How to use it
- Enter the package name. Type your app's package name as it appears in its Play Store URL.
- Describe the channel. Fill in source and medium (for example instagram / social) and optionally a campaign.
- Copy the link. Copy the https Play Store link and use it in that channel only.
- Read the results. See installs by source and campaign in your app analytics or Play Console.
How install referrers work
When someone opens a Play Store link that contains a referrer parameter, Google Play remembers it through the install. After the app's first launch, the app (or an analytics SDK such as Google Analytics for Firebase) reads it through the Play Install Referrer API, and Play Console can attribute store visits and installs to UTM campaigns.
Why the encoding matters
The referrer is a query string inside a query string. Its & and = characters must be URL-encoded once more, otherwise Google Play reads only the first parameter. This tool encodes the value correctly — for example referrer=utm_source%3Dnewsletter%26utm_medium%3Demail.
Naming tips
- Use lowercase and underscores consistently:
instagram, notInstagramone day andIGthe next. - Source = where (newsletter, instagram, website), medium = type (email, social, qr), campaign = why (launch, black_friday).
- Make one link per placement so you can compare them.
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Frequently asked questions
Does the referrer change what users see?
No. The link opens the same Play Store listing; the referrer is passed invisibly to the install.
Where do I see referrer data?
In your analytics SDK (for example Firebase / Google Analytics first_open events) and in Play Console's acquisition reports for UTM-tagged traffic.
Can I use a referrer link in a QR code?
Yes — encode the https link, and use a medium such as qr to tell printed codes apart from online links.