AppsFlyer S2S Integration

A postback is a server-to-server notification transmitted by an attribution provider to a media source, which contains conversion data

There are two main types:

• Install postback

Notifies the media source that it has been credited with an install. Advertisers can also send limited install postbacks to non-winning partners, if configured

• In-app event postback

Notifies the media source about an in-app action that occurred after the install for example, registration, purchase, or deposit), in real time

Note: Apple’s SKAdNetwork uses its own postback format and flow, which is separate from standard attribution postbacks and introduces additional limitations and constraints for advertisers.

Step 1 - Generate a postback URL

Before configuring anything in AppsFlyer, you must generate the correct postback URL in your AdMaven account

•   Go to Tracking URL in your profile
•  Under Tracking Solution, select AppsFlyer
•   Once selected, your postback URL will be generated automatically

This generated URL already contains the correct placeholder for AppsFlyer click ID

Example: https://pixel-maven.com/pixel?info=60000&unique_req={clickid}&value={af_cost_value}

Step 2 - Activate AdMaven in AppsFlyer

A. Partner Marketplace

• Go to Collaborate → Partner Marketplace
• Search for Ad-Maven
• Select Set up integration

Step 3 - Active Integrations

If AdMaven is already active for your app:

• Go to Collaborate → Active integrations
• Locate and select AdMaven

In the Integration tab:

• Toggle Activate partner → ON
• Click Save Integration

Step 4 -Activate Partner

At the top of the Integration tab:

Toggle Activate partner → ON.

This must be enabled before AppsFlyer will:

• Attribute installs to AdMaven
• Send postbacks
• Allow use of the Attribution link tab

Step 5 - Install Attribution

Configure the attribution windows for new installs:

Install click-through lookback window

Sets how long after a click an install can be attributed to AdMaven

Install view-through attribution

1. Toggle Install view-through attribution ON if you wish to enable impression-based attribution
2. Set the view-through lookback window

Step 6 - Default Postbacks

These are automatic postbacks for:

• Installs
• Rejected installs
• Re-engagements

Choose the sending condition:

This partner only

Send postbacks only when the event was attributed to AdMaven

All media sources including organic

Send postbacks regardless of attribution source

Rejected events always follow “This partner only.”

Step 7 - In-App Event Postbacks

1. Enter the Partner ID if required: ad.maven_int
2. Enable In-app event postbacks
3. Choose the postback window (Hours / Days / Months / Lifetime)
4. Click Add event
5. Configure each event:

AppsFlyer event

Select or type the event name exactly as received by AppsFlyer.

mapped to partner event

Enter the event name or ID provided by AdMaven.

This field is only for mapping. It is not used for URLs or values.

for users from

Choose one:

• This partner only
• All media sources including organic

including

Choose:

• No values & no revenue
• Values & no revenue
• Values & revenue (required for RevShare)

Important rules:

• Postbacks are sent in real time
• Event names are case-sensitive
• Underscores must match exactly
• If the event is missing, trigger it once on a non-organic install to make it appear

✶ Click Save Integration 

Updated on: 26/02/2026