In-App Events Raw Data Report

Introduction

The main place to find hidden gems in your users' data is the in-app events raw data report on the Export data page. This report contains all the actions performed by your non-organic users, which were sent to AppsFlyer from the SDK or via the server to server API or via native web view.

This report is the equivalent of rough uncut diamonds for mobile marketers, which can be used for countless marketing and user behavior insights.

The in-app events raw data report is also the main source for activity data, i.e. accurate chronological breakdown of the actions performed by your users. 

This report is also the only source on the dashboard for specific event values information (except for the Audiences premium feature), excluding revenue related information.

This article discusses several topics about the in-app events report and how to use it best for your purposes.

Note - the in-app events report is premium feature. It can be accessed via the Export data page.

Raw Data Reports Structure

To make it easy to combine installs with in-app events data AppsFlyer's installs and in-app event raw data reports have the same structure. 

Therefore, every in-app event in the raw data also contains the full original attribution data, just like the install event does.

Tip - what is the average time between the download or first launch of your app and until the first purchase/registration/completion of tutorial etc.? Each in-app event entry has all this information and more for your convenience. 

Note - for the full breakdown of available parameters in AppsFlyer's raw data reports please go here

Choosing Specific Events 

You can filter out events that don't match your current query needs from the generated reports.

Here is how:

  1. On the raw data reports section there's a drop box, which contains all the non-organic events received by the system.
  2. You can select one or many events to appear in the generated report.
  3. Click outside the box once you've finished selecting the events.

Examples:

1. "Off the wagon" - select af_add_to_cart and af_purchase events to see the users that added items to the shopping cart, but didn't go through with it. A good re-targeting campaign with a personalized offer may convert these users to buying users.

2. "Search and despair" - select af_search and af_content_view events to find out the users that searched for content on your app, but did not consume any content (or else they would have also had af_content_view). You can learn a lot about the most failing search keywords in your app.

3. "One at a time" - some apps have such large audiences that even one day's worth of events exceeds their CSV files size limitation. Using the events filter to download files per single event types is a good solution for these app owners. 

Tip - you can get the same reports directly and fast using AppsFlyer's pull API.

Event Values
AppsFlyer's in-app events are called rich in-app events, as they contain value parameters in addition to the basic event name. The in-app events report is where these parameters values can be seen and used for analysis.
The file contains a column titled "Event value", which holds strings of the JSON structured event values.
Example: {"af_level":"10","af_score":"3387","arena":"7","char_type":"paladin"}
 
Tip - Place the most important parameters at the start of the JSON structure sent with the in-app event. This will enable you to sort the list of events on Excel according to the value of the important parameter.
 
Reporting Revenue
All the revenue and ROI data available on AppsFlyer come from af_revenue in various events.
When the af_revenue parameter is sent with any in-app event, AppsFlyer adds its value to the total revenue of the user and its media sources. On the in-app events report this value shows up under the event_revenue column. 
Warning - Only use af_revenue parameter with in-app events that describe real generated revenue. For other events that involve sums of money, but are not final (eg. add_to_cart) use other parameters like af_price. 
 
How to Follow Users' Journeys?
There are many insights you can draw out of observing the different customer journeys your users have from the initial launch of the app, and throughout their lifetime.
The combination of installs and in-app events raw data reports contains the full life time actions performed by your users.
 
If you'd like to see your users' journeys follow these instructions:
  1. Download both installs and in-app events data for the same periods of time.
    Note - you can download up to one full month of in-app events at a time. For the reports' limitations click here.
  2. Combine the CSV files into a single file.
  3. Sort or filter the file according to AppsFlyer device ID column. 

The result is a group or groups of events performed by each of your users.

What is the "Is Primary Attribution" Value?
 
The report contains a column titled "Is Primary Attribution", which is only relevant to apps running and tracking re-targeting campaigns.
During the re-engagement window, which happens after a user engages with a re-targeting campaign, AppsFlyer attributes events to both the original media source (prior to the re-engagement) and to the re-targeting media source.
 
During this window the original media source is not considered to be the primary attribution for the user's events ("false" value), while the re-targeting media source is considered as primary("true").
 
After the re-engagement window closes down, the original media source returns to be the primary and only attribution.
What are the "Is Re-targeting" & "Is Primary Attribution" Cases?
 
The example below is a general re-targeting scenario.
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The following table shows the meaning of a raw data in-app event, based on the Is retargeting and Is Primary Attribution values:
 
  1.
Is retargeting = true,
Is Primary Attribution = true
2.
Is retargeting = true,
Is Primary Attribution = false
3.
Is retargeting = false,
Is Primary Attribution = true
4.
Is retargeting = false,
Is Primary Attribution = false
Recorded Media source Re-targeting media source  Cannot occur Original Media source Original media source, but the primary media source is the Re-targeting one.
Report Re-targeting in-app events report Cannot occur Regular in-app events report Regular in-app events report
Description Re-targeting event Cannot occur Regular event, no re-targeting involved Re-targeting event from the angle of the original media source
 
Cases 1 and 4 are the two facets of the same event, which occurs during the re-engagement window.
Tip 
  • Using the regular in-app events report you can filter in only primary results ("Is Primary Attribution" is true) to see only the regular (non re-targeting) events.
  • Using the regular in-app events report you can filter in only non-primary results ("Is Primary Attribution" is false) to see only the re-targeting events. Note that the media sources in these events are the original sources, and not the re-targeting ones, which are actually attributed with the events. 
Why is af_app_opened Event Missing?
The af_app_opened Event is automatically generated upon every successful launch of AppsFlyer's SDK.
af_app_opened is mainly used by AppsFlyer as a tool for calculating retention data. It is also used for notifying some media sources with launch data directly via postbacks from AppsFlyer.
 
Therefore, and also due to the vast number of these events, which would "drown" all other events, the af_app_opened Event is not included in the in-app events raw data report.
 
 
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