Bulletin: Action required—Get Meta ads raw data using Google Install Referrer

What's new

Get Meta ads campaign raw data of ads that direct to Google Play Store using the Install Referrer. 

What's changing


Starting October 29, 2021, user-level attribution data (raw data) of users brought by Meta ads after this date are restricted. Meta ads makes this data available to MMPs like AppsFlyer, but not to advertisers.

However, if the ad directs users to Google Play Store, attribution fields are available to advertisers in the Google Install Referrer which must be integrated into your app. The fields provided via the referrer populate AppsFlyer raw data reports available to you and enable AppsFlyer to attribute users who don't have an advertising ID (LAT-enabled).

Using the referrer mechanism requires AppsFlyer SDK V5.4+

Note: Referrer data has priority over data provided by API and isn't restricted. 

Data in the referrer is encrypted by Meta ads and is decrypted using a key available to you in your Meta ads developer account. You must provide us with the decryption key described in the actions required row. 

Campaign attribution fields available via the referrer:

  • Ad ID
  • Ad name
  • Adset ID
  • Adset name
  • Campaign ID
  • Campaign name
  • Account ID
  • Channel
  • Ad type (this field is not yet available)


  • No other fields are available via the referrer.
  • This solution applies to click-through attribution and not view-through attribution.
  • Referrer data isn't applicable to re-engagement campaigns, as users don't go through the store.

When will AppsFlyer roll out this change?

  • Starting October 29, 2021:
    • Meta ads restrictions to click-through data (in other words attribution raw data) are implemented.
    • Advertisers can update the referrer decryption key in AppsFlyer.
  • Starting November 3, 2021:
    • AppsFlyer populates raw data and attributes using data provided by the referrer mechanism.
Data availability summary 
How attributed Attribution data source Data available to advertisers  Remarks
Raw data Aggregate data  
Click-through Referrer (applies to Android apps downloaded from Google Play Store) Available Available
  • LAT users attribution data available.
  • Referrer takes priority over MMP data if both are available.
  • Not applicable to re-engagement campaigns.
Click-through MMP API Restricted* Available  
View-through MMP API Restricted* Available Referrer mechanism not supported.

Note: When data availability is restricted:

    • Install and in-app event postbacks are sent to the restricting ad networks only. Third-party partners, such as analytics partners, don't get postbacks for restricted attribution. 
    • Unattributed postbacks (not containing attribution fields) are sent to ad networks that were configured to receive all events (including organic and unattributed). This includes Meta campaign management partners.

Action required

To get your decryption key from Meta ads:

[The following information is based on information provided to us by Facebook]

  1. Log in to your Meta developer portal.
  2. Navigate to My Apps in the upper right-hand corner.
  3. Select the app for which you would like to access your decryption key.
  4. Navigate to Settings > Basic on the left-hand side of the page.


  5. Scroll down to the Android section and you will see your decryption key labeled Install Referrer decryption key underneath the Package Names field. Note: This is the same section in which you configured your package name and the Google Play Store.

To enable the referrer mechanism in AppsFlyer. 

  1. [Mandatory] Verify that AppsFlyer SDK V5.4+ is adopted in your app. Don't rely on earlier versions. 
  2. Do one of the following:
    1. [Coming soon] Set the decryption key via API.
    2. To set the decryption key via the user interface: 
      1. In AppsFlyer, go to Configuration > Active Integrations.
      2. Select Meta ads.


    3. In the Integration tab, paste the key in Install Referrer Decryption Key.
    4. Click Save integration.

Update the decryption key via API

[Coming soon]

We will release an API that updates the decryption key.

Raw data availability going forward 

  • If the attribution data is obtained via the referrer mechanism the data is unrestricted and is available via the raw data reports.
  • If the attribution data is obtained via API, then raw data of users brought by Meta ads is assigned to the restricted media source
  • This change has no impact on the raw data of users brought before the change. In other words before October 29, 2021, 08:00 UTC.

What's staying the same 

AppsFlyer continues to receive device-level data from Meta ads, meaning that our attribution and reporting abilities (including multi-touch attribution, LTV, ROI, cohort, retention reports, fraud protection, Audiences, and other services) remain unchanged. See aggregate and analytics reporting tools.

Note: If you provide us with the decryption key, we can attribute users who don't have an advertising ID (LAT-enabled). This improves attribution accuracy.

Changes to attribution

Deferred deeplinking via GCD will be available for Android apps using the Google Install Referrer mechanism. It isn't available for iOS apps.


  • Does the install referrer decryption key need to be updated?
    Once submitted, the decryption key doesn't need to be updated.
  • When can I see user-level data in raw data reports?
    User-level data is displayed in raw date reports once a valid install referrer decryption key is submitted and an install is attributed to Meta ads.
  • Is user-level attribution data available for installs that occurred between October 29, 2021, and November 3, 2021?
    Unfortunately, this data is not available.