Razorpay → AppsFlyer · Conversion tracking
Connecting Razorpay to AppsFlyer
Razorpay is Indian payments, where UPI dominates and the flow moves through a separate app on the customer's phone. AppsFlyer exists because mobile app attribution is a different problem from web attribution, and on iOS a large share of it is now aggregated and delayed by design rather than by accident. The join between them succeeds or fails on one thing: whether the AppsFlyer device identifier, appsflyer_id reaches the Razorpay payment before the conversion happens, because AppsFlyer can only match a conversion it can tie back to a click it recognizes.
✓ 30-minute call · No commitment · You leave with a written remediation plan even if we’re not the right fit.
Written guarantee
95%+ conversion accuracy on Razorpay → AppsFlyer
Measured against your own order records at handover. Miss it and we keep working at no cost until it’s met.
Built on — and certified for — the platforms that matter
Stape
Pro Partner
Meta
Tech Provider
Tag Manager
TikTok
Events API
Microsoft
UET Partner
CAPI Partner
CAPI Partner
Built on the same partner stack used by enterprise DTC brands.
By the numbers
No fake testimonials.Just the math.
70+
Platforms supported
Shopify · Woo · Magento · BigCommerce · 65 more
8+ / 10
Meta EMQ guaranteed
in writing — keep working free until hit
2–4d
Build to live
accurate data flowing within 7 days
$0
Monthly fees, ever
one-time fixed price · you own the stack
400d
Cookie lifetime
max RFC 6265bis allows · 57× Safari ITP
9
Ad channels covered
Meta · Google · TikTok · MS · LI · Pin · Snap · Reddit · X
95%+
Tracking accuracy
verified vs Stripe · GA4 · ad-platform reports
30 min
Free founder call
no SDR · no pitch deck · written remediation plan
Every figure above is either a commitment we put in writing or a countable fact. What your own setup is losing is not on this list, because we haven’t measured it yet — that happens on the call, against your own order records.
Real clients · real videos · real outcomes
Don’t take our word for it. Watch the receipts.
Founders, marketers, and agency owners describing the before-and-after of their Razorpay → AppsFlyer tracking rebuild — in their own words, on camera.
Why this join usually fails
The AppsFlyer device identifier, appsflyer_id never reaches Razorpay
The single most common cause. UPI sends the customer into a banking app to approve, and on mobile that app switch frequently ends the browser session. The payment completes and the browser that started it may never come back to fire anything.
UPI app switching ends the browser session
The customer leaves the browser for a banking app to approve, and on many devices does not return. Payment succeeds, page never fires — and UPI is the majority method in this market.
Web conversions sent to a mobile attribution platform
This is the common error and it produces confident nonsense. A purchase made on your website has no device identifier and no install behind it. AppsFlyer will either discard it or attribute it to nothing, and the revenue disappears somewhere between the two systems without anyone noticing it went.
Nothing reconciles afterwards
An upload that succeeds is not an upload that matched. AppsFlyer shows the event on the raw data export with its attributed media source. Check the raw export, not the aggregate dashboard, and confirm the event carries a device identifier rather than landing as organic.
Architecture
How Razorpay and AppsFlyer actually connect
Two systems that know nothing about each other. Everything below exists to give them one shared reference.
Step 1
Razorpay holds the truth
Razorpay separates authorised and captured. Auto-capture is common but not universal, and reporting on authorised inflates the figure by whatever fails to capture.
Step 2
AppsFlyer needs a click to match
AppsFlyer needs the device identifier and an event name it recognizes, plus the revenue value for in-app purchases. A server event about a user with no linked device cannot be attributed to an install.
Step 3
The identifier is the bridge
The AppsFlyer device identifier, appsflyer_id, captured at the visit and carried into the Razorpay payment. Without it there is nothing to join on and no tool fixes that.
Step 4
The event source decides reliability
Fire on captured. The app-switch behaviour of UPI makes any browser-based trigger unreliable in a way that is much more pronounced here than on card markets.
Step 5
Deduplication at the destination
AppsFlyer deduplicates in-app events by its own event identifier. Sending the same purchase from both the SDK and your server produces two events and double-counts revenue in every dashboard downstream, including the ad networks AppsFlyer forwards to.
Diagnose it honestly
Working vs. broken, side by side
Both states look identical from the AppsFlyer dashboard, which is why this runs for months before anyone notices.
Normal — not a fault
The AppsFlyer device identifier, appsflyer_id present on the payment
Visible on the record itself in Razorpay, not merely captured somewhere on the site.
Sent from the Razorpay payment.captured webhook
Server-side, so it does not depend on the customer's browser still being there.
