Reliable source:
Meta is about to launch its own web2app solution, currently in the whitelist application phase.
From the Meta backend images, it appears the solution is already developed. When setting up a campaign, you directly input the webpage download link, without the need for separate integration. You can add pixel code to the webpage if needed, but it’s optional. There’s no need to use third-party （MMP）intermediaries for data transfer, and it doesn’t require conversion API integration—Facebook can attribute web2app conversions on its own.
Hypothesized Mechanism:
Facebook has likely implemented its own “probabilistic attribution” system. When a user clicks an ad within Facebook, it collects a wealth of basic (non-sensitive) user information like IP, device details, etc. After the user clicks the ad and installs the app (whether through an app store or a direct APK download), Facebook can match the information using its SDK integrated into the app or by receiving basic data via third-party services. This enables Facebook to perform attribution based on its algorithm, essentially establishing “probabilistic attribution.”
Advantages:
- No need for third-party services to first implement probabilistic attribution and then send data back to Facebook. Facebook can now perform attribution directly, reducing data loss due to third-party interception.
- Saves money on third-party services. Many users opt for web2app solutions with third-party providers (MMPs).
- Reduces development effort, although you’ll likely still need to create a landing page. The approval process might be strict.
Use Cases:
- Promoting APKs for products that can’t be listed in app stores. This is just a technical solution, and it’s unlikely to be made available to smaller clients, likely limited to direct clients on the whitelist to prevent misuse. If it is opened to more users, they’ll likely impose stricter controls.
- Ideal for pushing content like novels or short videos, especially on iOS. With the combination of web2app, landing pages, and DDL, could this lead to probabilistic attribution for iOS+DDL+W2A? It looks like they have big plans, but further details are uncertain, especially in terms of policy compliance.