When you run a CPA (cost-per-action) mobile campaign, ad networks can use mapped in-app event postbacks sent from AppsFlyer for charging, instead of the standard install postbacks.
However, some networks require getting ONLY the specific in-app event postback (e.g. purchase) to effectively run a CPA campaign. These networks wish to prevent install postbacks, but still need to receive postbacks for specific in-app events.
By adding a simple parameter on AppsFlyer's attribution links this can be easily achieved. Note that installs, that come from these attribution links, are still attributed, aggregated and presented normally on AppsFlyer's dashboard and data.
If according to your agreement with the ad network you are charged for actions only within a certain period after an install, you can also disable postbacks after this period.
This article explains how to disable postbacks in both cases.
Disabling install postbacks can cause serious reconciliation problems between advertisers and ad networks if not agreed upon in advance. Advertisers and ad networks MUST have consent from one another BEFORE starting to disable postbacks.
Preventing Install Postbacks
af_installpostback=false as an additional parameter on the link to disable the install postbacks.
Installs coming from the link below do not result in install postbacks:
For a list of AppsFlyer's available attribution links macros go here.
Who Can Disable Install Postbacks?
Since disabling install postbacks entails but a simple addition on the attribution link, it can be added by either the advertiser or the ad network.
SRNs, which don't use external attribution links, can't use the
af_installpostback parameter, and therefore can't disable install postbacks.
Effects of Disabling an Install Postback
- No postback to the attributed media source
- No postback to third party analytic networks such as Mixpanel, Localytics or Amplitude (full list of 3rd Party Analytic Partners here)
- No postback to All-Installs networks
- No raw data installation postback
Disabling in-app event postbacks
Depending on your agreement with the network, you may be charged for the conversions that happen only within a certain period of time after an install, re-install or re-engagement. In this case, after this period, postbacks become irrelevant.
For some networks, postbacks can be disabled in AppsFlyer Dashboard. In such cases, in-app event postback window slider appears in the Partner Integration tab:
To set up the window:
- Select the time unit (Hours, Days, Months, Lifetime)
- Use the slider to set the lookback window
In-app event postbacks are not sent to the ad network past the lookback window.
Postbacks are not sent past the lookback window and the network is not notified, but the events are still recorded in AppsFlyer and attributed to the network.
Read more about in-app event postback configuration.