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.


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. 

 What is a web app?

A web app is an entity you have created in AppsFlyer that specifies a website for which you want to measure performance.

  • The web app entity was added to AppsFlyer on February 9, 2022. Prior to that date, you entered the brand bundle domain as a separate setting when creating a brand bundle. Now, you first create a web app that defines the domain, then include that web app when creating a bundle.
  • If you had existing brand bundles on February 9, 2022, you will see that you now have a web app on the My apps page corresponding to each of those bundles. Rest assured! Your web traffic is being attributed just as it was before, and there have been no other changes to PBA dashboards or raw data reports.

Brand bundle basics:

  • A brand bundle contains exactly 1 web app (required) and 1 or more mobile apps (optional).
  • An app (web or mobile) can belong only to 1 bundle.
  • Apps can't be deleted from a bundle or moved from one bundle to another without deleting the original bundle.
    • On bundle deletion, AppsFlyer stops attributing PBA data for the bundle, and access to its historical data is no longer available.

Accessing brand bundles

Access the Brand Bundles page to manage brand bundles and their settings:

  • In AppsFlyer, from the top menu, select My Apps > View brand bundles.
                             - or -
  • In AppsFlyer, from the side menu, go to Settings > Brand Bundles.

Managing brand bundles

To add, delete, or manage brand bundles, select one of these options from the Brand Bundles page:

Option Details
Add a brand bundle Opens the Create bundle page
Follow the instructions below to create a new bundle.
PBA dashboard Opens the brand dashboard
Brand bundle ID Copies brand bundle ID to the clipboard
Web dev key  Copies the web dev key to the clipboard
Select an existing bundle to update brand bundle settings and options

Options available:

Delete icon

Deletes the selected brand bundle (after you confirm your decision to do so)

Add brand bundle

Before proceeding, make sure that all the apps you want to include in the bundle have been added to your account. Once a brand bundle has been created, the apps it includes can not be changed without deleting the bundle and recreating it.

To add a brand bundle:

  1. From the Brand Bundles page, click Add brand bundle.
  2. Enter the Brand bundle name (any name you want to use to identify the bundle).
  3. Select the apps to include in the bundle.

    Note: Apps that are included in other bundles are not available for selection.

    • Web app [required]: Select 1 available web app.
    • Mobile apps [optional]: Select the available mobile apps you want to include in the bundle.
      • Mobile apps are not required to create a bundle.
      • There is no limit to the number of mobile apps you can include in a bundle.
  4. Click Create bundle.


Brand bundles cannot be created in the following circumstances:

  • The web app selected for inclusion in the bundle does not point to a valid URL.
  • The web app and an Android mobile app selected for inclusion in the bundle have the same app ID.

Web event settings

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

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

To set conversion events:

  1. From the Brand Bundles page, select the brand bundle.
    The Update Brand bundles page opens.
  2. Go to the Web event settings tab.
  3. Turn on Mark as conversion event as required.
  4. 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. From the Brand Bundles page, select the brand bundle.
    The Update Brand bundles page opens.
  2. Go to the In-app event settings tab.
  3. Turn on Mark as conversion event as required.
  4. Click Update bundle.

Domain exclusion

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

  • Self-attribution: In other words, AppsFlyer will not attribute events to the website defined in the web app itself and to domains you specify are associated with that 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 domain of the web app included in 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. 

The domain of a web app cannot be changed without deleting and recreating the web app. (This also means deleting the bundle in which the web app is included).

No self-attribution 
Internal List other domains forming part of your brand, for example, mydomain.com, mydomain.in, mydomain.co.ng, abc.com No self-attribution 
External (listed by you) Domains used by your website directly, but not part of the brand. These include payment gateways, payment processing sites, etc. Visits are disregarded
External (listed by AppsFlyer)

Domains listed by AppsFlyer and always excluded.

  • PayPal
  • Stripe
  • Adyen

The list of automatic domains cannot be edited.

Visits are disregarded


To exclude internal or external domains:

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


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 has been created, the apps included in it cannot change.

Why? 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 a bundle?

To change the bundle in which an app is included, delete the original bundle and create a new one that includes the app.

What happens if I delete a bundle?

If you delete a bundle:

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

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

Why are certain apps not available for me to add to a bundle?

  • Admins: If you can't select an app when creating a bundle, be sure the app has been added to your AppsFlyer account and is not included in another bundle.
  • Other account users: Check with an account admin to ensure you have the required role and permissions to access to the apps you are trying to add.