AppsFlyer Tracking Link Structure and Parameters

AppsFlyer uses tracking links to track many elements relevant to the users clicks on mobile ads.

When a user clicks on an AppsFlyer tracking link the URL is saved in AppsFlyer's data bases, and the user is redirected to download the app. Supported parameters in the link get parsed and are available via AppsFlyer's raw data reports for advanced analysis.

AppsFlyer’s Base Tracking Link

The base tracking link contains the minimum information to record the click and redirect the user to download the app. Additional parameters may be added to the link after the '?' character, to trace extra information. 

http://app.appsflyer.com/{app_id}

The base tracking link goes to AppsFlyer via app.appsflyer.com. It contains the {App_id} parameter, which is the Application ID for Apple iTunes/App Store app, or the package name for Google Play.

Example - The following tracking link for the com.greatapp app uses several parameters including Publisher ID (pid), campaign name (c) and adset ID (af_adset_id). See the table below for the full list of supported tracking link parameters and their explanations.
http://app.appsflyer.com/com.greatapp?pid=chartboost_int&c=christmas_sale&af_adset_id=54822

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 for integrated partners and should not be changed. More details.
c Campaign Campaign name - provided by the advertiser. Campaign names that exceed 60 characters in length are displayed on the dashboard as "c_name_exceeded_max_length"

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. See more

 af_adset_id

Adset ID

Adset ID

 af_ad

Ad

Ad Name (see more)

 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. This window's duration is the maximum CTIT (Click Time to Install) for the new user to be attributed to the source displaying the ad/link.

Configurable number of days for the lookback click attribution period. Available parameter values: 1d - 30d (days) OR 1h-23h (hours). The default value 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 the only supported model

 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.

Why is PID (Publisher ID) the Most Important Parameter?

Among all available tracking link parameters PID stands out as the only parameter that MUST be included in every tracking link. 

PID, Publisher ID, is actually the Media Source name. This is the primary field for attributing the install to its source.  

Each one of AppsFlyer's Integrated Partners has its own unique PID value, which ends with "_int". When using Custom Tracking Links you can set any PID name you'd like, as long as it's not reserved by integrated partners. 

Here are some examples of important integrated publisher IDs: organic, googleadwords_int (Google Adwords), Facebook ads, Twitter. You can use any name for non integrated sources like email, sms or mail pigeons.

Avoid these common PID issues

1. Always include PID in your tracking links - Without the PID on the tracking link the user is automatically attributed to a "None" media source and the original installation source is gone.

2. Don't Use Integrated Partners PIDs for Other Sources - for each integrated source use only the designated PID for correct attribution of its installs. For any custom media source, such as email, SMS or even viral unpaid posts on Facebook use other, non-integrated PID values.

3. Use only legal characters - 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.

Tip - try to avoid using white spaces in the PID value, or make sure to URL encode your tracking links before using them.

4 Levels of Data Granularity

You can use up to 4 URL parameters to reach deep dive into your ads performance. Using all 4 parameters on all your active tracking links enables you to:

  • Attribute all user installs and events to specific ads
  • Drill down and compare performance of all your ads per ad set, per campaign and per media source on aggregated reports to optimize on every level
  • Compare all of your ads from all the used media sources on the raw data reports and Pivot table

The parameters are:

  1. Media source (pid=)
  2. campaign name (c=) 
  3. Ad set (af_adset=)
  4. Ad name (af_ad=) 

Example:

http://app.appsflyer.com/com.greatapp?pid=network_int&c=wintercampaign&af_adset=coats&af_ad=cashmere

 

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