How AppsFlyer Works: Mobile Attribution Explained for Marketers

AppsFlyer is a mobile measurement partner (MMP): an independent platform that decides which ad, partner or channel deserves credit for each app install and in-app event. The app integrates the AppsFlyer SDK; every ad network uses AppsFlyer attribution links; AppsFlyer matches installs to the clicks and impressions that came before them, then reports results to the advertiser and sends postbacks to the partners.

The building blocks

• AppsFlyer SDK in the Android or iOS app, which reports the first app open (the install), sessions and in-app events.
• Attribution links used by each media source — they record clicks and impressions with parameters such as the partner (pid), campaign (c) and site ID (af_siteid). See AppsFlyer links and OneLink.
• Integrated partners — ad networks, DSPs and platforms configured in AppsFlyer to receive postbacks.
• Self-reporting networks (SRNs) — large platforms such as Google, Meta, TikTok, Apple Search Ads and others that report their own claims to AppsFlyer through APIs.
• The dashboard and raw data, where the advertiser sees installs, events, revenue and costs by source.

How an install gets attributed

1. A user clicks (or sees) an ad. The partner's attribution link records the engagement with available identifiers and parameters.
2. The user installs and opens the app. The SDK sends the first launch to AppsFlyer.
3. AppsFlyer looks for engagements within the lookback window that match the device, using the methods allowed for that platform and consent state:
   • Google Play Install Referrer on Android — the strongest deterministic signal.
   • Device identifiers such as GAID on Android or IDFA on iOS where the user allowed tracking.
   • Other matching methods permitted by platform policies and the advertiser's settings.
4. The last eligible click (or, if none, the last eligible impression) usually wins — last-touch attribution, with clicks prioritised over views.
5. AppsFlyer records the install as attributed to that source (or organic if none matches) and sends a postback to the winning partner.

Default lookback windows are commonly 7 days for clicks and 1 day for views, and can be customised per partner within limits. Check your app's settings — the attribution window is part of every commercial agreement.

iOS: SKAdNetwork and AdAttributionKit

On iOS, users who decline App Tracking Transparency cannot be matched by IDFA. Apple's privacy-preserving frameworks report aggregated, delayed attribution instead:

• SKAdNetwork (SKAN) — Apple's original framework, with conversion values and postbacks to networks.
• AdAttributionKit — Apple's successor framework, introduced in iOS 17.4 and expanded in later versions with re-engagement, configurable windows and more. Apple describes the two as interoperable during the transition.

AppsFlyer decodes these postbacks and combines them with its own data to report iOS performance. Expect less granular data on iOS than on Android.

Re-engagement and re-attribution

• Re-attribution: a user who uninstalled and reinstalls within the re-attribution window (90 days by default in many setups) can be credited to the new source.
• Re-engagement: an existing user who returns through a retargeting ad is credited as a re-engagement, separate from new installs.

Fraud protection

AppsFlyer's Protect360 detects and blocks fraud such as click flooding, install hijacking, bots and device farms, and flags post-attribution fraud. Blocked installs are not attributed to partners, which protects advertisers from paying for fake installs. Agree in your partner terms that MMP fraud decisions are final.

What advertisers get

• Installs, sessions, retention and in-app events by partner, campaign, site ID and creative.
• Revenue and ROI when costs and revenue events are integrated.
• Cohort analysis, raw data exports and audience tools, depending on plan.

What partners and agencies get

Partners receive postbacks for installs and the events the advertiser shares with them, which they use to optimise and to pay their own sources. Agencies can access the data for traffic they generate, under the advertiser's permissions — see AppsFlyer for agencies and advertisers.

FAQ

What does an MMP do?

A mobile measurement partner independently attributes app installs and in-app events to the ads and partners that drove them, and reports them to the advertiser and partners.

Is AppsFlyer last-click?

By default AppsFlyer uses last-touch attribution, preferring the last click in the lookback window over impressions. Advertisers can adjust windows and some settings per partner.

Why do AppsFlyer and the ad network show different numbers?

Self-reporting networks use their own attribution rules and windows, while AppsFlyer de-duplicates across all sources. Time zones, attribution windows and fraud blocking also cause differences. AppsFlyer is usually the agreed source of truth for billing.

Does AppsFlyer work on iOS without IDFA?

Yes, through SKAdNetwork and AdAttributionKit postbacks and other privacy-compliant methods, with less detailed data than on Android.

Sources

• AppsFlyer — Help Center (opens in a new tab)
• AppsFlyer — About link structure and parameters (opens in a new tab)
• Apple Developer — AdAttributionKit (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.