Determining application conversions

A method performed by data processing apparatus, the method comprising:

• presenting, by a browser, content including a received sponsored content item on a user device, wherein the sponsored content item identifies an application available for download and wherein the application is a mobile application distinct from the browser;
• receiving a user selection of the sponsored content item;
• receiving a cookie in response to the user selection, the cookie including a cookie identifier associated with the selected sponsored content item and the identified application;
• installing the application associated with the selected sponsored content item, wherein the application is installed from a web page associated with the sponsored content item;
• initially launching the application;
• and
• transmitting the cookie identifier that was received in response to the user selection of the sponsored content item, wherein the cookie identifier associated with the selected sponsored content item is transmitted in response to the initial launching of the application that has been installed following selection of the sponsored content item.

A system comprising:

• one or more computing devices and one or more storage devices storing instructions that are configured, when executed by the one or more computing devices, to cause the one or more computing devices to perform operations comprising:
• receiving a request for sponsored content;
• determining a sponsored content item to provide in response to the request, the sponsored content item identifying an application available for download to a user device;
• providing the sponsored content item for display on a user device;
• receiving data indicating that the sponsored content item has been selected on the user device;
• generating and returning a cookie to the user device in response to the selection of the sponsored content item on the user device, the cookie including a cookie identifier associated with the provided sponsored content item and the identified application;
• receiving, from the user device, the cookie identifier that was generated in response to the selection of the sponsored content item, wherein the cookie identifier is received in response to a user launch of the application associated with the sponsored content item, the application being a mobile application distinct from a browser of the user device, wherein receiving the cookie identifier indicates that the application has been installed on the user device that received the sponsored content item;
• and
• logging a conversion event for the sponsored content item using the received cookie identifier.

A system comprising:

• one or more computing devices and one or more storage devices storing instructions that are configured, when executed by the one or more computing devices, to cause the one or more computing devices to perform operations comprising:
• presenting, by a browser, content including a received sponsored content item on a user device, wherein the sponsored content item identifies an application available for download and wherein the application is a mobile application distinct from the browser;
• receiving a user selection of the sponsored content item;
• receiving a cookie in response to the user selection, the cookie including a cookie identifier associated with the selected sponsored content item and the identified application;
• installing the application associated with the selected sponsored content item, wherein the application is installed from a web page associated with the sponsored content item;
• initially launching the application;
• and
• transmitting the cookie identifier that was received in response to the user selection of the sponsored content item, wherein the cookie identifier associated with the selected sponsored content item is transmitted in response to the initial launching of the application that has been installed following selection of the sponsored content item.

A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by one or more computers cause the one or more computers to perform operations comprising:

• receiving a request for sponsored content;
• determining a sponsored content item to provide in response to the request, the sponsored content item identifying an application available for download to a user device;
• providing the sponsored content item for display on a user device;
• receiving data indicating that the sponsored content item has been selected on the user device;
• generating and returning a cookie to the user device in response to the selection of the sponsored content item on the user device, the cookie including a cookie identifier associated with the provided sponsored content item and the identified application;
• receiving, from the user device, the cookie identifier that was generated in response to the selection of the sponsored content item, wherein the cookie identifier is received in response to a user launch of the application associated with the sponsored content item, the application being a mobile application distinct from a browser of the user device, wherein receiving the cookie identifier indicates that the application has been installed on the user device that received the sponsored content item;
• and
• logging a conversion event for the sponsored content item using the cookie identifier.

A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by one or more computers cause the one or more computers to perform operations comprising:

• presenting, by a browser, content including a received sponsored content item on a user device, wherein the sponsored content item identifies an application available for download and wherein the application is a mobile application distinct from the browser;
• receiving a user selection of the sponsored content item;
• receiving a cookie in response to the user selection, the cookie including a cookie identifier associated with the selected sponsored content item and the identified application;
• installing the application associated with the selected sponsored content item, wherein the application is installed from a web page associated with the sponsored content item;
• initially launching the application;
• and
• transmitting the cookie identifier that was received in response to the user selection of the sponsored content item, wherein the cookie identifier associated with the selected sponsored content item is transmitted in response to the initial launching of the application that has been installed following selection of the sponsored content item.