Audiences guide


At a glance: Increase the efficiency of your user acquisition and remarketing campaigns by using AppsFlyer Audiences to build and connect audience segments to your partner networks.


Audiences basics

AppsFlyer Audiences lets you easily build audience segments and connect them to your owned and paid channels—so you can deliver tailored campaigns for better engagement and performance. And once your campaign’s been sent, you can view performance metrics in Audiences as well.

An audience is a segment of current or past users of your app that meet the specific criteria that you define. Audiences can be based on personal characteristics, behavior, in-app activity, attribution source, revenue generated, geographic location, device type, and more.

Step 1 - Build your audience in AppsFlyer: You can build a custom audience from scratch, import one, or select from our ready-made, fully customizable list of “Suggested Audiences”, which save you time and are based on industry best practices.

Step 2 - Connect the audience: Once you’ve built your audience, the next step is connecting it to your media partners from within AppsFlyer, which sends identifiers for the members of that audience to the partners and creates the audience on the partners’ systems. This enables them to serve specific ads only to these users. Audiences are automatically refreshed and pushed to partners once daily. Additionally, you can upload an audience to 3rd-party services such as Amazon S3 buckets, or download it as a CSV file right from the dashboard.

All the information needed to upload audience data to a media partner is specified in a partner connection. You can have multiple connections for a single media partner (using different accounts, login information, etc.).

Note on privacy

In order to enable compliance with the privacy requirements of iOS 14.5 and other user privacy considerations, Audiences allows you full control to determine which identifiers are shared with partners, both at the account level and for each partner connection.

Audience split and Incrementality testing

Incrementality testing measures the real impact of your campaigns with A/B testing that accurately measures “incremental lift”—the difference between conversions that happened as a result of your marketing campaigns and those that would have happened anyway. AppsFlyer Audiences sets the stage for testing with an optional feature that splits the audience among selected media partners and a control group, so you can use the Incrementality dashboard to understand the true value of your campaigns.

Get started

Follow these steps to get started with Audiences:

1 In AppsFlyer, from the side menu, select Engage > Audiences
2 Set account-level policy for sharing user identifiers with partners

Create a new audience:

  • Custom Audience - Build your audience from scratch
  • Suggested Audience - Ready-made, customizable audiences that are based on industry best practices
  • Import audience - Import audience segments from your internal systems (such as BI or CRM)
4 Connect the audience to one or more media partners
Optional Split the audience among partners and a control group
Optional Import user attributes

Create and manage audiences

This section describes how to create and manage audiences and set up Incrementality testing.

Create a Custom Audience

A Custom Audience is built from scratch using any rulesets and filters you wish.

To create a Custom Audience:

  1. In AppsFlyer, from the side menu, select Engage > Audiences.
  2. Click New audience.
  3. Select Custom audience.
    The Build tab displays.
  4. Enter a unique Audience name.*
  5. Select the platform: Android or iOS.
  6. Select the user identifier:
  7. [Default] Device ID: Evaluates rules by device ID only.
  8. Customer ID: Evaluates rules by grouping devices using the CUID (use this method only after you verify that your data has valid CUIDs.)
  9. Select New ruleset, or if you wish to add the users of an existing audience, click Existing audience then select the specific audience from the list.
  10. Build the audience guided by the user interface. For specific information about rule options, see All about rulesets.
  11. Combine rulesets using the operators and, or, exclude.
  12. As you build your audience, the panes on the right side automatically update the estimated audience and per-partner upload sizes.
  13. Complete defining the audience, then click Next.
    The Audience connection window appears. This is where you connect the audience to your media partners


  • You can have up to 100 active Custom/Suggested audiences at a time.
  • Audience names may be visible on your connected media partner sites. Please be aware of not including sensitive information.

Create a Suggested Audience

Suggested Audiences enable you to explore and discover ready-made audience segments, that are based on industry best practices. You can select an audience, customize it, and connect it with your partner networks for optimally targeted marketing campaigns. 

