At a glance: Activate or deactivate partner integrations, allowing or denying conversions to be attributed and postbacks to be sent to partners.
An active partner means conversions are attributed and postbacks are sent. A partner appears as Active (both in the marketplace and in your Integrated partners list) if at least one of the following capabilities is turned on:
To activate an existing integrated partner:
- Search for the partner, either from the marketplace (for a new integration) or from the Configuration > Integrated Partners page (for an existing integration)
- From the Integration tab, turn on Activate partner.
- Click Save Integration.
To activate a new partner integration, see here.
Don't use the Activate partner setting to pause or end campaigns. Doing so could cause irreversible damage to active campaign measurement.
Effect of the partner activation setting
|Activate partner: Off|
Attribution and postbacks for new installs
Attribution and postbacks for new engagement events (installs, re-engagements, and re-attributions)
Exception: non-SRNs with engagements prior to deactivation, as documented later in this table
Attribution and postbacks for engagement events (installs, re-engagements, and re-attributions) prior to deactivation
Display under the partner's name in aggregate data but aren't used as a basis for attribution
|Engagement (click) and install occur after deactivation||
Attributed either to:
|Engagement (click) occurs before deactivation; install occurs after deactivation||
When SKAN attribution is configured, SKAN data is recorded whether Activate partner is turned on or off.
Who can activate partners
Partner integrations can be activated by marketers and agencies in accordance with the table that follows.
|Marketer||Activates for self-use and on behalf of agencies||Activates for self-use|
|Agency||Can't activate||Activates agency-appointed non-SRNs|
Deactivated partners don't get conversion attribution and postbacks aren't sent to them. However, all other capabilities, if activated, continue to operate even after the integration is deactivated. This means that data may still be collected. To completely deactivate a partner integration you must go through all integration tabs and disable all capabilities.
For Google and Meta ads, to stop recording SKAN data, go to the SKAN tab and delete the connection.
To deactivate an integrated partner:
- Search for the partner you want to deactivate, either from the marketplace or from the Configuration > Integrated Partners page.
- From the Integration tab, turn off Activate partner.
- To deactivate other capabilities, go to any of the relevant tabs and disable them.
- Click Save Integration.
- [Optional] After saving the integration, while remaining on the configuration page, you can deactivate the partner from other apps:
- From the top-left corner, under the partner name, click the app name to open the list of apps.
- Select a different app from the drop-down list.
- Repeat steps 2-4.
Deactivate unused integrations
Partners whose Activate partner setting remains on after you stop running campaigns with them continue to receive postbacks containing campaign data. This can cause data privacy issues.
To help you identify these partners and remind you to deactivate them, a notification displays at the top of the App integrations page. This message indicates the number of partners that have had no recent conversions. Account users can only see this message for partners they are allowed to edit.
- Partners with permissions to configure integrations don't see the deactivation message.
- Agencies see the message but can only deactivate their own integrations.
To view the list of unused partners and deactivate selected partners:
- Go to Configuration > Integrated Partners.
- In the warning message at the top of the page, click Review and deactivate.
The list of partners displays.
- Select the partners to deactivate.
- Click Deactivate.
This turned off only the Activate partner toggle.
Alternatively, a partner can be deactivated by turning off Activate partner on its Integration tab.
Marketers should also take note of how their platform handles partner deactivation in certain scenarios. Similarly, marketing and analytics partners that require postbacks must be activated.
Partner and Agency dashboards
Partners and agencies have different dashboard views and configuration options, according to their permissions.
- Partners view the Activate partner setting in read-only mode. This is the case even if the partner has permission to configure the integration.
- Visibility of partner settings depends on whether it was the marketer or the agency who configured the integration, as detailed in the following table:
|Integration configured by||Setup visible to partner|
You can grant agencies permission to work with your app and run traffic on your behalf.
To grant agency permissions to an app:
- In AppsFlyer, go to Configuration > Integrated Partners.
- Select the agency.
- Go to the Permissions tab.
- Enable Agency Permissions.
- [Optional] Grant the agency additional permissions.
- The agency is able to activate media sources as follows:
- Non-SRNs: the agency can set the Activate Partner setting in the integration tab.
- SRNs: the marketer activates the Activate Partner setting in the integration tab. If the marketer deactivates the SRN, installs aren't attributed to the agency from that SRN.
Disabled agency permissions
When permissions are disabled for agencies:
- The agency can't access the app on the AppsFlyer dashboard.
- New installs and events are not attributed to the agency.
- Postbacks are not sent to the media sources used by the agency.
- New events from conversions prior to disabling the agency are attributed and displayed in the marketer's dashboard, but postbacks are not sent to the media sources.
Note: If the marketer disables agency permissions, the agency's historical data (such as installs and cost) becomes non-transparent.
The following examples describe what happens to traffic that continues to be sent after a marketer removes agency permissions:
Agency campaign with a non-SRN (attribution link partner)
The traffic is attributed to organic, or to a prior engagement if still within its lookback window. The agency is not attributed.
This example is also applicable to scenarios in which AppsFlyer receives click-through attribution links as well as querying the partner’s API
Agency campaign with an SRN (attribution link partner)
The traffic is attributed to the SRN on the marketer's dashboard, but not attributed to the agency.