Account management—plans, payments, and billing

At a glance: Learn about AppsFlyer plans and premium add-on features. See how plan usage and invoices are calculated. Manage your account. 

AppsFlyer plans and usage

AppsFlyer plans

Every new account begins with a default Welcome plan (after completing the sign-up process). After the welcome plan ends, if you haven't updated your plan and billing information, it will automatically convert to the Zero plan. You can either upgrade to the Growth plan, request a quote to a customized Enterprise plan, or remain in the Zero plan. 

Plans Highlights


  • Default plan
  • 12,000 free measured conversions or one year of access, whichever expires first
  • 30 days of select premium add-ons
  • No need to provide payment details
  • Measures engagement only: clicks and impressions
  • Doesn't measure attribution
  • Free forever with no need to provide payment details
  • Measures engagement: clicks and impressions
  • Measures attribution. Account is billed per conversion
  • Payment and billing details must be provided


  • A plan customized to meet your needs. The measurement of usage depends on the terms of the plan
  • Payment and billing details must be provided

Learn more about all included features and compare plans.

Usage, units, and premium features

Payment for your plan is calculated according to your plan usage and premium features.

Plan usage

Each plan is based on measurement of a specific unit. Unit usage is calculated monthly or annually. The number of units used during the plan cycle (month or year) is deducted from the total package units.


You can download usage reports to get detailed information about your unit usage.

Exceeding plan usage

When exceeding the number of units in your plan cycle, extra costs are applied. You can see all costs in the Plan details section. To help prevent exceeding plan usage or reduce extra costs, alerts are sent via the notification center in the following cases:

  • Your plan units are being rapidly used 
  • You're getting close to reaching your allocated units (75% of your plan units)
  • You've exceeded the usage of your plan units

You can check with your CSM or contact for upgrade options.

Premium features

Any add-ons you've included in your plan are premium features. For example:

To learn more about these add-ons and their potential benefits for your business, check with your CSM or contact

Plan units

The different units on which a plan can be based:

Unit Description Learn more
Non-organic installs (NOI)

New app installs attributed to a media source

Re-engagements Existing users engaging in a retargeting campaign, which leads to app launches Overview dashboard
Re-attributions Former users engaging in a retargeting campaign, which leads to new app installs and app launches Overview dashboard

Monthly active users (MAU)

The number of unique users who opened the app during the invoice month Activity dashboard metrics
In-app events

Any action performed by a user in your app following the install. For example, login, tutorial completed, purchase, and achieved game level.

Rich in-app events guide

Non-direct web conversions
(for PBA packages)

Any user action on your website that:

  • You've defined it as a conversion
  • It was attributed as a referred visit (originating from a web campaign)
People-Based Attribution (PBA)

Premium add-on units

The units on which additional measured add-ons can be based:

Unit Description Learn more
ROI360 dollar units Recorded dollar units of your ad cost, in-app ad revenue, and in-app purchase revenue (including subscriptions), measured by the ROI360 add-on. Each unit represents $1 of the recorded ROI360 measurement. ROI360—cost and revenue data

ROI360 dollar units

The ROI360 add-on measures the return on investments of your ad marketing. The add-on package includes a set number of recorded dollar consumption units for ad cost, in-app ad revenue, and in-app purchase revenue (including subscriptions).

  • Each unit represents $1 of the recorded ROI360 measurement
  • Recorded dollars are presented in USD currency
  • When exceeding the package units, extra costs are applied
  • Recorded ROI360 data includes:
    • Cost data from up to 4 days after the initial cost day
    • In-app ads data from up to 3 days after the initial revenue day
  • Recorded ROI360 data doesn't include:
    • In-app purchases or subscription refunds
    • Invalid in-app purchases or subscriptions

Account management page

The page includes 3 tabs: My plan, Payment and invoices, and Billing details. From here you can:

  • Review your plan details
  • Upgrade your plan
  • View and download invoices and reports
  • Update your contact and billing information


Only account admins and account users with appropriate permissions can access this page.

To access the Account management page:

  • From the top bar, open the account menu (email address dropdown) > Account management.

My plan

From the My plan tab, you can see the details of your current plan, review plan usage, and upgrade your plan

Section Description

Plan details

Includes details that differ by plan, such as those listed below:
  • Started: Plan start date
  • Remaining units: The remaining number of units available in your plan
  • Extra unit cost: Cost per unit after the regular units have been used up
  • Clicks: The number of clicks included in your plan
  • Impressions: The number of impressions included in your plan
  • Organic installs: The number of organic installs included in your plan
  • Users: The number of users included in your plan 

Included features

A list of the features included in your plan

Plan usage

Shows the unit usage in your plan, since the last update (UTC). You can view and download usage reports to get aggregated data on unit usage.
Note: Your invoice payment depends on the number of units used and the add-ons included according to your plan.


