AppsFlyer for agencies
How agency access, client permissions, agency credit, seats and cost work in AppsFlyer, from its own documentation.
Dedicated Agency account, free for the agency, that holds every client app which grants permission. Agency traffic is identified with af_prt.
How does agency access work in AppsFlyer?
- The agency registers its own Agency account with a company email domain. It starts with no apps.
- Each client turns on Agency Permissions for the agency, and the app then appears in the agency account. The apps page lists up to 1,000 apps; beyond that, apps are found by search.
- Agency account admins can add team members with access to some or all client apps.
What does the client control?
- The client turns on Agency Permissions under Collaborate, Active integrations, then the Permissions tab, with optional extra permissions.
- Extras that need the client's permission include retention and cohort reports, Protect360, raw data export, aggregate organic data and in-app event postbacks.
- Not available to agencies at all: custom dashboards, Pivot, Audiences, Push API, OneLink configuration, and Data Locker beyond cohort reports.
- Switching permissions off removes app access, stops new attribution to the agency and makes its historical data non-transparent.
Are campaigns the agency runs credited to it?
- The agency ID is the af_prt parameter (the agency name in lower case). With af_prt on the attribution link, installs can be attributed to the agency; agencies must use links from their own account.
- Meta ads and X Ads agency campaigns must be named with the agency account name followed by an underscore, or the agency cannot see them.
- Since 12 Mar 2025 all agencies are transparent: the media source shows the actual ad network, and data can still be grouped by agency.
Seats and cost
- Agency admins can add team members. A seat limit is not documented.
- AppsFlyer documents that agency accounts are offered free, and only app owners are charged for attribution.
- Non-organic cost and revenue are visible to agencies; Google Ads and X Ads cost is not.
- The Cost API for agencies needs the ROI360 premium subscription.
AppsFlyer agency features at a glance
Documented Partly Not available Not documented Not confirmed
| Dedicated agency access | DocumentedDedicated Agency account; lists up to 1,000 client appsA1A2 |
|---|---|
| One login for many clients | DocumentedOne agency account holds every app that grants permissionA2 |
| Client-controlled scopes | DocumentedMain toggle plus extras: cohort, raw data, organic, Protect360, postbacksA1A4 |
| Agency attribution and credit | Documentedaf_prt agency ID; all agencies transparent since 12 Mar 2025A1A6 |
| Seat limits | Not documentedTeam members can be added; no seat limit documentedA2 |
| Cost and revenue visibility the client controls | PartlyOrganic revenue needs permission; Google Ads and X Ads cost hidden from agenciesA3 |
| Agency programme | DocumentedAgencies page with Apply now, certification and training; terms not publishedA9 |
| Who pays for agency access | DocumentedAgency account free; only app owners are chargedA2 |
| Published pricing | Partly$0.07 per conversion (Growth) |
| Team or office in India | DocumentedBengaluru office |
Questions
Is an AppsFlyer agency account free?
Yes. AppsFlyer's onboarding article says agency accounts are offered free and only app owners are charged for attribution. The client's own AppsFlyer plan therefore carries the cost of the traffic the agency runs.
What is af_prt in AppsFlyer?
af_prt is the agency ID parameter on an AppsFlyer attribution link, set to the agency name in lower case. With it on the link, installs can be attributed to the agency; without it they go straight to the ad network.
Can an AppsFlyer agency see Google Ads cost?
No. AppsFlyer's data access article lists Google Ads and X Ads cost as not visible to agencies, while Apple Search Ads cost is visible. Agencies also cannot access raw data for Meta ads or X Ads traffic.
What is an MMP?
A mobile measurement partner (MMP) is the tool an app uses to record which ad, link or campaign led to each install and in-app event. Agencies work inside the client's MMP to build tracking links, read results and prove which campaigns they ran.
How do agencies manage reporting for multiple clients?
Most agencies use one MMP login that switches between clients, then export the data each client allows into their own reporting. Linkrunner, AppsFlyer and Singular document a single agency login across clients; Adjust lets one login switch between client accounts.
Can an agency get a white-label client dashboard from an MMP?
None of the agency documentation we read for the eight MMPs describes a white-label client dashboard. Agencies usually build client reports from exported data, so check that export is a permission the client will grant.
Sources
- AppsFlyer: About agency accounts
- AppsFlyer: Getting started, agency onboarding
- AppsFlyer: Manage data access permissions
- AppsFlyer: Partner activation and deactivation
- AppsFlyer: Changes in agency transparency
- AppsFlyer: Agency data is now transparent
- AppsFlyer: Data Locker reports for agencies
- AppsFlyer: ROI360 cost reporting options for agencies
- AppsFlyer: Agencies
- AppsFlyer pricing page (via the shared price data)
Read on 25 Oct 2026.
Other MMPs for agencies
Adjust for agenciesNo dedicated agency account type documented. Agencies are added as users in each client's Adjust account with a role, and one login can switch between accounts.
Airbridge for agenciesAgency is one of four organisation roles. Per-agency menu, channel and revenue-event scopes are marked beta.
Branch for agenciesAgency view with its own agency users, added by the client from Account Settings. Agency-created links carry an agency ID automatically.
Kochava for agenciesAgency setting on a Kochava account, requested by an advertiser already on Kochava, with three access profiles. An agency account incurs no additional cost.
Linkrunner for agenciesAgency workspace with one login for every client. The client switches each screen on or off, can limit the agency to campaigns it built, and campaigns the agency creates are credited to it.
Singular for agenciesDedicated Agency Account, available only to selected agencies, with an agency ID on agency-built links. The Agency Account has no cost, ROI, ROAS or SKAdNetwork reporting.
Tenjin for agenciesAgency is a user role inside the client's Tenjin organisation, with access to campaigns, reports, attribution and SKAN settings. Unlimited users on every plan.