Braze (formerly Appboy) integration with AppsFlyer

At a glance: 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 restrict sharing data with third parties. Therefore, postbacks for restricted events won't be sent to this partner, regardless of the configured selection for sending postbacks.

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 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 is launched and before the initialization code for AppsFlyer SDK (see 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).getDeviceId());
customData.put("brazeCustomerId", deviceId);

Setting up Braze

Prerequisite: Before setting up the integration, make sure you contact the partner and open an account with them.

To activate or edit the integration:

  1. To activate: In AppsFlyer, from the side menu, select Collaborate Partner Marketplace.
    To edit: In AppsFlyer, from the side menu, select Collaborate Active Integrations.
  2. Search for the partner and select it.
  3. Click Set up integration. You’re directed to the integration setup page.
  4. In the Integration tab, select the app for the integration and turn Activate partner on.
    Note: The toggle must be on (activated) for as long as you work with the partner.
  5. Complete the configuration using the relevant tabs, as described below.

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 must Activate the Partner to enable the setup of the integration tab 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.

To get Braze's API Key and REST endpoint:

  1. In your Braze account, under Technology Partners, go to Attribution.
  2. Select AppsFlyer.


  3. Under Data Import for Install Attribution, click Generate API Key.
  4. Copy the generated API Key and the REST endpoint. 
  5. In AppsFlyer, insert the Braze API Key and the REST endpoint.


  6. Click Save and 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 the Braze 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.