Choose from over 30+ audiences within the categories of Aquire, Activate, Engage, Monetize, and industry-specific audiences. The audiences are 100% customizable, so you can create the exact audience you need. Audiences include:

  • Convert ad clicks into installs
  • Get lookalikes 
  • Suppression lists
  • Encourage registration
  • Encourage purchase
  • Monetize purchasers
  • And a lot more…

 Example use case

This example illustrates one typical use case. Let’s say you want to urge active users of your app, who haven’t purchased yet, to make their first purchase. You can select the “Encourage purchase” audience and customize it to specify which event defines an in-app purchase. Then you can connect the audience to your partners and run a promotional campaign that nudges them towards making a purchase and leads them to the app's purchase page.


To create a Suggested Audience:

  1. In AppsFlyer, from the side menu, select Engage > Audiences.
  2. Click New audience.
  3. Select Suggested audience.
  4. Select the app.
  5. Browse through the various categories and select an audience that matches your goals.
    Some audiences require you to add the specific in-app events to define the audience criteria. If the AppsFlyer predefined event has already been configured in your app, it will be pre-selected. If not, you'll need to select the appropriate custom event from the dropdown menu.


  6. Click Select & customize.
  7. Select the user identifier:
    • [Default] Device ID: Evaluates rules by device ID only.
    • Customer ID: Evaluates rules by grouping devices using the CUID (use this method only after you verify that your data has valid CUIDs.)
  8. If you wish to further customize the audience by adding additional rulesets, you can do so if you wish by clicking + Filter. When done, click Next
    The Audience connection window appears. This is where you connect the audience to your media partners

Note: You can have up to 100 active Custom/Suggested audiences at a time.

Import an audience

You can import predefined audience segments from your internal systems (such as BI and CRM) to AppsFlyer Audiences, and use it as your central point for connecting and maintaining all of your audience segments with your advertising partners. Additionally, it allows you to enjoy Audiences features, such as identifier matching/data enrichment and connected campaign metrics.

Connect an audience to media partners

Once you've defined your audience, the next step is connecting it to your media partners.

To connect your audience to media partners:

  1. After defining your new audience on the audience Build page, click Next. The Audience connection window appears.
  2. Click + Partner connection, then do one of the following:
  3. Click Save.
    Once connected, the audience is updated and pushed to partners daily.

User identifier—Device ID vs. Customer ID

Audience rule evaluation is performed using an app user identifier. Select from:

  • [Default] Device ID: Ruleset compliance is assessed using the device ID (GAID or IDFA/IDFV). When compliant with the ruleset, the device ID is added to the audience list. Note: The device ID will be shared with partners only when permitted by your user identifier policy.
  • Customer ID (CUID): 
    • Ruleset compliance is assessed by grouping all device IDs associated with the same CUID. If the group complies with the ruleset, then the device IDs comprising the group are added to the audience. Note: The CUID itself is not part of the audience list and is not sent to media partners.
    • CUID implementation considerations:
      • Ensure that your data is populated with valid CUIDs.
      • App users (devices) without a CUID are ignored.
      • When a device ID is matched to a CUID, historical audience data for the user is updated retroactively and included in audience builds going forward. Note: No change is made to raw data. 
      • If a device ID is associated with two different CUIDs, the most recently associated CUID is used.
      • When building an audience with CUID as the identifier, the CUID association must have been received by AppsFlyer on the install (not just on post-install events) for complete association with the relevant devices and successful enrichment with device identifiers (i.e., GAID, IDFA). Learn more


 Example: Device ID vs. CUID

An audience of users who spent more than $5

CUID Purchase $
A 99 1
A 99 2
B 77 1
B 77 5
C 99 3
D None 50
Rule evaluated by Device IDs included in the audience Explanation
Device ID B, D A and C are not included - the spend was less than $5
  • A and C have the same CUID (99) - the combined spend is $6. 
  • D is ignored - there is no CUID

Audience split and control groups

Use the toggle that splits the audience among partners and a control group to effortlessly set the stage for A/B testing and Incrementality measurement so you can get the crucial insights you need about campaign impact. When enabled, the feature randomly splits the audience among your selected partners and a control group. The control group is the portion of the audience that is held back from partners and is a necessary requirement for Incrementality measurement. You can adjust any of the split percentages you wish and disable or re-enable the split per audience.

