Integration with AppsFlyer

Glossary

AppsFlyer

Mobile attribution and marketing analytics platform that enables application developers, marketers, and brands to track and measure the effectiveness of their marketing campaigns across various channels and devices.
Refer to the AppsFlyer documentation for more information about the platform.

Application ID

Mobile application ID, which is unique for each mobile platform (Android, iOS, etc.). The values of application ID specified in Xsolla should match the application ID in AppsFlyer’s My Apps section.
Refer to the Android documentation or Apple documentation for more information about the application ID.

AppsFlyer ID

User ID generated by AppsFlyer.

AppsFlyer web ID

Site ID in the AppsFlyer account, used during Web SDK integration with AppsFlyer and passed in the webAppId field in web events.

App Tracking Transparency (ATT)

Privacy feature introduced by Apple in iOS 14.5 and later versions, which requires applications to ask for user’s permission before tracking their data.

Customer user ID (CUID)

User ID generated and set by the app owner at the time of user registration. The CUID should be the same for the Web Shop and AppsFlyer. Refer to the AppsFlyer documentation for more information about the CUID.

If you configured user ID authentication in your Web Shop, make sure that CUID used in the Web Shop matches the one configured to be sent to MMP from your mobile application. If they don’t, contact your Customer Success Manager or email to [email protected] to implement the User validation in Web Shop webhook or authentication via a deep link.

If you configured other authentication options, refer to the Authentication configuration for integration with MMPs section.

Identifier for Advertisers (IDFA)

ID assigned by Apple to a user’s device. Refer to the Apple documentation for more information about the IDFA.

In-app event

User’s action within the application. Refer to the AppsFlyer documentation for more information about the in-app events.

User’s actions in Web Shop are also considered in-app events in the case of S2S integration and sent to AppsFlyer from the Xsolla back end.

Web event

User’s actions in Web Shop, which are sent from the client side of Web Shop to AppsFlyer and are necessary for the Web SDK integration.

Lifetime Value (LTV)

Average revenue that a user generates during the time they use your application. Refer to the AppsFlyer documentation for more information about the LTV.

Retargeting

A strategy of engaging users who have previously interacted with your application or site. Its aim is to restore activity of current or inactive users through advertising campaigns.

Return on advertising spend (ROAS)

Metric that measures the effectiveness of an advertising campaign by calculating the revenue earned per unit of advertising spend.

Postback

Process of receiving data on in-app events in advertising networks. Refer to the AppsFlyer documentation for more information about the postback.

Server-to-server (S2S) token or S2S key

Token that is used to authorize S2S calls for sending event data to AppsFlyer. It’s generated on the AppsFlyer side. Refer to the AppsFlyer documentation for more information about S2S token.

AppsFlyer Dev key

The key which is used during integration of the AppsFlyer Web SDK. This key is unique for each application and is used to authorize your application in the AppsFlyer system. It’s generated on the AppsFlyer side.

Refer to the AppsFlyer documentation for more information about Dev key.

User acquisition

The process of attracting new users to a site, service, platform, or application through marketing activity.

Integration scenarios

AppsFlyer and Xsolla support the following types of integrations:

Mobile application S2S integration — allows completion of full LTV and ROAS measurement for the purchases within the application and on the Web Shop.

Xsolla sends information about purchases in Web Shop to AppsFlyer as mobile in-app events, which AppsFlyer then attributes to the number of mobile application installations, user acquisition and re-engagement campaigns.

Web SDK integration — allows you to measure and evaluate the effectiveness of user acquisition and retargeting campaigns for attracting traffic to the Web Shop.

Web SDK integration allows assessment of how many users came to the site through a retargeting campaign and the conversion of channels leading to the site. Xsolla sends information about purchases in Web Shop to AppsFlyer as web events, which AppsFlyer attributes to the corresponding media source, campaign, advertising set, and advertisement that led the user to the purchase.

