AppLovin campaign configuration

At a glance: AppLovin, an AppsFlyer integrated partner, is a well-known ad network for mobile app traffic. In addition to click-based mobile attribution, AppLovin also offers cost, ad revenue, and view-through attribution, which you can record with AppsFlyer.

Setting up AppLovin

Go to the dashboard of your app and click on Integrated Partners on the left bar.


Enter "AppLovin" in the search field and click on its logo to open AppLovin's configuration window.

AppLovin's configuration window includes 5 tabs: Integration, Attribution link, Cost, Ad Revenue, and Permissions. Click on the items below to read about the tabs setup.

For a detailed description of the Partner Configuration Window Header, click here.


  • The General Settings step in the Integration tab is mandatory for all partners
  • All the rest of the steps are either descriptive or optional

Integration tab

Activate partner

On the first visit here, you will need to toggle ON the Activate Partner button to enable setup of the integration tab's parameters. The toggle MUST be ON for as long as you work with the partner.
For more details about partner activation, click here.


As an ALL-Installs network, AppLovin prefers to receive postbacks for all new installs of your app from ANY source, including organic. It is recommended to select *Events attributed to any partner* to send all install postbacks to AppLovin.

General settings


AppLovin connects with AppsFlyer via a unique sdk_key. If you don't already have the sdk_key, you must obtain it from AppLovin to continue with the integration.


Enable View-Through attribution

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

Default postbacks

AppsFlyer can send automatic postbacks to AppLovin following user installs and re-engagements. Use this section to define the source of the users that allow sending these postbacks.


Select Only events attributed to this partner for events coming only from users attributed to AppLovin.
Select Events attributed to any partner or organic to have your entire user base available to be reported to AppLovin.

In-app events settings

In this section you can map which of your AppsFlyer events to send to AppLovin via postbacks.

  1. Set the AppLovin sdk_key again here.
  2. Toggle In-App Event Postbacks to ON.
  3. Select the Sending Option for all SDK-defined events.
    - Only events attributed to this partner for events coming only from users attributed to this partner
    - Events attributed to any partner or organic to have your entire user base available to be reported to the partner
  4. Click Add Event to add an SDK Event to the list
  5. Fill in the following parameters:
Parameter Name Description
SDK Event Name The name of the event, as received by AppsFlyer either from the SDK integrated in your app, or from server to server events.
Tip - If you don't see the event you want in the list, make sure to activate the 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 AppLovin's side.
Obtain the corresponding Event name from AppLovin and set in the text field.
Send Revenue When unchecked - AppsFlyer sends all the parameters of the rich in-app event to the partner, except for the revenue parameter, which is contained in the af_revenue parameter.
When checked - AppsFlyer sends all the parameters including the revenue value (if it exists in the event).


Attribution link tab

In this tab, you can create the attribution links you want to send to AppLovin for attributing AppLovin's campaigns, ad sets, or even single ads. Note that AppsFlyer DOES NOT 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 AppLovin.
    Attribution link parameter: c
  • Adset - set ad set names to compare different ad sets within specific AppLovin campaigns.
    Attribution link parameter: af_adset
  • Ad Name - set ad set names to compare different creatives within specific ad sets within specific AppLovin campaigns.
    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 subsite 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 AppLovin.

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 AppLovin 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 AppLovin, 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 AppLovin to be activated when a corresponding ad is watched.
Read more about how Apploving defines clicks and views

Cost tab

AppsFlyer gets cost details by API.

Media source Campaign Adset Ad Geo Site ID
Yes Yes - - Yes Yes
Cost dimensions supported

Before you begin:

  • In your Apploving dashboard, get your API credentials. You need:
    • API Key

To enable the cost API:

  1. In the Cost tab, enable Get Cost Data.
  2. Complete the credential fields.
  3. Click Save Cost.
  4. Click Test Connection 
    The message API connection verified displays. The API is active. AppsFlyer collects data from the partner 6 times a day, on average once every four hours. 