Feature Description

Split audience


  • This feature randomly splits the audience among your selected partners and a control group. It is enabled by default for Incrementality subscribers, and can easily be disabled or re-enabled at any time.
  • Split audiences for a variety of reasons, such as A/B testing and Incrementality measurement.
  • Note: Modifying an existing split allocation between partners causes redistribution of the entire audience. This may negatively impact the validity of A/B testing and will cause active Incrementality experiments to end and restart as new experiments.
Control group

A portion of the audience is held back in a control group, which is not sent to any partner:

  • Control groups are used in A/B testing and to measure the incremental lift of your marketing campaigns.
  • 15% of the audience (or higher) is recommended for an effective control group.
  • The minimum control group % needed to run an Incrementality experiment is 1%.
Send a copy of split lists to an S3 bucket

CSV files containing the split audience lists and control group can be sent to an Amazon S3 bucket.

  • Note: This is not the same as defining Amazon S3 as a connected partner.
  • The audience lists can be downloaded to a CSV file. Use the CSV file, for example, to send to partners who are not integrated with AppsFlyer.

To split the audience and perform other partner actions:

  1. In the AppsFlyer left-side panel, go to Engage > Audiences.
  2. In the Audiences tab, select the audience.
  3. Go to the Connect tab.


    The current settings display:
    • The top, right-side pane displays estimated total audience and upload sizes (for all partners)
    • The bottom, right-side presents a visualization of:
      • Estimated upload size for each partner
      • Partner overlap (for audiences that aren't split)
  4. Take any of the following actions:


Split an audience between partners and control group


  1. Make sure the Split audience/Measure incremental impact toggle is enabled.
    • The total of the control group and split to partners combined must be 100%.
    • If you don't want to include the control group in the split: allocate 0%.
    • All connected partners must be allocated a portion of the split (Don't allocate a partner 0%)
    • To view the total allocated: scroll down; the total percent split displays. 
  2. Enter the percentage allocated to:
    • Control group - 15% or higher is recommended. 
    • Enter a split percentage per connection. 
    • Scroll down to display the total allocation in percent, and make sure that the total allocation is 100%. 
    • Click Save split.
    • Click Save.

Copy split groups to S3

To send a copy of the audience split list to an S3 bucket:

  1. Click Copy split groups to S3.
  2. Select a connection.
  3. Click Save.

Files are sent using the following directory and filename structure:

  • Directory
  • Filename: the name of the partner or control group
    Note: If the connection to the partner fails, and the file is not uploaded, the word failed will be appended to the partner name (for example, partner_name_failed.csv)
Create and add a new connection

To create a new connection:

  1. Click Add partner connection.

  2. Type a connection name.

  3. Select a partner.

  4. Complete the process according to the instructions in the user interface.

  5. Click Add partner connection.

Add or remove an existing connection

To remove or add an existing connection:

  1. Hover over the partner connection.
  2. Click the "Remove" icon.
  3. Click Save.

Manage audiences

To manage audiences from the Audiences dashboard:

  1. In the AppsFlyer left-side panel, go to Engage > Audiences.
  2. The following options are available:
    Option Description

    Create a new audience

    Create a new audience

    Change audience settings 

    Click an Audience name, do one of the following: 

    • In the Build tab: View and change rulesets.
    • In the Connect tab: Set audience split and control group options.