You can configure Web SDK integration with AppsFlyer to get advanced event analytics if you:

use AppsFlyer Measurement Platform and have enabled People-Based Attribution for the account
use Xsolla Site Builder

You can configure Web SDK integration with AppsFlyer to get advanced event analytics if you:

use AppsFlyer Measurement Platform and have enabled People-Based Attribution for the account
use Xsolla site builder

The following events are available via the Xsolla and AppsFlyer Web SDK integration:

Event	Description
`load`	Site visit event, including URL parameters that contain the source information where the user is coming from, and a AppsFlyer web ID, which is stored in a first-party cookie.
`identify`	Login event, including the AppsFlyer web ID and CUID.
`event`	Item purchase event, including the AppsFlyer web ID and CUID.

How it works

Below is a scenario of system interaction when implementing a user acquisition and retargeting campaign. The user goes through advertising banners to the Web Shop and makes a purchase. The set of events that are sent to AppsFlyer in this process allows us to see:

which users, in what quantity and from which banner came over
how much they paid
whether the retargeting campaign was effective

To track traffic sources, we recommend setting the following tracking parameters:

AppsFlyer group of parameters such as pid, c, af_c_id, af_adset, af_adset_id, af_ad, af_ad_id, to get ad-level (creative level) reporting in AppsFlyer.
Configure the pid parameter according to how you want to display each media source in AppsFlyer. For example, you can use pid=google or pid=googleadwords_int, depending on how you want to classify and track different traffic sources.
To track advertising campaigns for your Web Shop, include a campaign name parameter in your attribution URLs. The parameter value will be included in attribution data and reflected in reports via AppsFlyer.

Use the c parameter to pass the campaign name.

Examples: c=summer_sale or c={{campaign.name}}.

Follow the PBA website attribution URL best practices by AppsFlyer.

  sequenceDiagram
    participant U as User
    participant WSP as Web Shop promotional campaign (ad banner)
    participant WS as Web Shop
    participant AF as AppsFlyer
    U->>WSP: Clicks banner
    WSP->>WS: Redirects with URL parameters
    WS->>AF: Sends load event
    U->>WS: Logs in with CUID
    WS->>AF: Sends identify event
    U->>WS: Makes purchase
    WS->>AF: Sends purchase event

The user clicks on the advertisement campaign banner.
The user is redirected to the Web Shop, and the URL of this transition includes the AppsFlyer group of parameters, specifying from which banner and website the user was directed.
An event about the visit is sent from the client side of the Web Shop to AppsFlyer.
The user logs into the Web Shop using CUID.
The authorization event is sent to AppsFlyer.
The user makes a purchase in the Web Shop.
The purchase event is sent to AppsFlyer.

How to set up in AppsFlyer

Before you start, configure the following settings in the AppsFlyer platform:

Add an application:
1. Click Add app.
2. In the list, select the Web (PBA) platform.
3. As an application URL, specify the domain of your Web Shop, e.g., https://www.webshop.example.com/.
4. Specify an application name, e.g., Xsolla.
5. Click Add my app.

Add a bundle:
1. Click Add bundle.
2. Specify Xsolla-bundle as a name.
3. In the list of web-applications, select Xsolla that you added before.
4. Click Create bundle.

How to set up in Publisher Account

How to set up in your account

Open your project in Publisher Account.
Go to site builder using one of these methods:
- In the side menu, click Storefronts > Websites.
- In the side menu, click Integrations. In the section that opens:
  1. Click the AppsFlyer pane.
  2. In the Web SDK (Site Builder) pane, click Configure.

Select your site and click Configure.
On the Site settings tab, go to the Apps section.
In the AppsFlyer pane, click Connect.

Open your project in your account.
Go to site builder using one of these methods:
- In the side menu, click Storefronts > Websites.
- In the side menu, click Other tools > Integrations. In the section that opens:
  1. Click the AppsFlyer pane.
  2. In the Web SDK (Site Builder) pane, click Configure.

Select your site and click Configure.
On the Site settings tab, go to the Apps section.
In the AppsFlyer pane, click Connect.

Open your project in your account.
Go to site builder using one of these methods:
- In the side menu, click Storefronts > Websites.
- In the side menu, click Other tools > Integrations. In the section that opens:
  1. Click the AppsFlyer pane.
  2. In the Web SDK (Site Builder) pane, click Configure.

