Tracking traffic sources is a vital aspect of digital analytics. However, when it comes to app traffic from platforms like Facebook, Instagram, and Twitter, determining the source of traffic can be more complex than web-based traffic. In this post, we explore how Snowplow handles referer data from app traffic and the implications for data modelers and consumers.

Q: Does app traffic include a referer in Snowplow?

The short answer is: It depends. Typically, web pages can capture the referer information from HTTP headers, but app traffic functions differently:

• Mobile Apps: Most apps, including Facebook, Instagram, and Twitter, do not pass referer information when redirecting to a website. The HTTP referer header is generally absent, leading to missing referer data in Snowplow.
  
  
• Commercial Accounts: Some platforms may provide referer information in specific contexts, such as redirecting to commercial accounts or paid links. However, these are exceptions and not the norm.
  
  

Q: How can I track app traffic effectively without referer data?

Snowplow offers several approaches to tracking app traffic effectively:

1. Leverage Campaign Attribution: Use mkt_source, mkt_medium, and mkt_campaign fields to tag traffic originating from specific marketing campaigns, even when referer data is unavailable.
   
   
2. Custom Event Tracking: Implement custom events within apps to capture detailed context, such as source, user interaction, and campaign identifiers.
   
   
3. UTM Parameters: Encourage the use of UTM parameters in links shared via apps to capture source, medium, and campaign data directly.
   
   
4. User Identifiers: Utilize other Snowplow identifiers (network_userid, domain_userid, etc.) to stitch user journeys across sessions and devices.
   
   

Q: Are there best practices for managing missing referer data?

Absolutely. Here are some key practices:

• Optimize Attribution Logic: Prioritize campaign parameters (mkt_ fields) over referer data for app traffic, as they are more reliable.
  
  
• Implement Fallback Logic: If referer data is absent, consider using custom contexts or other identifiers to infer the source.
  
  
• Monitor for Redirects: Watch for redirect patterns that may indicate app-originated traffic, such as links shortened by social platforms.
  
  

Q: Can Snowplow provide insights without referer data?

Yes. Snowplow’s event-based data model allows users to capture a wide range of contextual information beyond referer data, including:

• Device type and OS
  
  
• Custom contexts (e.g., app version, campaign ID)
  
  
• Time-stamped event sequences
  
  

By leveraging these data points, Snowplow users can still gain valuable insights into user journeys, even in the absence of referer data.

Final Thoughts

While app traffic typically lacks referer data, Snowplow provides multiple mechanisms to identify and track these interactions effectively. By leveraging campaign parameters, custom events, and unique identifiers, data modelers can maintain robust attribution models even without traditional referer data.