Onboarding guide to People-Based Attribution

At a glance:  Setup PBA using the checklist that follows.

Related reading: PBA getting started, PBA brand bundles

Setting up PBA

Setting up PBA consists of several action items described here and listed in the table that follows. 

  • Group brand digital properties into a brand bundle.
  • Integrate the web SDK into your website and the mobile SDK into your app.
  • AppsFlyer collects and attributes the data.
    • Data is collected from several different sources.
    • Recorded data is divided into touchpoints and events.
    • Events are attributed to the last non-direct web visit in the previous 30 days.
    • Advertisers can designate some events as conversion events. For example, purchases. Conversion events are analyzed in the dashboards.
    • Raw data is used to perform custom data analyses. 
  • Analyze customer journeys to optimize campaigns

PBA set-up steps

The setup tasks are detailed in the table.

Best practice: Implement CUID in the app and on your website. AppsFlyer will receive the CUID when a user registers or logs on.

PBA set-up action list
  Responsibility Actions Remarks



  • Analyses and reports are aggregated within the brand.
  • Contact your CSM if you have multiple domains and/or need to list payment gateways to avoid self-attribution


Advertiser & webmaster 
  • On the website, install the Web SDK
  • Configure the Web SDK to send different event types. 
  • SDK records visits and events.
  • Integration is fully supported through Google Tag Manager (GTM), Adobe or Tealium
  • Best practice: Call SetCusotmerUserID() immediately after a user registers or logs on.

Developer & advertiser

[Optional] Web server-to-server API

Reports web-related events like automatic subscription renewal.



Mark conversion events in the web event settings tab

  • Wait for daily* processing to complete before doing so.



Begin to use the dashboards.


AppsFlyerAdmin_us-en.pngAdvertiser Setup Data Locker

Access to PBA raw-data reports including touchpoints, standard and conversion events, and specialized reports for Web-to-App and Conversion Paths


Begin to use raw-data

Data is available after daily* processing.

* Due to processing, data is available 10 hours after midnight UTC on the day of the event. Meaning Monday's events are available Tuesday 10:00 UTC. 

PBA data-acquisition via SDK/API

PBA data-acquisition tools
  Web platform Mobile (app) platform


  • JavaScript tag SDK installed on the website
  • Reports website visits, and web events


  • App SDK integrated into iOS, Android, Unity, etc. 
  • Reports app installs and user actions occurring in the app
Server-to-server API

Web server-to-server 

  • Reports events occurring in backend servers (not the web)
  • Example: Subscription renewal, 

 Mobile server-to-server

  • Reports events occurring in backend servers (not the app)
  • Example: subscription renewal 


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