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Onboard Web Performance Measurement

  • Updated

At a glance: Follow the onboarding instructions in this guide to set up Web Performance Measurement. Once set up, you can measure and attribute website visits and web events to marketing sources, understand what drives meaningful website outcomes, and support cross-platform measurement.

About Web Performance Measurement

Web Performance Measurement helps you connect what happens on your website, such as visits and web events, to the marketing sources that drove them. In other words, it shows you which media sources and campaigns bring users to your site and influence what they do next, so you can measure performance and optimize ROI.

Create a web app in AppsFlyer

Set up network integrations, postbacks, and cost measurement

To start measuring website visits and web events in AppsFlyer, follow the onboarding steps in the Web Performance Measurement setup checklist below.

Web Performance Measurement setup checklist

Use the table below to complete the key setup tasks, who needs to do what, and in what order, to start collecting web visits and web events in AppsFlyer.

Start by creating and configuring your web app. Then implement and validate data collection, connect your marketing sources, and run a health check before using the data for campaign decisions.

Task Actions required Where to learn Who’s involved
1. Create a web app

To create the app:

  1. In My Apps, click Add app, and select Website.
  2. Enter your website details.
  3. Set the reporting Timezone and Currency.

To get your Web SDK ID:

  1. Open the App settings page.
  2. Copy the Web SDK ID and share it with your developer.
 Marketer
2. Configure the web app attribution settings In the App settings page, configure the web app attribution settings, such as lookback windows and the user acquisition events.

Also review the re-engagement settings and excluded domains.

To use a custom user acquisition event, return to this setting after AppsFlyer receives the event from your website.		 Marketer
3. (Optional) Create a product line for cross-platform measurement Group your website and related apps in a product line, or add your web app to an existing product line. To connect identified customer journeys, send the same customer user ID (CUID) across the website and apps. Skip this step if you need only standalone website reporting. Marketer / Developer
4. Choose how to send web data and implement data collection Use the Web SDK, the server-to-server (S2S) API, or both. Use the S2S API alongside the Web SDK to increase measurement coverage and enrich event data, or on its own for a fully server-side integration. Agree on the customer actions to measure, including the user acquisition event, revenue events, and relevant properties. Marketer / Developer / Business intelligence (BI) engineer
5. Validate your Web SDK implementation

If you use the Web SDK:

  1. Go to Settings > SDK Integration Tests > Web SDK Test.
  2. Run a test to verify page loads, events, identity calls, and event properties.

Repeat the test after you change your implementation.

 Developer / Marketer
6. Create URLs for Web Performance Measurement Create URLs using the correct attribution parameters to get the most accurate and granular attribution results. Then apply them to the landing page URLs in your campaigns. Marketer
7. Set up integration with supported partners Activate the partners and set the postbacks sent to them. Map the website events you want each partner to receive. Supported partners include Google Ads, Meta Ads, TikTok Ads, Snapchat Ads, Smadex, and Pinterest.

Create web campaigns for website apps with:

 Marketer

8. Measure the cost of website campaigns

(For ROI360 only)

 Connect your web app to the cost integrations in Cost Settings for supported self-reporting networks (SRNs): Google, Meta (Facebook), Snapchat, and TikTok.

Once connected, AppsFlyer reports cost, clicks, and impressions for web campaigns in near real time in Cost ETL reports and My Dashboard.

For the ROI360 advanced package, add your web app to the included apps list in the Cost ETL configuration page.

Note: Attribution links must include a campaign ID in the landing page URL.

Connect your web app to cost integrations:

 Marketer / BI engineer
9. Run the Web health check agent

To run the Web health check agent:

  1. In Agent Hub, configure and run the Web health check agent for your web app.
  2. Review its findings and recommended fixes.
  3. Resolve the relevant issues and rerun the agent to verify your changes.

Use recurring checks to monitor your setup over time.

 Marketer / Developer
10. View website performance in My Dashboards In My Dashboards, select the Web Performance Measurement template to analyze website performance. For cross-platform reporting, use the Cross-Platform dashboard with your product line. Marketer
11. (Optional) Explore website performance with AI Analyze your website data using the AI Assistant in AppsFlyer, or your preferred AI tool connected through AppsFlyer MCP. This requires access to the AI Assistant or MCP. Marketer / Analyst
12. (Optional) Export Web Performance Measurement data from Data Locker Configure Data Locker for Web Performance Measurement raw-data reports so business intelligence and analytics teams can analyze web journeys. Marketer / BI engineer

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