Validation Rules


Sometimes carefully planned targeting misses the mark. A campaign targeting the US ends up driving installs in India, or your ads targeting the iPhone 7 bring installs on the iPhone 6. Validation Rules put you, the marketer, in control of the campaign – blocking attribution for installs that do not meet your defined targeting.

With Validation Rules, you can enforce your campaign targeting while keeping your data clean. Installs not meeting the validation rule criteria are automatically attributed as organic.

This article contains the following sections:

Configuring Validation Rules

Follow these steps to configure your validation rules.

1.  From the left navigation bar, select Validation Rules to open the Validation Rules window

2.  Click Add Ruleset

3.  The Validation Rules configuration window opens:

4.  Enter the Ruleset Name.

Enter a meaningful name for the ruleset that describes the set of rules being configured, in particular the media source and the campaign to which the rule applies to.  For example: Facebook US only.

Select Ruleset Status to define whether you want the ruleset to be active or inactive once you have saved the configuration.  (Blue indicates the status is set to active).

5.  In the Applied To field, select the media source and campaign that the ruleset applies to from the drop-down menu.


  • The media source and campaign appearing in the drop-down list are those that are considered active and have had at least one impression/click or install within the past month.
  • The media source drop-down list contains only direct ad networks and not agencies.
  • When you select All in the Campaign drop-down list, the ruleset applies to all current active campaigns and all future campaigns.


  • If you select multiple Media Sources, the campaign is automatically set to All.  Meaning the ruleset applies to all current active campaigns and all future campaigns.


6.  In the Validation Rule Settings section, select the installs that meet the criteria to be attributed to the media source. 

Begin by selecting either:

  • Device Type 
  • Geo (country and city)
  • OS Version

Possible operators to be selected are:


Then click + Add Rule.

If you have selected Geo above, enter the country and city.


  • While Facebook shows all installs of a re-targeting campaign in the same place, on the AppsFlyer dashboard, installs are divided between the Overview page (new installs) and the Re-Targeting page (re-attribution and re-engagements).
  • As a result of AppsFlyer's Validation Rules, results may differ in the dashboards as some installs are shown in Google AdWords and are not shown in the AppsFlyer dashboard.

Device Type Formats

  • The Device Type format is the same as it appears in the Raw Data reports.

  • The Device Type Not Contains includes string matching and is case insensitive.
  • You can enter multiple strings in the same field using a ';' separator. 
    For example: iPhone 7; iPhone 6s; iPad Mini 4;
  • In most cases, the iOS Device Type convention is "[product type] [product model]". The currently supported device types are:
    Device Type
    iPhone 7
    iPhone 6s Plus
    iPhone 4s
    iPhone 6s
    iPhone 6s
    iPhone 7 Plus
    iPad Mini 4
    To view an example of an iOS device type existing in the system, click on the attachment at the bottom of this article.
  • In most cases, the Android Device Type convention is "[vendor]-[product model]". The currently supported device types are:

    Device Type
    Xiaomi-Redmi 4A
    GIONEE-P7 Max
    To view an example of an Android device types existing in the system, click on the attachment at the bottom of this article.

7.  Click Add Rule and continue adding the ruleset criteria.

8.  Click Save to complete the ruleset configuration.

All saved rulesets are displayed in the Validation Rules Configuration page:

Column Name Description
Ruleset Name The name of the ruleset with a link to its configuration page
Ruleset ID Self-generated Ruleset ID that appears in rule validation raw data reports and postbacks to the relevant networks
Last Updated The date on which the ruleset was last updated
Media Sources The media sources to which this ruleset is applied
Campaigns The campaigns to which this ruleset is applied
Status  The current status of the ruleset - either activated or deactivated
Actions Delete a ruleset that is out-of-date or no longer required

Validation Rules:  Export Data

The following Raw Data reports can be downloaded directly from the Export Data page:

  • Invalid Installations
  • Invalid In-App Events
  • Invalid Installations Postbacks


The Rejected Reason and Rejected Reason Value fields are populated in both the Invalid Installations and Invalid In-App Events Reports.  

The Rejected Reason Value includes the Ruleset ID that caused the rejection.

Validation Rules:  Pull API

The Invalid Installs Report and Invalid In-App Events Report are also available for advertisers via the Pull API.  Click here to read about the Pull API. 

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