Partner Activation

At a glance: How advertisers can activate integrated partners in AppsFlyer for attribution and postbacks.

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

The Activate Partner setting is used to determine whether integrated partners can receive attribution 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 

By default, integrated partners are deactivated in AppsFlyer.

This means that installs from partner campaigns do not get attributed unless the partner is activated in AppsFlyer.

To activate the partner:

  1. Go to Integrated partners.
  2. Go into the partner's setup window.
  3. Switch on the Activate Partner setting
  4. Press Save.
  5. Allow up to 90 minutes for the activation to take place, before starting to test.


Do not use the Activate Partner setting, to either pause or end campaigns as this may cause irreversible damage to active campaign measurement.

Who can activate

  • Advertisers control the activation of:
    • partners they work with directly
    • SRN partners, which agencies work with on their behalf 
  • Agencies control the activation of non-SRN partners they work with on behalf of advertisers
  • Partners can only see the activation status of the advertiser accounts.
Who can activate partners

Ad network type



Ad network


Controls own activation and for agency

View only on advertiser status

View only on advertiser status


Controls own activation

Controls own activation

View only on advertiser status

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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