play Install Referrer and campaign links

A Play Store referrer carries campaign information to an app installation. Reading it requires app-side integration or an attribution provider.

19 October 2026 · PAD team

What belongs in the URL

Google Play uses the referrer query parameter to carry encoded campaign information. Keep the package identifier and encode the entire referrer value correctly; an unescaped ampersand can turn part of the campaign into an unrelated top-level parameter.

https://play.google.com/store/apps/details?id=com.example.app&referrer=utm_source%3Dnewsletter%26utm_campaign%3Dlaunch

This is an illustrative package and campaign, not a working app destination.

What your app must do

The Google Play Install Referrer API lets an app retrieve referral information from Google Play. Your app or an integrated attribution SDK must read and process it. A redirect service does not install this integration for you.

How GoToApp handles the destination

An existing referrer on a direct Play URL is preserved. When it is absent, a GoToApp campaign label can be added as referrer information. If you need a particular UTM structure, save the fully prepared destination URL and verify it through the complete redirect chain. Supported attribution-provider links retain their own configuration.

Test the full measurement path

• Check the Play package ID and encoded destination URL.
• Use the attribution provider’s test workflow or a controlled app installation test.
• Confirm that your app receives the expected referral data.
• Compare reports for the same time period and event definition; link requests are not installations.

Set up your link

See attribution link routing and campaign links.