PBA brand bundles and settings

At a glance: Brand bundles consolidate the attribution, events, visits, and revenue of brand-related apps and websites. Use the brand bundle settings page to mark conversion events, integrate with Google Ads, and more.


Related reading: Onboarding guide to PBA, PBA getting started

About brand bundles

Brands operate in an ecosystem encompassing both web and mobile properties. As an advertiser, a full picture of brand performance across platformsweb and mobileis needed. In PBA, brand bundles consolidate the data of mobile and web properties into a single entity for purposes of analytics and raw data.

Brand bundle principles 

  • A brand bundle contains a website domain and optionally consists of 1 or more mobile apps. 
  • An app can belong to a single bundle.
  • Apps can't be moved from one bundle to a different bundle without deleting the current bundle. On deletion, AppsFlyer stops attributing data, and access to historical data is no longer possible.

Managing brand bundles

  1. Go to ConfigurationBrand bundles or Go to My Apps > View brand bandles
  2. In the brand bundles page, select one of the following. 
    Option Details
    Add a brand bundle Procedure
    PBA dashboard Opens the brand dashboard.
    Brand bundle ID To copy the brand bundle ID.
    Web dev key  To get the web dev key.
    Select an existing bundle to update brand bundle settings and options

    Options available:

Add brand bundle

  1. Click Add brand bundle.
  2. Complete the fields:
    • Brand bundle name.
    • Enter your primary domain.
      • This is the website domain where the web SDK is implemented. 
      • The domain is used to prevent self-attribution—that is, events can't be attributed to it.
      • Example: abc.com. Don't enter URL prefixes like HTTP and www, or use special characters (/ ? * etc.)
    • [Optional] Select iOS apps.
    • [Optional] Select Android apps.
  3. Click Create.

Web event settings

There are two types of web events, standard or conversion. To focus and prioritize your optimization efforts, set some events as conversion events.

  • PBA dashboards include conversion events only.
  • PBA attributes standard and conversion events in the same way.
  • Raw data reports include both standard and conversion events.
  • An event type can be changed at any time; the change isn't retroactive. 

To set conversion events:

  1. Go to ConfigurationBrand bundles.
  2. Select the brand bundle.
    The Update Brand bundles page opens. 
  3. Go to the Web event settings tab
  4. Turn on Mark as conversion event as required.
  5. Click Update bundle.

In-app event settings

Conversion Paths take into consideration marked in-app events and marked web events as conversion events. Like web events, marketers set given in-app events as conversion events.

[Default] In-app events having revenue are marked as conversion events. Note! If you change the default events, you must explicitly mark in-app revenue events yourself. 

To mark in-app events as conversion events:

  1. Go to ConfigurationBrand bundles.
  2. Select the brand bundle.
    The Update brand bundle window opens. 
  3. Go to the In-app event settings tab.
  4. Turn on Mark as conversion event as required.
  5. Click Update bundle.

Domain exclusion

A domain exclusion mechanism, part of PBA media source rules, is implemented to prevent:

  • Self-attribution: meaning don't attribute events to the website itself and to domains associated with your brand website. 
  • Attributing or recording events associated with domains that aren't part of your brand but participate in the user flow. For example, payment gateways. 
Domain type Description Impact of exclusion

The primary domain set when creating the brand bundle. This includes sub-domains.

For example: If your domain is mydomain.co.za then subdomains like a.mydomain.co.za, b.mydomain.co.za are excluded automatically. 

You can't change this setting using the procedures listed in this table.

Don't self-attribute. 
Internal List other domains forming part of your brand, for example, mydomain.com, mydomain.in, mydomain.co.ng, abc.com Don't self-attribute. 
External (listed by you) Domains used by your website directly, but not part of the brand. These include payment gateways, payment processing sites, and so on. Disregard visits
External (listed by AppsFlyer)

Domains listed by AppsFlyer and always excluded.

  • Paypal
  • Stripe
  • Adyen

You can't change the list of automatic domains. 

Disregard visits
Domain exclusion types


To exclude internal or external domains:

  1. Go to ConfigurationBrand bundles.
  2. Select the brand bundle.
    The Update brand bundle window opens.
  3. Go to the Domain exclusion tab.
  4. Click Add domain.
  5. Enter a domain name.
  6. Select a domain type: Internal or External.
  7. Click Add domain.
    It takes one hour for the exclusion to take effect. 


Answering your questions

Can I include the same app in more than one bundle?

No. Once an app is added to a bundle, it can't be added to another bundle.

Can I add or remove apps after creating a bundle?

  • No. Once a bundle is created, the apps associated with it cannot change.
  • Why?
    • Because each app has its own data and AppsFlyer uses this data to analyze the user journey across platforms (web and app).
    • If an app changed, this would involve a different set of data that is not compatible with the previous data.

How do I add or remove (delete) apps from the bundle?

  • To change the app's bundle, create a different bundle that contains the required apps.

What happens if I delete a bundle?

  • AppsFlyer stops attributing the bundle.
  • The bundle data is retained (meaning, it's not permanently deleted) but the bundle itself can't be restored (in order to view the data).

A new bundle uses a different web dev key so, even if it includes the same apps, the original bundle is not restored.

I want to create a bundle but can't add some apps.

  • Team member: It depends on your team-member permissions. Permissions are set by the admin.
  • Admin: If you can't select apps when creating bundles, add the app to the account.
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