Measure Campaign Success with Updated Marketing Attribution Analytics

When it comes to creating an effective marketing strategy, getting granular insights into campaign performance can help you optimally manage resources and get the most bang for your buck. For VR developers looking to drive awareness and acquire users, it’s especially important to have insights that reveal the journey people take when they discover and install your app from the Meta Quest Store.

That’s why we’re excited to offer you deeper insights with the return of Marketing Attribution Analytics to the Developer Dashboard⁠. Temporarily taken down in 2022 for a tune-up, the updated dashboard lets you identify the campaigns and sources that resulted in visits to your app’s Product Detail Page (PDP) in the Meta Quest Store and the aggregate number of purchases as a result of those visits.

Using the provided data, you can gather the insights you need to confidently identify or reinforce marketing strategies that grow your user base. Dive in below to see what’s changed and learn how to get started.

We’ve engineered the updated dashboard to ensure you have accurate and up-to-date attribution data with the clear insights into PDP visits and conversions. If you’re familiar with the previous version of the Marketing Attribution Dashboard, then you may not notice obvious UI differences upon first glance. Taking a closer look, you’ll see that the link click attributions field is limited to “Last click.” This means that app conversions in the Meta Quest Store will be attributed to the last click a user made before purchasing your app. We’re working towards including “First click” and “Even-credit” functionality soon.

Additionally, the dashboard’s date selector is currently limited to querying data from the previous 90 days. We recommend only using data from February 1, 2023 onwards to ensure the data you’re using to evaluate your campaigns is reliable. Data prior to this date may be unreliable due to tracking discrepancies on the Meta Quest mobile app.

PDP visits and app conversions generated in the Marketing Attribution Analytics dashboard are attributed to a traffic source or campaign with the help of UTM parameters. UTM parameters are widely-used bits of URL code used to track the effectiveness of paid ads, and setting them up is a relatively smooth and straightforward process. Multiple platforms offer tools to help you generate links containing UTM parameters—including Meta Ads Manager.⁠

The dashboard enables you to filter your results by these parameters:

This example indicates that traffic to an app’s PDP came from Facebook.

This example indicates that the traffic to an app’s PDP came from a Black Friday marketing campaign.

This example indicates that the link used to visit an app’s PDP was a link sent directly to users.

The dashboard will automatically provide all links to your app’s PDP that contain the specified UTM parameter. Through filtering your data, you can determine exactly where your audience is coming from when they visit your app’s PDP—and what ads encouraged them to learn more about your experience.

For detailed instructions on getting started, check out the documentation.

We’re thrilled to be able to provide our developer community with better tools to form actionable insights, and we’re confident the new Marketing Attribution Analytics dashboard can help you drive marketing campaign success and grow your user base.

We’ll continue building out the dashboard’s functionality and feature set to better serve you. For the latest updates, stay tuned to the Meta Quest Developer Blog and follow us on Twitter⁠ and Facebook⁠.