Select your site and click Configure.
On the Site settings tab, go to the Apps section.
In the AppsFlyer pane, click Connect.

Open your project in your account.
Go to site builder using one of these methods:
- In the side menu, click Storefronts > Websites.
- In the side menu, click Other tools > Integrations. In the section that opens:
  1. Click the AppsFlyer pane.
  2. In the Web SDK (Site Builder) pane, click Configure.

Select your site and click Configure.
On the Site settings tab, go to the Apps section.
In the AppsFlyer pane, click Connect.

Open your project in the account for mobile games.
Go to site builder using one of these methods:
- In the side menu, click Web Shop.
- In the side menu, click Operations > MMP. In the section that opens:
  1. Click the AppsFlyer pane.
  2. In the Web SDK (Site Builder) pane, click Configure.

In the pane of your site, click the ⋮ icon and select Configure.
On the Site settings tab, go to the Apps section.
In the AppsFlyer pane, click Connect.

In the AppsFlyer Dev Key field, enter the developer key. You can find this information in your account in AppsFlyer:
1. Go to the My Apps section.
2. Click View brand bundles.
3. In the line of the Xsolla-bundle brand bundle, click the copy icon in the Web dev key column.
Click Connect.

To find information about events in your account in AppsFlyer:

Go to the My Apps section.
In the Available Apps section, choose the Xsolla app and click View in PBA.

You can also see the analytics events in the Dashboards > People-Based Attribution section.

You can configure mobile application integration to get advanced event analytics if you:

have a mobile application on the Android/iOS platform
use AppsFlyer Measurement Platform
use Web Shop solution to sell in-game items

The following events are available via the Xsolla and AppsFlyer S2S integration:

Event	Description
xsolla-billing-payment	Item purchase. The event parameters contain information about a purchase.
xsolla-billing-refund	Payment refund. The event parameters contain information about the amount of the payment refund.
xsolla-billing-created	Invoice creation. The event parameters contain information about the created invoice.
xsolla-billing-error	Payment error. The event parameters contain information about the error occurred during payment processing.

How it works

The integration includes a bi-directional data flow between Xsolla and AppsFlyer. Below is the scenario of system interaction when a user makes a purchase.

  sequenceDiagram
    participant User
    participant App as Application
    participant Shop as Web Shop
    participant Backend as Xsolla Backend
    participant AF as AppsFlyer
    User->>App: 1. Logs in
    App->>AF: 2. Sends CUID
    AF-->>Backend: 3. Sends postback (Application ID, AppsFlyer ID, CUID)
    User->>Shop: 4. Logs in with CUID
    User->>Shop: 5. Makes purchase
    Shop->>Backend: 6. Sends purchase event
    Backend->>AF: 7. Sends xsolla-billing-payment event

The user (game’s player) signs up or logs in to the Android/iOS mobile application.
Your application sends a standard in-app event to AppsFlyer: af_login, af_signup or any event that contains CUID.
AppsFlyer sends a postback to Xsolla, including application ID, AppsFlyer ID and CUID.
The user logs in Web Shop using CUID.
The user makes a purchase in Web Shop.
The purchase event is sent to the Xsolla backend and matches the information received from AppsFlyer.
The Xsolla backend sends an S2S in-app event to AppsFlyer containing the AppsFlyer ID and CUID.

AppsFlyer attributes this new event, purchase, and revenue back to the media source that drove the user acquisition or the user re-engagement.

How to set up in Publisher Account

How to set up in your account

Open your project in the Publisher Account and go to Integrations.

Open the project in your account and go to Other tools > Integrations.

Open the project in your account and go to Other tools > Integrations.

Open the project in your account and go to Other tools > Integrations.

Open the project in your account and go to Operations > MMP.

Click the AppsFlyer pane.

In the Mobile app S2S integration pane, click Configure.

In the window that appears, enter the following data:
1. AppsFlyer S2S token.
2. Application IDs for Android/iOS publishing platforms in the following format:
  - iOS: idXXXXXXXXX
  - Android: com.example.yourapp
  To add a platform, click Add application ID.
Click Save.

