Base postback specification for ad networks

At a glance: Ad networks integrating with AppsFlyer specify their postback structure according to this article.

Base postback specification for ad networks 

The attribution link is used for you to send engagement data to AppsFlyer whereas postbacks are used for AppsFlyer to send data to you. After a user conversion, like install, in-app event, and so on, we send data detailing the conversion via postbacks to you. Use the postback data to optimize the campaigns you run for advertisers. 

Postbacks provide a wide range of device-level information, including IP address, carrier info, country, click time, and install time. Post-install postbacks contain details of revenue and other user actions performed. 

You must specify the postback format you require via email. The format per postback depends on the conversion type. 

Postbacks are defined by conversion type as follows: 

  • Install
  • Re-engagement
  • Re-attribution
  • In-app event

If an advertiser uses Protect360, you can get postbacks about fraudulent conversions and associated events if you set up the necessary postback. 

To specify your postback format

  1. Prepare your postback format for each postback type. 
  2. Send the format to AppsFlyer by email. 

Install postback

Example install postback template{clickid}&affiliate_id={af_siteid}
&advertising_id={gaid}&country={county_code}&AppName={app_name} is your endpoint URL to which we will send postbacks.

A postback template is the opposite of the attribution link template. The macros after the ‘=’ are AppsFlyer 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 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.
&AppName={app_name} Another example of data: the app name.

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

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.

Re-engagement postback

This section is relevant only for ad networks that run retargeting campaigns.

Re-engagement: An existing user, that has the app installed, engages with a retargeting campaign.

Define which postback you wish to receive for re-engaged users.

You can choose between:

  • Your install postback, including a unique flag for the re-engagement
  • Your in-app event postback, including a unique flag for re-engagement
  • A custom postback

For more information about retargeting (re-attribution and re-engagement), including the structure of the attribution link and relevant parameters, see here.


You can define one postback for both re-attribution and re-engagement with a flag that will indicate whether the user is re-attributed or re-engaged.