    In the  3_dots_icon.png  icon that appears on the right when hovering over an audience on the main Audiences page:

    • View history: Displays the audience upload history including audience size, and split between partners.
    • Upload now: Sends the audience to connected partners.
    • Download as CSV
      • Generates and downloads the audience list as CSV files(s) that include the identifiers you select. Only data that complies with your user identifier policy will be downloaded.
      • One file is generated for each partner.
      • The file(s) are downloaded after calculation of the audience, which can take some time after you create or modify an audience.
      • Downloaded files are limited to 5 million records. For larger files, send the file to an S3 bucket or use SFTP
      • Only an audience that is connected to partner networks will be updated daily and kept current. If the audience is not connected to partner networks, it will not be kept current beyond the audience creation date. If you want to download the most current info, you can duplicate the audience to recreate it (see below), then download the CSV from the duplicated audience.
    • Duplicate
      • Copies the audience definition.
      • When you duplicate an audience, give it a unique name. 
      • [Option] Remove one or more of the connected partners during duplication.
    • Calculate now: [For imported audiences] Recalculates the number of users in an audience. Use as needed to refresh the audience size if it does not look correct. 
    • Delete: Permanently deletes the audience.
    Bulk actions

    Carry out the same action on multiple audiences. To use bulk actions, select two or more audiences, then select one of the following bulk actions:

    • Upload now
    • Show audience overlap: displays the audience overlap between the selected audiences
    • Delete

All about rulesets

Learn how to use rulesets to define your audiences.

Audience segmentation rulesets


  • An audience segment ruleset consists of one or multiple rules to enable precision filtering.
  • Combine rulesets using operators: and, or, exclude.
  • As rules are defined and layered, the estimated audience size displays in real-time.
  • Rulesets can be duplicated by clicking the duplicate_icon.png icon.
  • Where an audience consists of multiple rulesets, use the overlap visualization display to better understand your audience segments.
  • The user identifier used to evaluate rules is either the device ID [default] or the customer user ID (CUID).

The examples that follow illustrate ruleset implementation in various scenarios.

Ruleset examples

Example: Location-based rule

Users from New York who uninstalled the app in the last month


Example: User attributes-based rule

Users who launched the app in the last 7 days at least once and whose favorite weapon is a sword.


Example: Revenue

Users who installed the app during the last seven days, and spent $1


Example: Owned media filter 

Build targeted audiences consisting of users who were attributed to specific owned media sources such as social media (excluding paid advertising), SMS, email, referrals, web, or QR codes. You can also choose your level of granularity and target users who came from a specific media source, campaign, ad set, or individual ad.

Here's an example with users who launched the app at least once in the last 7 days and whose install was attributed to a specific email campaign as well as specific ad sets and ads.


The audience can be used to re-engage these users with personalized messaging on either owned or paid media, or as an exclusion list to prevent them from seeing irrelevant or unnecessary ads when running campaigns.

Example: Remarketing 

Using clicks and views for effective remarketing. To convert these users, a little extra convincing or a gentle reminder is needed. These users have a high probability of converting so remarketing to them can produce significantly better results than advertising to new segments. Create precise audiences for remarketing based on clicks and impressions data collected.

Build an audience of potential users that clicked on an ad but did not install in the last two days.


These are users who, in the recent past, were sufficiently interested in your mobile app to click on your ad, but for some reason did not install the app, or installed the app but did not launch it. Some users just need a reminder (push) to install it. Others may need to see more screens or features of your app to finally convert. Therefore, if you have a primary creative you use on new audiences, it might be better to use a different creative for audiences that clicked but did not install.

Ruleset filters

  • A ruleset consists of one or multiple rules.
  • There are various ruleset filter categories such as Events, Revenue, Geo, Attribution, User attributes, Devices, and Owned media.
  • Rules have different parameters and settings, as listed in the table below.




  • Viewed an ad
  • Clicked an ad
  • Installed the app
  • Did not install the app
  • Launched the app
  • Did not launch the app
  • Uninstalled the app 


Time frame and Frequency 

In-app events



  • Did event [event name]
  • Did not do event: [event name]


Time frame and Frequency 


Event attribute + value:

  • Is
  • Greater than
  • Less than

Notes relating to in-app events:

  • The in-app event list updates daily.
  • If Did event is selected, and the in-app event has attributes associated with it, you can filter by the in-app-event attribute value. 
  • In-app events, by default, are limited to 100 unique values per attribute. For example, if the event is "purchase" and the attribute is "content-type" there can only be 100 (or fewer) possible content types. However, numeric values are unlimited.
    If there are in-app event attributes (parameters) and values that don't appear in the list, you can add them manually by clicking on Add event attribute > Add item


    Please note:

    - All manually added event items must be entered as string type (text) only. Numeric values should not be added, and will not work correctly.

