Attribution link structure and parameters

At a glance: AppsFlyer attribution link structure and parameters explained.

Attribution links report user activity related to clicks and mobile ad impressions to AppsFlyer. Clicking on an attribution link redirects the user to download the app. A copy of the URL clicked is sent to AppsFlyer. Portions of the link are used to populate raw data reports. 

AppsFlyer base attribution link

Tautan atribusi dasar berisi informasi minimum yang diperlukan untuk mencatat klik dan mengarahkan pengguna untuk mengunduh aplikasi. Parameter tambahan ditambahkan ke tautan setelah ? karakter, untuk mencatat informasi tambahan.{app_id}?pid={media_source}

Tautan atribusi dasar mencakup {App_id} , yang merupakan ID Aplikasi untuk aplikasi Apple iTunes / App Store, atau nama paket untuk Google Play, serta berbayar (sumber media). Ini adalah persyaratan minimum untuk tautan atribusi.

Note: For Amazon apps, use the bundle/package name (versus the ASIN).


The following attribution link for the com.greatapp app uses several parameters including Media source (pid), campaign name (c) and adset ID (af_adset_id). See the table below for the full list of supported attribution link parameters and their explanations.

Attribution link parameters

The following parameters are available for use within the generated attribution link.

The number in the Field type column is the character limit of the parameter value. Find more about limitations on the length of parameter values here.

Parameters Tampilkan nama dalam data lengkap Description

Field type

pid Media Source Mengidentifikasi secara unik mitra terintegrasi AppsFlyer. Jangan mengubahnya. Rincian selengkapnya .

String 50

c Campaign Provided by the advertiser/publisher. Campaign names that exceed 100 characters in length are displayed on the dashboard as "c_name_exceeded_max_length"

String 100



  • Agency Account Name enables attributing installs to the agency
  • Caution: Don't use this parameter before ensuring that Agency Permissions are enabled

String 50


  • Enable sending of postbacks to publisher marketing partners per install.
  • Note: Currently this parameter is relevant only for Pinterest Marketing Partners.




Ad network unique click identifier



ID situs

Ad Network publisher ID

String 24


Sub Site ID

Ad Sub-Network/Publisher ID

String 50


Campaign ID

Provided by the advertiser/publisher

String 24



  • Provided by the advertiser/publisher.
  • Adset is an intermediate level in the hierarchy between Campaign and Ad. See more

String 100


Adset ID

Provided by the advertiser/publisher

String 24



Ad Name (see more) provided by the advertiser/publisher

String 100


Ad ID Provided by the advertiser/publisher

String 24


Jenis iklan

 Gunakan konvensi penamaan berikut:

  • text: an ad unit containing only text, e.g. a search result
  • banner: a basic format that appears at the top or bottom of the device screen
  • interstitial: a full-page ad that appears during breaks in the current experience
  • video: a standard video, i.e. non-rewarded
  • rewarded_video: an ad unit offering in-app rewards in exchange for watching a video
  • playable: an ad unit containing an interactive preview of the app experience
  • sponsored_content: a link included in a piece of sponsored content, like an advertorial article
  • audio: an audio ad

String 24


Atribusi jendelalookback

  • Lookback Window for Click Attribution. This window's duration is the maximum CTIT (Click Time to Install) for the new user to be attributed to the source displaying the ad/link.
  • Configurable number of days for the lookback click attribution period. Available parameter values: 1d - 30d (days) OR 1h-23h (hours). The default value is 7d.
  • The lookback window can be customized for OneLinks and SRNs.

Note: Only affects click URLs and not impression URLs.

3 char max



  • Configurable number of days for the lookback view-through attribution period. Available parameter values: 1h - 48h (hours) OR 1d - 7d (days). The default is 1d.
  • The lookback window can be customized for SRNs.

Note: Only affects impression URLs and not click URLs

3 char max



The media source channel through which the ads are distributed, e.g., UAC_Search, UAC_Display, Instagram, Facebook Audience Network etc.

Dynamic Enum. String 20



Keywords list for text-targeted campaigns

String 100


Cost model

  • Cost model, CPI (default) is currently the only supported model, when reporting cost by click, which populates cost value in AppsFlyer's aggregated data reports.
  • Jika memungkinkan, laporkan biaya berdasarkan API. Dalam hal di mana biaya dilaporkan melalui tautan dan oleh API - API memiliki prioritas.

String 20


Cost currency

  • 3 letter currency code compliant with ISO-4217. For example, USD, ZAR, EUR
  • [Default]: USD

Enum. 3 char 


Cost value

  • Cost value in using cost currency.
  • Up to 4 digits after the decimal point.
  • Set ONLY numerical digits (use a decimal point if needed) Example: "56", "2.85"

String 20


(n=1-5) example: af_sub1

Sub param [n]

Optional custom parameter defined by the advertiser. For more information about the usage of these parameters check the FAQs section.

