Appsflyer incident
Meta attribution impact due to errors from Meta ads’ attribution API
Appsflyer experienced a minor incident on September 20, 2025 affecting Attribution, lasting 4h 21m. The incident has been resolved; the full update timeline is below.
Affected components
Update timeline
- identified Sep 20, 2025, 07:12 AM UTC
Since approximately 12:10 UTC, we've observed a significant decrease in conversions (installs and re-engagements) attributed to Meta, due to an increased number of errors from Meta Ads’ Attribution API. Our team is actively working with Meta, to identify the root cause and resolve this issue. We are closely monitoring the situation and will provide updates as soon as more information becomes available.
- resolved Sep 20, 2025, 11:33 AM UTC
Meta API availability has returned to normal, and we continue to monitor conversion rates closely. We will update this page if any further anomalies occur. Thank you for your patience.