Tracking iOS Smart App Banners

You can tell your website to show a Smart App Banner to iOS visitors. Smart App Banners are a clean, native banner in Mobile Safari that promote your app. They show either a 'View' link (to users who don't have your app), or an 'Open' link (to users that do). The 'View' link takes users to the App Store, and the Open link opens your app, optionally with a deep link that you provide.

A Smart App Banner


To implement Smart App Banners, add a <meta> tag, to your site, as documented here by Apple.

The meta tag takes the following form:

<meta name="apple-itunes-app" content="app-id=myAppStoreID, app-argument=myURL">
  • myAppStoreID: your iTunes App Store ID, like 512068016. Taken from your app's iTunes URL.
  • myURL: A deep link URL that users who already have your app will follow when they click 'Open' on the banner, like yourapp://some-view.

Using Tapstream to track Smart App Banners

The Smart App Banner is not part of your website; it's actually part of the Mobile Safari app. That means that you can't alter the banner, track its performance by changing it to use a Tapstream campaign link, or count clicks to the banner. Instead, you need to use Tapstream's JavaScript snippet to measure the banner's impressions. The snippet can track impressions on the page serving the banner, and give you the conversion rate, ARPU, and retention of users acquired through this channel.

To implement Tapstream's JavaScript, take the following steps:

  • Make sure you have a Tapstream account (an account on the Free tier is fine)
  • Use the Tapstream JavaScript snippet generator to get your Tapstream JavaScript code (enter your Tapstream account name in the 'App Name' field)
  • Place the resulting JavaScript between your <head> and </head> tags

Tapstream will now collect your impression to app install data. You can view this data in your Tapstream dashboard, under the Website tab. The data is also available to funnel reports, allowing you to calculate retention and ARPU your Smart App Banner-acquired users.