Attribution · Published 2025-12-19 · 1 min read
AppsFlyer shipped an important update for Meta Web
You can now send all of the app's conversions to Meta Web, not only the ones AppsFlyer managed to attribute itself.
What changed
Previously, for the Meta Web partner, AppsFlyer would only send events it had attributed itself. Now you can send every event, including the ones it could not attribute.
Why it matters
Meta's probabilistic matching works independently of AppsFlyer's. Now that AppsFlyer sends more data to Meta, Meta in turn can attribute more conversions.
In plain terms: more conversions will arrive.
What to do now
Check your Meta Web partner settings in AppsFlyer and change «This Partner Only» to «All media sources, including organic».