Attribution · Published 2025-05-12 · 1 min read
How to track installs properly in Facebook Web2App
If you run a web campaign through the Conversion API, it matters how Facebook understands your events.
What Facebook expects from web campaigns
- Lead
- Purchase
- Trial
There is no Install event on that list. Which is why the mobile installs metric in your reports will always read zero.
So how do you train the campaign on installs?
You send installs as Lead — that is, you map the app's install event onto the web lead event.
How the MMPs handle it
- Adjust does it perfectly: it maps install to lead by default.
- AppsFlyer makes it harder: it maps install to install, a custom web event, so the campaign learns slowly and the events are not counted in it.
The fix, when you are on AppsFlyer
- Duplicate the install event — from your own code or through Apphud.
- Map the duplicate as lead.
You end up with the standard working scheme and a campaign that learns faster.