Digital marketplace
Care.com migrates to Adjust to improve deep linking and cross-channel measurement
Background
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Region
United States
Founded
2007
Vertical
Digital marketplace
The challenge
Care.com’s existing measurement and deep linking setup was becoming harder to manage as its acquisition and engagement efforts expanded across channels. At the same time, evolving privacy standards increased the need for more reliable attribution and consistent user journey tracking.
The company’s previous deep linking provider also required significant manual oversight and coordination. Deferred deep linking on iOS was unsupported, limiting Care.com’s ability to create seamless transitions from marketing touchpoints into relevant in-app experiences.
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When evaluating a new MMP, Care.com prioritized attribution credibility, scalable deep linking, and a migration process that could maintain campaign continuity without adding operational complexity across teams.
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The solution
Care.com selected Adjust for its combination of reliable attribution infrastructure, industry-leading deep linking capabilities, and strong implementation support. The company migrated its measurement infrastructure to Adjust while adopting TrueLink as its centralized deep linking solution for acquisition, engagement, and web-to-app campaigns.
To minimize disruption, Care.com followed a phased rollout strategy supported by structured testing and cross-functional collaboration. This approach helped maintain reporting continuity and campaign stability throughout the migration process.
Today, Care.com uses TrueLink across paid media, lifecycle marketing, partnership initiatives, and web-to-app experiences. The solution helps route users into more relevant in-app destinations based on intent and context, reducing friction throughout the user journey while improving alignment across marketing, growth, and product teams.
The results
Since migrating to Adjust, Care.com has established a more stable and scalable foundation for attribution and deep linking, improving both operational efficiency and user journey consistency.
Key outcomes include:
- Improved attribution stability and reporting consistency across channels and campaigns
- Reduced friction in user journeys through more reliable deep linking and contextual routing
- Streamlined workflows and reduced manual troubleshooting with a unified measurement infrastructure
The migration also gave Care.com greater visibility into cross-channel performance, enabling faster optimization cycles and more informed resource allocation decisions as the company continues to scale its marketing efforts.
Looking forward, the team is aiming to further leverage automation, privacy-forward measurement solutions, and deeper integration across their marketing ecosystem, all with Adjust supporting their continued growth.
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