Augmenting MMP Data via S2S

Liftoff offers server-to-server integration options in order to augment a standard MMP integration with additional data points for optimization.

Device matching identifiers

In order for optimization to work correctly, Liftoff will need to match your postbacks to an attributed MMP install and its upper-funnel engagements (e.g. click, impression). To perform this matching, we require at least one of the following IDs to be included with every postback.

We recommend sharing the third_party_tracking_token whenever possible, since the IDFA’s availability is limited by Apple’s ATT framework and similar restrictions on the GAID are expected from Google in the future.

Hypothetical user flow

1. Mobile user clicks on Liftoff ad.
2. Liftoff redirects user to MMP.
3. MMP stores click and redirects user to app store.
4. Mobile user installs your app.
5. MMP attributes the install to Liftoff and sends us a postback with the attributed click ID.
6. Mobile user triggers in-app events.
7. MMP attributes the events to Liftoff and sends postbacks with attributed click ID.
8. Advertiser derives additional data points for the mobile user.
9. Advertiser sends Liftoff S2S postback with MMP-attributed third_party_tracking_token ID or one of the matching identifiers outlined in the chart above.

Sending data to Liftoff

Realtime postbacks

For each additional event (e.g., purchase) or data point (e.g., LTV prediction) you generate, you send an HTTP GET request to our servers.

Postback URL template

http://analytics.liftoff.io/customer_tracker/v1/{liftoff_app_id}/events?third_party_tracking_token={third_party_tracking_token}&mmp_tracker_device_id={mmp_tracker_device_id}&client_ip={client_ip}&idfa={idfa}&google_aid={google_aid}&event_name={event_name}&event_timestamp={event_timestamp}&bundle_id={bundle_id}&revenue={revenue}&currency_code={currency_code}&is_ad_revenue={is_ad_revenue}&is_attributed={is_attributed}&is_first_event={is_first_event}&platform={platform}&install_timestamp={install_timestamp}&os_version={os_version}&is_viewthrough={is_viewthrough}&ltv_score={ltv_score}&ltv_model_version={ltv_model_version}

Macros

Values in curly braces within the postback template above denote macros that should be replaced with the relevant information for each postback according to these definitions:

Batched postbacks via S3

You can also provide the same data via a scheduled job that uploads CSV files into an S3 destination. This option may be less optimal than realtime postbacks because it introduces a delay in information sharing.

File specifications

• The column names should adhere to the mapping specified in the macros table above (without the curly brackets). For example, {tracking_token} should be stored within a tracking_token column.
• New events should be uploaded at a regular cadence—typically hourly or daily.
• Files should be uploaded with the appropriate extension (.csv, .tsv, .csv.gz, .tsv.gz).
• Uploaded files will be automatically deleted after 14 days.

File extensions

Credentials & destination

The specific S3 bucket, AWS credentials, etc., will be provided by your Liftoff Account Manager once integration has been approved.