After saving, the toggle on the AppsFlyer pane will be turned on.

To make changes to the connected integration:

Click AppsFlyer pane.
In the window that appears, make the necessary changes.
Click Save.

How to set up in AppsFlyer

In AppsFlyer, you need to:

Get an S2S token.
Activate the integration with Xsolla.

Getting S2S token

You should possess an administrator role at the AppsFlyer account to view and manage S2S tokens.
Make sure that you generate and share the S2S key (S2S token) and not the API V2 key (token) which is used for different APIs and is not relevant for this integration.

To retrieve the S2S token:

Log in to your AppsFlyer HQ account.
Go to the Account > Security Center > AppsFlyer API and S2S tokens section.
In the line with the S2S token, click on the copy icon in the Token column.

If you don’t yet have the S2S token, create one.

Activating the integration with Xsolla

In your AppsFlyer HQ account, select the required Android/iOS application and go to the Collaborate > Partner marketplace section.

Find and select Xsolla in the search bar.

Click Set up integration.

On the integration tab:
1. Turn on the Activate Partner toggle.
2. For iOS applications only: set the Advanced Privacy toggle according to your privacy policy:
  - On — all events are sent to Xsolla
  - Off — only ATT consented events are sent to Xsolla

IDFA isn’t sent to Xsolla in both cases, only AppsFlyer ID and CUID are shared.

1. Leave the Default postbacks value — off (by default).
2. Turn on the In-app event postbacks toggle.
3. Configure at least one in-app event that includes login information (CUID).
4. Enter any value in the mapped to partner event field. Xsolla supports any event name.
5. Save the integration.

For successful integration, you need to send at least one of the following events: af_login, af_signup or any other in-app event that includes CUID.
CUID in AppsFlyer should be identical to the CUID in Web Shop. AppsFlyer and Xsolla match data based on CUID. Therefore, if the CUID does not match, the integration will not work.
Example of the value mismatch: The CUID in AppsFlyer is the hashed email of the user, and the CUID in Xsolla is the email in text format.
There is no need to set up other tabs: Attribution Link, Cost, Ad revenue or Permissions.

You can read more about integration settings on the AppsFlyer side in the documentation.

Event value structure

If you want to set up a specific event or if the current integration capabilities don’t cover your needs, contact your Customer Success Manager or email to [email protected].

Item purchase

When a user makes a purchase in Web Shop, Xsolla sends the xsolla-billing-payment event to AppsFlyer.

Main parameters

Parameter	Description
af_content_id	Single SKU or array of SKU in the purchase.
af_quantity	Quantity of the item with corresponding SKU (one or an array).
af_revenue	Purchase amount including discounts, before deducting commissions and taxes.
af_currency	Currency in which the item price is displayed in the Web Shop (purchase currency).
af_net_revenue	Purchase amount received by the merchant (game) after deducting commissions and taxes. Specified in the purchase currency (`af_currency`).
af_receipt_id	The first 10 digits of the invoice ID.

Additional parameters

These parameters are not displayed in aggregated reports and on dashboards, and are available only when exporting raw data:

Parameter	Description
af_purchase_currency	Currency in which the user actually paid for the purchase, after conversion or selecting a payment method (payment currency).
af_payment_amount	Amount the user actually paid in the payment currency.
payout_amount	Purchase amount received by the merchant (game) after deducting commissions and taxes. Specified in the payment currency (`payout_currency`). Matches `af_net_revenue`, but without conversion into `af_currency`.
payout_currency	Payment currency. Matches `af_purchase_currency`.
af_store	Data source. Always has the value `xsolla` and is used for internal event identification in AppsFlyer.
af_dry_run	Test payment indicator. Possible values: `1` — payments made in sandbox mode. `0` — real payments.
date_payment	Payment date in ISO 8601 format.

