Question 1

What is an Apple App Store Campaign Link?

Accepted Answer

Apple uses specific query parameters to track app install campaigns. Unlike UTM parameters, Apple Analytics relies on Campaign Token (ct), Provider Token (pt), and Affiliate Token (at) to attribute installs to marketing efforts.

Question 2

What is the difference between ct, pt, and at parameters?

Accepted Answer

ct (Campaign Token) identifies the specific campaign (max 40 characters). pt (Provider Token) is your unique App Store Connect provider ID. at (Affiliate Token) is used for Apple's affiliate program to track referral commissions.

Question 3

Does utm_source work with the App Store?

Accepted Answer

Standard UTM parameters (utm_source, utm_medium, etc.) are largely ignored by Apple App Analytics. You should use ct (Campaign Token) for campaign tracking and pt (Provider Token) for attribution.

Question 4

What is the mt=8 parameter?

Accepted Answer

mt=8 is the 'media type' parameter that specifies you're linking to an iOS app (not music or books). While not always required, including it ensures the link opens correctly in the App Store.

Question 5

How long can my Campaign Token (ct) be?

Accepted Answer

Apple Analytics truncates Campaign Tokens after 40 characters. Keep your ct value concise and meaningful to avoid data loss in your attribution reports.

Check & Verify your Apple App Store Campaign Links

Campaign Link Inspector

iOS App Store Campaign Tracking Guide

Key Parameters for iOS Tracking

Example Campaign URL

App Link Builder

Web UTM Validator

Play Store Validator

Frequently Asked Questions