Agency accounts guide

At a glance: Agency accounts offer a range of features that allow marketing agencies to measure campaigns they run for their customers - app owners. AppsFlyer offers agency accounts at no charge.

What is an agency account?

Agency accounts are used by agency teams to measure their app marketing campaigns on behalf of advertiser clients.

Key pre-install and post-install metrics are available to ensure that agencies are able to deliver optimal performance across their client portfolio.

The Agency account dashboard allows similar viewing capabilities to the Advertiser dashboard and includes default access to:

  • Lifetime value overview dashboard
  • In-app events dashboard
  • Retargeting dashboard

Typical KPIs include impressions, clicks, installs, user loyalty, cost, ROI, etc. More details on the various reporting dashboards can be found here.

Agency information is not transparent: To protect agency proprietary information, media source information is not transparent to advertisers. This means that advertisers view agency generated traffic as coming from a single media source - the agency.

The Agency Transparency setting has the following options and can only be set by the agency:

  • Disabled (default): Not transparent (opaque). The advertiser can't view media source information.
  • Enabled: Transparent. The media source information is visible to the advertiser.

Agency access to advertiser data

Getting started as an agency

Read our step-by-step guide for agencies here. If you’re not sure what kind of account you need, read the next two chapters.

Agency vs. advertiser account

Advertiser accounts are geared towards serving the app and data-owner. Advertisers typically add their apps to their accounts and determine the data-access levels required.

Agency accounts are purpose-built for agency teams. They include the tools for efficient measurement and analysis of marketing campaigns across their client portfolio.

Account structures permit knowledge-sharing between global agency teams and enable group-level ROI measurement, calculations, reporting, and optimization.

Differences between Advertiser and Agency accounts:




Code-level implementation


No; only promotion of the app

Account-level settings

Team members, team member permissions, settings, payment preferences

Agency team members and their permissions.

App-level settings

Reattribution window, OneLink configuration

time zone, currency

Transparency of agency’s own data

(the rest of the settings are taken from advertiser’s settings)

Integrated-partner-level configuration

  • Agency permissions
  • Ad network configurations
  • SRN configurations
  • Link management
  • Ad network configurations
  • Some SRN configurations that require minimum intervention from the advertiser's side:
        • Google Doubleclick
        • Snapchat
        • Tencent

    Other SRNs need to be configured by the advertiser in order for the agency to use them.

  • Link management (using templates defined by Advertisers)

Additional features

Yes (some only if subscribed)

As per advertiser subscription and permissions given to the agency (see the table below)

Features available to agencies

Automatically enabled


By permission

  • Lifetime value overview dashboard
  • In-app events dashboard
  • Retargeting dashboard
  • Integrated partners
  • OneLink*
  • Pull API

*OneLink templates can be created only by the advertiser

  • Activity dashboard
  • Custom dashboard
  • People-based analytics
  • Audiences
  • Pivot report
  • Push API
  • Data locker
  • Retention report
  • Cohort report
  • Protect360
  • Data export
  • Aggregate organic data

Agency vs. ad network account

There are thousands of ad networks that are integrated with AppsFlyer. Most ad networks, much like agencies, generate and drive installs for their app owner advertising clients.

So, should you open an agency account or an ad network account?

These are the differences between the two types:


Ad network

Attribution link parameter for identification: af_prt

Attribution link parameter for identification: pid

Promotes the app via multiple media sources

Places app ads on its own platform

Sees only traffic from media sources it advertises on

Sees only traffic from ads placed on its platform

Cannot receive real-time information about installs and in-app events via postbacks

Can receive real-time information about installs and in-app events via postbacks

Can configure in-app event postbacks to some of the partners it brings traffic from*

Can configure in-app event postbacks for any traffic from itself*

*with relevant permission from the advertiser

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