String 100

af_r N/A

Redirect users to the specified URL for both platforms (Android and iOS).
Note: When af_r is set, you do not need to set the params af_ios_url, af_android_url, and af_web_dp, since those redirections are included in af_r.

af_web_dp N/A URL untuk mengarahkan pengguna desktop (misalnya, Windows atau Mac) ke laman web yang berbeda dari yang dikonfigurasi di template OneLink. Gunakan cara ini untuk menyimpan data atribusi dari pengguna desktop pada platform lain (mis. Google Analytics atau Omniture)  
af_dp N/A The fallback value to launch the app, to be used if the Universal Link or Android App Link method fails, and for Android users below 6.0. It should only point to the base path, i.e. the default activity.  
af_force_deeplink N/A Force deep linking into the activity specified in af_dp value  
af_ref N/A
Ad networks working with S2S clicks can send a unique referrer value using the following parameter: &af_ref=ReferrerValue
The af_ref value must consist of a unique value, structured as follows:
Example: af_ref=networkname_123456789ABCDEF
The network name can be any valid string. It can be networkname_int or just networkname.
AppsFlyer may use this parameter for attribution in Android devices. AppsFlyer doesn't use this parameter for attribution in iOS or Windows devices.
is_incentivized N/A
Boolean: true/false
Incentivized or non-incentivized campaigns
  • Jika diatur ke false, parameter yang ada di tautan atribusi tidak akan diteruskan ke laman yang diarahkan
  • Use this for a cleaner looking URL in the redirected page, or if attribution link parameters might cause issues due to query parameter handling on the redirected page
af_os Versi iOS [Khusus iOS] Versi sistem operasi (operating system/OS) perangkat  
af_model Jenis model iOS

[Khusus iOS] Model perangkat. Nilai yang diizinkan:

  • iphone (semua huruf kecil)
  • ipad (semua huruf kecil) 
Attribution link parametersUA and retargeting
Parameters Tampilkan nama dalam data lengkap Description

Field type


Merupakan Penargetan ulang (kampanye)  URL klik dari semua kampanye penargetan ulang harus menyertakan &is_retargeting=true .
Jika parameter tidak disertakan atau nilainya "false", kampanye dianggap sebagai kampanye akuisisi pengguna biasa.

Enum 5 char


Periode Waktu Re-engagement

Change the re-engagement attribution window by adding this parameter to the attribution link.

The possible window range options are:

  • Hari: 1-90 atau Jam 1-36
  • Lifetime: This means the re-engagement window is unlimited. Example: &af_reengagement_window=lifetime

Default value: 30 days

Example: &af_reengagement_window=30d sets the re-engagement window to 30 days.


Attribution link parameters—retargeting only

Ad type parameters

Depending on the ad type, you can also send the relevant viewability parameter detailing the specifications of the engagement. Below is a list of possible values for “af_ad_type” along with the expected viewability parameters.

Parameter Value format Description
af_video_total_length   The total possible duration of the video
af_video_played_length   How much of the video was viewed
af_playable_played_length   How long the playable element was played once fully loaded
af_ad_time_viewed   How long the ad unit was visible on the screen
af_ad_displayed_percent   The maximum percentage of the ad unit that was visible on the device screen
af_audio_total_length   The total possible duration of the audio
af_audio_played_length   How much of the audio was heard
Jenis iklan (af_ad_type) 

Android-specific parameters

Parameter Tampilkan nama dalam data lengkap Description

Field type


ID Iklan

Google Advertising ID - Requires ad network support

40 char max



Google Advertising ID hashed with SHA1 - Requires ad network support




Google Advertising ID hashed with MD5 - Requires ad network support

Supported with installs and re-attributions only


ID Android

Device Android_id - Requires ad network support

20 char max



Device Android_id hashed with SHA1 - Requires ad network support




Device Android_id hashed with MD5 - Requires ad network support

Supported with installs and re-attributions only



Device IMEI ID




Device IMEI ID hashed with SHA1 - Requires ad network support




Device IMEI ID hashed with MD5 - Requires ad network support




Open Anonymous Device Identifier

Available as of Android SDK version 4.10.3



Open Anonymous Device Identifier hashed with SHA1 - Requires ad network support

Available as of Android SDK version 4.10.3


N/A Open Anonymous Device Identifier hashed with MD5 - Requires ad network support Available as of Android SDK version 4.10.3



Mengarahkan pengguna Android ke URL selain dari halaman aplikasi pada Google Play. Gunakan untuk aplikasi di luar store




Used for desktop to mobile attribution - email hashed with SHA1. Requires ad network support




ID Iklan Amazon Fire


Android-specific parameters

iOS specific parameters

Parameters Display Name Description



Gunakan huruf besar. Membutuhkan dukungan jaringan iklan

Jenis bidang: maks 40 karakter


IDFV Gunakan huruf besar. 


Arahkan pengguna iOS (iPhone atau iPad) ke URL yang berbeda dari laman aplikasi di iTunes

Use this for landing page redirections

af_ios_fallback [deprecated]


Deprecated: Users are redirected based on the iOS URI scheme flow



IDFA di-hash dengan SHA1. Membutuhkan dukungan jaringan iklan



IDFV di-hash dengan SHA1.



Device mac address. Requires ad network support



IDFV di-hash dengan MD5



Device mac address hashed with SHA1. Requires ad network support


All parameters are available in the Install report and the Analytics, Reports, and APIs.

