Facebook Ads Setup Guide

  • Advertisers
  • Agencies


How long does it take to start tracking your Facebook mobile app ads with AppsFlyer?

If you already have AppsFlyer's SDK integrated in your app, and already have defined your app on Facebook, the answer is less than a minute!

You don't need to implement Facebook Login or integrate your app with Facebook's SDK for mobile tracking. Just follow the step-by-step setup instructions below.

Facebook App ID

But first, if you still haven't defined your app on Facebook, follow these instructions to create the Facebook app ID:

  1. Visit Facebook's App Dashboard
  2. Click Create New App under Apps
  3. Complete the name for your app, and also a unique namespace

Basic Facebook Tracking Setup

To start tracking Facebook campaigns with AppsFlyer, follow these steps:


  1. When you define your mobile app on Facebook you get its Facebook App ID.
    Copy your Facebook App ID and head to your app's dashboard on AppsFlyer.


  2. Click on Integrated Partners link on the left bar.


  3. Search for Facebook and click on its logo to open the Facebook setup page.

  4. On the Integration tab click inside the Facebook App ID box and paste.


  5. Toggle Enable Retargeting to ON and set the duration of the Re-Engagement Window (the period when 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:

  6. We recommend the Click-Through Attribution Lookback window remains set to 28 days to match with Facebook:

  7. We recommend the View-Through Attribution Lookback window remains set to 1 day, again, to match with Facebook:
  8. Press Save & Close.

Congratulations! You have completed basic tracking for Facebook mobile campaigns with AppsFlyer!

(Still not seeing Facebook results on AppsFlyer? Click here)


Your app MUST collect IDFA or GAID or all your Facebook installs are attributed as organic. For further information refer to the SDK Integrations Guides for either iOS or Android.

Advanced Facebook Tracking Setup

With basic tracking already set up for Facebook, it's time for some quick advanced tracking setup.



User-level data

By default Facebook does not release raw user-level data.
On the Integration tab (or here) click to accept Facebook's Terms of Service. This allows AppsFlyer to collect and enable you access to your Facebook users' raw data.

In-App Events Mapping

  1. Toggle In-App Event Postbacks to ON


    When enabling the Facebook in-app events mapping for an app for the first time, all the af_XXX events from the SDK are automatically mapped to Facebook's pre-defined event list. This automatic mapping saves you time and decreases mapping mistakes significantly.

  2. The Sending Option for all SDK defined events is Events attributed to any partner or organic, i.e., your entire user base is available to be reported to Facebook.
  3. Click Add Event to add an SDK Event to the list
  4. Fill in the following parameters:
Parameter Name Description
SDK Event Name The name of the event, as received by AppsFlyer either from the SDK integrated in your app, or from server to server events.
Tip - don't see the event you want in the list? Make sure to activate the event on a device with a non-organic installation and recheck.
Partner Event Identifier Select the most suitable pre-defined Facebook event tag for your event. You can also send Facebook CUSTOM events.
Send Revenue When unchecked - AppsFlyer sends all the parameters of the rich in-app event to the partner, except for the revenue parameter, which is contained in the af_revenue parameter.
When checked - AppsFlyer sends all the parameters including the revenue value (if exists in the event).

For more information about mapping in-app events with Facebook go here.

Retargeting Attribution


AppsFlyer's retargeting attribution for Facebook enables advertisers to attribute an additional engagement of a user with an ad on Facebook, and measure the quality of the user, post engagement, using the AppsFlyer reports.

  1. Ensure Retargeting is enabled for the app on the App Settings page. For details, click here.
  2. Set the Facebook Ads Retargeting toggle to ON.
  3. 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.
  4. For more information about AppsFlyer's retargeting attribution, click here.
  5. For information about deep linking users from SRNs, such as Facebook's, click here.

Cost, Clicks and Impressions Data


Enabling the Facebook Cost feature not only gets you the cost data for your Facebook campaigns, adsets, ads and channel levels. It also gets you the full aggregated clicks and impressions data for them.

  1. Make sure you are logged into the Facebook user account, which is enabled to handle the account's campaigns on Facebook. The user signing-in must have permissions to run all the campaigns in Facebook Business Manager
  2. Go to the Cost tab
  3. Toggle ON the Get Cost, Clicks and Impressions Data button
  4. Click the Facebook Login button
  5. When prompted, allow AppsFlyer to access your Facebook campaign data


  • If you are already logged into Facebook, when you click the Facebook Login button, the Facebook window immediately opens and closes. This is the regular behavior.
  • If you have several users with permissions to Facebook, the best practice is to perform the Facebook login for all of them, to avoid getting partial data.

For more information about enriching your Facebook information with cost, clicks and impressions data, click here.

Ad Revenue Tracking


If your app uses Facebook Audience Network Ad Revenue for ad monetization, you can track your revenues from Facebook on AppsFlyer. This, with or without in-app purchase revenue data, gives you a complete picture of your user revenues.

To start tracking Facebook Audience Network Ad Revenue:

  1. On the Ad Revenue tab set Get Ad Revenue Data to ON
  2. Set the Event Source, which is the event representing your ad revenue model in the best possible way. For example, if your revenue is based on impressions, it is recommended to send AppsFlyer an ad viewed event. The best event can be configured for each monetization platform separately. However, it is also possible to use the af_app_opened event. In this case, ad revenue is attributed for every app open performed by the user.
  3. The Ad Revenue Event is displayed. It is a read-only field presenting the new ad revenue event called [source event]_monetized (e.g. Ad_Watched_Monetized as displayed above). The ad revenue event is presented in the dashboard as an additional event.
  4. Click Facebook Ad Revenue to enable collection of Facebook Audience Network Ad Revenue on Facebook. Login with your Facebook credentials to authorize Facebook Audience Network Ad Revenue.
  5. Click Save & Close.
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