In-App Events Postback Configuration

  • Advertisers
  • Developers


AppsFlyer’s In-App Event recording is a powerful feature that can benefit advertisers and ad networks alike.

By recording events Advertisers can measure the overall quality of users from different sources and build their user acquisition strategy accordingly.

Ad networks can use information about in-app events to optimize their own advertising capabilities and run cost-per-action/event campaigns.

Ad networks receive data about in-app events through Postbacks — URLs that AppsFlyer sends out to the network after every successful or failed conversion. In this article, we focus on In-app Event postbacks and how to configure them on AppsFlyer dashboard.

For further information about in-app events and the full list of available events, click here.

Event Mapping

Different advertisers can give different names to the events of the same type in their code. The names of the events used by the advertisers may also differ from the names given to them by media sources. For example, when a user purchases something through an app, one advertiser can call it a purchase, another one purchase_event. The ad network can pick a less informative ID, e.g. event5.

Most ad networks want to make sure that purchase is the same event as event5. This is why the names must be mapped in the AppsFlyer dashboard for each media source you work with.

Sending Revenue

The Send Revenue checkbox appears next to events that have a monetary value (e.g. purchases or subscription). Check this box if you want to share these events' values with the ad network.

Mapping Methods

There are three possible methods of mapping the events. Each ad network has its own preference and you should discuss this with them. You can also give permission to the network to map the events on its own. See the next section to learn how to do that.

Type Event ID Into Text Field

On the left side, pick an event from the list of your app events. On the right side, type the corresponding ID received from the partner.

In app event mapping

Pick Event ID From a List

An ad network predefines a list of events that it wants to receive. You pick your event from the list on the left and then select the most suitable event from the drop-down list of partner events on the right.

In app events - predefined

Send Events As They Are

Some networks prefer to receive the events as they are, i.e. it doesn't matter if the event is called purchaseacquisition or event5.

In this case, you can choose one of the three options:

  • report all events, including monetary values
  • report all events except their monetary values
  • manually select the events you want to send from the list of the events you have in your app.

In the last case, click Add Event, and select the event you want to send. Repeat to add more events.

Send events as they are

For more details on in-app event mapping, click here.


To appear in a drop-down list, an event should happen at least once. If you don't see the event in the list, make sure to activate the event on a device with a non-organic installation, and then recheck.

If an event happened in the past but it doesn't appear in the list, probably there have been no occurrences of it in the last 2 weeks. In this case, you can just type it in.

Event Mapping by Ad Networks

Advertisers can also allow ad networks to map the events on their own. To do so, an advertiser should give relevant permissions to the ad network:

  1. On the Integrated Partners page find the partner you want to give the permission to.
  2. Under the Permissions tab switch the Allow to configure in-app event postbacks toggle to ON.

In app events - network permissions

Once the ad network has received the permissions, it can map the events following the instructions in the previous section.

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