Postback integration for Dynamic Product Ad

  • Updated

Moloco’s machine learning engine produces Dynamic Product Ad (DPA) via postback sent from MMPs to recommend the best product for you. In order to create Dynamic Product Ads and use them in your campaigns, your integration with MMP (Mobile Measurement Partner) is required. While proceeding with your integration, please make sure to check the following: 

  1. Please send a full postback from MMP, including both attributed and unattributed postback.
  2. Check product information is being sent in postback.
  3. Check the configuration on tracking links and in-app deep links.  

For items that are MMP-specific, please follow each MMP’s instructions on integration.


1. Full Postback

For a successful operation of UA campaigns, which is to attract new users, or RE campaigns, which is to re-engage inactive users, targeting users with a product with the highest probability of conversion is crucial. Therefore, getting postback data for the following events are necessary:  

  • App Open
  • Contents View
  • Add to Cart
  • Purchase 

Please check MMP’s integration configuration page that the above events are properly being sent to Moloco. We recommend that you send us as many events as possible. The more information our model has, the better recommendations can be made.

2. Check Product information in postback.  

For the creation of Dynamic Product Ads and model optimization, we need to check the formatting of how product information is being sent in postback. After setting up full postback integration with MMP, please check in with Moloco’s manager to ensure product information is being sent for the following events:  

  • App Open
  • Contents View
  • Add to Cart
  • Purchase 

Here is the sample product information that is sent via postback:  


From the above example, the value of af_content_id “af_content_id”:“LI10235186x” should correspond to the value of the Product ID that you send to us via catalog feed.


3. Tracing Link Setup  

Tracking Links by OS  

We need a click-through tracking link that MMP has issued to you. If needed, we can also setup view-through tracking links and impression url as well.  


In-App Deep Link Setup  

If you want mobile users to be redirected to the pages of products they clicked from ads, you can set up in-app deep links. There are two forms of in-app deep links.  


Product page Deep Link

This link contains a macro for product id, which leads to the specific product page when clicked.  

Home Page Deep Link (Optional)

To prevent the case when the product page deep links won’t work, you can set up a home page deep link instead, By setting this up, users will be led to the app’s main page or homepage after they click ads.  


Tracking link macros for Dynamic Product Ad

Deep links’ formats can differ by MMPs, but deep links are usually generated from the product in-app link field in your catalog feed. Please use the following values for the deep link macro issued from the MMP.

Important: In order to deep link users into each product page in app, proper In-app Link field data should be included in the feed file.

  • Android Deep Link Macro: %{dcr.extra_deep_link_android}
  • iOS Deep Link Macro : %{dcr.extra_deep_link_ios}

In case when you’d like to set up a UTM parameter for tracking by which product users came through, you can use Product ID macro, like the following.  

  • Product ID Macro :%{}

  • %{dcr.extra_deep_link_android}  has been used as a value for the deep link parameter, deeplink.
  • %{} has been used to include Product ID in a campaign parameter, campaign.  





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