At a glance: Headway Digital, an AppsFlyer integrated ad network partner, provides data-focused marketing solutions that drive execution and powerful brand insight on mobile. In addition to click-based mobile attribution, they offer cost, retargeting, and view-through attribution, which you can record with AppsFlyer.
Setting up Headway Digital (Mobrain)
To configure your campaigns:
- In AppsFlyer, go to Configuration > Integrated Partners.
- Select the partner.
The partner's configuration window opens.
Mobrain's configuration window includes 4 active tabs: Integration, Attribution link, Cost, 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
On the first visit here, you will need to toggle ON the Activate Partner button to enable the set up of the Integration tab parameters. The toggle MUST be ON for as long as you work with the partner.
For more details about partner activation, please click here.
Enable View-Through attribution
Toggle this to ON if you want to attribute view-through installs from Mobrain. The view-through lookback slider is available on the attribution link tab (described below).
AppsFlyer can send automatic postbacks to Mobrain 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 Mobrain.
Select Events attributed to any partner or organic to have your entire user base available to be reported to Mobrain.
In-app events settings
In this section you can map your AppsFlyer events with Mobrain via postbacks.
- Toggle In-App Event Postbacks to ON
- 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
- Click Add Event to add an SDK Event to the list
- Complete the following parameters:
|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 Mobrain's side.
Obtain the corresponding Event ID from Mobrain and set in the text field.
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
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 perform thorough drill-down analyses later. 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 Mobrain.
Attribution link parameter: c
Adset - set ad set names to compare different ad sets within specific Mobrain campaigns.
Attribution link parameter: af_adset
Ad Name - set ad set names to compare different creatives within specific ad sets within specific campaigns Mobrain.
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 limiting the number of used site IDs and using the sub site 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 Attribution Link Structure and Parameters.
When enabled, AppsFlyer recognizes a link as a retargeting attribution link, instead of a user acquisition link, by adding the
&is_retargeting=true to the click recording link. Note that retargeting is currently only supported for click-through and not view-through attribution.
Attribution link parameter: is_retargeting.
The following setup is displayed when retargeting is enabled.
1. Standard Link vs. OneLink
Select standard attribution link option if:
- You don't need to deep link with the URL or
- Plan to use only URI schemes for deep linking
select Use OneLink for:
- Using a single link for both Android and iOS apps or
- Deep linking using Universal or app links
Note that selecting OneLink changes the click recording link from app specific to a OneLink URL.
2. Deep Link URL
Use this field if the link is meant to deep link users to any specific activity within your app.
Attribution link parameter: af_dp
You can find more information about AppsFlyer's deep linking solution in this guide.
3. Re-engagement Window
Set the time period following the re-engagement, where the user's in-app events are attributed to the retargeting media source. You can set the value in days (1-90), hours (up to 23), or even lifetime.
Attribution link parameter: af_reengagement_window
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 Mobrain.
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 Mobrain 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 Mobrain, 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 Mobrain to be activated when a corresponding ad is watched, usually for 1 second or more.
Mobrain automatically sends CPI cost data on the attribution link for all installs.
Ad revenue tab
Ad Revenue data is not supported by Mobrain.
In this tab, you can select the permissions to grant Mobrain, whether the partner acts as an ad network, agency, or both. Note that even if attribution is disabled for Mobrain, the permissions tab is active and you can grant control to Mobrain.
Use these toggles to give the ad network permissions to handle its own configuration for your app:
Ad network permissions
- 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.
Use these toggles to give the agency permissions to handle its own configuration for your app:
- Main toggle - Set to On to reveal the agency permissions options
- Allow to configure in-app event postbacks - permit the agency to setup in-app event postbacks mapping to itself on the integration tab
- Allow access to aggregate organic data
- Allow access to your retention report - only to the agency's own retention data
Learn more about granting agency permissions.