In AppsFlyer the advertiser (the app owner) owns the app and its data. An agency has its own AppsFlyer account and runs campaigns on the advertiser's apps through the media sources it manages. The agency can see only the data the advertiser allows, and only for the traffic the agency generated. Every agency campaign is identified by the agency's account ID in the af_prt link parameter.
Roles at a glance
| Role | Owns | Can do |
|---|---|---|
| Advertiser | The app, all data, integrations | Grant agency access, configure partners, see all sources |
| Agency | Its account and its campaigns | Run media sources it is permitted for, see its own traffic's data |
| Ad network / partner | Its integration | Receive postbacks for its traffic; approve agencies on its integration |
Advertiser: how to give an agency access
- In the app's integration settings, find the agency section and add the agency by its AppsFlyer account.
- Choose which media sources the agency may run and configure.
- Set permissions: for example whether the agency can configure partner integrations, see cohort and retention reports, access raw data or see cost data.
- Make sure each partner the agency uses is active and its event postbacks are mapped.
Permissions are per app, so review them when you add new apps.
Agency transparency
Agency transparency controls whether the advertiser can see which ad networks (media sources) an agency's traffic came from, or only the agency as a single source. According to AppsFlyer's bulletin, from 14 August 2023 the app-level transparency setting is turned on by default and, once on, stays on. In practice, advertisers can see the underlying networks behind agency traffic — which is what most advertisers want for quality control.
ClickSpero works transparently by default: every source we use is visible to the advertiser.
Ad networks: the agency allowlist
Since July 2024, AppsFlyer requires ad networks to pre-approve agencies that run campaigns through the network's integration. The network adds the agency's ID (af_prt) to its list of authorised agencies; traffic from agencies not on the list is rejected. The allowlist applies across the network's integrations and is managed by the network's account admins. It does not apply to self-reporting networks.
What this means for agencies: before launching with a new network, ask the network to add your agency ID to its allowlist, or your clicks will not be accepted.
Agency links
Agency attribution links contain the usual parameters (pid, c, af_siteid, click ID) plus af_prt with the agency's ID. See AppsFlyer attribution links and OneLink.
What agencies can and cannot see
Usually available (if permitted): installs, in-app events and revenue for the agency's own traffic; partner-level performance; cohorts; raw data for its own traffic.
Not available: organic data and other agencies' or the advertiser's own non-agency traffic, unless explicitly shared.
Checklist for a new advertiser–agency setup
- Advertiser adds the agency and grants the right permissions per app.
- Agency transparency on (default).
- Each network the agency will use has the agency on its allowlist.
- Integrations active, events mapped, attribution windows agreed.
- Test link with
af_prtproduces an attributed test install. - Billing source of truth agreed: AppsFlyer data, in the advertiser's time zone and currency.
FAQ
What is af_prt in AppsFlyer?
af_prt is the link parameter that identifies the agency account running a campaign, so installs can be attributed to the agency's traffic and shown in its account.
Can an agency see my organic installs?
Not by default. Agencies see data for the traffic they generate, according to the permissions you grant.
Why are my agency's clicks being rejected?
The ad network may not have added the agency to its allowlist. Since July 2024, networks must pre-approve agencies running through their integrations.
Should an advertiser give an agency raw data access?
Only if the agency needs it for optimisation or reporting and your data-sharing terms allow it. Raw data contains device-level information, so grant it deliberately.
Sources
- AppsFlyer — Set up your list of authorised agencies (opens in a new tab)
- AppsFlyer — Bulletin: changes in agency transparency (opens in a new tab)
- Moloco — release note on AppsFlyer agency allowlist (opens in a new tab)
Published 25 October 2026 by the ClickSpero Editorial Team. Platform features, fees and policies change often — check the provider’s current terms before you rely on a number. Third-party names are trademarks of their owners; no endorsement is implied.