    - When a manually added event item is added, the "Estimated audience size" may not reflect accurately. 
    If you require more than 100 attributes/values to appear in the list, you can also contact your CSM or send an email to





  • Total in-app purchases revenue
  • Total ad revenue
  • Total revenue 


  • Is
  • Greater than
  • Less than 


  • Total in-app purchases revenue: total value of all events reported using the af_revenue parameter for a specific device/CUID
  • Total ad revenue: total ad revenue generated by a specific device/CUID
  • Total revenue: Total in-app purchases revenue + Total ad revenue


  • To use the Total ad revenue and Total revenue filters, Ad revenue attribution must be implemented in your AppsFlyer account.
  • All revenue filter options are measured in USD.




  • Location 


  • Is
  • Is not


Location options

  • Country
  • State 
  • City

Notes relating to location:

  • If you select multiple countries, you can't select states.
  • If you select multiple states, you can select cities.

Owned media



  • Owned media source
  • Owned media campaign
  • Owned media ad set
  • Owned media ad


  • Is
  • Is not



Values such as:

  • Email
  • SMS
  • Web
  • Social media (excluding paid advertising)
  • QR codes
  • Referrals
  • Specific media campaigns, ad sets, and ads

You can build targeted audiences consisting of users who were attributed to specific owned media sources. Additionally, you can choose the level of granularity and target users who came from a specific owned media source, campaign, ad set, and/or individual ad.


Use the audiences you create to re-engage users with personalized messaging on either owned or paid media, or as exclusion lists to prevent them from seeing irrelevant or unnecessary ads when running user acquisition or re-engagement campaigns.





  • Device brand
  • Device model 
  • App version
  • OS version
  • Carrier


  • Is
  • Is not 

C.jpg Selected value




  • Organic
  • Retargeting


  • False
  • True

User attributes



User attribute name


  • String type
    • Is
    • Is not
  • Number type
    • Is
    • Is greater than
    • Is lower than

For string: Select a value

For number: Enter a value

Combine rulesets

To combine a ruleset with an existing audience:

  1. Go to Engage > Audiences.

  2. Click Add Audience.
    The Build tab displays.

  3. Enter a unique Audience name.

  4. Select the platform: Android or iOS.

  5. [Optional] Select Advanced settings to select the user identifier:
    • [Default] Device ID: evaluates rules by device ID only.
    • Customer user ID: evaluates rules by grouping devices using the CUID. Use this method after you verify that your data has valid CUIDs.
  6. Click Existing audience, then select the specific audience.
  7. Select an operator: and, or, exclude.


  • The existing audience must be on the same platform (such as iOS or Android) as the new audience.
  • An audience that is based on an existing audience can’t be used.
  • An imported audience can’t be used.

Create and manage partner connections

This section describes how to create and manage media partner connections.

Create a new connection

The Connections tab displays all your partner connections and the status of each. All the information needed to upload audience data to a media partner is specified in a partner connection. You can have multiple connections for a single media partner (using different accounts, login information, etc.).

To create a new connection:

  1. Go to Engage > Audiences > Connections.
  2. Click + New connection.
    Note: If you are creating a new partner connection from within the audience builder, click on + Add partner connection within the Manage audience connections window.
  3. Select a Partner name.
  4. Enter a Connection name.
  5. Complete the required fields/login information for the partner. Some partners have detailed instructions about how to connect. 
  6. Select the user identifiers that you authorize for sharing with this partner. 
    • Supported identifiers vary by partner. Only those identifiers supported by the selected partner will appear in the list.
    • Only identifiers that comply with your account-level user identifier policy will be uploaded. You will see a caution message if you select an identifier that is disallowed by your account policy.


