Orange Romania: Closing the web-to-app attribution gap

+17.3% paid install recovery
100% attribution accuracy
cross-platform ROI transparency

Executive Summary

The Challenge

Orange faced a critical attribution black hole. Users arriving via paid ads (Google/Meta) on the website were losing their "marketing DNA" when moving to the app stores. AppsFlyer misreported these installs as "Organic," severely undervaluing paid media performance and making it impossible to calculate the true Cost Per Acquisition (CPA).

Paid web traffic lost its source signal on the way to app stores
Massive accumulated technical debt
3-week delays for global pixel deployments
Inconsistent data across 101 countries
No unified source of truth for multi-market performance

Our Approach

We engineered a Custom Attribution Bridge to link web journeys to app installs.

Smart parameter capture: A custom script captures UTM parameters (source/medium/campaign) instantly upon web landing.
Dynamic OneLink injection: The script dynamically passes these web UTMs into AppsFlyer's outbound store links.
Seamless handshake: Ensures the "paid source" follows the user from the web browser, through the store, and into the app install.

The Results

By bridging the gap between web and app, we recovered 17.3% of our lost attribution. We no longer just see clicks; we see the full journey and the real value of every marketing euro