Google Play Link Builder
Generate trackable Play Store campaign links with UTM parameters or referrer encoding for install attribution.
Enter a package name (e.g. com.whatsapp) or paste the full Play Store URL.
QR Code
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How the Play link builder works
Three steps from a package name to a campaign-ready Play Store link with a QR code ready to print or share.
Paste the app ID
Enter a package name like com.whatsapp or a full Play Store URL. The tool extracts the id automatically.
Choose encoding mode
Referrer encoded passes UTM params inside the app on install — used by Firebase, AppsFlyer and Adjust. Direct UTM adds params to the URL for click analytics only.
Copy link or download QR
Grab the link for digital campaigns or download the QR code for print, OOH ads and offline materials. All processing is in your browser.
Referrer encoded vs. direct UTM — when to use which
Referrer encoded ?referrer=
- ✓Passed to the app's
INSTALL_REFERRERbroadcast on first launch - ✓Works with Firebase Analytics, AppsFlyer, Adjust and Branch for install attribution
- ✓Survives the Play Store redirect — UTM data is not lost
- –Requires the app to read the referrer (SDK or manual)
Direct UTM params utm_*=
- ✓Visible in link-click analytics (Google Analytics, ad platforms)
- ✓Simpler — no SDK integration needed
- –Not passed into the app — install-level attribution is unavailable
- –Play Store may strip query params on some devices
Play Store link parameter reference
A Play Store install link is a short URL with one meaningful parameter and a payload hidden inside it.
| Parameter | Required | What it does |
|---|---|---|
id | Yes | The app's package name, e.g. com.example.app. This is what identifies the listing. |
referrer | No | A single URL-encoded string carrying your UTM payload into the app on first launch. |
utm_source | No | Inside the referrer payload — where the install came from. |
utm_medium, utm_campaign | No | Also inside the payload. Same semantics as web UTM tags. |
anid, gclid | No | Written automatically by Google Ads. Do not set these by hand. |
The encoding is the part people get wrong. The referrer value is itself a query string, so its & separators must be percent-encoded as %26 before they go into the outer URL. Encode it once, not twice — double-encoding produces a payload the Install Referrer API hands back as literal %2526 text, which is the single most common reason attribution silently fails.
https://play.google.com/store/apps/details?id=com.example.app&referrer=utm_source%3Dtelegram%26utm_medium%3Dsocial%26utm_campaign%3Dlaunch
How to test a Play Store referrer link
Install attribution is awkward to verify because the payload is only delivered once, on the very first launch after install. A few things worth knowing before you conclude a link is broken:
- 1Uninstall completely before retesting. The referrer is delivered on first launch after a fresh install. Reinstalling over an existing app, or relaunching one you already opened, will not fire it again.
- 2Check the encoding by eye. Your payload separators should read
%26, never%2526or a bare&. - 3Allow for reporting lag. Firebase and most attribution SDKs surface install-referrer data hours after the fact, not in real time.
- 4Confirm the app actually reads it. The link can be perfect and still report nothing if the app has no Install Referrer SDK integration. The referrer is delivered to the app, not to the Play Console.
If you only need to know which channel drove clicks to the listing rather than which drove installs, direct UTM parameters and a normal UTM link are simpler and need no app-side work at all.
Frequently asked questions
Where do I find my app's package name?
Open your app's Play Store page. The URL contains ?id=com.example.app — copy everything after id=. You can paste the full URL here and the tool extracts it automatically.
Does the referrer survive the Play Store redirect?
Yes. Google Play stores the referrer value and delivers it to the app via the INSTALL_REFERRER broadcast after installation. The Play Install Referrer API makes this available to attribution SDKs and your own code.
How do I read the referrer inside my app?
Use the Play Install Referrer library (com.android.installreferrer) or simply declare a BroadcastReceiver for com.android.vending.INSTALL_REFERRER. Firebase Analytics and most mobile attribution SDKs do this automatically.
Can I use these links in QR codes for print?
Yes. Generate your link, then click Download PNG to get a high-resolution QR code. Set utm_medium=qr and utm_source to the publication (e.g. flyer_aug) to attribute offline installs.
Is my data sent to any server?
No. All link building and QR code generation happen in your browser. Your package IDs, campaign details and QR images never leave your device.
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