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.{app_id}/?pid={media source}&c={campaign ad name}


{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:

See the table below for an explanation of each parameter.




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.


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:


Tracking Link Parameters

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


Display Name


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



Agency Account Name - allowed by the advertiser


Marketing Partner

Allows marketing partners of major publishers to receive postbacks per install

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



The Ad network unique click identifier


Site ID

Ad Network publisher ID


Sub Site ID

Ad Sub-Network/Publisher ID


Campaign ID

 Campaign ID - provided by the advertiser



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


Adset ID

Adset ID



Ad Name




Ad Type

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


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.


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 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.


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).



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



Keywords list for text-targeted campaigns


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.


Cost Currency

 Currency code (example: USD)


Cost Value

 Cost value


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


Display Name



Android ID

Device Android_id - Requires ad network support



Device Android_id hashed with SHA1 - Requires ad network support


Advertising ID

Google Advertising ID - Requires ad network support



Google Advertising ID hashed with SHA1 - Requires ad network support



For out of store only - Target redirect URL



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

iOS Specific Parameters


Display Name




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



Apple Advertiser ID hashed with SHA1 - Requires ad network support



Device mac address - Requires ad network support



Device mac address hashed with SHA1 - Requires ad network support


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

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