Deterministic Matching

What is deterministic matching?

A method of comparing two data sets to find exact matches, which helps advertisers and app developers combine information from different sources. For example, it can help connect a user’s browser session with their app session by using a match ID, which ensures accurate data analysis and optimize marketing strategies.

When performing web-to-app attribution or deferred deep linking, it is necessary to match each user’s browser session to their app session. Since there are no shared identifiers among app users (IDFA) and browser users (cookies), attribution and deep link providers use different strategies to match these sessions. In cases where the app is already installed, these providers can pass through match IDs that 100% guarantee that the user in the app is the same user that came from the web. For most attribution and deep link providers, deterministic matching can only be accomplished when a user has the app installed.