How to Configure a Campaign with Sina Weibo Ads

  • Advertisers


Sina Weibo Ads, AppsFlyer's integrated partner, is one of the most popular social media platforms in China.

To configure your campaigns with Sina Weibo Ads, follow the steps below.

Setting Up Sina Weibo Ads

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


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

sina weibo integration

The Sina Weibo Ads configuration window includes 3 active tabs: Integration, Tracking link, and Permissions. Click on the items below to read about the tabs setup.

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


  • The General Settings step in the Integration tab is mandatory for all partners
  • All the rest of the steps are either descriptive or optional

Integration Tab

This section is used for connecting the partner with AppsFlyer. Relevant messages for the advertiser regarding the specific partner also appear here.

Default Postbacks

If attribution/integration is enabled for the partner, AppsFlyer can send automatic postbacks to it following user installs, launches, re-engagements and rejected installs. Use this section to define the source of the users that postbacks are sent for.


The option "Only events attributed to this partner" for partner attributed users only, is selected by default.

Click Save.

Tracking Link Tab

In this tab, you can create the tracking links you want to send to Sina Weibo Ads for tracking the Sina Weibo Ads campaigns, ad sets or even single ads. Note that AppsFlyer DOES NOT save your generated partner's tracking links.

sina weibo link

This tab is divided into different sections:

Tracking Link Parameters

In this section, select which parameters you want to add to the tracking link.

Adding parameters to the tracking link here enables you to later perform thorough drill-down analyses. Parameters that are already defined on the tracking link can be edited by adding them and their new values here.

  • Campaign - add it to compare different campaigns running with Sina Weibo Ads.
    Tracking link parameter: c
  • Adset - set ad set names to compare different ad sets within specific Sina Weibo Ads campaigns.
    Tracking link parameter: af_adset
  • Ad Name - set ad set names to compare different creatives within specific ad sets within specific campaigns Sina Weibo Ads.
    Tracking link parameter: af_ad
  • Site ID and Sub Site ID - set Site ID parameter to attribute installs to specific publishers. If many publishers exist, we advise on limiting the number of used site IDs and using the sub site ID parameter, to avoid exceeding the site ID limitations.
    Tracking link parameters: af_siteid and af_sub_siteid
  • Subscriber Parameters - use any of the 5 subscriber parameters to insert useful values. Note that these parameters get parsed and appear in the raw data report, which makes them very handy for performing data aggregation or filtering.
    Tracking link parameters: af_sub1, af_sub2, af_sub3, af_sub4, af_sub5

Add any other parameter to the tracking link simply by typing it in a new parameter box. More information about AppsFlyer's Tracking Link Structure and Parameters.

Retargeting Settings

You can add any other parameter to the tracking link simply by typing it in a new parameter box. You can find all AppsFlyer available URL parameters here: AppsFlyer's Tracking Link Structure and Parameters

When enabled, AppsFlyer recognizes a link as a retargeting tracking link, rather than a user acquisition link, by adding the &is_retargeting=true to the click tracking link. Note that retargeting is currently only supported for click-through and not view-through attribution.

Tracking link parameter: is_retargeting

The setup below is displayed when retargeting is enabled.


Standard Link vs. OneLink

Select standard tracking link option if:

  • You don't need to deep link with the URL or
  • You plan to use only URI schemes for deep linking

Select Use OneLink for:

  • Using a single link for both Android and iOS apps or
  • Deep linking using Universal or app links

Note that selecting OneLink changes the click tracking link from app specific to a OneLink URL.

Deep Link URL

Use this field if the link is meant to deep link users to any specific activity within your app.
Tracking link parameter: af_dp
You can find more information about AppsFlyer's deep linking solution in this guide.

Re-engagement Window

Set the time period following the re-engagement, where the user's in-app events are attributed to the retargeting media source. You can set the value in days (1-90), hours (up to 23), or even lifetime.

Tracking link parameter: af_reengagement_window

Read here how to set up retargeting on Sina Weibo dashboard.

Click-Through Attribution

This slider allows you to set the maximum time from click to install. Only installs (first launches) that take place within the lookback window may be attributed to Sina Weibo Ads.

Tracking link parameter: af_click_lookback

More details about the click lookback window here.

sina weibo clickthrough settings

Click Tracking Link

This is the tracking link that contains all the setup information you have set for it. Send it to Sina Weibo Ads to be activated when leads click on a corresponding ad.

Cost Tab

Cost integration is not available for Sina Weibo Ads.

Ad Revenue Tab

Ad Revenue data is not supported by this partner.

Permissions Tab

In this tab, you can select the permissions to grant to the partner, whether the partner acts as an ad network, agency or even both. Note that even if attribution is disabled for the partner, the permissions tab is active and you can grant control to the partner.


Use these toggles to give the ad network permissions to handle its own configuration for your app:

  • Allow to configure integration - permit the partner to setup the integration tab (except in-app event postbacks)
  • Allow to configure in-app event postbacks - permit the partner to setup in-app event postbacks mapping to itself on the integration tab
  • Allow access to your retention report - only to the partner's own retention data
  • Allow access to your Protect360 dashboard - only to the partner's own Protect360 data, and providing the feature is enabled for the advertiser

Learn more about granting ad network permissions.

Setting AppsFlyer's Tracking on Weibo Ads Dashboard

Login to Sina Weibo Ads, using this link:

Go to the Tools page to upload your apps in the Apps Management section:

Click to add new apps:

Android: Enter the APK download page(end with .apk) or upload the APK document.

iOS: Enter the iTunes link.

Setting the Tracking Link

Go to the Promotions page and Create New Ad Series

If you want to acquire new users for your app, select Increase App Installs ad type, as shown below:

Setup Ad Series

Select the app you want to promote:

Set the audience features, budget and promotion periods:

Uploading Ad Creatives and Set the Tracking Link

Weibo provides four ad formats to promote App installs:

  • Weibo Post
  • Big Cards
  • App Card
  • App 9 Pics

All of the ad formats support AppsFlyer Tracking.

Enter the AppsFlyer Tracking Link


Complete any additional settings and publish the ad.


  • You can preview the Ad Format in the upper right part at Ad Creative Setting Page.
  • If you are not using deep linking in the ad campaign, leave the deep link box empty.

Creating Retargeting Campaigns on Weibo Ads Dashboard

On ad campaign level, set up the targeting, budget and campaign time:


On the ad level, set up the deep link and AppsFlyer tracking link:

  1. Choose deeplink+app, and paste the deep link into the relevant box:



  2. Copy the tracking link from AppsFlyer dashboard with all the required parameters and paste it into the tracking link box:




    Note that all following parameters should be included in both the deep link and the tracking link and be identical in both links:

    • &pid=sinaweibo_int — partner ID parameter that identifies Sina Weibo as media source
    • &c=campaign_name — parameter that identifies a specific campaign
    • &is_retargeting=true — parameter that identifies an ad as a part of a retargeting campaign

    If you use deferred deep linking, include the following parameters as well:

    • &af_adset=adset_name
    • &af_ad=ad_name

    Read more about AppsFlyer's Tracking Link Structure and Parameters and Sina Weibo's tracking links.

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