What is AppFlyer?

AppsFlyer is a global mobile marketing analytics and attribution platform that helps advertisers and developers measure and optimize their marketing campaigns. It provides real-time data and insights on app performance and user engagement, enabling clients to understand the effectiveness of their advertising sources. The platform supports a wide range of attribution solutions, including mobile attribution, marketing analytics, and deep linking across various channels and platforms. AppsFlyer’s technology integrates with numerous apps and ad networks, providing comprehensive tools for fraud prevention and data-driven decision-making. This helps businesses maximize their return on investment and refine their marketing strategies effectively.

Product Type: Analytics

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures appsFlyerId, idfa, and advertising_id from incoming URL parameters.
• Stores each value in first-party storage using MetaRouter’s sync injector.
• Automatically refreshes the stored value and resets its TTL when the URL parameter is seen again.
• Enriches server-side event payloads under context.providers.appsFlyer to support AppsFlyer’s attribution and analytics systems.

Considerations

• This sync only runs when matching URL parameters are present in the browser.
• Each identifier is stored and updated independently based on the configured Cookie Lifetime.

Sync Details

• IDs:
  • appsFlyerId – Unique identifier assigned by AppsFlyer to a device or user.
  • idfa – Identifier for Advertisers used by Apple devices.
  • advertising_id – Google Advertising ID used on Android devices.
• Description:
  • Extracts the listed identifiers directly from URL parameters when present.
  • Stores each identifier in cookie and IndexedDB storage for the configured duration.
  • Refreshes the TTL if the URL parameter is detected again on subsequent visits.
  • Adds available identifiers to server-side event payloads for attribution and targeting.
• Server-side Event Payload: Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.

  {
     "appsFlyer": {
       "appsFlyerId": String
       "idfa": String
       "advertising_id": String
     }
  }
  

• Cookie Name:
  • Cookie: _meta_appsFlyer_appsFlyerId, _meta_appsFlyer_idfa, _meta_appsFlyer_advertising_id
  • IndexedDB: [your storage prefix]_appsFlyer_appsFlyerId, [your storage prefix]_appsFlyer_idfa, [your storage prefix]_appsFlyer_advertising_id
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

Add an AppsFlyer Sync in MetaRouter

To gather the appsFlyerId, idfa, and advertising_id values, you must add an AppsFlyer sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the AppsFlyer sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long each captured identifier will remain in storage. Example: 365
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.