Meta Web integration setup for PC and console apps

At a glance: Learn how to integrate Meta Web for PC and console apps with AppsFlyer and set up campaigns in Meta Web.


This integration is only available for PC and console apps, such as Steam, Epic, or Native PC. For mobile apps, see the Meta ads integration setup page.


This article contains information and steps on how to set up and use Meta Web for PC and console apps with AppsFlyer. This includes:


Before activating the Meta Web integration, make sure you have a business account in Meta Business Manager and you've created a Meta app.

Activating partner in AppsFlyer

To activate the partner integration:

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

Setting up Meta Web in AppsFlyer

In this part of the setup, you can also set up postbacks to Meta Web. The Meta Web (metaweb_int) integration uses a Conversions API tool provided by Meta ads for advertisers to send data from their PC and console apps directly to Meta's servers. Such data may include user actions, such as purchases, registrations, and other types of conversions performed on non-mobile platforms (websites or applications). The data is then used by Meta ads to optimize ad targeting, measure ad performance, and build custom audiences for retargeting.

The integration with Meta Web only supports sending postbacks for installs and in-app events. 

Integration tab

The Integration tab includes a number of sections, as described below.

Activate partner

To configure the integration, you must first turn on the Activate partner toggle. 

General settings

  • Pixel ID: Enter the Pixel ID. You can retrieve it from your Meta ads Manager:
    1. From the Ads manager side menu, go down to All tools > Events Manager
      Note: Make sure you have the correct business selected from the drop-down on the top right.
    2. From the Events Manager side menu, select Data sources. You'll see a list of your pixels. If you don’t have a pixel for the selected business, you can create one through the same view.
    3. Copy the pixel ID showing under the pixel name and paste it into the Pixel ID field of the AppsFlyer integration.

      pixel id3.png

  • Access token: Enter the access token. To retrieve it, follow these instructions
  • Limit Meta ads use of users’ personal information (CCPA): Turn on this toggle to enable compliance with data protection laws.
    Note: Complying with CCPA privacy regulations limits the data coming from Meta ads users based in California.

Default postbacks

Postbacks for installs are automatically sent only to Meta Web.

In-app event postbacks

Configure mapping of in-app event postbacks sent to Meta Web. These events can be viewed in the Meta Events Manager

  1. Turn on In-app event postbacks.
  2. Click Add event to add an SDK or server-to-server event to the list. The following table describes the fields to complete:
    Parameter name Description
    AppsFlyer event

    The name of the event, as received by AppsFlyer either from the SDK integrated into your app or from server-to-server events.

    • Click Add item, enter the event name, and click check.png
    mapped to partner event

    The unique name or ID of each event, as defined on the partner's side. 

    • Select from the dropdown box the most suitable pre-defined partner event or select CUSTOM.
    for users from

    This partner only: In-app event postbacks are sent only for events attributed to this partner—meaning, the user who performed it came from this partner.


    Values and revenue: All event parameters, including the revenue value (if exists in the event), are sent in the postback.

  3. [Optional] Click the Add conditionconditional-iae-postbacks-icon.pngicon to set conditions for an event.
  4. Set the In-app event postback window, if required (read more about in-app event postback window configuration).
  5. Click Save integration.
  6. [Optional] After saving the integration, while remaining on the configuration page, you can integrate more of your apps with the partner:
    1. From the top-left corner, under the partner name, click the app name to open the list of apps. 
    2. Select a different app from the drop-down list.
    3. Repeat the integration steps for the selected app.

Attribution link tab

Generating an attribution link in the AppsFlyer UI isn't currently available. However, you can either use a cross-platform landing page with SmartScript or create a direct attribution link for your app (see table below).

Option Actions Who's involved

Cross-platform landing page

Recommended: For when your campaign promotes an app that's also available on multiple platforms, like Epic and Steam.

Learn about cross-platform landing pages

Learn how to set up a cross-platform landing page

  • Make sure all relevant URL parameters (that are later captured by the Smart Script) are appended to the ad URL
  • Make sure the script takes FBCLID from the incoming URL and adds it to the generated link. Meaning, map the outgoing FBCLID URL param fbclid to the incoming URL param fbclid. Note! To display in AppsFlyer raw data reports, the incoming fbclid param must also mapped to one of the outgoing params  af_sub[1-5].
  • Optional: Use Meta’s dynamic URL macros instead of hard-coding the values manually. Learn more
Marketer (may require developer assistance) 

Direct attribution link

If you don't use a cross-platform landing page, because you only have 1 app on 1 platform, you can create direct attribution links to place behind ads. 

Learn how to create direct attribution links

  • Make sure the mandatory parameters are included in your link:
    • af_media_source
    • af_campaign_id
    • af_r

Template to use for Meta Web ad link:{platform}/{app_id}?af_media_source=metaweb_int&af_campaign_id={{}}&af_campaign={{}}&af_adset={{}}&af_adset_id={{}}&af_ad={{}}&af_ad_id={{}}&af_r={encoded landing page and URL params}

Sample link of a Meta Web ad link leading to Steam:{{}}&af_campaign={{}}&af_adset={{}}&af_adset_id={{}}&af_ad={{}}&af_ad_id={{}}&

Note: The template includes some dynamic URL parameters supported by Meta. If you prefer, you can replace them with real values manually. Learn more about Meta dynamic URL parameters


Cost tab

Cost isn't available for Meta Web.

Ad revenue tab

Ad revenue isn't available for Meta Web.

Permissions tab

Currently, permissions aren't granted to Meta Web.

Setting up campaigns in Meta Web for PC and console apps

When you set up your new campaign:

  • Select a campaign objective. We recommend selecting one of the following:
    • Sales: This lets Meta optimize towards a specific event (your main KPI).
    • Traffic: This lets Meta optimize towards ad clicks. This should only be used if you don’t have other KPIs or if the volume of other KPI events is too low.
    • Custom: If you want to set a custom event (as your campaign objective). Note: To enable the custom event to appear as a campaign objective on Meta's dashboard, first set up the custom event in AppsFlyer.
  • Select Website as the conversion location.
  • When you name your Facebook conversion pixel, enter the same pixel ID you entered for metaweb_int in the AppsFlyer Partner Marketplace.
  • When you enter the website URL as the destination for your ad, the URL should be for one of the following:
    • Web landing page (recommended when you have an app on multiple platforms)
    • Store URL (recommended when your app is in a single app store, on a single platform)