Setting up an MMP

Setting up an MMP consists of three steps:

Step 1. Setting up data collection in the mobile app

If you have already used retargeting based on in-app events in other ad networks, you can skip this step.

Checklist for setting up events in the MMP:
  • Make sure that the MMP collects events you want to optimize your campaigns for or make retargeting for.
  • Before launching smart banners, make sure that you collect the following events: product page viewed, product added to cart, product removed from cart, and product purchased. The events include the IDs of your products.
  • For the Maximum conversions strategy with the “Cost-revenue ratio” limit, make sure also to set a limit on revenue.

If you don't know how to check the event configuration, contact the app developer or your MMP support.

Data format for Text & Image ads and dynamic ads

All types of markup are supported: regular Events, ECommerce, and In-App purchases.

Data format for smart banners

ECommerce events markup is required. It's available for Android versions higher than 3.16.1 on and iOS versions higher than 3.12.0.

The following events are enough for smart banners to work:

  • showProductDetailsEvent
  • addCartItemEvent
  • removeCartItemEvent
  • purchaseEvent

Make sure to pass an SKU (product ID) in the ECommerceProduct class of each event. The other parameters are needed to populate the Ecommerce report.

Attention. Make sure that the product ID in the events matches the product ID in the feed: otherwise, you'll need to generate a new feed or re-launch the app with the other IDs.

Tracking openings

To make sure that AppMetrica can attribute conversions after clicks on universal or tracking links, set up tracking openings by deeplink.

In SDK version 4.0 and higher, tracking is automatic.

Requirements for the Maximum conversions strategy with a CRR limit

For conversions in this strategy, you can use ECommerce events or In-App purchase markup.

Step 2. Setting up transmission of events

Set up transmitting in-app events from the MMP to Yandex Direct to use them for strategy optimization or as retargeting criteria.

For Text & Image ads and dynamic ads

Events are forwarded automatically: no additional settings needed at the MMP level. In the Yandex Direct dashboard, you need to select the events for collecting statistics on mobile app goals.

You can use optimization and retargeting for goals.

For smart banners

  • In the app settings, in the Metrika tag binding field, specify the Yandex Metrica tag.
  • The username must have access to the tag.

We recommend that you use the tag for the site where you have set up e-commerce: in this case, machine learning algorithms will include products viewed in the app for site users, and the other way round. This helps you increase the effectiveness of retargeting.

Step 3. Setting up app links

Use universal links that will lead users to the app if already installed, or to the site if it isn't: this lets you increase the conversion rate for your campaigns.

If you can't or won't set up universal links for some reason, then you can use tracking links.

Setting up universal links

Universal links let you use the same feed for the site, in smart banners, and in dynamic ads.

General rules for links

The app link must be suitable for counting conversions, that is:

  • Lead to the app if the app is installed.
  • Lead to the site if the app is not installed or the link is clicked on a computer.
  • Let the MMP attribute conversions to clicks.
How to check whether universal links are set up

Universal links have the format of a regular link (for example, and are enabled on the site and in the app without the MMP's SDK. If the app is installed, paste the link to Telegram or Notes and click it. The app should open.

If the app is not installed, you can check whether universal links are installed by uploading the following file to your site and replacing with your domain:

A page with text should open or a text file will be downloaded.

How to set up universal links

Instructions for different platforms:

If you can't or won't set up universal links for some reason, then you can use tracking links. They include the MMP's domain (for example,,,, and they are created in the MMP.

Tracking parameters in universal links

For the conversion to be attributed to Yandex Direct once you click the universal link in the ad, the link must contain the required tracking parameters. For apps running AppMetrica or Adjust, these parameters are added to the advertising link in the same way and place as UTM tags for web traffic:

  • At the campaign level, under URL parameters, for Text & Image ads, dynamic ads, and smart banners.

  • Image ads.

  • At the ad group level, under URL tracking parameters, for dynamic ads and smart banners.

If you use AppsFlyer, enable cross-server click delivery at campaign setup.

Add the referrer=reattribution%3D1 parameter to your campaigns.

In smart banners and dynamic ads, you can add the parameter at the ad group level without making changes to the feed.

Setting up links in the feed

Applies only to dynamic ads and smart banners.

Add a tracking link to the element including the product link. The link must redirect the user to a specific product (either on the site or in the app). For XML/YML feeds, follow the additional requirements.

Example of a tracking link in the feed:

<offer id="21398651" available="true">
         %2F%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651&adjust_redirect= https%3A%{logid}
Important. Check for the required parameters in the feed links. If needed, you can add them at the ad group level without changing the feed.
Setting up re-attribution

Re-attribution means re-engagement of an inactive user to the app or re-installation of the app as a result of retargeting. If this occurs during the re-attribution window, the re-attribution is counted for the retargeting source.

Configure re-attribution settings in the MMP if you use the mobile app goal in the strategy settings to optimize your conversions or the target cost revenue ratio.

Retargeting attribution guide in the AppsFlyer documentation.

  1. In the MMP settings, go to Configuration → App settings.
  2. Under Attribution, choose Re-engagement attribution.

The re-engagement attribution settings are enabled separately for each app.

Have questions?

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You can contact us from 10:00 to 19:00 (UTC+3) by phone:

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