HUAWEI Ads global campaign configuration

At a glance: HUAWEI Ads, an AppsFlyer integrated partner, is a paid presentation service, which provided by Huawei for pan-ecosystem partners. It aims to help partners set up a communication bridge with Huawei device users so they can provide valuable information and quality services for users. HUAWEI ADS provides slots for displaying mainstream ads such as native ads, rewarded video ads, banner ads, and interstitial ads to more than 570 million Huawei device users around the world.


HUAWEI Ads introduction

HUAWEI Ads is integrated into several third-party apps and Huawei apps such as HUAWEI Browser, HUAWEI Video, HUAWEI Assistant, HUAWEI Reader, and HUAWEI Music, which are sub publishers of Huawei Ads display network. Besides, AppGallery standard ad placements and App Gallery Search Ads support AppsFlyer attribution too. 

Setting up HUAWEI Ads

HUAWEI Ads Global requires to use OAID for attribution. Refer to our Android OAID Implementation in the SDK guide for fetching OAID on HUAWEI devices. In addition, HUAWEI App Gallery referrer attribution is highly recommended for the apps in the store, to enable the huawei referrer attribution, please upgrade the Android SDK to 5.4.6 or 6.1.1 above. 

Traffic source Channel value Attribution methods Note
Display Ads huaweiadsglobal ID-Matching(OAID or GAID), Probabilistic Modeling,Huawei Referrer Click here to check OAID implementation guide in the Android SDK. Huawei referrer attribution requires Android SDK 5.4.6 or 6.1.1+
App Gallery huaweiappgalleryglobal ID-Matching(OAID or GAID), Huawei Referrer Huawei referrer attribution requires Android SDK 5.4.6 or 6.1.1+
Petal Search empty value ID-Matching(OAID or GAID), Probabilistic Modeling Click here to check OAID implementation guide in the Android SDK


To activate the integration with HUAWEI Ads:

  1. In AppsFlyer, go to Configuration > Integrated partners.
  2. Select HUAWEI Ads Global.
  3. In the Integration tab, enable Activate partner.

Learn more about the partner configuration window header.

Integration tab

The Integration Tab is divided into different sections:

Activate partner

To enable the configuration, activate the partner.

This toggle must be turned on for as long as you work with the partner.

General settings

Enable view-through attribution

To attribute view-through installs from HUAWEI Ads, turn this toggle on. The view-through lookback window slider is available in the Attribution link tab.

Default postbacks

AppsFlyer sends automatic postbacks to HUAWEI Ads following user installs from users attributed to HUAWEI Ads only. Learn more about default postbacks.

In-app events settings

Configure in-app event postbacks that are sent to HUAWEI Ads.

To configure in-app event postbacks:


  1. Turn In-app event postbacks on.
  2. Set the In-app events postback window.
  3. To add an SDK Event to the list, click Add event.
  4. Select the following parameters for each event:
    Parameter name Description
    SDK event name The name of the event, as received by AppsFlyer either from the SDK or from server-to-server events.
    Tip: If you don't see the event you want in the list, activate this event on a device with a non-organic installation and recheck.
    Partner event identifier

    Enter the unique name or ID of each event as defined on HUAWEI Ads. Select the most suitable pre-defined event out of 68 options for your SDK event, for example:

    • browse (browsing)
    • collection (adding to favorites)
    • addToCart (adding to shopping cart)
    • preOrder (order placement)
    • register (registration)
    • retain (next-day retention)
    • paid (payment occurred)
    • custom (custom-type event)
    Sending option The postbacks can be sent only for the events performed by users attributed to HUAWEI Ads.
    Send event data
    • No values & no revenue: sends only the event itself without the event value.
    • Values & no revenue: sends all the parameters excluding the revenue value.
    • Values & revenue: sends all the event parameters, including the revenue value (if exists in the event).
  5. Click Save Integration.

