Braze (formerly Appboy) integration with AppsFlyer

Braze, an AppsFlyer integrated partner, offers a lifecycle engagement platform for marketing, growth, and engagement teams. The platform enables marketers to connect human-to-human, at scale, with their customers, driving deep engagement and ROI. The center of our platform is the holistic user profile that offers a single view of the customer.

Learn more at


Some media sources (e.g., Facebook, Snapchat) restrict sharing data with 3rd parties. AppsFlyer cannot share user level data of users acquired through these media sources with 3rd party platforms or services. All installs from these media sources are therefore sent as organic. Currently, Braze doesn't internally use organic users data.

When using Braze for email engagements see Braze email campaigns.


Integration overview

Follow the instructions below to configure the integration with Braze.

Minimum requirements - AppsFlyer SDK:

  • Android (Android SDK – version and above)
  • iOS

On Android, integrating with Braze requires that the Braze Device ID (Braze unique user identifier) is populated in AppsFlyer's Android SDK. This parameter is sent with every postback and enables the identification of each user. To perform this you must insert the following strings to your app code:

 Important Note

Make sure the lines of code are inserted at the correct place – after Braze SDK was launched and before the initialization code for AppsFlyer’s SDK (refer to the Initializing the SDK section in our Android SDK Integration Guide).

HashMap<String, Object> customData = new HashMap<String,Object>();
String deviceId =(Braze.getInstance(MyActivity.this).getInstallTrackingId());
customData.put("brazeCustomerId", deviceId);

Setting up braze

Go to the dashboard of your app and click on Integrated Partners on the left bar.


Enter "Braze" in the search field and click on its logo to open the Braze configuration window.


The Braze configuration window only makes use of the Integration tab.

For a detailed description of the Partner Configuration Window Header, click here.

Integration tab

The Integration Tab is divided into different sections as described below.

Activate partner

On the first visit here, you will need to toggle below. ON the Activate Partner button to enable setup of the integration tab's parameters. The toggle MUST be ON for as long as you work with the partner.
For more details about partner activation please click here.

General settings

Braze connects with AppsFlyer via a unique API Key and REST Endpoint. If you don't already have it, you must obtain it from Braze to continue with the integration or follow the steps below.


  • Insert the Braze API_Key copied in the prior step from the Braze dashboard under App Settings >> 3rd Party Integrations >> Attribution
  • Insert the Braze Rest Endpoint URL (from the previous step) in the REST_endpoint field.
  • Click Save & Close

Once you have saved the configuration, AppsFlyer sends the following data to Braze for every organic and non-organic install:

  • Braze Dev_ID
  • Media Source
  • Campaign name
  • Adgroup name
  • Ad name

Default postbacks

AppsFlyer can send automatic postbacks to Braze user installs. Use this section to define sending these postbacks.


Select Events attributed to any partner or organic to send postbacks to Braze for any user that downloads the app.

Click Save.


Although all events are sent by AppsFlyer, organic installs are not counted by Braze and therefore are ignored by Braze's API.

Attribution link tab

Attribution Links are not available for Braze.

Cost tab

Cost data is not supported in the integration with this partner.

Ad revenue tab

Ad Revenue is not supported in the integration with this partner.

Permissions tab

Permissions are not available for Braze.

Viewing user attribution data in Braze

Your user-base can be segmented by attribution data in the Braze dashboard using the Install Attribution filters.

Additionally, attribution data for a particular user is available on each user’s profile in the Braze dashboard.

Was this article helpful?