Partner Activation by app owners

  • Advertisers
  • Agencies
  • Ad Networks

With effect from March 2019, integrated partners who work with app owners, need to have the Activate Partner setting enabled, in order to receive attribution recognition and postbacks.  

The default setting of Activate Partner is disabled.






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 default setting is disabled with regard to partners who have not worked with your app in the past. To enable attribution with new partners,  app owners are required to enable the Activate Partner setting. 

Partners that brought installs, clicks or impressions to your app, or received postbacks in the three month period, November 2018 to February 2019, are automatically activated.


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

Getting traffic from inactive partners

Installs from clicks that occur after 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.

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.


Was this article helpful?
2 out of 2 found this helpful