Validation Rules for ad networks

At a glance: Advertisers use Validation Rules to manually define conditions to block installs, attribution, and in-app events of non-compliant installs/IAEs. Integrated partners can view the rules and get reports of blocked installs, attribution, and IAEs.

About Validation Rules

  • Validation rules are defined by the advertiser in a rule builder using customized conditions and logic that filter and select which app installs or in-app events to keep or block. 
  • Rules are based on a variety of parameters for multiple use cases, including:
    • Untargeted installs for the advertiser's campaign (wrong geo, OS version, etc.).
    • Installs that do not meet the insertion order signed between the advertiser and you.
    • Hijacked installs by fraudulent publishers, malware, etc.
    • Fake installs or in-app events sent from bots, emulators, or device farms.
  • Rules defined for in-app events only take effect on IAEs associated with installs that were not previously blocked.
  • Rules that include an ad network are visible to that ad network's personnel (but they cannot see other ad networks included in the rule). This is in the interest of transparency, and to help ad networks better understand the performance of the traffic they provide.
  • The rules run in realtime and take immediate action. A rejection postback is sent to partners who have rejected postbacks set up. Learn more.
  • Additional validation rule options are available to Protect360 customers, on top of the automatic Protect360 fraud blocking and detection. These conditions are known to help in the detection of various install-hijacking, fake install, and fake in-app event fraud types.

Availability to integrated partners

  • View any rules that apply to campaigns running on your network (but you cannot see other ad networks included in the rule). This is in the interest of transparency, and to help you better understand the performance of the traffic you provide.
    Note: When the media source is undisclosed, it means the rule applies to other media sources as well as the partner trying to view the rule.
  • Cannot create or edit rules.

To view the Validation Rules:

  1. In AppsFlyer, go to Configuration > Validation Rules.
  2. To view the validation rule, select an app owner Account
    The list of rules defined by the app owner account for traffic that could come from you is displayed. For an explanation of how rulesets work see Validation Rules for app owners.


Protect360 fraud: export data

Advertisers can give partners (ad networks and agencies) permission to download the following reports from Reports > Export data:

  • Installs mean blocked installs or installs with blocked attribution.
  • Blocked in-app events mean rejected in-app events (requires the advertiser to have a Protect360 subscription).
  • Blocked install postbacks mean a single report of the rejection postbacks sent to you in real-time.

The Blocked Reason and Blocked Reason Value fields are populated in the reports. The Blocked Reason Value includes the rule name that caused the rejection.

Validation Rules rejected installation postbacks

Integrated partners who integrate with AppsFlyer can receive blocked install postbacks in real-time each time an install is rejected due to enforcement of the rules.

Contact your Partner Development representative for further details.

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