Getting started as an integrated partner

At a glance: Set up a partner account to provide attribution data to advertisers via AppsFlyer.

AppsFlyer, a leader in the field of mobile attribution, welcomes you as our integrated partner. This article is for ad networks that have initiated the integration process with AppsFlyer. If you’re interested in integrating with AppsFlyer, contact our partner development group.

AppsFlyer attribution model


What happens on the journey from a first click or impression to the attribution of an install or an event—and beyond.

  1. A user clicks on a banner or an offer link.
  2. The banner or link redirects the user to an AppsFlyer attribution link. The AppsFlyer attribution link is then populated with information that is collected during the click.
  3. We gather the information from the attribution link and store it in our database.
  4. An install occurs and the app is opened for the first time. The AppsFlyer SDK inside the app calls our servers with the information about the device that the app is installed on.
  5. We match this data to our click database using our Attribution methods:
    • Referrer matching
      This attribution method is unique to Android devices. When a user clicks on a link and gets redirected to Google Play, Google Play gives it a unique Referrer ID. When the install takes place, we collect this ID from the device. Then we match it with Google Play records.
    • Device ID matching
      We match the Device ID (IDFA for the iOS or GAID for the Android device) collected upon the click to the ID of the device that performs the install.
    • Probabilistic modeling

    More about attribution methods.

    We look for the referrer, device ID, and probabilistic modeling data points (in that order) in our click database. If we find a match, we attribute the install to the click. If not, we attribute the install to an organic download.

  6. Once the install is attributed, we send a postback with the conversion details to the ad network.

As it follows from this flow, we use attribution links to get information from you, and postbacks to send the information back to you.

Getting started

Attribution links are URLs that have macros that are populated by you and sent to AppsFlyer for each click. Postbacks are URLs with macros that AppsFlyer populates and sends to your servers in real-time upon each successful conversion.

The templates for an attribution Link and a Postback are prerequisites for creating a partner account, and therefore should be provided to us in advance. Once we have them, we can proceed with the setup of your account. This section explains how to configure the attribution link and postback templates.


If you are using third-party performance marketing tools such as TUNE (formerly, HasOffers), CAKE, or Affise, use instructions for the relevant platform instead.

Attribution link template

The attribution link (the link behind the banner/offer) can look like this:
&is_incentivized={true\false}&expires={timestamp}&signature={signature} is the AppsFlyer endpoint, com.yourapp is App ID, and pid=mediaName_int is a unique media source name that we assign to your Ad Network.

This part of the link is static and doesn’t require anything from you.

The values after ‘=’ inside {} are macros that should be populated by you when the click takes place and gets sent to AppsFlyer.

The macros can be called anything, as long as they get replaced by your system with actual and correct values. The parameters before the ‘=’ sign are placeholders used by AppsFlyer so we know which values you are sending us.

In order to create the integration, we need the following information:

Parameter Description
&clickid={clickid} Click ID is a unique click identifier for each click that happens on your ad network.
&advertising_id={gaid} or
The device ID of the device on which the click takes place (GAID for Android and IDFA for Apple).
&c={campaign} The campaign name, as defined by the advertiser.
&af_siteid={publisher_id} Publisher or affiliate ID of the publisher or affiliate that drove the click.
&af_ad_type={search_text} Ad Type. You can use one of the following name conventions:
&af_adset={adsetid} Adset Name - provided by the advertiser/publisher. Adset is an intermediate level in the hierarchy between Campaign and Ad. See more
&af_ad={ad_id} Ad Name (see more) - provided by the advertiser/publisher
&is_incentivized={true} Incentivized or non-incentivized campaigns (can be true/false)
&af_cost_value={cost_value} Conversion Cost Value - supports up to 4 digits after the decimal point.
Make sure to use ONLY numerical digits (use the decimal point if needed), e.g., "56", "2.85" etc.
&af_cost_currency={currency} Cost Currency — currency code (e.g. USD, EUR). The default value is USD.
List of currency codes.
&expires={timestamp} Unix timestamp after which the ad network doesn't claim the click. Used for click signing to prevent click fraud. Learn more
&signature={signature} HMAC-SHA256 signature used to validate the click and prevent fraud. Learn more

Although the listed parameters are highly recommended, we support a much larger set of parameters. We suggest that you share with us as much information on the click as you collect.

