Partner activation/deactivation

At a glance: Allow AppsFlyer to attribute conversions and send postbacks to partners.

Activating partners

The Activate partner setting determines if conversions are attributed to integrated partners and if postbacks are sent to them.

Active partners

A partner appears as Active in the list of integrated partners if at least one of the following capabilities is turned on:

To activate an integrated partner:

  1. In AppsFlyer, go to Configurations > Integrated partners.
  2. Search for and select the partner you want to activate.
  3. From the Integration tab, turn on Activate partner.
  4. Click Save Integration.

 Caution

Don't use the Activate partner setting to pause or end campaigns. Doing so could cause irreversible damage to active campaign measurement.

Scenario On [Default] Off

New installs:

  • Attribute installs
  • Send postbacks

Yes

No

Events from new conversions (installs, re-engagements, and re-attributions) 

  • Attribute installs
  • Send postbacks

 

Yes

No (exception: non-SRNs with engagements prior to deactivation, as documented later in this table)

Events from conversions (installs, re-engagements, and re-attributions) prior to deactivation

Not applicable
  • Attribution: Yes
  • Postbacks: No
Ad clicks 

Display under the partner's name in aggregate data but aren't used as a basis for attribution

Display under the partner's name in aggregate data but aren't used as a basis for attribution

Engagement (click) and install occurs after deactivation

Not applicable

Attributed either to:

Engagement (click) occurs before deactivation; install occurs after deactivation 

Not applicable

  • SRN partners (such as Meta Ads or Google Ads): the deactivated partner is not attributed.
  • Non-SRN partners: install and post-install events are attributed to the partner. No postbacks are sent.
    In the days following deactivation, the number of attributed installs from the partner drops sharply, but may not stop completely until the end of the partner lookback window (usually 7 days.
SKAN attribution

Not applicable.

When SKAN attribution is configured, SKAN data is recorded whether Activate partner is turned on or off. 

Effect of the Activate partner setting

Partner integrations can be activated by marketers and agencies in accordance with the table that follows.

Who can activate partners

Activated by  SRN Non-SRN
Marketer Activates for self-use and  on behalf of agencies Activates for self-use
Agency Can't activate Activates agency-appointed non-SRNs

Deactivating partners

Turning off the Activate partner toggle only impacts attributed conversions and postbacks, meaning partners aren't attributed and postbacks aren't sent to them. However, all other capabilities, if activated, continue to operate and data may still be collected. To deactivate a partner integration, you need to make sure that all capabilities are disabled.

To deactivate an integrated partner:

  1. In AppsFlyer, go to Configurations > Integrated partners.
  2. Search for and select the partner you want to deactivate.
  3. From the Integration tab, turn off Activate partner.
  4. To deactivate other capabilities, go to any of the relevant tabs and disable them.
  5. Click Save Integration.

 Note

For Google and Meta Ads, SKAN continues to record data even after the integration is deactivated. To turn this off, you must go to the SKAN tab and delete the connection.

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:

  1. Go to Configuration > Integrated Partners.
  2. In the warning message at the top of the page, click Review and deactivate.
    The list of partners displays. 

    partner-bulk-deactivation-en_us.png

  3. Select the partners to deactivate.
  4. 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. 

 Note

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. 

Partners and Agencies

Partners and agencies have different dashboard views and configuration options, according to their permissions. 

Partner visibility

  • 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: 
Setup visibility 
Integration configured by  Setup visible to partner
Marketer Yes
Agency  No

Agency permissions

You can grant agencies permission to work with your app and run traffic on your behalf.

To grant agency permissions to an app:

  1. In AppsFlyer, go to Configuration > Integrated Partners
  2. Select the agency. 
  3. Go to the Permissions tab.
  4. Enable Agency Permissions.
  5. [Optional] Grant the agency additional permissions.
  6. 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:

 Example 1

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

 Example 2

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.