Event example with single SKU:

Copy

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 1{
 2    "af_content_id" : "test-coin",
 3    "af_quantity" : "2",
 4    "af_revenue" : "40.00",
 5    "af_currency" : "USD",
 6    "af_purchase_currency" : "UZS",
 7    "af_payment_amount" : "501470.75",
 8    "af_net_revenue" : "32.27",
 9    "payout_amount" : "404577.4",
10    "payout_currency" : "UZS",
11    "af_receipt_id" : "5555555550",
12    "af_store" : "xsolla",
13    "af_dry_run" : "0",
14    "date_payment" : "2026-08-27T01:50:58Z"
15}

Event example with multiple SKU:

Copy

Full screen

Small screen

 1{
 2    "af_content_id" : [ "test-coin", "test-coin3" ],
 3    "af_quantity" : [ "2", "3" ],
 4    "af_revenue" : "40.00",
 5    "af_currency" : "USD",
 6    "af_purchase_currency" : "UZS",
 7    "af_payment_amount" : "501470.75",
 8    "af_net_revenue" : "32.27",
 9    "payout_amount" : "404577.4",
10    "payout_currency" : "UZS",
11    "af_receipt_id" : "5555555550",
12    "af_store" : "xsolla",
13    "af_dry_run" : "0",
14    "date_payment" : "2026-08-27T01:50:58Z"
15}

Refund

When a user initiates a payment refund, Xsolla sends the xsolla-billing-refund event to AppsFlyer.

Main parameters

Parameter	Description
af_content_id	Single SKU or array of SKU in the purchase that has been refunded.
af_quantity	Quantity of the item with corresponding SKU (one or an array).
af_revenue	Purchase amount that has been refunded. A negative amount value is passed.
af_currency	Currency in which the item price is displayed in the Web Shop (purchase currency).
af_net_revenue	Purchase amount received by the merchant (game) after deducting commissions and taxes. Specified in the purchase currency (`af_currency`).
af_receipt_id	The first 10 digits of the invoice ID.

Additional parameters

These parameters are not displayed in aggregated reports and on dashboards, and are available only when exporting raw data:

Parameter	Description
af_purchase_currency	Currency in which the user actually paid for the purchase, after conversion or selecting a payment method (payment currency).
af_payment_amount	Amount the user actually paid in the payment currency.
payout_amount	Purchase amount received by the merchant (game) after deducting commissions and taxes. Specified in the payment currency (`payout_currency`). Matches `af_net_revenue`, but without conversion into `af_currency`.
payout_currency	Payment currency. Matches `af_purchase_currency`.
af_store	Data source. Always has the value `xsolla` and is used for internal event identification in AppsFlyer.
af_dry_run	Test payment indicator. Always set to `0`. To avoid having data on sandbox payments in reports, use a separate bundle in AppsFlyer for testing.
date_payment	Payment date in ISO 8601 format.

Event example with multiple SKU:

Copy

Full screen

Small screen

 1{
 2    "af_content_id" : [ "test-coin", "test-coin3" ],
 3    "af_quantity" : [ "2", "3" ],
 4    "af_revenue" : "-40.00",
 5    "af_currency" : "USD",
 6    "af_purchase_currency" : "UZS",
 7    "af_payment_amount" : "501470.75",
 8    "af_net_revenue" : "-32.27",
 9    "payout_amount" : "404577.4",
10    "payout_currency" : "UZS",
11    "af_receipt_id" : "5555555550",
12    "af_store" : "xsolla",
13    "af_dry_run" : "0",
14    "date_payment" : "2026-08-27T01:50:58Z"
15}

Invoice creation

When an invoice for an item purchase is created in the Xsolla system for the Web Shop, Xsolla sends the xsolla-billing-created event to AppsFlyer.

Main parameters

Parameter	Description
af_content_id	Single SKU or array of SKU in the purchase.
af_quantity	Quantity of the item with corresponding SKU (one or an array).
af_currency	Currency in which the item price is displayed in the Web Shop (purchase currency).
af_receipt_id	The first 10 digits of the invoice ID.

