At a glance: Learn about agency data transparency to understand its impact on how your data is presented in AppsFlyer.
About agency transparency
When working with agencies in a transparent manner, you can view the traffic they generated in AppsFlyer dashboards and reports. By default, agency traffic is set to be transparent. This means their media sources are disclosed.
Note
Starting August 14, 2023, the app-level agency transparency toggle is permanently turned on by default. This is relevant for new agencies joining AppsFlyer and for existing agencies with new advertiser access permissions. Existing agencies that currently have Allow transparency turned off (legacy), have the option to either keep it off or turn it on. However, once turned on, it remains on permanently.
Viewing agency traffic in reports
To view agency traffic in raw data reports:
- In AppsFlyer, from the side menu, select Report > Raw Data Export.
- Click Create report.
- Select a report that includes media source attribution.
- Click Create.
To view aggregated data reports:
- In AppsFlyer, from the side menu, select Report > Aggregated Data Export.
- Download a report that includes media source attribution.
| Attributed by | Agency transparency | Agency/PMF (af_prt) field | Media source (pid) field |
|---|---|---|---|
| AppsFlyer | Transparent | Agency name | The media source used by the agency |
| AppsFlyer | Non-transparent (legacy) | Agency name |
|
| SKAdNetwork | Transparent/ non-transparent |
Not Applicable |
For SKAdNetwork reports and dashboard: The actual media source used by the agency |
Note
- The transparency setting is applied at the app level
- When agency transparency is enabled, you are able to view both historical and current data.
- When disabling agency permissions, the agency's historical data (such as installs and cost) becomes non-transparent
- Data from Meta ads and X Ads remains transparent whether or not Allow transparency is turned on or off
- Data in Usage reports remains non-transparent whether or not Allow transparency is turned on, meaning they show the agency name and not the media source
Viewing agency traffic in the Overview dashboard
To see traffic from transparent agencies:
- In AppsFlyer, from the side menu, select Analyze > Overview.
- Select the Agency filter. The list of agencies you work with is displayed. Transparent agencies are marked accordingly.
- Select the agencies whose traffic you want to view.
The dashboard displays media sources used by transparent agencies.
Note: Using the Group By filter, you can group the data by agency too. Selecting multiple agencies in the agency filter and grouping by agency, you can compare in your dashboard the performance of the different agencies with whom you are running campaigns.
Viewing agency traffic in the Retention dashboard
To see traffic from transparent agencies:
- In AppsFlyer, from the side menu, select Analyze > Retention.
- Select the Agency filter.
The Group By filter allows you to group data by agency and media source to reflect the transparent agency traffic.