Installation data for marketing campaign

Hi there, I have been using expo for around 6 months now and getting to the stage that I want to run advertisements. As such it is extremely important to me to understand what advertisements manage to get installs. I have been trying to find how to get installation information and it all seems to have confused me allot especially with the issues that have occurred with Branch.

From my understanding I believe I need to have a referral query parameter in the url to the play store / app store, and then in some way receive that parameter when the app is launched for the first time. Does anyone know how to do this?

Any help / advice / reading material would be greatly appreciated.

Many thanks

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