Appsflyer incident

Reduced attribution of new app Installs to Meta

Appsflyer experienced a minor incident on July 2, 2025 affecting Attribution, lasting 1h 56m. The incident has been resolved; the full update timeline is below.

Started: Jul 02, 2025, 03:04 PM UTC
Resolved: Jul 02, 2025, 05:01 PM UTC
Duration: 1h 56m
Detected by Pingoru: Jul 02, 2025, 03:04 PM UTC

Affected components

Attribution

Update timeline

identified Jul 02, 2025, 03:04 PM UTC

We are currently investigating an issue affecting the attribution of new app installs to Meta. Since approximately 13:00 UTC, we've observed a ~30% decrease in recorded new installs attributed to Meta. Our team is actively working with Meta to identify the root cause and is closely monitoring the situation. We will provide updates as soon as more information becomes available.
resolved Jul 02, 2025, 05:01 PM UTC

Meta has resolved the issue, and the attribution to Facebook is back to normal as of 16:10 UTC.