Overview
AppsFlyer is a mobile measurement platform (MMP) that attributes installs and in-app events using tracking links and server-to-server postbacks.
Tracking Links
Macro-based click attribution using af_sub parameters.
Postbacks
Install and in-app event callbacks via S2S.
Revenue
Revenue, ROI and currency-aware reporting.
Make sure you have access to your AppsFlyer Partner Marketplace and Affclix Mobile Tracking settings.
Attribution Flow
User Clicks Tracking Link
AppsFlyer captures the click and device identifiers; click_id travels in af_sub1.
App Installation
AppsFlyer attributes the install to the original click.
Postback Triggered
Install or in-app event is sent to Affclix via S2S callback.
Conversion Logged
Affclix verifies the signature, normalizes, deduplicates and records the conversion.
Tracking Link
AppsFlyer tracking links use af_sub parameters to carry attribution data returned later through postbacks.
https://app.appsflyer.com/{app_id}
?pid=affclix
&c={campaign_name}
&af_sub1={click_id}
&af_sub2={affiliate_id}
&af_sub3={sub_aff1}Pass click_id in af_sub1 — it must be returned in every postback for attribution to succeed.
Postback Configuration
AppsFlyer fires install and event postbacks to the Affclix receiver. The integration is identified by its unique slug; authenticity is verified by the per-platform HMAC signature header.
POST https://track.your-domain.com/postback/mmp/{slug}
?tid={click_id}
&event={event_name}
&revenue={revenue}
¤cy={currency}
&txid={transaction_id}Copy Postback URL
Open Mobile Tracking → AppsFlyer and copy the generated URL.
Configure Partner
Add the URL in AppsFlyer Partner Configuration and map af_sub1 → tid.
Enable Events
Enable install and in-app event postbacks (e.g. af_purchase).
Event & Revenue Tracking
Map AppsFlyer event names to your internal events:
{
"af_purchase": "PURCHASE",
"af_login": "LOGIN"
}Install Events
Automatically reported after attribution.
Custom Events
af_purchase, af_login and custom in-app actions.
Revenue Tracking
event_value and currency for ROI reporting.
Fraud Prevention & Best Practices
- Verify HMAC signatures on every callback.
- Always pass click_id in af_sub1 and return it as tid.
- Deduplicate conversions using click_id and event name.
- Include revenue and currency for purchase events.
- Use HTTPS endpoints only.