How to set up MMP tracking for app retargeting?
When you run app retargeting in Commerce Growth, your mobile measurement partner (MMP) is responsible for tracking conversions. To make that work, you need to connect your MMP to your Criteo ad set using a server-to-server (S2S) tracking URL. This article explains where to add it, what the URL should contain, and how to make sure it works.
Why does this matter?
Your MMP is the measurement layer for your app. It's the platform that records in-app events, purchases, product views, add-to-carts, and attributes them to the right ad partner.
Without a tracking URL in your Commerce Growth ad set, your MMP has no way to attribute the conversions Criteo drives. That means:
No conversion data in your MMP dashboard from Criteo
Commerce Growth can't optimize your bids toward real in-app conversions
Your reporting will show delivery but not results
Adding the tracking URL is a two-minute step that unlocks accurate measurement for your entire campaign.
Where to add the tracking URL?
During ad set creation:
In the Ad tracking step of the ad set creation flow, scroll to the Mobile measurement partner server-to-server click tracking parameter.
Paste in your MMP tracking URL.
Continue to the next step.
How to edit your ad tracking URL after launch?
After your campaign is launched and live, to update your MMP URL:
Go to the Ad sets tab in your campaign dashboard.
Click the three-dot menu (⋮) on the ad set you want to update.
Select Ads tracking.
Under MMP tracking, paste in or update your URL.
Click Save and apply.
What should your tracking URL look like?
Your MMP tracking URL is a server-to-server retargeting link, not an install link. You'll generate it inside your MMP platform, typically under a section called Partner Integrations, Campaign Lab, or similar. Look for a link specifically built for retargeting campaigns with Criteo as the partner.
The URL will include macros, dynamic placeholders that get automatically filled in when your ad runs. For example, {{adsetid}} is replaced by your ad set's unique identifier the moment the ad set is created.
The values in the URL that look like {placeholder} are macros. Replace ADD_CAMPAIGN_NAME with your actual campaign name, the rest will be filled in automatically at ad serve time.
Macro reference
Here are the macros commonly used in app retargeting tracking URLs. Your MMP's documentation will specify exactly which ones are required.
Macro | What it gets replaced with |
{{adsetid}} | Your Commerce Growth ad set's unique ID |
{campaignid} | Your campaign ID |
{device_id} | The device advertising ID: IDFA on iOS, GAID on Android |
{user_ip} | The user's IP address |
{user_agent_enc} | The user's encoded browser/device identifier |
{bundle_id}{domain_enc} | The publisher app bundle ID or web domain where the ad appeared |
Generate separate URLs for iOS and Android
Most MMPs generate different tracking URLs for iOS and Android. If you're running separate ad sets for each Operating System (which is required in Commerce Growth), you'll need a different tracking URL for each.
Your iOS ad set gets the iOS tracking URL (references IDFA as the device ID)
Your Android ad set gets the Android tracking URL (references GAID as the device ID)
Using the wrong URL on the wrong platform will result in mismatched device IDs and attribution errors in your MMP.
Impression tracking (optional)
In addition to click tracking, you can add an impression pixel under Impression tracking parameters in the Ads tracking step. Some MMPs use impression data for view-through attribution, meaning they can attribute conversions to an ad a user saw but didn't click.
Check your MMP's documentation to see whether impression tracking is recommended for retargeting campaigns and whether a specific pixel format is required.
Validating your setup
Once your ad set is live and delivering, here's how to confirm your tracking is working:
Check your MMP dashboard: Criteo should appear as an active media partner receiving impressions and click data within 24–48 hours of your campaign going live.
Check for conversions: Once users start converting, you should see them attributed to your Criteo ad set in your MMP's retargeting reports.
If no data appears after 48 hours: Review your tracking URL for missing macros, incorrect formatting, or a wrong URL type (install URL instead of retargeting URL). Your MMP's support team can help validate the URL.