Partner Activation

  • Advertisers
  • Agencies
  • Ad Networks


This feature is being gradually released as of March 4th 2019.


All integrated partners in AppsFlyer's dashboard MUST be activated for attribution and postbacks, by toggling their Activate Partner button.

This article describes what happens when the partner is active or not, and some related edge cases.




Status is ON


Status is OFF

New installs  Attributed to partner + postbacks NOT attributed to partner, no postbacks
Events from new conversions* Attributed to partner + postbacks NOT attributed to partner, no postbacks (besides non-SRNs with prior engagements - see here)
Events from conversions prior to deactivation   Attributed to partner, but no postbacks
Ad clicks Redirected to app store, displayed in the aggregated data, used for attribution Redirected to app store, displayed in the aggregated data, NOT used for attribution

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

Activating partners

The activate partner toggle is disabled by default with partners that have not worked with your app beforehand. To enable attribution with the new partners, the account owner, or the team members, need to manually toggle the Activate Partner button.

Partners that have brought installs, clicks or impressions to your app, or received postbacks from it, in the last 3 months (November 2018 to February 2019) are automatically activated as well.


The Activate Partner toggle must not be used in order to pause or turn off campaigns!
Toggling off the button disables the partner integration and may cause irreversible damage to your active campaigns.

Getting traffic from inactive partners

Installs from clicks that occur after the partner deactivation, are not attributed to the partner. Rather, these installs are attributed to organic, or to a prior engagement, if still within its lookback window.

However, what happens with users that engage with an active partner, but launch the app first only after the partner becomes inactive? There are 2 options:

1. SRN partner (e.g., Facebook and Google ads) - the deactivated partner is NOT attributed

2. Non-SRN partner - the install and all the post install events are attributed to the partner on AppsFlyer, but no postback is sent to the partner. Therefore, in the following days after inactivating a non-SRN partner, the number of attributed installs from the partner drops sharply, but may not completely stop for up to 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 need activation to receive postbacks. 

Upon deactivation, postbacks stop being sent to them. 

Cost data

Some partners support cost data sharing with AppsFlyer through 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 switch off the activation toggle.

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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