   Possible cost data discrepancy for iOS 14.5+

AppLovin has 2 dashboard views for cost data: SKAdNetwork and Probabilistic simulation. However, in AppsFlyer, all AppLovin cost is SKAdNetwork data, because this is what AppLovin mainly uses for billing and reports via API.

Use the AppsFlyer SkAdNetwork dashboard for all AppLovin cost data and performance analysis. And make sure you compare the data in AppsFlyer to the SKAdNetwork data in AppLovin, and not the Probabilistic simulation data. 

Cost data sync status

The cost tab shows the status of your cost integration and the last time AppsFlyer managed to pull matching cost data.

The table below describes five different status messages, and what to do if you see them in the cost tab.

Status Message Description What to Do



Partner API is responding and returning data.




With sync message:

Cost Data was never successfully pulled


One of the following is possible:

  1. You just set up the integration and AppsFlyer have yet to pull data.
  2. There is no data in AppsFlyer about installs coming from the ad network.
  1. Wait for AppsFlyer to pull data.
  2. Start running campaigns with the ad network.


No Matching Data


AppsFlyer queries this app's active campaigns with the Partner API, but the partner API isn't returning any data for these campaigns.

This might happen if you change the campaign ID while it is still running.


If you rely on cost data, do not change the IDs of campaigns while they are still active and running.


Also, make sure you entered the API credentials for the correct app, and that the network is passing the correct campaign IDs on the attribution link.

Partner API is not responding

The ad network cost data API is either down or experiencing issues.

Wait for the network API to become responsive.

Invalid Credentials


Cost API credentials are incorrect. AppsFlyer in unable to pull cost data.

Make sure that the cost API key is correct. 

Last successful data pull

The cost tab shows the last time cost data has been pulled yet. If cost data has never been pulled, the sync message shows Cost Data was never successfully pulled.




Scenario 1: Stopped campaigns

AppsFlyer pulls cost for several campaigns that you run with ad network A. You look in the cost tab and you see the message Last successful sync 2 hours ago. The same day you stop running campaigns with ad network A. Two weeks later, you look in the cost tab of ad network A. You then see the message Last successful sync 14 days ago.


Scenario 2: Ad network API issues

AppsFlyer pulls cost for several campaigns that you run with ad network B. You look in the cost tab and you see the message Last successful sync 2 hours ago. Ad network B then experiences issues with their API. It takes them a few hours to fix it. When you look in the cost tab you see the message Last successful sync 8 hours ago.

Ad revenue tab

  • Applovin MAX provides ad revenue mediation with aggregate data.
  • About ad revenue attribution (ad monetization)

Before you begin:

You need to get the :

  • App package name
  • Report Key. Use the following link to retrieve the Report Key from AppLovin.

To enable the ad revenue API for the partner:

  1. Go to the Ad Revenue tab.
  2. Enable Get Ad Revenue Data.
  3. Complete the credential fields. 
  4. Select the type of aggregated ad revenue data you want to receive: Attributed revenue and/or Aggregated monetization revenue:
    • Attributed Revenue: Revenue based on the user acquisition source.
      In Event Source, select in-app event that represents the ad monetization trigger. This event is usually sent for each ad impression. For example, ad watched or video watched.
    • Aggregated monetization revenue: Revenue based on the ad source.
  5. Click Save Ad Revenue.
  6. Click Test connection
  7. Do one of the following:
    1. If the message API connection verified displays, you have successfully completed the procedure. AppsFlyer collects the data from the partner once a day.
    2. If any other message displays, take corrective action in accordance with the status message.


  • Applovin sends ad revenue that it generated itself.
  • Ad revenue from mediation partners such as ironSource and Unity may be displayed on the Applovin dashboard, but is not sent to AppsFlyer. Enable other mediation partners in AppsFlyer's dashboard to send ad revenue data directly to AppsFlyer.

Permissions tab

In this tab, you can select the permissions to grant AppLovin. Note that even if attribution is disabled for AppLovin, the permissions tab is active and you can grant control to AppLovin.

Ad network permissions

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

  • Allow to configure integration - permit the partner to setup 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.

Was this article helpful?