4. Install Funnel

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Where the funnel actually breaks, the UTM structure to track it, attribution setup, and the live Install Tracker — CTR and Install Rate calculate automatically from the raw counts you log.

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Funnel Map

Stage	What Typically Breaks Here
View	Video gets watch time but the bio isn't obvious about what the app is or why to tap through — viewer watches but never visits the profile.
Profile Visit	Link-in-bio is buried, generic (a linktree with 6 unrelated links), or missing entirely.
Link Click	Broken or slow-loading redirect link, or the link lands on the wrong region's store page.
Store Page Landing	Store listing screenshots/description don't match what the video just showed, so the viewer bounces before installing.
Install	Long install time or an OS permission prompt interrupts the moment of intent and the app never gets opened.
First Open	Onboarding is longer or more confusing than the 15-second video implied, so the user drops before reaching value.

Link & UTM Structure Table

Platform	Account	Link Type	UTM Source	UTM Medium	UTM Campaign
TikTok	@budgetwithmia (Everyday User)	Bio link	tiktok	organic_creator	everyday_user_q3
Reels	@mia_tips (Power-User/Tips)	Bio link	instagram	organic_creator	power_user_q3
Shorts	@miafoundthis (Founder/BTS)	Pinned comment	youtube	organic_creator	bts_q3

Attribution Setup Checklist

Deep link setup: one deferred deep link per account (not per video), generated through your mobile measurement partner (MMP — Adjust, AppsFlyer, Branch), so a click routes straight to the relevant in-app screen post-install instead of the generic home screen.
Store-page landing consistency: every link for a given format routes to the same store listing variant, so install-rate comparisons across videos of the same format stay apples to apples.
MMP tagging steps: (1) generate one tracking link per account + platform combination inside the MMP, matching the UTM structure above. (2) confirm the link fires a click-through event visible in the MMP dashboard before it goes live. (3) confirm install events are matching back to the correct source — not defaulting to "organic unattributed" — within the first 48 hours of posting. If installs land as unattributed, the deep link isn't tagged correctly and needs to be regenerated before the account posts again.

Install Tracker

CTR and Install Rate are live formulas — CTR = Link Clicks ÷ Views, Install Rate = Installs ÷ Link Clicks. Log the 4 raw counts per video and both recalculate automatically.

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Optimization Checklist

When install rate underperforms, change these in order — don't jump straight to a new format:

Hook first. Check the view-to-click ratio (Profile Visits ÷ Views). If it's below 1%, the hook isn't earning the tap-through — rewrite the first 2 seconds before touching anything else.
Creator second. If view-to-click is healthy but install rate is still low, check whether the same script performs differently across accounts — a delivery/credibility problem, not a content problem.