  7. Click Save. 

Manage connections

To manage an existing connection:
  1. Select a partner.
  2. Select a connection.


  3. Take any of the following actions:
Option Procedure
Change the connection name

To change the connection name, edit it directly in the Connection name field. 


To reconnect: 

  1. If the connection status is not active, click Reconnect.
  2. Update the connection credentials or login to the partner to re-authenticate according to the instruction in the user interface.
Modify user identifiers

To modify user identifiers, select/deselect the user identifiers that you authorize for sharing with this partnerOnly identifiers that comply with your account-level user identifier policy will be uploaded.

Delete connection

To delete a connection:

  1. If there are any audiences connected, remove them as follows:
    1. Select the audience.
    2. The audience connects tab opens in a new tab. 
    3. Remove the connection.
    4. Close the tab.
  2. Repeat this procedure until no audiences are connected to the connection.
  3. Click Delete connection.

Dashboard and metrics

This section describes the features and campaign metrics that appear on the dashboard.

Audiences dashboard

Column Description
Audience name

Audience name

Size  All users that match the audience criteria
Upload size

The audience size available for upload after the application of your account-level user identifier policy and selected identifiers for the linked partner connections.

Note: The actual size on the partner side may be different due to their matching process.

App name The app(s) referenced in the audience definition. These are not necessarily the apps targeted by the campaigns that utilize the audience.
Upload to 
  • Icons of partners to whom the audience is sent
  • SplitAudiences.png indicates that the audience is split between partners

This column displays if you subscribe to Incrementality. Statuses include:

  • Pending - Initial data-gathering period (48 hours) starting from the campaign start date 
  • Link campaign - Select the relevant campaign(s) to link to the experiment. If we have a campaign suggestion for you, it will be pre-selected (with any additional suggestions ordered by relevance in the dropdown list). 
  • Active - The experiment is in progress
  • Completed - The experiment has ended

Clicking on a status takes you to the Incrementality dashboard.

Upload status
  • The current audience upload status
  • The tooltip displays the date and time of the most recent upload
  • In case of failure, click View details and take corrective action in accordance with the detailed error message that displays

Campaign metrics

Campaign metrics basics

The Campaign metrics section of the Audiences dashboard displays data for campaigns that used an audience for targeting (whether for inclusion, exclusion, or as the basis of a lookalike audience).

  • Using an audience for targeting (and deciding how it is used) is part of setting up campaigns with media partners. Media partners vary in their support for how audiences can be used.

Supported partners: Currently, data is available for Meta ads, Google Ads, and Snapchat. The Campaign metrics section of the dashboard is visible only if you have audiences connected to supported partners.

To view Campaign metrics:

  1. Scroll to the far right of the Audiences dashboard to make the Campaign metrics section fully visible.
  2. Use the date picker to select the timeframe for which you want to display data. (By default, the dashboard displays data for the past 7 days.)

To download Campaign metrics for the selected timeframe:

  1. Click the Export button at the top of the Audiences dashboard.
  2. Once the file has been generated, it downloads automatically.

Summary view

The initial Campaign metrics view displays summary campaign data for each audience:


Column Description

Total number of campaigns that used the audience for targeting during the selected timeframe (campaigns run with supported partners only)

Campaign cost Total cost of these campaigns during the selected timeframe
Campaign revenue Total revenue attributed to these campaigns during the selected timeframe

Detailed view

From the summary view, click on the show_detailed_view_icon.png icon to enter the detailed view for the selected audience. (The  show_detailed_view_icon.png icon appears at the far right of a row when you place your mouse anywhere on that row.)

The detailed view displays data broken down by supported partner and campaign:


If the selected audience was used to target more than one app, use the drop-down list pin_A.png to filter the data by app.

