Marketing Attribution Analytics

Oculus provides the Marketing Attribution Analytics dashboard to help you determine the marketing campaigns and sources that resulted in visits to your app’s Product Detail Page (PDP), and the aggregate number of purchases as a result of those visits. To generate data for this page, you should tag URLs to your PDP with Urchin Tracking Module (UTM) parameters.

The Marketing Attribution Analytics page enables you to choose a date range to view data by UTM parameter category, and click attributions.

Access the Page

To access the marketing attribution page, find your app on the API page, and then visit Analytics > Marketing Attribution.

The following image shows an example:

Marketing attribution menu

Page Example

The following image shows what the page might look like for an app with some fields identified.

Marketing attribution page

The fields by which you can filter marketing data is described in the next few sections

Date selector

The date selector enables you to choose one of the following:

  • Last 7 days
  • Last 14 days
  • Last 28 days
  • This month
  • This quarter
  • Custom

The data that displays is relative to the time period you select. If you choose Custom, use the calendar tool to select a custom date range.

UTM parameters

UTM parameters are commonly added to URLs to identify the marketing campaign or source that refers traffic to a specific website. The marketing attribution page reports on the Source, Campaign, and Channel parameters. The marketing attribution page reports on traffic to your PDPs, and divides the data into the parameter categories.

SourceIdentifies which site sent the trafficutm_source=Facebook
CampaignIdentifies a specific promotion or product campaignutm_campaign=black_friday
ChannelIdentifies the type of link used, for example a link sent to the user directly in an email, or a link on social mediautm_channel=direct

For an example of how you might add UTM parameters with Facebook Ads, see the About URL Parameters page in the Facebook business help center.


A Source, Campaign or Channel value of Direct identifies Oculus Platform conversions that are not attributed to UTM parameters. Direct conversions occur when users browse organically such as in the Oculus Store, instead of clicking an inbound link.

Click attributions

Link clicks are a common metric used by the online marketing industry. Link clicks are a way to measure the interest that your marketing campaign generates among your target audience. Digital advertisers consider click-through rate as a measure of success for an online advertising campaign. From the click attributions drop-down, you can choose the click data you want to see.

Following are the definitions for these fields.

  • First Click: Refers to the first click a user made before purchasing an app. When you select this option, you will see clicks and conversions based on the first thing a person clicked to enter a purchase flow before they ultimately bought an Oculus app.
  • Last Click: Refers to the last click a user made before purchasing an app. When you select this option, you will see clicks and conversions based on the last thing a user clicked on before buying an Oculus app.
  • Even-credit: When selected, the data gives equal (or even) credit to each source, such as a marketing campaign or surface, which contributed to the number of clicks and conversions this app received.

A click is counted when a user clicks from any marketing campaign and navigates to the destination you specify. This destination could be your app’s PDP page or another page or destination that in turn links to your app.

Results: clicks and conversions

You can make date and filter selections, and then Link Clicks and Conversions for those selections are displayed in the table. Following are descriptions of these metrics:

  • Link Clicks: Refers to how many people clicked on an app that appears in the Oculus Store.
  • Conversions: Refers to how many people purchased an app that appears in the Oculus Store.

The values in the first column of the attributions table are links to a detailed view of the data for the specified filters. The following image shows an example of a detailed view for Last Click data with email as the source.

Marketing attribution details page