Deduplicated correctly
AppsFlyer deduplicates in-app events by its own event identifier. Sending the same purchase from both the SDK and your server produces two events and double-counts revenue in every dashboard downstream, including the ad networks AppsFlyer forwards to.
Reconciles with the source
AppsFlyer's count and Razorpay's records agree within a few percent over a closed window.
Actually broken
The AppsFlyer device identifier, appsflyer_id missing on most records
UPI sends the customer into a banking app to approve, and on mobile that app switch frequently ends the browser session. The payment completes and the browser that started it may never come back to fire anything.
Sent from the browser
Anyone who closes the tab, blocks the script or converts without a page load is invisible. The customer leaves the browser for a banking app to approve, and on many devices does not return. Payment succeeds, page never fires — and UPI is the majority method in this market.
Counted twice, or not at all
This is the common error and it produces confident nonsense. A purchase made on your website has no device identifier and no install behind it. AppsFlyer will either discard it or attribute it to nothing, and the revenue disappears somewhere between the two systems without anyone noticing it went.
Nobody has reconciled it
The dashboard shows a number and no one has compared it to Razorpay. A wrong number that nobody checks is indistinguishable from a right one.
Diagnostic sequence
Diagnostic order
Each step rules out a class of cause. Run them in order and the last one usually has a single explanation standing.
- 1
Count payments carrying the AppsFlyer device identifier, appsflyer_id
The ceiling on everything else. Do this before debugging anything downstream.
- 2
Follow one real conversion end to end
From the ad click through Razorpay and into AppsFlyer.
- 3
Compare captured payments against confirmation-page loads on mobile
Split by payment method. The UPI gap will be much larger than the card gap.
- 4
Check what share of your revenue happens in the app at all
If most purchases are on the web, AppsFlyer is not your conversion destination and the work belongs somewhere else entirely.
- 5
Read the match rate, not the success message
AppsFlyer shows the event on the raw data export with its attributed media source. Check the raw export, not the aggregate dashboard, and confirm the event carries a device identifier rather than landing as organic.
Source-of-truth validation
How it gets proven
Against Razorpay's own records, not against either platform's dashboard.
- The AppsFlyer device identifier, appsflyer_id confirmed present on a live payment.
- A real conversion followed from click through Razorpay to AppsFlyer.
- In-app revenue events reconciled per transaction against your billing system, with the organic share stated rather than assumed away.
- A UPI payment approved in the banking app without returning to the site, confirmed to report.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked 30 days later.
Straight talk
When you don't need this
Worth reading before paying anyone, including us.
- If AppsFlyer already reports conversions that reconcile against Razorpay's records within a few percent, this join is working and there is nothing to buy.
- Measure identifier coverage yourself first — pull your last hundred payments and count how many carry the AppsFlyer device identifier, appsflyer_id. Ten minutes, free, and it tells you whether any of this is worth doing.
- If your Razorpay volume is card-only, the app-switch problem largely disappears.
- If you have no mobile app, this is not a destination for you. If you have one but sell mostly on the web, send web conversions to your ad platforms directly and use AppsFlyer only for install and in-app events.
Who this is for
Honest about who we’re a fit for.
We don’t take every project. Here’s how to tell if we’re right for you.
You’re a great fit if…
- You run Razorpay → AppsFlyer (or are migrating to it)
- You spend $5K+/month on paid ads (Meta, Google, TikTok, Microsoft, LinkedIn)
- Your reported ROAS doesn’t match what your bank account is saying
- You want to own your tracking stack — no monthly SaaS fees forever
- You have 2–4 days to do this once and never think about it again
Skip us if…
- You spend less than $500/month on paid ads (browser pixel is fine)
- You want a SaaS dashboard with monthly fees forever (Triple Whale, Hyros)
- You need attribution modeling — we fix the data foundation, not multi-touch reports
- You want a 6-month enterprise consulting engagement (we ship in 4 days)
- You expect us to manage your ad accounts (we don’t — that’s a different service)
If you’re still unsure,book the call anyway— we’ll tell you straight whether we can help.
What working looks like
The AppsFlyer device identifier, appsflyer_id on every payment
Server-sideCaptured before the conversion and stored where it survives.
Conversions arriving in AppsFlyer
8+ EMQThe event is attributed to the install source, forwarded to whichever networks are configured, and appears in the cohort reporting.
Reconciled against the source
DedupedRazorpay's own records are the reference, not either dashboard.
What gets built
Identifier capture into Razorpay
Pass the click identifier into the Razorpay order's notes when your server creates the order. Notes survive to the payment and to the webhook regardless of what the browser did.
Event source: the Razorpay payment.captured webhook
Fire on captured. The app-switch behaviour of UPI makes any browser-based trigger unreliable in a way that is much more pronounced here than on card markets.