Click the Overview dashboard link pin_B.png to view the campaigns on the Overview dashboard:

  • The dashboard will open in a new browser tab, automatically filtered by the relevant campaigns.
  • If the Overview dashboard link is disabled, you can enable it by selecting a single app from the drop-down list pin_A.png. Once the link is enabled, clicking it will take you to the Overview dashboard for the selected app.
Column Description

Campaign cost during the selected timeframe (in total, then broken down by supported partner and campaign)

Revenue Revenue attributed to the campaigns during the selected timeframe (in total, then broken down by supported partner and campaign)
Daily reach The average number of unique users per day who saw ads from the campaign during the selected timeframe (as reported by the partner)

Data sources and availability

It's easier to understand the availability of Campaign metrics data when we take a look at where the data comes from:

  • Partner data: Since you select the audience(s) to be targeted by specific campaigns through your media partners, only these partners are able to provide certain information:
    • The connection of an audience to a campaign (in other words, the fact that a particular audience was used for targeting by that campaign)
    • The number of unique users per day who saw ads from the campaign ("daily reach")
  • AppsFlyer data: Cost and revenue data is provided by AppsFlyer.

Partner data availability

Data is reported only for campaigns run with supported partners.

  • Note: Google Ads doesn't support the reporting of daily reach.

AppsFlyer data availability

Cost and revenue data is available within the context of Campaign metrics if it is reported for your apps in other areas of AppsFlyer (for example, the Overview and Event dashboards).

Why don't I see Campaign metrics data for campaigns run with supported partners?

Campaign metrics data is available only for:

  • Campaigns that are connected to an audience.
  • Campaigns that are running on supported media partner sites.
  • Active campaigns within the main date range selected.
  • Campaigns that we receive install traffic from, within the date range selected on the Campaign Metrics filter.
  • Users configured for the partner connection that have permissions to receive campaign-level data. To view this data, change the user's permissions with the partner or use different credentials in the partner connection settings.

Traits and limitations

Please note the following traits and limitations.


Trait  Supported Remarks 
Ad networks  x  
Agencies  x  
Agency transparency  x  
App-specific time zone N/A  
App-specific currency  N/A  
Size limitations N/A  
Organic data Included
Non-organic data Included
Data freshness Daily UTC
  • Updates are pushed to partners on a daily basis.
  • The in-app event lists in the rule-builder update Daily. 
Historical data Audiences has access to app event data from 90 days prior to your Audiences subscription date (for clicks and impressions, it’s 31 days prior). The data is fully available once the backfill process is complete (which can take up to 2 weeks).
Account user access
  • Some functions, like CSV download, setting S3, SFTP, and Slack partner connections require user account permission to access raw data
  • As a security measure, if the account of a user who created an audience has been deleted, AppsFlyer stops uploading that audience's data to the media partner(s). To check the upload status of your audiences, go to Engage > Audiences. To reactivate the audience, duplicate it and configure the split audience settings.


  • Windows Phone is not supported.
  • Audience names cannot be changed on the connected partners’ side.
  • Nested event values aren't supported.
  • When creating an audience, only the top 100 events display. However, when you begin entering an event name, all events display.
  • Within rulesets, in-app events are limited to 100 unique values per attribute. For example, if the event is "purchase" and the attribute is "content-type" there can only be 100 (or fewer) possible content types. However, numeric values are unlimited. If more values per attribute are required, contact your CSM or send an email to
  • Clicks and impressions data only contains devices that have an advertising_id/idfa on their original click URL. The devices of users from SRNs, which don't use external attribution links, are not included in the click data for audiences.
  • Only integer (whole) numbers are supported in numeric ruleset filters. Float type (decimal) numbers are not supported. Example: In-app revenue is equal to $1 USD is supported but $1.5 USD is not.
  • When using the Total Revenue filter within the query builder, the estimated audience size is not available. This doesn't affect the audience creation process.
  • You cannot combine imported audiences with other audiences or rulesets.
  • Download file size is limited to 5 million records.
  • Google Ads: UAC campaigns aren't supported. Other campaign types are supported. 
  • Event reports by S2S must have a user identifier of CUID according to the ruleset.
  • Audiences that are inactive will be paused. This means that they will no longer be calculated or uploaded to connected partners. The audience can always be "unpaused" by clicking Upload now. This will resume audience calculations and automatic uploads to partners as before.