Add-ons included in your plan and their start/end dates. These are premium features, for example: To learn more about these features and their potential benefits for your business, check with your CSM or contact

Future plan

This section appears only when a future plan has been purchased. If this is the case, you'll see details on your next plan here. 

Usage Report

The Usage Report page shows your billable conversions and your return on investments—for ROI360 subscribers. From this page, you can:

  • Filter data by dates, apps, media sources, event sources, and event types. 
  • Download a report according to the selected filters.

Access to the Usage Report page


  • Only account admins and account users with the following permissions can access the Usage Report page:
    • Access the Account management page
    • Access to all apps, media sources, and geos

To access the Usage Report page:


Usage report isn't supported for the Monthly Active User (MAU) plan.

Data included in the usage report

  • The data shown in the report may be complete or partial, depending on the current day of the month and the selected date range:
    Complete/Partial Current day of the month Selected date range
    Complete 10th and onwards Previous month
    Partial Between 1st-9th Previous month
    Partial Any day of the month

    Current month

  • All data in the report is aggregated and includes billable conversions and ROI360 events. Non-chargeable events, such as organic installs and fraud, aren’t included.
  • based on the selected filters.
  • By default, the date range shows data from the 1st of the current month to the present day. You can change this by selecting different dates from the filter at the top of the table. 
  • Data in the report is retained for 24 months.


  • Usage reports and invoices are calculated based on the UTC+0 time zone. As a result, there may be slight discrepancies between usage reports and the data reported on dashboards, Cohort reports, and other aggregated reports.
  • Data in the usage report remains non-transparent whether or not Allow transparency is turned on, meaning they show the agency name and not the attributed media source

Usage report fields

See below the field specifications for measurement conversions and ROI360 events in the usage reports.


Field Description


Conversion date


AppsFlyer account or sub-account name


App ID from the relevant app store -or- Bundle ID from AppsFlyer People-Based Attribution

Media Source

The media source to which the conversions were attributed.
Note: When a media source uses an agency, the agency name appears and not the media source, regardless of the Allow transparency toggle state. 


Source of aggregate attribution data. Possible values include:
  • Real-time attribution (RTA): AppsFlyer is the source of aggregate attribution data
  • SKAd Network: SKAdNetwork is the source of aggregate attribution data
  • Protect360 - post attribution: Adjustments for previous attributions and in-app events identified as fraud by AppsFlyer Protect360
  • People-based attribution (PBA): Web conversions attributed as referred visits by AppsFlyer PBA

Conversion type

Type of attributed conversions. Possible unit values include:

  • Non-organic installs (NOI)
  • Re-engagements
  • Re-attributions
  • Organic installs
  • App opens
  • Organic app opens
  • In-app events
  • Organic in-app events
  • Monthly active users (MAU)
  • Direct web conversion events
  • Non-direct web conversion events
  • Direct web standard events
  • Non-direct web standard events

The Conversion type field is not populated for Protect360 - post attribution conversions.

Billable Conversions

The number of conversions for which your account is charged.

  • The number of conversions varies according to the selected filters
  • Billable data doesn't include non-chargeable conversions, such as organic installs and non-countable contract obligations (for example, fraud-related installs, free trial, transferred or deleted apps). This may result in fewer conversions compared to the total number of conversions in the dashboards.
  • Protect360 - post attribution conversions are always negative since they reverse charged conversions identified as fraud.
  • For more information about how iOS app conversions are calculated, see Billing for iOS apps (below).


Field Description


The date of the ROI360 event.


AppsFlyer account or sub-account name


App ID from the relevant app store -or- Bundle ID from AppsFlyer People-Based Attribution

Media Source

The media source to which the event type was attributed.
Note: When a media source uses an agency, the agency name appears and not the media source, regardless of the Allow transparency toggle state. 


The source of aggregate attribution data, which reflects the value of ROI360.

Event type

Types of ROI360 events, including the following (in USD):

  • Purchase revenue
  • Cost
  • Ad revenue

Billable Events

The number of chargeable ROI360 events. Each row represents the daily total of cost/ad revenue/purchase revenue events, per app and media source.

Download a usage report

  1. From the My plan tab, click Usage report.
  2. Select the date range and any other filters.
  3. Click Download from the top of the table. The file is downloaded in CSV format.


The downloaded file reflects the data displayed on the page, considering:

  • Applied filters: The usage report aligns with the selected filters.
  • Completeness: The report may be partial, depending on the current day of the month and the chosen date range.

Account status

The status of your account is shown at the top left of the Account management page. The possible statuses are:

Account status Description Comments
Active account All Welcome and Zero plans Don't require a payment method
Growth and Enterprise plans with a valid payment method and no overdue invoices  
Pending suspension

An account with one or more overdue invoices. After 30 days of unpaid invoices, the account becomes suspended.

You can regain Active status by making invoice payments

Suspended An account with overdue invoices over 30 days. You don't have access to your account except for the payment section.
You can regain access and regain Active status by making invoice payments

Upgrade, downgrade, or delete an account

You can request an account upgrade directly through the Upgrade plan button on the top-right of the Account management page. 

