Attribution Data

Attribution data reports the acquisition source for users acquired by marketing campaigns. The data is received from attribution partners, such as MobileAppTracking (MAT), Adjust, or Ad-X. For organically acquired users, the source is set as organic. Attribution data enables marketers to track retention, lifetime value, in-app actions etc. of users originating from different sources, and thus, to make better choices when designing campaigns.

Omniata receives attribution data of the users as postbacks from the attribution partners. With some partners, such as MAT, postback can be set up using the same (custom) user IDs that the application itself is using. Others use standard user IDs, such as IDFA, which needs to be linked to the application user ID. This applies for example to Adjust and Ad-X. Linking is done by sending om_alias events. When the om_alias Event Type is integrated in the beginning, even if the attribution partner would support custom user IDs and the om_alias would not be needed at that moment, it is easy to switch to another attribution partner later, if needed.

Setting Up Acquisition Marketing Project to Receive Post Backs

  1. Navigate to your Acquisition Marketing Project and further to Settings > Applications.
  2. Select "New Application". We suggest to name the new application as "Your Application Name - Your Attribution Partner Name", for example "Diamond Expedition - Adjust" or "DateApp - MAT". If you later integrate another application or attribution partner, this helps differentiate between them.
  3. After entering the name, select "Save". Omniata will create the application and a set of API keys for it. Navigate back to Settings > Applications and to your newly created application in order to see the API keys. The Production API key is called the "Marketing API Key" of your application.
  4. Next, navigate to Settings > Postbacks. Select "Add Postback Mappings".
  5. Fill in your newly created Marketing API key and the corresponding App Project API key. The "App Project API Key" is the API key you use for sending the in-app events, and the "Marketing Project API Key" is the Production API key that was just created.
  6. "Same UID" needs to checked if type of UID from game project is the same with marketing project. Marketing proejct uses advertiser ID as the UID, e.g. IDFA adn Android Advertiser ID. If using IDFA as the UID in game project, the "Same UID" tag should be checked. For attribution partner MobileAppTracking (MAT)/Tune, it can define the customized UID in their postback evnets, the "Same UID" should be checked. For other attribution parnter Adjust, Appsflyer or Ad-X, do not select "Same UID" if the advertiser ID is not used as UID in the game project.
  7. Finish the setup by selecting "Add Postback Mappings".

Setting Up Post Backs


  1. Navigate to Adjust dashboard, and go to Your Apps.
  2. Select Settings and further, Partner Setup.
  3. Choose Omniata from the list.
  4. Enter your Marketing API key. It is the one you created in section Setting Up Acquirer Data App to Receive Post Backs. Do not use your Game Project API key which is used for sending the in-app events.
  5. Once the first post backs have been sent, contact your Omniata account manager, so that integration can be validated.

In addition to the post backs, please remember to also integrate the Event Type om_alias.


  1. Navigate to AppsFlyer dashboard and select 'Omniata' as an integration partner
  2. Once selected, under Integration Parameters click 'Enable'
  3. Enter the API Key created in Omniata's Acquisition Marketing Project (Please reach out to Omniata if you need more help regarding this)
  4. Enter the app name for which post backs will be received by Omniata (Please make sure that the app name contains no spaces)
  5. Enter the client name (Your organization name. There are no restrictions on how you want to define your organization name. Please make sure that the client name entered contains no spaces)

MAT (Mobile App Tracking)

Configure MAT to send the post backs by following the instructions in their documentation: You can use the following post back URL:

https://<YOUR DOMAIN><YOUR MARKETING API KEY>&om_event_type=mat_install&uid={user_id}&campaign_name={campaign_name}&publisher_name={publisher_name}

Note: Remember to replace <YOUR DOMAIN> with you organization's name or assigned description in the Omniata panel and <YOUR MARKETING API KEY> with the API key you created in section Setting Up Acquirer Data App to Receive Post Backs. Do not use your Game Project API key which is used for sending the in-app events.

Once the first post backs have been sent, please contact your Omniata account manager, so that the integration can be validated.

Post backs need to contain the following fields/parameters:

  • om_event_type: mat_install
  • api_key: the API key provided by your Omniata account manager
  • uid: the user ID used by your application when sending in-app Events to Omniata
  • publisher_name
  • campaign_name

The following fields/parameters are also useful:

  • sub_publisher
  • sub_adgroup
  • sub_ad


https://<YOUR DOMAIN><YOUR MARKETING API KEY>&om_event_type=mat_install&uid={user_id}&campaign_name={campaign_name}&publisher_name={publisher_name}&sub_ad={sub_ad}&sub_adgroup={sub_adgroup}&sub_publisher={sub_publisher} 

Other parameters are optional. For more information on the available macros to be sent as parameters, see MAT's documentation:

Customized Track Events from server:

It is also possible to enable the customized 'ad_install' events and sending to our API as follows:

https://<YOUR DOMAIN><YOUR MARKETING API KEY>&om_event_type=ad_install&uid={user_id}&om_campaign={campaign_name}&om_publisher={publisher_name}&om_sub_ad={sub_ad}&om_sub_adgroup={sub_adgroup}&om_sub_publisher={sub_publisher}&om_partner={partner}

Among the above the user_id should be the advertiser id, e.g. IDFA value for iOS and Google Ad ID/Android Device ID for Android.

Setting Up "om_alias" Events

Event Type om_alias is needed, if attribution postbacks are from one of the following partners:

  • Adjust
  • Appsflyer
  • Ad-X

The om_alias Event Type is integrated like any other Event Type in your application. When using Omniata SDK, om_alias can be sent as a custom Event Type.

The om_alias event is sent to the Data App of the actual application, not to the Marketing Data App. The event needs to be sent after om_load event. The om_alias event needs to be sent only once, and it is required to be sent the same date when user first installs the app.

The following parameters need to be sent with the om_alias event:

  • om_event_type: om_alias
  • api_key: API key of the actual application project. Do not use your Marketing API key.
  • uid: the user ID used by your application when sending in-app events to Omniata
  • om_idfa: the current IDFA of the user, required for iOS platform
  • om_google_aid: Android advertiser ID, required for Android platform
  • om_android_id: Android ID, required for Android platform

The om_alias event will have the following format:


https://<YOUR DOMAIN><APP PRODUCTION API KEY>&om_event_type=om_alias&uid=<UID>&om_idfa=<IDFA>


https://<YOUR DOMAIN><APP PRODUCTION API KEY>&om_event_type=om_alias&uid=<UID>&om_android_id=<Android Device ID>&om_google_aid=<Google AD ID>

Please note that the om_alias event does not set a user's country, so an om_user event will still need to be sent to populate that data point.

This article was last updated on July 20, 2016 09:55. If you didn't find your answer here, search for another article or contact our support to get in touch.

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