Dispatch to AppsFlyer
The AppsFlyer server-to-server events API, posted from your billing system with the device identifier and revenue.
Reversals where they exist
Refunds are exposed and carry the original notes.
Pick the package that fits your ad spend
Fixed-fee, no surprises. If your ad spend is meaningful,server-side tracking is what we recommend— it’s the only setup that survives iOS, Safari ITP and ad blockers.
Browser-side starter
Wires the join and verifies it on a live conversion. Honest about its ceiling where the source can only be read from the browser.
- The join built and tested end to end
- Verified on a real conversion
- Reconciled against the source's own records
- Written handover
1st-party server-side
Save $18K–$120K over 5 years vs Triple Whale / Hyros
The join built server-side from the source's own records, so it does not depend on a browser being present when the conversion happens.
- Events sourced from the system of record, not the browser
- Identifier captured and persisted end to end
- Deduplicated at the destination
- Reversals wired where the source supports them
- 95%+ accuracy guaranteed in writing
Full 1st-party stack
Every destination fed from one place, plus monitoring so a broken join surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- All paid destinations from one container
- CRM and offline loop
- Refunds and cancellations reversed everywhere
- Monitoring per destination
Not sure which tier fits?Book a 30-min scoping call— we’ll tell you straight, no upsell pressure.
How it works
Built in 2–4 days. Accurate data within 7.
We deliver the entire 1st-party server-side stack in 2–4 business days. You start collecting accurate, deduped conversion data the moment it goes live — and within 7 days every signal is flowing cleanly to Meta, Google, TikTok and the rest.
Kickoff + audit
30-min call. We map your current pixels, GTM, dataLayer, consent setup, and ad-platform integrations. You get a written report of every leak.
Build the stack
Server-side GTM container deployed on your subdomain. Meta CAPI · Google EC · TikTok Events API · Microsoft UET wired. Identity match + dedup configured.
QA + go-live
Live-fire test purchases across every funnel step. Meta EMQ verified at 8+. Tag Assistant + Pixel Helper passes. Side-by-side report delivered.
Verify accuracy
Your data flows clean. Within 7 days every signal — Meta, Google, TikTok, Microsoft — is fully accurate. Notion runbook + Loom walkthrough handoff.
Got questions?
The honestanswers.
No buzzwords, no upsell. If we don’t know, we say so.
01Why aren't my Razorpay conversions showing in AppsFlyer?
Almost always because the AppsFlyer device identifier, appsflyer_id never reached the Razorpay payment. UPI sends the customer into a banking app to approve, and on mobile that app switch frequently ends the browser session. The payment completes and the browser that started it may never come back to fire anything. Measure coverage before debugging the dispatch.
02What identifier does AppsFlyer need?
AppsFlyer assigns its own device ID and matches installs to clicks through referrer data on Android and Apple's frameworks on iOS. There is no durable cross-device identifier. On iOS without ATT consent, attribution falls back to SKAdNetwork, which returns aggregated conversion values on a delay with no user-level detail at all — so a share of your installs will be attributable only in aggregate, permanently.
03Where should the event come from?
The Razorpay payment.captured webhook. Fire on captured. The app-switch behaviour of UPI makes any browser-based trigger unreliable in a way that is much more pronounced here than on card markets.
04How do I know it worked?
AppsFlyer shows the event on the raw data export with its attributed media source. Check the raw export, not the aggregate dashboard, and confirm the event carries a device identifier rather than landing as organic.
Still have questions?Book a 30-min call— bring them all.
The call
What happens on your free 30-min call
No pitch deck, no SDR, no upsell pressure. Founder-led. Bring your ad-platform screens and yourRazorpay → AppsFlyer setup — we’ll work through it together.
Min 1–5
We get the lay of your store
What you sell, what you spend on ads, who handles dev. Quick context-gathering — no questionnaire upfront.
Min 5–15
We audit your tracking live
Screen-share. We open your Meta Events Manager, GTM, and ad reports. You see exactly which conversions are leaking.
Min 15–25
We map a fix
What needs rebuilding, what stays. The exact Razorpay → AppsFlyer setup we'd ship and what it would recover for you.
Min 25–30
Decide. Or don’t.
If we're a fit, we send a 1-page proposal in writing. If not, you walk away with a free remediation plan you can hand to anyone.
Get Razorpay and AppsFlyer joined properly
Book a free 30-minute call. We measure your identifier coverage live on your own account, and you leave with a written plan — including the option that you don't need us.
Free · 30-min consultation · No commitment · Replies in under 2 hours · Available worldwide via WhatsApp
95% tracking accuracy guarantee
Free 30-min consultation · from $400 · 1st-party server-side
95% guarantee · from $400