To delete or downgrade an account, contact your CSM or send an email to

Payments and invoices

Access the Payments tab and invoices to:

  • Check invoice details and payment status
  • Download invoices (PDF)
  • Update payment method for Growth and custom Enterprise plans: Wire transfer or credit card


The Payments and invoices tab is available only for plans that require payment (plans other than Welcome or Zero).

Payment method

In this section, you can see the selected method of payment. You'll also see any payment issues, such as an expired or invalid credit card or when payment wasn't sent by wire transfer.

Payment options: 

  • Credit card: Payment will be charged automatically each month
    Note: Your credit card won't be charged in the following cases:
    • You have a prepayment plan
    • Your account has a credit balance
    • Payment was made by wire transfer
    • There's an open billing issue
  • Wire transfer: You must initiate payment manually each month

To update your payment method:

  1. Click Update payment.
  2. From the payment details dialog that opens:
    • For payment by credit card: Enter the necessary details, and click Register Credit Card
    • For payment by wire transfer: Enter the billing details, and click Save.


In this section, you can see paid and unpaid invoices, download them, and pay overdue invoices. Monthly invoices are issued after the first week of every month.

Invoice fields Description
Invoice Invoice reference number

Invoice amount. Currency type and payment details are set at sign-up 


Invoice date of issue. For Growth and custom Enterprise plans, this occurs from the first week of every month


Last date for invoice payment


Paid, Due, or Overdue


Click View to open an invoice in PDF format

Pay overdue invoices

Regardless of your regular payment method, you can pay overdue invoices by credit card without the credit card details being saved. Paying for accounts with the status Pending suspension and Suspended regains the Active status.

    1. From the list of invoices under the Unpaid section, select one or more unpaid invoices.
    2. Click Pay by credit card.
    3. Enter card details and click Submit payment.
    4. View your payment confirmation.
    5. If payment is successful, click Back to Payment and invoices. If a payment fails, review the error message under the Status column and act accordingly.

Billing details

From this tab you can view and update your company details and contact persons for billing. billing_details_tab2.png

Company billing details

When choosing a Growth or custom Enterprise plan, you must provide company billing information. This information can be updated at any time. For generating an invoice, you must provide company billing details, and at least one billing contact.

To add or update Company billing details:

  1. Enter or update your billing details, and click Save billing details
  2. Read the legal terms and accept them by marking the checkbox.
  3. Click Submit. A popup message indicates if the changes were saved successfully. 


  • If you change the company name or address, then AppsFlyer legal terms appear and must be accepted. If there are any issues, contact
  • If there is missing or invalid information, the billing details won't be saved. For example:
    • If the company tax number is required by your country, it must be entered in the correct format.
    • The postal code (ZIP code) must match the selected location.

Billing contacts

Act as a focal point to receive invoices and for communications regarding any payment issues.

To add or update Billing contacts:

  1. Click Add contact and enter the required details or make changes to a current contact.
  2. Click Save billing details. Make sure to have There must be at least one billing contact.
  3. A popup message indicates if the changes were saved successfully. 


There must be at least one contact person, and they don't need to be an admin user.

Billing details

Billing details Description
Company billing details
  • Company billing name: Auto-filled based on the sign-up form
  • Company tax number: See the following tab for details
  • Company invoice name (in English): Appears on the invoice
  • Currency: USD, ILS, EUR, or GBP 
  • Street address: Auto-filled based on the sign-up form:
    • Street address
    • City (in English)
    • Postal code: Must match the selected location
    • Country: Select from the list
  • If relevant, add a state, province, or territory
  • If necessary, update billing details within the platform or contact
Billing contact

Enter the required contact details:

  • Name: Must be in English only
  • Email, Phone: Must be provided

Company tax number

Certain countries, listed in the table below, require us to record your company tax number and add VAT to your invoices. If your company is in one of these countries, you must provide your company tax number in the correct format of the country. Otherwise, your billing details won't be saved. 

Countries requiring company tax number

Country Additional information on tax-related requirements
Canada GST/HST program account number
EU countries VAT Information Exchange System (VIES)
Israel Israeli VAT registration

Conversion measurement options for iOS app billing

Since the introduction of iOS 14.5, AppsFlyer offers two possible methods to determine campaign performance and attribution for iOS apps:

  • Single Source of Truth (SSOT): If you have SSOT configured in AppsFlyer SKAN Conversion Studio, this method will automatically be used for billing.
  • If you haven't turned on SSOT: AppsFlyer runs a side-by-side comparison of the number of daily conversions measured by SKAdNetwork and those measured by our privacy-centric RTA (real-time attribution) for each media source. These two methods run independently and in parallel. The higher of the two numbers is taken into account for billing. This ensures that you're never charged twice for a conversion event.

Learn more about AppsFlyer iOS billing policy.