AppsFlyer Tracking Link Structure and Parameters

AppsFlyer uses tracking links to track certain elements when you click on a link.

The tracking link is a unique or specially designed link to track the elements of a paid campaign.  The Tracking Link is used to trace a number of different elements.

AppsFlyer’s Base Tracking Link

The base tracking link contains the minimum information, additional parameters are added to the link to trace extra information, as required.

http://app.appsflyer.com/{app_id}/?pid={media source}&c={campaign ad name}

Details:

{App_id} – Application ID for Apple iTunes/App Store app, or package name for Google Play

Example - The tracking link uses several parameters including pidaf_c_id and af_adset_id:

http://app.appsflyer.com/com.appsflyer?pid=chartboost_int&c=christmas_sale&af_adset_id=54822

See the table below for an explanation of each parameter.

Example:

iOS

https://itunes.apple.com/us/app/angry-birds/id343200656?mt=8

Android

https://play.google.com/store/apps/details?id=com.rovio.angrybirds

pid – Publisher ID or Media Source

NOTE:  If the pid parameter in the Tracking Link contains one of the following characters: :<>*&?/
the click/install appears in the dashboard under invalid_media_source_name.

Example:

Google AdWords = googleadwords_int

Airpush = airpush_int

If you are not running with one of AppsFlyer's Integrated Partners,  You can set the pid parameter yourself using Custom Tracking Link Configuration.

c - Campaign/creative name

C parameter maximum length.

AppsFlyer limits the campaign name length in the tracking link URL to 60 characters.

Should the character limit be exceeded, the campaign name is altered to the following string:

c_name_exceeded_max_length 

Tracking Link Parameters

The following parameters are available to use within the generated tracking link:

 Parameters

Display Name

 Description

pid Media Source Media source name - provided by AppsFlyer and should not be changed
c Campaign Campaign name - provided by the advertiser

af_prt

Agency

Agency Account Name - allowed by the advertiser

af_mp

Marketing Partner

Allows marketing partners of major publishers to receive postbacks per install

NOTE:  Currently this parameter is relevant only for Pinterest Marketing Partners

clickid

N/A

The Ad network unique click identifier

af_siteid

Site ID

Ad Network publisher ID

af_sub_siteid

Sub Site ID

Ad Sub-Network/Publisher ID

 af_c_id

Campaign ID

 Campaign ID - provided by the advertiser

 af_adset

Adset

Adset Name - provided by the advertiser. Adset is an intermediate level in the hierarchy between Campaign and Ad.

 af_adset_id

Adset ID

Adset ID

 af_ad

Ad

Ad Name

 af_ad_id

Ad ID Ad ID

 af_ad_type

Ad Type

Ad Type - use anything that describes the ad format (examples: video or banner, medium size or big size etc)

af_click_lookback

Lookback Window for Click Attribution

Configurable number of days for the lookback click attribution period.  Available parameter values: 1d - 30d. The default is 7d.  

NOTE:  Only available for click URL and not impression URL.

af_viewthrough_lookback

Lookback Window for View-through Attribution

Configurable number of days for the lookback view-through attribution period.  Available parameter values: 1h - 48h, 1d - 7d. The default is 1d.  

NOTE:  Only available for impression URL and not click URL.

is_retargeting

Is Retargeting Campaign? 

Whether this click or impression is considered from a retargeting campaign.  Related to re-attribution or re-engagement conversions.  Values are true or false.

af_reengagement_window

Re-Engagement Window

Change the re-engagement attribution window by adding this parameter to the tracking link.

You can insert here any time from 1 day up to 90 days.  You can enter the time as either 24h or 36h (for hours) or 1 or 1d up to 90d (for days).

 af_channel

Channel

The channel through which the ads are distributed (example: YouTube vs Google Search)

 af_keywords

Keywords

Keywords list for text-targeted campaigns

 af_cost_model

Cost Model

Cost model - CPI is currently supported and the default model. CPC and CPA values are also valid.

NOTE:  While any cost model can be sent via the tracking link, currently, only CPI is supported for presenting cost data on the dashboard.  Other cost models are available in the raw reports.

 af_cost_currency

Cost Currency

 Currency code (example: USD)

 af_cost_value

Cost Value

 Cost value

af_sub1

Sub Param 1

Custom Parameter 1

af_sub2 Sub Param 2 Custom Parameter 1
af_sub3 Sub Param 3 Custom Parameter 1
af_sub4 Sub Param 4 Custom Parameter 1
af_sub5 Sub Param 5 Custom Parameter 1


Android Specific Parameters

 Parameter

Display Name

 Description

 android_id

Android ID

Device Android_id - Requires ad network support

 sha1_android_id

N/a

Device Android_id hashed with SHA1 - Requires ad network support

 advertising_id

Advertising ID

Google Advertising ID - Requires ad network support

 sha1_advertising_id

N/a

Google Advertising ID hashed with SHA1 - Requires ad network support

 af_r

N/a

For out of store only - Target redirect URL

 sha1_el

N/a

Used for desktop to mobile tracking - email hashed with SHA1, requires  ad network support


iOS Specific Parameters

 Parameters

Display Name

 Description

 idfa

IDFA

Apple Advertiser ID - should be provided using upper case format, requires ad network support

 sha1_idfa

N/a

Apple Advertiser ID hashed with SHA1 - Requires ad network support

 mac

N/a

Device mac address - Requires ad network support

 sha1_mac

N/a

Device mac address hashed with SHA1 - Requires ad network support

Example:

http://app.appsflyer.com/{app_id}/?pid=airpush_int&c=RedBanner&af_siteid={publisher_id}&af_sub1=1.5&af_sub2=USD&af_sub3=burst_campaign

All parameters are available in the Installation Report and the Analytics, Reports and APIs.

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