Integrated Partners: Getting Started

  • Ad Networks
  • Developers


appsflyer partner integration

AppsFlyer is a leading player in the field of mobile attribution and becoming our partner is a serious step up for your ad network.

Don't know where to start? Read this article to find all the information you need to begin immediately.

AppsFlyer's Attribution Model

Before you go ahead, it’s essential to understand how AppsFlyer’s attribution works. This chapter explains what happens along the way from the first click or impression to the attribution of an install or an event — and beyond.

appsflyer attribution model

  1. A user clicks on a banner or an offer link.
  2. The banner or link redirect the user to an AppsFlyer tracking link. The AppsFlyer tracking link is then populated with information that is collected during the click.
  3. We gather the information from the tracking 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.
    • Fingerprinting
      Using a set of heuristic algorithms combined with statistical analysis and machine learning, AppsFlyer analyzes multiple data points from the device (fingerprints), such as IP address or OS version, and others, to determine statistically — on an anonymous basis — the likely unique user of the device, app download, and conversion.


    These are the main attribution methods that we use. Read more about all our attribution methods here.

    We look for the referrer, device id, or fingerprinting 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 tracking links to get information from you, and postbacks to send the information back to you.

Getting Started


This guide is for Ad Networks that have already started their integration process. If you’re interested in creating integration with AppsFlyer but have not been in touch with us yet, please contact us via this form.

The tracking links are URLs that have macros which are populated by you and sent to AppsFlyer upon every click. Postbacks are URLs with macros that AppsFlyer populates and sends to your servers in real time upon every successful conversion.

The templates for a Tracking 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 chapter explains how to configure the tracking link and postback templates.


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

Tracking Link Template

The tracking link (the link behind the banner/offer) can look like this:
&is_incentivized={true\false} 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} ClickID is a unique click identifier for each click that happens on your ad network.
&advertising_id={gaid} or
The device id of 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.

Although the listed parameters are highly recommended, but 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

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

The Postbacks can provide you with a wide range of device-level information, including IP address, carrier info, country, click time, and install time. For post-install events, revenue can be shared as well.

Install Postback Template

An install postback template can look like this:{clickid}&af_siteid={affiliate_id}
&advertising_id={gaid}&country={county-code}&device={device-brand} is your endpoint URL to which we will send the postbacks.

A postback template is the opposite of the tracking link template. The macros after the ‘=’ are AppsFlyer's 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 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.
&device={device-brand} Another example of data that can be provided: the brand of the device the conversion was made on.

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.

Similarly 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).

What's Next?

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

  • For advanced integration, read this guide.
  • Got questions? Something is not working? We have answers here.
  • Any terms you haven't heard before? Look them up in our Glossary.
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