This article explains how to work with AppsFlyer, a preferred mobile measurement partner (MMP).
By connecting AppsFlyer with Roku Ads Manager, you can send app events to Ads Manager to enable attribution reporting, impression delivery optimization, and custom audience creation within the platform.
In turn, Ads Manager shares attribution data back with AppsFlyer, giving you a unified view of performance within your AppsFlyer reporting dashboards.
Note: Some features are still in development:
Spend & impression data integration (i.e. cost tab in AppsFlyer)
Ability for agencies and advertisers to activate at once out of different Organizations
In this page find instructions for:
Setting up AppsFlyer integration (Direct Advertiser)
Sign into Ads Manager and go to the Events page
Identify an existing Event Group or create a new Event Group
Copy the Event Group ID
4. Send Roku (adsmanagersupport@roku.com) the following information:
a. Your MMP name (in this case, AppsFlyer)
b. Your Event Group ID
The Roku Support team will confirm within 24 business hours that you can move on with next steps of the integration.
5. Sign into your AppsFlyer account
6. Under "Collaborate" search for Roku
Note: Make sure you don't select any integrations marked as Legacy
7. Toggle ‘Activate partner’
8. Paste your Roku Event Group ID
9. (Recommended) Toggle ON ‘Advanced data sharing’
When Advanced Data Sharing is turned OFF, Roku cannot match any iOS optout users (those who’ve disabled tracking).
iOS optout rates average around 70% — meaning 7 out of 10 iOS conversions can’t be attributed at all.
Turning Advanced Data Sharing ON allows Roku to send IP addresses for these optout users, enabling more matches and better attribution.
10. (Recommended) Toggle OFF ‘Limit Use of Personal Data’
We recommend keeping “Limit use of personal data” turned off.
Turning this on reduces match rates and makes it harder to connect ad impressions to installs or in‑app events.
This can lead to under‑reporting of conversions, reduced campaign performance, less effective retargeting and limited measurement capabilities.
11. Toggle ON ‘Install view-through attribution’ and set your attribution windows.
We recommend setting 14-day attribution windows for both click-through and view-through events.
12. Turn On Re-Engagement Attribution
Enable re‑engagement attribution for both clicks and impressions so in‑app conversions from existing users who return after seeing your ads are credited to your campaigns.
This is crucial for CTV, where many impressions reach lapsed users.
Without it, valuable post‑install events (like purchases) triggered by your ads will not be attributed, making performance appear weaker than it is.
Allows an ad network to receive credit for in‑app events even if it didn’t drive the original install.
The re‑engagement window defines how long after an ad impression the network can claim credit before attribution reverts to the original install source.
Example:
A user installs the app in January after clicking on a Meta ad, stops using it in March, then sees a Roku CTV ad in June and makes a purchase the next day.
With re‑engagement ON, Roku gets credit for the purchase.
With it OFF, credit goes back to Meta or is not counted toward Roku at all.
13. Set a re-engagement window.
The re‑engagement window defines how long after a user’s re‑engagement the network that drove it can receive credit for any subsequent in‑app events
14. Ignore active users for retargeting
We recommend keeping this turned off.
If enabled, advertisers can require a user to be inactive for a set number of days before re-engagement attribution can occur.
Example: If the window is set to 7 days and a user originally installed via Meta but re-opened the app after 4 days following exposure to a Roku ad, Roku would not receive credit for that re-engagement.
15. Set your ‘Cross-platform view through attribution window’.
Nearly all CTV to Mobile conversions are cross‑platform view‑through, so a longer window increases the likelihood of capturing these conversions.
AppsFlyer allows a maximum of 72 hours for cross‑platform view‑through attribution.
16. Toggle ON ‘In-app event post-backs’ and map your AppsFlyer app events to Roku events.
We recommend setting the ‘for users from’ field to ‘All media sources’
We recommend setting the ‘including’ field to ‘Values & revenue’
17. Click ‘Save integration’
18. You are now ready to launch your campaign!
Notes:
Events can take up to 4 hours to appear in Roku Ads Manager.
You can grant access to Roku Ads according to your needs in the Permissions tab within Appsflyer.
After enabling permissions for Roku Ads, you can add team members and assign them access based on the selected permissions. Note: Permissions can only be granted to Roku Ads employees who have an ad network team member account in AppsFlyer. To grant permissions to ad network team members, follow these steps:
Click Add team member.
Enter the ad network team member's email.
Click Add.
Setting up AppsFlyer integration (Agency)
Sign in to Roku Ads Manager and go to the Events page.
Identify an existing Event Group or create a new Event Group.
Copy the Event Group ID.
4. Reach out to your advertising client and have them complete steps 4 through 14 in the Direct Advertiser onboarding instructions using the Event Group ID from step 3.
5. Once your client has completed steps 4-18 in the Direct Advertiser instructions, sign in to your AppsFlyer account.
6. You can find the integration by inserting your app PID into this URL:
https://hq1.appsflyer.com/marketplace/integrated-partners/<INSERT APP PID>/rokuads_int
Note: Make sure to replace <INSERT APP PID> with your own App ID
You may see legacy Roku integrations. Please make sure to select the integration from the URL above.
7. Toggle ‘Activate partner’
8. Get your Ad Account ID within Roku Ads Manager by navigating to Ad accounts from the menu under the user icon :
and copying the 12 digit id in the ID column
9. Paste your Ad Account ID into the AppsFlyer configuration form.
10. Click‘ Save integration.’
11. You’re ready to launch your campaign! Please note that Events can take up to 4 hours to appear in Roku Ads Manager.
Using AppsFlyer OneLink for Action Ads
Action Ads is an ad format available within Roku Ads Manager. These ads include a clickable overlay with a call to action (e.g., Sign Up) that prompts users to grab their iconic Roku remote and "press OK." They’ll then receive a text message with more info from your brand.
For mobile app advertisers using Action Ads, directing users to the correct app store based on their mobile OS can be challenging. AppsFlyer’s OneLink solves this with dynamic routing, automatically sending each user to the appropriate app store for their device.
To create an AppsFlyer OneLink to use in your Action Ads, complete the following steps:
Visit the 'OneLink Management’ page.
2. Click 'New link’ and select ‘Text-to-app'
3. In General settings under Media source name, select "custom media source" and add rokuads_int.
4. Follow the remaining steps to configure your OneLink. You do not need to configure attribution settings as Roku's self attributing network (SAN) integration will granularly track conversions without OneLinks.
4. Click ‘Create link.’
Note: AppsFlyer OneLinks are not used for app event attribution. As a self-attributing network, Roku does not need to pass click or view data to AppsFlyer via click/view URLs. OneLinks are used solely for directing users to the correct app store.