Appsflyer is a mobile marketing analytics and attribution platform that helps you analyze and optimize your apps through marketing analytics, mobile attribution, and deep linking.

MoEngage <> Appsflyer

MoEngage and AppsFlyer integration allows you to better understand how to optimize and build more holistic campaigns by leveraging mobile install attribution data from AppsFlyer. The Integration empowers you to send install tracking data from Appsflyer to MoEngage

Integration Prerequisites 

  • Ensure you have access to your Appsflyer account. 
  • We have revamped our dashboard settings UI. The Data API ID and Data API Key are available in the following navigations in the new and old UIs.
    • Revamped UI - You can access the Data API ID  in Settings -> Account -> APIs . The Data API ID is the same as the Workspace ID. The Data API Key is available in the same screen in the API Keys -> Data section.
    • Old UI -> You can access the Data API ID and Data API Key in Settings -> App Settings -> APIs -> Data API Settings 
  • MoEngage data center - Select one of the following depending upon the MoEngage Data Center you have signed up with. You can refer to this article for more details on identifying your MoEngage data center.

To integrate AppsFlyer with MoEngage, follow these steps:

Step 1: Ensure you have set up the MoEngage SDK correctly

  • AppsFlyer maps the acquisition data using a user's GAID or Advertising Identifier.
  • GAID or Advertising Identifier should be passed on to MoEngage via the MoEngage SDK integrated into your mobile & web apps.
  • When a new user is created on MoEngage via SDK, we expect to receive the GAID & Advertising Identifier along with it. These IDs are stored as standard attributes in the user profile.
  • Read more about how to set up Device ID tracking for iOS, and Android.

Step 2: Get MoEngage attribution tracking app key



We've revamped our dashboard settings UI. Acquisition Settings are available in Settings -> Analytics and Data -> Acquisition tracking. For more information, refer to Summary of Changes - Settings UI Revamp.

Revamped UI Old UI

Navigate to Settings -> Analytics and Data -> Acquisition tracking in the MoEngage Dashboard.

  1. Turn on Acquisition Tracking, and select Appsflyer from the dropdown. This will generate an App Key.
  2. Click Save. 
  3. Copy the App Key. This is required for configuring MoEngage on Appsflyer.

Step 3: Configure Settings on AppsFlyer Dashboard

Go to the AppsFlyer Dashboard of your app and click on Integrated Partners on the left bar.


Enter "MoEngage" in the search field and click on its logo to open MoEngage's configuration window.


The MoEngage configuration window uses the Integration tab.

In the first-time setup ensure that you toggle to ON the Activate Partner button to enable setup of the integration tab parameters. Ensure that the toggle is ON for as long as you work with the partner. After Activation,

  1. Fill in the Workspace ID, App Key and data center on the Appsflyer dashboard to establish a connection between Appsflyer and MoEngage:
    Field Description 
    Workspace ID

    The Workspace ID of your MoEngage account is available in the following navigations in the revamped and old UIs:

    1. Revamped UI:  Settings -> Account -> APIs -> Workspace ID.
    2. Old UI: You can find this by navigating to Settings -> App Settings -> APIs -> Data API Settings.
    Data API ID

    The Data API ID and the Workspace ID of your MoEngage account are the same.

    Data API Key

    The Data API key of your MoEngage account is available in the following navigations in the revamped and old UIs:

    1. Revamped UI:  Settings -> App Settings -> APIs -> API Keys -> Data
    2. Old UI: You can find this by navigating to Settings -> App Settings -> APIs -> Data API Settings.

    If you have not yet enabled Acquisition Tracking, then enable it. Select AppsFlyer from the list of Attribution Platforms, and copy the App Key. If you have not generated one, click on the refresh icon and then click save.

    Data Center Name

    Specify the MoEngage data center that you have signed up with.

    Check your MoEngage URL:

    Based on your MoEngage data center region, set the correct input in the data center name on the AppsFlyer dashboard. Know more.

    Please note that this value is case-sensitive.

    Accepted values include:

    • DC-01
    • DC-02
    • DC-03
    • DC-04
    • DC-06
  2. Sending Option: Select All media sources, including organic to synchronize data with MoEngage. If you select Off no data will be synchronized.
  3. Click 'Save Integration'.

Integration with AppsFlyer is now complete.



Third-party Acquisition Data from partners is calculated every two hours and aggregated data on the Acquisition dashboard is refreshed every six hours.

How to use the Acquisition Data in MoEngage

After MoEngage starts receiving data from Appsflyer, you can leverage this data in the following ways:

User Attributes

We track two User Attributes - "Campaign Name" and "Publisher Name". These attributes can be used in your campaigns, segmentation, and analytics. The Publisher Name and Campaign Name of Install give you an added insight into the persona of the user and you can leverage this data to enhance your onboarding campaigns, and user funnels and in general, personalize your marketing automation activities on MoEngage. The next sections list a few popular use cases on how you can leverage this data in MoEngage.


Analyze the performance of different publishers

Appsflyer Integration can help in analyzing the effectiveness of your app install campaigns and sources in MoEngage. With the help of the data you are already tracking in MoEngage like user events, conversion goals, and uninstalls, you can compare the performance of different app install campaigns you are running and also analyze the relative performance of installs from different publishers to optimize your marketing spends.


Analyze the performance of different campaigns

After the integration is complete, you can also see your acquisition data analysis on the acquisition dashboard by navigating from the dashboard sidebar: Analyze -> Acquisitions47521bb-Screen_Shot_2019-11-26_at_1.05.54_PM.png

If you are using MoEngage Analytics, you can also leverage the Publisher Name and Campaign Name information of Installs to analyze your user funnels.

Enhanced Onboarding Campaigns

You can use the Publisher Name and Campaign Name of install, which are present as user properties in MoEngage, to create Segments and accordingly personalize the push notifications, In-App messages, emails, and SMS that you are sending them via MoEngage.

Install attribution data gives you an insight into how the users could progress further in their lifecycle right when they install the app. This is a very useful piece of information and can help you to enhance the performance of your onboarding campaigns by improving retention, reducing the time to first conversion, and also helping drive a higher LTV per user.

Publisher Category Use-case
Publishers where average sessions per user are low Send push notifications periodically to increase the average no. of sessions per user, right from the time the users install the app.
Publishers where average LTV is high These are your potential premium users and you could implement a campaigns strategy to nurture them into your segment for premium users.
Publishers where the uninstall rate is high You could identify these users who have a higher propensity to churn immediately after they install the app and incentivize such users to make a first purchase which can, in turn, reduce your churn rate.

Custom Tracking

At times, your users may install your app from publishers who aren't tracked by Appsflyer or who do not allow Appsflyer to forward the install source information at a user level to MoEngage.

One of the possible workarounds to this is to fetch the install information from such publishers and forward them to MoEngage using our install tracking APIs


Frequently Asked Questions

Q1. How do I see the install data from Facebook in MoEngage?
A. As per Facebook data sharing policies, the installed data from Facebook can only be seen in Appsflyer and not sent to any other platforms. These would be seen as Organic Installs in MoEngage.

Q2. Why are the Appsflyer Install Numbers lesser than MoEngage Install Numbers?
A. MoEngage will create a new user every time a re-install happens. Appsflyer will not consider re-install in case the earlier install was inorganic.

Q3. Why is Appsflyer Install Numbers more than MoEngage Install Numbers?
A. If you are using the MoEngage INSTALL event to calculate the number of installs tracked by MoEngage, please see if this event is being set up correctly during integration. You can refer to our documentation below or reach out to our support team for more queries on this.
Android | iOS



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