Attribution link tab

Generate and save attribution links and send them to the partner for attributing specific campaigns, ad sets, or single ads - both for UA and retargeting campaigns. You can use either a single-platform link or a OneLink.
More about attribution link structure and parameters.

To generate an attribution link, follow these instructions.
When generating the attribution link, select parameters from the list below and map them to the HUAWEI Ads parameters name detailed in the table.

Attribution link parameters

Parameter Parameter name HUAWEI Ads macro Description


__CID__ Add it to compare different campaigns running with HUAWEI Ads.


__ADSETID__ Use to differentiate adsets.


__ADID__ Use to differentiate between creatives within the adset.
 Site and subsite ID af_siteid

Use to attribute installs to specific publishers.

Good practice! If there are multiple publishers,

  • Limit the number of site IDs in use.
  • Use the subsite ID parameter to avoid exceeding the site ID limitation.
Channel af_channel __CHANNEL__

Use to differetiate the ad placements.



If blank value, then huawei search ads.

Subscriber parameters af_sub1, af_sub2, af_sub3, af_sub4, and af_sub5  

Use to insert additional useful values.

  • Parameters are parsed and included in the raw data report.
  • Use them to perform data aggregation or filtering.
Ad type af_ad_type __APP_STATUS__

used to distinguish whether the app activated before.

  • if the campaign is used to targeting the users who installed but never open, the parameter will be


  • if the campaign is used to targeting the users who never install the App, the parameter will be


Cost tab

Cost data is not supported by this partner.

Ad revenue tab

Ad revenue data is not supported by this partner.

Permissions tab

In this tab, you can select the permissions to grant HUAWEI Ads. Note that even if attribution is disabled for HUAWEI Ads, the permissions tab is active and you can grant control to HUAWEI Ads.

Learn how to give permissions to HUAWEI Ads.

Configuring campaigns on HUAWEI Ads Global

To configure AppsFlyer attribution on HUAWEI Ads, please click here to learn more from Huawei Support Center.

  1. Obtain the impression and click tracking URLs in AppsFlyer.
  2. Associate AppsFlyer in HUAWEI Ads.
  3. Set the data postback in AppsFlyer.
  4. Create a conversion in HUAWEI Ads.
  5. Test the conversion in HUAWEI Ads.
  6. Create an ad task in HUAWEI Ads.
  7. View the conversion data in HUAWEI Ads.

Data discrepancies

Note:On the Huawei Ads dashboard, the conversion data(eg. Install/Activations) has 2 data sources, the one is AppsFlyer the other one is HMS. When you want to compare the data, such as install, between AppsFlyer and Huawei Ads dashboard, please select the 'Activations’ instead of 'Activations(HMS)' on the Huawei dashboard.

Data reporting on Huawei Ads and FAQs of data discrepancy
Metric Data source FAQ Description



Huawei impressions < AF impressions

AppsFlyer records all the impressions that Huawei sends to AF, while Huawei Ads would do some data processing before displaying the impressions on Huawei Ads dashboard.



Huawei clicks < AF clicks

AppsFlyer records all the clicks that Huawei sends to AF, while Huawei Ads would do some data processing before displaying the clicks on Huawei Ads dashboard.




AF does not have this metric.


Activations are from AppsFlyer; Activations HMS is from Huawei

Huawei Activations > AF installs

Huawei’s activations are AF's installs. The data discrepancy results from different data reporting logics. 

For example, a user downloaded the app from AppGallery on Dec 24th, and first-opened the app on Dec 25th. In this case, AF will record the install on Dec 25th, while Huawei Ads will record this activation on Dec 24th.

Day2 retention and other in-app events

For non-HMS ones, the data sources are AppsFlyer.

Huawei > AF

The data discrepancy results from different data reporting logics. 

Following the example above, the user registered in the app on Dec 26th, AF overview dashboard will display the registration data on Dec 25th, same as the install date. While Huawei Ads promotion dashboard will display the registration on Dec 24th, the same as the download date.