Custom parameters

In addition to default, Android specific and iOS specific parameters, you can also specify custom parameters. These custom parameters can help you if you wish to customize user experience and content according to the attribution link that leads to an install.

You can append custom parameters to the attribution link in the format parameter=value. For example:

Two important things to know about custom parameters:

Mengapa ID penerbit (Publisher ID/PID) merupakan Parameter Paling Penting?

Among all available attribution link parameters PID stands out as the only parameter that MUST be included in every attribution link.

PID, ID Penerbit, sebenarnya adalah nama sumber media. Ini adalah bidang utama untuk mengatribusikan penginstalan ke sumbernya.

Mitra Terintegrasi memiliki nilai PID uniknya sendiri, yang diakhiri dengan "_int". Saat menggunakan Tautan Atribusi Khusus Anda dapat menetapkan nama PID apa pun yang Anda inginkan, selama tidak dicadangkan oleh mitra terintegrasi.

Berikut beberapa contoh ID penerbit terintegrasi yang penting: organik, googleadwords_int (Google AdWords), iklan Facebook, Twitter. Anda dapat menggunakan nama apa pun untuk sumber yang tidak terintegrasi seperti email, sms, atau surat merpati.

Hindari masalah PID umum

Consider the following PID rules when using this parameter:

Selalu sertakan PID di tautan atribusi Anda

Without the PID on the attribution link the user is automatically attributed to a "None" media source and the original installation source is gone.

Untuk Sumber Kustom Gunakan PID mitra yang tidak terintegrasi
For each integrated source use only the designated PID for correct attribution of its installs. For any custom media source, such as email, SMS or even viral unpaid posts on Facebook use other, non-integrated PID values.
Gunakan hanya karakter legal
Jika parameter PID di Tautan Atribusi berisi salah satu karakter berikut " :<>*&?/" - klik / penginstalan muncul di dashboard di bawah invalid_media_source_name .



Avoid using white spaces in the PID value, or make sure to URL encode your attribution links before using them.

Levels of data granularity

You can use up to four URL parameters to reach deep dive into your ads performance.

Using all 4 parameters on all your active attribution links enables you to:

  • Attribute all user installs and events to specific ads
  • Drill down and compare performance of all your ads per ad set, per campaign and per media source on aggregated reports to optimize on every level
  • Compare all of your ads across all media sources on the raw data reports and Pivot table

The parameters are:

  1. Media source (pid=)
  2. campaign name (c=)
  3. Ad set (af_adset=)
  4. Ad name (af_ad=)


The following attribution link uses 4 levels of granularity to record the "cashmere" ad in the "coats" ad set in the "winter" campaign running on the integrated "networkx" media source.

Pertanyaan Umum

Should I use lower or upper case letters for parameters

Anda dapat menggunakan salah satunya tetapi Anda harus konsisten. Jika Anda menetapkan parameter khusus dengan karakter huruf besar atau kecil, pastikan untuk selalu menggunakan parameter itu.

For example, if you set pid=MyMediaSource make sure to always use it. If you use pid=MyMediaSource on one attribution link and pid=mymediasource on another, discrepancies in data might occur. The same goes for any other param that you set on the attribution link.

Is the AppsFlyer attribution link dynamic or static?

Attribution links can be dynamic or static.
How can you tell if a link is dynamic or static?
If the attribution link contains parameters, it's a long pre-defined attribution link, and therefore static.
Only shortened URLs, used for custom attribution links, are dynamic.
This means that once you start using an attribution Link for an integrated partner, or a long URL for owned media, it would not change for any leads engaging with it, even if you change the attribution link values on AppsFlyer's dashboard. For the change to take place, you need to use the new long URL going forward.
On the other hand, shortened URLs for owned media, don't directly contain parameters. When a lead engages with an AppsFlyer's shortened URL, the lead is redirected to AppsFlyer and the current set parameters take place dynamically.

What is this Play Store error message?

If you ever encounter the following error message in the Play Store after following an attribution Link:


This is because the attribution link includes a # character. For example:

Usually, these characters are in the link because they are macros, and are dynamically replaced by a value, so it is not a really big problem and you can ignore the message.

What are subscriber parameters good for?

The Subscriber Parameters, meaning af_sub1, af_sub2, ..., af_sub_5 can be used to record any useful KPIs. These parameters get parsed and appear in the raw data report, which makes them very handy for performing data aggregation or filtering.


A hail ride app, Luber, has creatives with 3 color templates: blue, yellow and red. Luber's mobile marketer, Linda, wants to test which color template brings in more installs. To do so she adds &af_sub3=blue in the attribution links of all the blue ads across ALL non-SRN media sources. The same is done for the yellow and red ads as well. With this information parsed and appearing in the raw data reports, Linda is able to analyze the success of the different colored ads, and pick the best converting one.

What is the maximum length for a campaign name?

AppsFlyer limits the campaign name length in the attribution link URL to 100 characters. If the character limit is exceeded, the campaign name is changed to the following string: c_name_exceeded_max_length


Video: Noam Gohary from Playtika reveals the 3 best methods for optimizing your link structure and data.

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