Partner Activation by app owners

  • Advertisers
  • Agencies
  • Ad Networks

Integrated partners receive attribution recognition and postbacks only when the Activate Partner setting is enabled. The default setting is disabled. 

Effective date of the Activate Partner setting: Starting March 2019.

The Activate Partner setting is used to control if integrated partners receive attribution recognition and postbacks. The setting impacts the way data is recorded in AppsFlyer as described in the table that follows. 

Impact of the Activate Partner setting
  Enabled Disabled (default)
New installs
  • Attribution: Yes
  • Postbacks: Yes 
  • Attribution: No
  • Postbacks: No
Events from new conversions*
  • Attribution: Yes
  • Postbacks: Yes 
  • Attribution: No
  • Postbacks: No
  • Exception: Non-SRNs with prior engagements - see here.
Events from conversions prior to de-activation  
  • Attribution: Yes
  • Postbacks: No
Ad clicks
  • Redirected to app store,
  • Displays in aggregate data, used for attribution
  • Redirected to app store
  • Displays in aggregate data, NOT used for attribution

* Conversions includes installs, re-engagements and re-attributions

Activating partners

The default setting of Activate Partner is disabled. To enable attribution recording with a partner, enable the Activate Partner setting. 

Initial implementation of Activate Partner feature in March 2019: The Activate Partner feature was implemented in March 2019. Integrated partners who brought at least one of the following: installs, clicks, and impressions or received postbacks, in the three month period, between November 2018 and February 2019, were enabled automatically. Note: After March 2019 AppsFlyer neither enables nor disables partners automatically. 


Do not use the Activate Partner setting to pause or turn off campaigns. 
Disabling the setting may cause irreversible damage to active campaign measurement.

Getting traffic from inactive partners

Installs from clicks that occur after partner deactivation are not attributed to the partner. These installs are attributed to either:

  • Organic
  • To a prior engagement if it is still within the lookback window.

What happens with users that engage with an active partner, but launch the app after the partner becomes inactive:

  • SRN partners like Facebook and Google ads, the deactivated partner is not attributed
  • Non-SRN partners the install and all the post-install events are attributed to the partner on AppsFlyer, but no postbacks are sent to the partner. Therefore, in the days that follow after deactivation of a non-SRN partner, the number of attributed installs from the partner drops sharply, but may not completely stop until the end of the validation of the partner's lookback window (usually 7 days).

Marketing and analytics partners configuration

Marketing Partners of SRNs, such as FMPs or Analytics partners such as Mixpanel, also require activation to receive postbacks. 

Upon deactivation, postbacks stop being sent to them. 

Cost data

Some partners support cost data sharing with AppsFlyer using an API. When such a partner is deactivated, AppsFlyer continues to pull the cost data (usually along with impressions and clicks data).

For more information about stopping cost data, click here.

Partner dashboard

Partners can see the Activate Partner setting in read-only mode. Even if the partner has permission to configure the integration, it cannot modify the partner activation setting. 

Partner set up is visible to ad networks when it's done by advertisers, but not when it's done by agencies. Therefore, when an agency, but not the advertiser, activates the partner, the ad network sees this section as inactive, although it is actually active for the agency.


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