In-app events postback configuration

At a glance: In-app events enable advertisers to measure app engagement and user quality from different sources and to build an appropriate user acquisition strategy. Ad networks use in-app event information to optimize campaigns and run cost-per-action/event campaigns. Ad networks receive data of in-app events performed via postbacks. About rich in-app events

Postback in-app event selection

Advertisers select the in-app, events for which postbacks are sent using the settings described in this article.

In this article, in-app events include rejected events meaning in-app events blocked by Protect360 or events found to be non-compliant by target validation rules.

In-app event postback window

The in-app event postback window allows advertisers who work with networks on a CPA (cost-per-action) basis, to configure post-conversion windows after which event postbacks are no longer sent.

For example, if you're charged for events happening within 15 days of a user install, the window is configured as follows:

15 day in-app event postback window

Postbacks after this period are not sent, and the network is not notified, but the events are still recorded in AppsFlyer and attributed to the network.

The postbacks are always sent based on the current window setting. See the following example:

January 1

The window is 15 days.

A user installs an app.

January 2 The window is changed to 10 days.
January 14

The user makes a purchase.

The postback is not sent to the ad network,
because the event doesn’t fall within the current window (10 days).

January 15

The window is changed to 20 days.

January 18

The user makes another purchase.

The postback is sent, because the event falls within the current window (20 days).

Default settings

If you started using in-app event postbacks with a specific partner before July 30, 2019, the default setting for the window is Lifetime. This means that in-app event postbacks are always sent.

If you just started to set up the postbacks, the default window is automatically set to 180 days.

Who can configure postback windows

The window can be configured by:

  • Advertisers
  • Agencies, if they are given the Allow to configure in-app event postbacks permission
    Note: an advertiser and an agency working with the same ad network can configure postback windows separately from each other, based on their contract with the network.
  • Ad Networks, if they are given the Allow to configure in-app event postbacks permission

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. Therefore, names must be mapped for each media source you work with.

 Note

Event names are case-sensitive. To avoid discrepancies, make sure you use the correct name for all media sources and app versions.

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

  • SDK event name: pick an event from the list of your app events.
  • Partner event identifier: type the corresponding ID received from the partner.

in-app-postback_type-in.png

Pick event ID from a list

An ad network predefines on AppsFlyer a list of events that it wants to receive.

  • SDK event name: pick an event from the list of your app events.
  • Partner event identifier: select the most suitable event from the drop-down list of partner events.

in-app-postback_dropdown.png

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 purchase, acquisition or event5.

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

  • report all events
  • manually select the events you want to send

Note: If you choose to report all events, the af_app_opened event is not reported.

in-app-postback_as-is-send-all.png

If you choose to manually add events, click Add Event, and select the event you want to send. Repeat to add more events.

in-app-postback_as-is.png

See Integrated partners, event mapping 

Sending options

For each event, you can choose in which case to send the postbacks:

  • This partner only: send postbacks only when the event is attributed to the partner.
  • Send all events: send postbacks for events attributed to any partner, as well as organic events.

If you choose to send all events "as they are", the sending option you select here also applies to all events.

Sending event data

You can choose which kind of event data you can share with the ad network in the postback. Select one of the following options:

  • No values & no revenue: sends only the event itself without the event value.
  • Values & no revenue: sends all the parameters excluding the revenue value.
  • Values & revenue: sends all the event parameters, including the revenue value (if exists in the event).

In postbacks, af_revenue and af_currency are written outside of the event_value JSON as monetary and currency and can be sent separately.

Note: When choosing the options with either no value or no revenue, the respective parameters are masked with N/A.

 Example

An advertiser sends a purchase event with the following event_value: {af_revenue: 50.87, af_currency: USD, af_level=2, af_receipt_id=57601333}

This is how the parameters are sent in case of each data sending option:

  • No values & no revenue
    • event_value: N/A
    • monetary: N/A
    • currency: N/A
  • Values & no revenue

    • event_value: {af_revenue: N/A, af_currency: N/A, af_level=2, af_receipt_id=57601333}
    • monetary: N/A
    • currency: N/A
  • Values & revenue

    • event_value: {af_revenue: 50.87, af_currency: USD, af_level=2, af_receipt_id=57601333}
    • monetary: 50.87
    • currency: USD

Editing multiple events

While mapping events, Sending option and Send event value fields can be edited for multiple events at once.

To edit multiple events:

  1. Select the events to update
  2. Click Bulk actions
  3. Select the new setting to apply to all selected events:
    • Sending option (choose one option only)
      • This partner only
      • All media sources, including organic
    • Send revenue (choose one option only)
      • No values and no revenue
      • Values and no revenue
      • Values and revenue

in-app-events-bulk-actions_en-us.png

Custom events

The list of events available for mapping shows only the events already reported by the SDK to AppsFlyer. If the event you want to map doesn’t appear in the drop-down list, this can happen for the following reasons:

  • No user has performed the event yet.
  • The event has been performed for the last time more than 2 weeks ago.
  • If you have a large list of active events.

In either of these cases, in order to map the event to the ad network ID, you can do the following:

  1. Type in the SDK name of the event.
  2. Click Create custom

    in-app-postback_custom.png

  3. Map the event to the partner identifier.
  4. Click Save to make sure the mapping is recorded.

Note that when you add the event in this way under a certain partner, this event is also added to the list of events in all other partner integrations you have. Meaning, you can see this event in the drop-down list under any partner’s integration, and map it normally.

Agencies and ad networks:

  • Cannot add custom events
  • Can view and/or map events if the advertiser added the event and grants the necessary permission

Event mapping by ad networks

Advertisers can also allow ad networks to map the events and disable postbacks 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.

adnetwork-permissions-postbacks.png

Once the ad network has received the permissions, it can map the events following the instructions in the Type Event ID Into Text Field.

Event mapping by agencies

To give the agency permission to configure in-app postbacks:

  1. Find the agency in the list of integrated partners.
  2. Select whether the agency can share or all events or only those attributed to the specific ad network.
  3. Select whether the agency is allowed to send events revenue.
  4. Select the specific events the agency is allowed to share.

agency-events.png

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