Additional parameters

These parameters are not displayed in aggregated reports and on dashboards, and are available only when exporting raw data:

Parameter	Description
af_item_value	The cost of the purchased item, including discounts. Used for item-level analytics and not included in revenue calculation (unlike `af_revenue`, which is counted toward revenue for purchase and refund events).
af_purchase_currency	Currency in which the user actually paid for the purchase, after conversion or selecting a payment method (payment currency).
af_payment_amount	Amount the user actually paid in the payment currency.
payout_amount	Purchase amount received by the merchant (game) after deducting commissions and taxes. Specified in the payment currency (`payout_currency`).
payout_currency	Payment currency. Matches `af_purchase_currency`.
af_store	Data source. Always has the value `xsolla` and is used for internal event identification in AppsFlyer.
af_dry_run	Test payment indicator. Always set to `0`. To avoid having data on sandbox payments in reports, use a separate bundle in AppsFlyer for testing.
date_payment	Payment date in ISO 8601 format.

Event example with multiple SKU:

Copy

Full screen

Small screen

 1{
 2    "af_content_id" : [ "test-coin", "test-coin3" ],
 3    "af_quantity" : [ "2", "3" ],
 4    "af_item_value" : "40.00",
 5    "af_currency" : "USD",
 6    "af_purchase_currency" : "UZS",
 7    "af_payment_amount" : "501470.75",
 8    "payout_amount" : "404577.4",
 9    "payout_currency" : "UZS",
10    "af_receipt_id" : "5555555550",
11    "af_store" : "xsolla",
12    "af_dry_run" : "0",
13    "date_payment" : "2026-08-27T01:50:58Z"
14}

Payment error

When a payment error occurs during a purchase in the Web Shop, Xsolla sends the xsolla-billing-error event to AppsFlyer. The event parameters contain the following information:

Main parameters

Parameter	Description
af_content_id	Single SKU or array of SKU in the purchase.
af_quantity	Quantity of the item with corresponding SKU (one or an array).
af_currency	Currency in which the item price is displayed in the Web Shop (purchase currency).
af_receipt_id	The first 10 digits of the invoice ID.

Additional parameters

These parameters are not displayed in aggregated reports and on dashboards, and are available only when exporting raw data:

Parameter	Description
af_item_value	The cost of the purchased item, including discounts. Used for item-level analytics and not included in revenue calculation (unlike `af_revenue`, which is counted toward revenue for purchase and refund events).
af_purchase_currency	Currency in which the user actually paid for the purchase, after conversion or selecting a payment method (payment currency).
af_payment_amount	Amount the user actually paid in the payment currency.
payout_amount	Purchase amount received by the merchant (game) after deducting commissions and taxes. Specified in the payment currency (`payout_currency`).
payout_currency	Payment currency. Matches `af_purchase_currency`.
af_store	Data source. Always has the value `xsolla` and is used for internal event identification in AppsFlyer.
af_dry_run	Test payment indicator. Always set to `0`. To avoid having data on sandbox payments in reports, use a separate bundle in AppsFlyer for testing.
date_payment	Payment date in ISO 8601 format.

Event example with multiple SKU:

Copy

Full screen

Small screen

 1{
 2    "af_content_id" : [ "test-coin", "test-coin3" ],
 3    "af_quantity" : [ "2", "3" ],
 4    "af_item_value" : "40.00",
 5    "af_currency" : "USD",
 6    "af_purchase_currency" : "UZS",
 7    "af_payment_amount" : "501470.75",
 8    "payout_amount" : "404577.4",
 9    "payout_currency" : "UZS",
10    "af_receipt_id" : "5555555550",
11    "af_store" : "xsolla",
12    "af_dry_run" : "0",
13    "date_payment" : "2026-08-27T01:50:58Z"
14}

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Last updated: October 20, 2026

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Contents

Glossary
Integration scenarios
How it works
How to set up in AppsFlyer
How to set up in Publisher Account
How to set up in your account
How to set up in your account
How it works
How to set up in Publisher Account
How to set up in your account
How to set up in your account
How to set up in AppsFlyer
Getting S2S token
Activating the integration with Xsolla
Event value structure
Item purchase
Refund
Invoice creation
Payment error