Pivot report

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What is AppsFlyer's pivot table?

The Pivot table, an AppsFlyer premium feature, provides marketers with unparalleled deep analysis capabilities, speed and ease of use in a familiar format - without the need to download data or rebuild custom pivot tables.


With Pivot, marketers can answer their complicated questions right from the AppsFlyer dashboard, collaborate with colleagues and improve their agility, adapting to new and emerging opportunities faster and more easily. Pivot saves you time and is incredibly simple to use. Pivot consists of an intuitive drag-and-drop mechanism for selecting the data you want to view.

Pivot comes with a number of pre-defined reports, together with the ability to very easily create your own customized reports.

The information displayed in the Pivot is based on the information found in the Master API, and is therefore calculated on a daily basis. For more information on the Master API, click here.

Pivot reports page

1. From the dashboard menu, select Pivot.

2. The Pivot Reports Page opens:

This page contains all the pivot reports created by you and your team.

It also has as 3 useful pre-defined pivot reports created by AppsFlyer, to help you get started: Media Source by Date, Full Hierarchy and Cost Analysis. These reports are view only and cannot be altered. However, they can be duplicated to create different reports.

Pivot reports list

There are several items per each defined pivot report in the list:

  1. Name - name of the pivot report. Click on the name to see the Pivot report for the stated date range
  2. Last Modified - date of the last update to the report's structure
  3. Modified By - User name that last modified the report's structure
  4. App Name - name of the single app in the report, or the number of apps defined in it
  5. Actions - supported actions per pivot report are described in the table below:


Action Notes
Duplicate Copy the pivot report and create a new report based on its configuration
Rename Change the name of the report
View History log See who handled the report's structure, what was done and when.
Copy Master API Link Pull the pivot report's data directly from AppsFlyer's servers into your systems, using its corresponding Master API URL.
Note that only the account owner is able to get the full link. Team members get the link without the API token.
Delete Delete the pivot report from the list


Columns can be arranged in ascending or descending order by clicking the column title. You can also amend the width of each column.

In the Pivot Reports Page you can also add new pivot reports or click on existing ones to edit.

Adding a new pivot

1. Click add_pivot.png at the bottom of the drop-down window:

2. The New Pivot window opens:

3. Enter the name of the new Pivot report to be created.

4. Click Submit to open the edit section of the create and edit Pivot process.

Editing the pivot

1. The following window opens and already contains the name of the new Pivot given by you in the previous window. Click Edit Pivot.

2. The Edit Pivot Table window opens.

3. From the left pane of the window expand the Dimensions option. The dimensions are the groupings, which you can use to structure and sort your pivot reports.

Select the dimensions you want to add and drag them to the appropriate section:

  • Rows - place your dimensions here to determine the group-by hierarchy
  • Filters - set the dimensions and KPIs, that would appear as filters in the result reports
  • Columns - Multiplies the entire results of the table according to all values of the dimension
  • Values - KPIs only


You can drag and drop the selection to change the order of them in the table.

4. Expand the KPI options and again, drag and drop them into the appropriate section.


The Pivot KPIs are divided to four distinctive buckets of data:
LTV, Activity, Retention and Protect360 (for accounts that have Protect360 enabled). For more information about these KPIs please go here.


5. In the Filters section you can select the filter box type to be either Text or Multi-Select

6. In the Values section you can change the operation for each KPI to either Sum, Count, Max, Min or Rate.

7. Once you have completed your selections, click Apply.

Your new Pivot appears in the drop-down menu on the main Pivot page. Select it to open it.


If you add too many selections, you may receive a message asking you to reduce the number of selections.

Viewing the reports

1. Selected dimensions

The first column holds the dimensions selected for the groupings of the report. The dimensions are grouped according to the order in the pivot edit page. In the example above, the primary dimension is the app name, followed by the media source and concluded by the install date.

2. KPIs

The rest of the columns are the KPIs selected as Values in the pivot edit page. In the example above, the first KPI is impressions, followed by clicks, installs etc.

3. Filters

The filters set for the report in the pivot edit page appear here. You can type your filtering string or select multiple items with the drop-down boxes.


4. Date selector

Use the Date Selector to refine your search to specific dates. You can select your own custom date range or use one of the preset date range buttons.


5. Actions

You can access the same actions per pivot report as available in the pivot reports list.

6. Edit pivot

Click Edit Pivot to open the Edit Pivot window.


Time zone support

Time zone support in Pivot depends on the app settings and the queried data in Pivot.


Pivot for a single app:

  • App time zone is set to time zone X and never changes - pivot displays time zone X.
  • App time zone is set to time zone X and then changes to time zone Y at some point:
    • If Pivot only contains data from before the time zone change, Pivot displays time zone X.
    • If Pivot only contains data from after the time zone change, Pivot displays time zone Y.
    • If Pivot contains data from before and after the change, Pivot displays UTC +0.

Pivot for several apps

  • Time zone for all apps is set to X and never changes - Pivot displays time zone X.
  • Time zone for all apps is set to X and then changes for one app to Y:
    • If Pivot only contains data from before the time zone change in the app, Pivot displays time zone X.
    • If Pivot contains data from after the time zone change, Pivot displays UTC +0. In this case there are several different time zones, therefore Pivot defaults to UTC +0.
    • If Pivot contains data from before and after the change, Pivot displays UTC +0.

Currency support

Currently not supported. Pivot displays USD currency regardless of the currency in App Settings.


Cost data

AppsFlyer is able to present cost data for over 80% of tracked app installs. The data, for most of the big media sources, is retrieved via direct APIs between the networks and AppsFlyer. For some of these networks, the cost data is limited to certain dimensions.
Therefore, there are differences in the cost data, that reflect when using the Pivot table(or Master API).
If you see missing cost data on the Pivot table please refer to the Supported Dimensions column in this table. If the dimension you use to group your KPIs by is NOT supported by the specific media source, cost data cannot be displayed for it.


1. Snapchat does not provide cost data related to countries. Therefore, cost data for Snapchat is not presented if a table is grouped by the GEO dimension.
2. Inmobi doesn't provide cost data related to the Channel dimension.

Retargeting data

Pivot table includes aggregate data of re-engaged users from retargeting campaigns, i.e., in-app events and revenue. 

When an existing user re-engages with a retargeting ad, AppsFlyer opens the Re-engagement window. During the window, every reported user event is attributed primarily to the retargeting media source, and secondarily to the original source.

The Activity KPIs available with Pivot table, therefore show these users event activity under the retargeting networks only, during their re-engagement windows. After the window closes, these users event activities return to be reported under their original media sources.

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