“When we started influencer marketing, our biggest concern was how to track it properly. Airbridge Custom Tracking Links gave us visibility beyond impressions, all the way to installs, aha moments, and subscriptions. The more data we had, the sharper our decisions got.”
– Nicolas Park, Marketing Lead at Liner
About Liner
Liner is an AI platform built for professionals who need accurate, reliable information to do their best work. It offers three core products: Liner for everyday AI search with cited answers, Liner Scholar for academic research workflows including literature reviews, citation recommendations, and peer review, and Liner Write for drafting and editing professional documents.
Ranked #4 on a16z’s Top 100 Gen AI Consumer Apps (Web), Liner is a trusted tool for professionals, researchers, and knowledge workers across 200+ countries.
Overview
Liner was built as a desktop web product, growing its user base through web-based AI search and research tools. As the team scaled influencer marketing across LinkedIn, Twitter, and newsletters to reach graduate students and researchers, mobile app installs began to climb alongside it. Users who discovered Liner through creator content increasingly wanted to carry that experience into mobile, and the team needed to understand which creators and content types were actually responsible for that shift.
The challenge was measuring what actually worked. Influencer traffic on these channels behaves much like organic traffic, making it difficult to connect a creator’s post to an actual subscription. By assigning individual Airbridge tracking links to each influencer, Liner tracked the full funnel from click to install to aha moment to subscription. The data revealed that subscriptions were far more likely to occur on the second or third piece of content, not the first. This led to a sequenced content strategy that improved conversion efficiency across influencer partnerships.
Challenge
Measuring App Performance During Web-to-App Expansion
As Liner expanded from a desktop web product into mobile, the team scaled influencer marketing across LinkedIn, Twitter, and newsletters to drive app installs among graduate students and researchers. But influencer traffic on these channels is difficult to attribute. Without tracking in place, it looks indistinguishable from organic traffic.
Understanding the Full Conversion Funnel
Liner’s goal was subscription growth, not just awareness. With a multi-step user journey from install to onboarding to aha moment to subscription, the team needed to understand where users were converting and where they were dropping off. Without that visibility, it was impossible to know which influencers and content types were actually driving paid conversions.
Solution
To turn influencer marketing into a measurable growth channel, Liner partnered with Airbridge to connect creator-led web discovery with downstream app behavior. By leveraging Airbridge’s robust measurement infrastructure, Liner was able to transform fragmented data into a clear roadmap for user acquisition.
Individual Tracking Links to Attribute Influencer Traffic
Liner used Custom Tracking Links to assign a unique link to each influencer and content piece. Links were configured with structured parameters across source, campaign, medium, and content, with the content field used to identify each influencer by channel name and month. This gave the team precise visibility into which creators were driving traffic and how those users behaved after arriving in the app. Influencers also responded more positively to custom-branded links that reflected their channel identity, compared to generic UTM strings. With measurement in place across creator partnerships, Liner grew app installs by 350%.
Sequential Content Strategy Built from Conversion Data
With tracking in place, Liner monitored the full funnel through Actuals Report: click, install, aha moment, and subscription. A clear pattern emerged from the data. Subscriptions were significantly more likely to occur on the second or third piece of content, not the first. Liner restructured its influencer campaigns accordingly. The first content piece focused on introducing Liner Scholar’s value to researchers, while follow-up content drove subscription-focused calls to action with promotional offers. This sequenced approach lifted subscription conversion from influencer marketing by 155%.
Airbridge–Amplitude Integration for Full-Funnel Visibility
Liner integrated Airbridge with Amplitude to connect acquisition data with in-app behavior in one place. Data from each influencer’s Tracking Link flowed into Amplitude automatically, allowing the team to analyze how influencer-driven users behaved after install, which features they engaged with, and how quickly they converted to paid subscribers. Working from a single view made it easier to act on what the data was showing, across both marketing and product decisions.
Results
With Airbridge, Liner could finally see how each influencer campaign performed after users clicked a link. The team could understand which creators brought people to the app, which content encouraged users to try Liner, and which messages helped turn them into paid subscribers.
The impacts were clear:
- 13M+ registered users
- 155% lift in influencer-driven subscriptions
- 350% increase in app installs
More importantly, the team learned that users did not usually subscribe after seeing the first piece of content. Many converted after the second or third post. With this insight, Liner changed its influencer strategy. The first post introduced Liner Scholar and explained why it was useful for researchers. Later posts focused more on subscription offers and clear calls to action.
This helped Liner turn influencer marketing from a hard-to-measure brand activity into a growth channel the team could track, improve, and scale with confidence.
As Liner continues to scale its presence among researchers and knowledge workers, the team plans to expand creator partnerships and explore new channels, with Airbridge as the measurement foundation for every experiment ahead.
About Airbridge
Airbridge is a mobile measurement partner (MMP) that helps app developers, marketers, and publishers turn fragmented data across web and app environments into clearer, more actionable insights.
As an official measurement partner of Google, Meta, and TikTok, Airbridge provides attribution, analytics, and deep linking capabilities that enable marketers better understand the full user journey and make more confident growth decisions.
Trusted by more than 1,000 apps globally, Airbridge tracks over 180 million devices each month and supports 330+ ad network integrations. With a 99.99% uptime SLA, the platform is built to help teams measure, optimize, and scale with confidence.
For growing subscription and AI app teams, Airbridge Core Plan offers a simpler way to understand paid marketing performance. It helps teams answer one key question: are paid users becoming subscribers, and which channels are bringing the best users?
Key highlights of Core Plan:
- Track ad performance across Google, Meta, Apple Search Ads, and TikTok to know exactly what’s driving ROI
- Integrate with tools like RevenueCat, Amplitude, Mixpanel, and Adapty for deeper insight into subscription performance and in-app user behavior
- Live in 60 minutes. No annual contract needed
- 15K attributed installs free, then $0.05 per attributed install
| As a special promotion from Airbridge, readers of this article can enter the promo code ‘mobidictum26’ to receive an additional 5K attributed install on top of what Core Plan already offers. To learn more about this promotion, check out this link. |
For more context on Airbridge’s presence in Türkiye, read our previous coverage on its government incentive program eligibility.
To explore more about Airbridge tools, visit their official website here.
