Meta Ads—Create web campaigns for website apps

To activate the Meta Ads integration:

1. In AppsFlyer, from the side menu, go to Collaborate > Partner Marketplace.
2. Search for Meta Ads and select it.
3. Click Set up integration. You are directed to the Active Integrations setup page.

4. In the Integration tab, turn on Activate Partner.

   Note

   The toggle must stay on (activated) for as long as you work with the partner.

5. Complete the Pixel ID field. To retrieve your pixel ID from Meta Ads Manager:

   1. From the Ads Manager side menu, go to All tools > Events Manager.

      Note

      Make sure you have the correct business selected from the drop-down in the top right.

   2. From the Events Manager side menu, select Data sources. You'll see a list of your pixels. If you don't have a pixel for the selected business, you can create one from the same view.
   3. Copy the pixel ID shown under the pixel name and paste it into the Pixel ID field in AppsFlyer.
6. Complete the Access Token field. To retrieve your access token, follow these instructions.

7. Turn on Limit Meta Ads' use of users' personal information (CCPA) to enable compliance with data protection laws.

   Note

   Complying with CCPA privacy regulations limits the data coming from Meta Ads users based in California.

You can define which web conversion events AppsFlyer sends to Meta Ads by mapping AppsFlyer events to Meta Ads events. These postbacks can be viewed in the Meta Events Manager. Meta uses the mapped events for campaign optimization and reporting.

To set in-app event postbacks:

1. Turn on In-app event postbacks.
2. If required, set the in-app event postback window. For more information, see In-app event postback window configuration.
3. Click Add event to add an event to the list.
4. In the AppsFlyer event column, select the event name from the drop-down list. AppsFlyer receives the event name from the Web SDK integrated on your website, or from server-to-server (S2S) events you send to AppsFlyer.
5. In the Mapped to partner event column, select the most suitable pre-defined partner event from the drop-down list, or select CUSTOM.
6. In the For users from column, select the sending option for the event:
   • This partner only: Send postbacks only when this event is attributed to Meta Ads.
   • All media sources, including organic: Send postbacks for events attributed to any partner and organic events.

7. In the Including column, select whether events are sent with their revenue values. See Data to include in the postbacks.

   Important!

   If you are setting a purchase event, set the Including column to Values and revenue. Selecting any other option causes the postback to fail.

8. [Optional] Click the Add condition icon to set conditions for an event.
9. Click Save integration.

1. Log in to Meta Ads and create a campaign.
2. In Campaign objective, select one of the following:
   • Sales: Lets Meta optimize towards a specific event (your main KPI).
   • Traffic: Lets Meta optimize towards ad clicks. Use this option only if you don't have other KPIs or if the volume of other KPI events is too low.

3. [Optional] To add a custom objective, do the following:

   1. In Meta Ads, select the custom event you want to set as a campaign objective and mark it as a conversion action.
   2. In AppsFlyer, on the Meta Web integration page, under In-app event postbacks, map an AppsFlyer event to a custom partner event in the Mapped to partner event column, and give it the same name as the conversion action in Meta Ads.

   Note

   To learn more about Meta campaign objectives, see the Meta documentation.

4. In Conversion location, select Website.
5. In Pixel, enter the same pixel ID you entered for metaweb_int in the AppsFlyer Partner Marketplace. To learn more about the Meta Pixel, see the Meta documentation (login required).
6. Click Next.

1. Under Destination, in the Website URL field, enter the URL that serves as the destination for your ad. Choose one of the following:

   • Website URL: Use your website URL when you want users to land directly on your website and complete web conversion events, such as a purchase or sign-up.
   • AF attribution link (OneLink): Use an AF attribution link when you want users to be redirected to your mobile app, with a fallback to your website if the app is not installed. This is useful when your campaign targets both app and web users. For more information, see OneLink links and experiences.

   Important!

   In some cases, using AF attribution links may cause errors. If this occurs, ask your Meta representative for a solution, or use your website URL as the destination URL instead.

2. Click Build a URL parameter to add URL parameters to the destination URL.
3. Under Custom parameters, click Add parameter.
4. Map the AppsFlyer parameters to their Meta values as shown in the table below:

An example of a resulting URL:

https://www.example.com?pid=metaweb_int&c={{campaign.name}}&af_siteid={{site_source_name}}&af_c_id={{campaign.id}}&af_adset={{adset.name}}&af_adset_id={{adset.id}}&af_ad={{ad.name}}&af_ad_id={{ad.id}}

Use the Tracking section to select the conversion events promoted by your ad. You set up events via the Events Manager.