You can find the full list of parameters here.

Postback template

The attribution link allows you to send information to AppsFlyer, postbacks are how we send information back to you (along with additional data), upon successful conversion. This conversion can be either an install or a post-install event (the attribution flow is similar for post-install events).

Postbacks provide you with a wide range of device-level information, including IP address, carrier info, country, click time, and install time. Revenue is shared in post-install events.

Install postback template

Example install postback template{clickid}&affiliate_id={af_siteid}
&advertising_id={gaid}&country={county_code}&AppName={app_name} is your endpoint URL to which we will send the postbacks.

A postback template is the opposite of the attribution link template. The macros after the ‘=’ are AppsFlyer parameters needed in order for us to populate a value. The placeholder before the ‘=’ is the parameter your server needs to identify. These parameters can be called anything you want, as long as they are matched to the macros.

Parameter Description
&clickid={clickid} Inside the postback, we can send you back anything you sent to us on the click. Click ID is needed in order to identify which click got converted into install or an event.
&gaid={advertising_id} Device ID of the device the conversion was made on.
&affiliate_id={af_siteid} The affiliate/publisher ID.
&country={county-code} A country where the conversion happened is an example of extra data that can be sent inside a postback.
&AppName={app_name} Another example of data: the app name.

There are many more macros of information we can send you about the conversion. You can find the full list of postback macros here.

In-app event postback template

An in-app event postback template can look like this:{clickid}&af_siteid={affiliate_id}

This template uses an additional parameter:

Parameter Description
event={mapped-iae} Name/ID of the corresponding event in your platform.

Create account

Once your link and postback templates are ready, respond with their details to the email you received from us.

We will create an integration for you and provide you with login credentials so you can start using our Partner Dashboard.

Similar to postbacks, the partner dashboard provides you with real-time updates to the performance of your campaigns. In addition, it includes advertiser permission-based access like Retention reports and Protect360 reports (our fraud detection suite).

Permissions to manage apps

App owners must grant you permission to view their app dashboard and to manage their apps. Once they grant you permissions, the following takes place:

For your team members to get access to the app's dashboard, the app owner must give them permissions.

If the app owner doesn't have the option to grant you permissions, contact your Partner Development Manager or email us to

Team members

Adding team members

Advertisers grant your organization permission to manage their marketing through your ad network. However, your team members might each manage different apps. By adding team members, you have control over who manages which apps. You add team members and in turn, the advertisers grant those team members permission to manage their apps.

Once you create your account, you can start adding team members.

  1. In your account, click on your email in the top right-hand corner
  2. Click on Team Members
  3. In the next screen, click on Add Team Members

  4. Fill in the name, email and select the team member's department
  5. Optional - Grant Admin Capabilities


    When you grant admin capabilities to a team member, you only give them the ability to add or edit team members.

    Team members with admin capabilities cannot grant admin capabilities to team members that they add.

  6. Click Save

If, when trying to add a team member you receive an error message Can't create this user, consider the following:

  • The name can include only letters, digits, spaces, periods (.), hyphens (-), underscores (_), quotation marks (‘ or “)
  • The email address may be incorrect - make sure to enter a valid address
  • The email address may already exist in the system - check the list of users to make sure it has already been added

The newly added team member receives a welcome email to activate their account. If they don't receive this email, you can resend it. See Team Member Actions below.


Team member actions

You can edit or delete team members. You can also resend the email invite in case they don't get it when you first add them.

  1. Click the three dots in the right-hand corner of the team member entry


  2. Select the required option from the drop-down menu

Apps in your account

Add apps

When you first create your account, it has no apps associated with it. To add apps to your account, contact the advertiser and ask them to grant you permission to view their app.

Granting app permissions to team members

Only advertisers can grant permissions to team members to manage their app. To give your team members permissions to apps:

  1. Contact the advertiser and give them a list of team member emails
  2. Ask the advertiser to give your team members permission to view the app.

App list

The apps page in your account lists up to 1000 apps. If the list exceeds 1000, some apps don't display. You can still find them using search.

Searching for apps

To search for apps:

  1. In AppsFlyer, in the menu bar, click My Apps.
  2. Search using any of the following:
    • App Name
    • App ID
    • App Owner Email

What's next?

Now that you've done that, what's next?

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