Bing campaign configuration

At a glance: Bing, an AppsFlyer ad network integrated partner, is one of the world's leading search engines. You can manage user acquisition campaigns through Bing and attribute them with AppsFlyer. 


Microsoft requires attribution providers to delete its user-level data 13 months after the install. This means that the events performed by these users 13 months after they install the app are counted as organic.
Past aggregate data remains the same.

Setting up bing

Go to the dashboard of your app and click on Integrated Partners on the left bar.


Enter Bing in the search field and click on its logo to open the Bing configuration window.

The Bing configuration window includes 3 active tabs: Integration, Attribution link, and Permissions. Click on the items below to read about the tabs setup.

For a detailed description of the Partner Configuration Window Header, click here.


  • The General Settings step in the Integration tab is mandatory for all partners.
  • All the rest of the steps are either descriptive or optional.

Integration tab

Activate partner

On the first visit, you must toggle ON the Activate Partner button to enable the setup of the integration tab's parameters. The toggle MUST be ON for as long as you work with the partner.
For more details about partner activation please click here

Default postbacks

AppsFlyer can send automatic postbacks to Bing following user installs.



The option Only events attributed to this partner is the only option with Bing and is selected by default.

Attribution link tab

In this tab, you can create the attribution links you want to send to Bing for attributing Bing campaigns, ad sets, or single ads. Note that AppsFlyer DOES NOT save your generated partner's attribution links.

This tab is divided into different sections:

Attribution link parameters

In this section, select which parameters you want to add to the attribution link.

Adding parameters to the attribution link here enables you to later perform thorough drill-down analyses. Parameters that are already defined on the attribution link can be edited by adding them and their new values here.

  • Campaign - add it to compare different campaigns running with Bing.
    Attribution link parameter: c
  • Adset - set ad set names to compare different ad sets within specific Bing campaigns.
    Attribution link parameter: af_adset
  • Ad Name - set ad set names to compare different creatives within specific ad sets within specific Bing campaigns.
    Attribution link parameter: af_ad
  • Site ID and Sub Site ID - set Site ID parameter to attribute installs to specific publishers. If many publishers exist, we advise on limiting the number of used site IDs and using the subsite ID parameter, to avoid exceeding the site ID limitations.
    Attribution link parameters: af_siteid and af_sub_siteid
  • Subscriber Parameters - use any of the 5 subscriber parameters to insert useful values. Note that these parameters get parsed and appear in the raw data report, which makes them very handy for performing data aggregation or filtering.
    Attribution link parameters: af_sub1, af_sub2, af_sub3, af_sub4, af_sub5

Add any other parameter to the attribution link simply by typing it in a new parameter box. For more information about AppsFlyer Attribution Link Structure and Parameters.

Click-through attribution

This slider allows you to set the maximum time from click to install. Only installs (first launches) that take place within the lookback window can be attributed to Bing.

Attribution link parameter: af_click_lookback

More details about the click lookback window here.


Click attribution link

This is the attribution link that contains all the setup information you have set for it. Send it to Bing to be activated when leads click on a corresponding ad.

Cost tab

Cost integration is not available for this partner.

Ad revenue tab

Ad revenue is not available for this partner.

Permissions tab

In this tab, you can select the permissions to grant Bing, whether the partner acts as an ad network, agency, or both. Note that even if attribution is disabled for Bing, the permissions tab is active and you can grant control to Bing.

Use these toggles to give the ad network permissions to handle its own configuration for your app:

Ad network permissions

  • Allow to configure integration - permit the partner to set up the integration tab (except in-app event postbacks)
  • Allow to configure in-app event postbacks - permit the partner to setup in-app event postbacks mapping to itself on the integration tab
  • Allow access to your retention report - only to the partner's own retention data
  • Allow access to your aggregate loyal user data - only to the partner's own loyal user data
  • Allow access to your aggregate in-app events data - only to the partner's own in-app events data
  • Allow access to your aggregate revenue data - only to the revenue data attributed to the partner
  • Allow access to your Protect360 dashboard - only to the partner's own Protect360 data, and providing the feature is enabled for the advertiser

Learn more about granting ad network permissions.

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