Tapjoy campaign configuration

At a glance: Tapjoy, an AppsFlyer ad network integrated partner, is an advertising and app monetization platform. In addition to click-based mobile attribution, Tapjoy offers view-through attribution, which can be recorded with AppsFlyer.

To configure your campaigns with Tapjoy, follow the steps below.

Setting up Tapjoy

To access Tapjoy settings:

  1. Go to Configuration > Integrated partners.
  2. Search for Tapjoy and select it.
  3. Update settings according to the following instructions.

Integration tab

The Integration Tab is divided into different sections as described below.

Activate partners

The partner must be activated by switching on the Activate partner toggle on the first visit, to enable its setup.

General settings


Tapjoy connects with AppsFlyer via a unique network ID. If you don't already have the app ID, you must obtain it from Tapjoy to continue with the integration.


Enable View-Through attribution

Toggle ON if you want to attribute view-through installs from Tapjoy. The view-through lookback slider is available on the attribution link tab (described below).

Default postbacks

AppsFlyer can send automatic postbacks to Tapjoy following installs and rejected installs. Use this section to define the source of the users for the postbacks.

Select This partner only for installs coming only from users attributed to Tapjoy.
Select All sources, including organic to have your entire user base available to be reported to Tapjoy.

Rejected installs can be sent for This partner only.

Launch postbacks

As of July 1, 2020, we no longer send launch postbacks to Tapjoy. If your integration was set up prior to this date, there may be changes to your configurations. The following table explains possible changes and your actions, where applicable:

Your configuration

Will be updated to

Your next actions

Send to Tapjoy all launches (from all media sources, including organic)

Send to Tapjoy:

  • all installs (from all media sources, including organic)
  • all af_app_opened events (from all media sources, including organic)

No further actions required. This update has no actual impact on the configuration.

Send to Tapjoy attributed first launches only

Send to Tapjoy installs attributed to Tapjoy only

If you wish to send af_app_open events as well:

  • In AppsFlyer, on Tapjoy integration page, configure sending the event under the In-app event postbacks section

Send to Tapjoy all launches (from all media sources, including organic)


No conversions have been attributed to Tapjoy in the 3 months prior to July 1, 2020

Send all installs


For 30 days after July 1, 2020, all launches

If you wish to send af_app_open events as well:

    • In AppsFlyer, on Tapjoy integration page, configure sending the event under the In-app event postbacks section.

If done during the 30 days period, we will discontinue sending all launches and start sending all af_app_open events instead.

If done after the 30 days period, we will stop sending launches and won't send af_app_open events until configured otherwise.

In-app events settings

In this section, you can configure in-app event postbacks that are sent to Tapjoy.

To configure in-app event postbacks:

  1. Activate In-app event postbacks
  2. Click Add event to add an SDK Event to the list
  3. Parameter name Description
    SDK event name The name of the event, as received by AppsFlyer either from the SDK or from server-to-server events.
    Tip: If you don't see the event you want in the list, activate this event on a device with a non-organic installation and recheck.
    Partner event identifier

    The unique name or ID of each event as defined on the partner's side. Obtain the Engagement ID for each event from the partner and enter it in this field.

    Sending option Select the sending option for the event:
    This partner only for events coming only from users attributed to Tapjoy.
    All sources, including organic to have your entire user base available to be reported to the partner.
    Send event data
    • No values & no revenue: sends only the event itself without the event value.
    • Values & no revenue: sends all the parameters excluding the revenue value.
    • Values & revenue: sends all the event parameters, including the revenue value (if exists in the event).
  4. Click Save.

Attribution link tab

In this tab, you can create the attribution links you want to send to Tapjoy for attributing Tapjoy's campaigns, ad sets, or even single ads. Note that AppsFlyer doesn't save your generated partner's attribution links.

This tab is divided into different sections:

Attribution link parameters

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

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

  • Campaign - add it to compare different campaigns running with Tapjoy.
    Attribution link parameter: c
  • Adset - set ad set names to compare different ad sets within specific Tapjoy campaigns.
    Attribution link parameter: af_adset
  • Ad Name - set ad set names to compare different creatives within specific ad sets within specific campaigns Tapjoy.
    Attribution 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.
    Attribution 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.
    Attribution link parameters: af_sub1, af_sub2, af_sub3, af_sub4, af_sub5


Add any other parameter to the attribution link simply by typing it in a new parameter box. For more information about AppsFlyer's Attribution Link Structure and Parameters.

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 Tapjoy.

Attribution link parameter: af_click_lookback

More details about the click lookback window here.

Click attribution link

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

View-through attribution lookback window

This slider allows you to set the maximum time from impression to install. Only installs (first launches) that take place within this lookback window, following an ad impression, are attributed to Tapjoy, providing there was no other relevant ad click.

You can customize this value to 1-23 hours or 1-7 days.

Attribution link parameter: af_viewthrough_lookback

More details about the view-through attribution here.

Impressions attribution link

The impression attribution link contains similar attribution data to the click recording link (besides the different lookback window). Send it to Tapjoy to be activated when a corresponding ad is watched.
Read more about how Tapjoy defines clicks and views.

Note: TapJoy doesn't report Offerwall impressions to AppsFlyer. So installs following Offerwall impressions are not counted in AppsFlyer. Learn more about Offerwall impressions.

Cost tab

AppsFlyer gets cost details by API. See the ad network cost integration table for full details on the supported dimensions, metrics, and features. Note: Cost data requires an Xpend subscription.

To enable the cost API:

Cost data sync status

View your cost API status and the last time AppsFlyer managed to pull matching cost data in either the cost (and ad revenue) integration status dashboard, or in the individual ad network dashboard.


  • If cost macros are being passed on the attribution link, the API integration cannot be enabled. Enabling the cost API integration while cost macros exist on the attribution link may cause duplicate cost reporting. Please contact your TapJoy Account Manager and your AppsFlyer CSM to remove all cost macros from the existing attribution links.
  • Once you set TapJoy's cost, do not change the name of any active campaign, ad set, or single ad, nor use dynamic macros with the campaign name parameter, as they may cause serious discrepancies or missing cost data.

Ad revenue tab

Ad Revenue data is not supported by this partner.

Permissions tab

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

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

Ad Network Permissions

  • Allow to configure integration - permit the partner to set up 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 aggregate loyal user data - only to the partner's own loyal user data
  • Allow access to your aggregate in-app events data - only to the partner's own in-app events data
  • Allow access to your aggregate revenue data - only to the revenue data attributed to the partner
  • 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.

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