What is an Agency Account?
AppsFlyer Agency accounts are used by agency teams to track and 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's dashboard and includes default access to:
- Life Time Value Overview Dashboard
- In-App Events Dashboard
- Retargeting Dashboard
Available common KPIs include: impressions, clicks, installs, user loyality, cost, ROI etc. More details on the various reporting dashboards can be found here.
By default, Agency IP is protected and Advertisers view agency activity as one complete media source. Agencies can choose to be transparent and thereby enable their clients to see a full breakdown of the source activity of the Agency.
Agencies are not able to view any data that advertisers receive from other sources, including organic data. However, organic data access can be made available to agencies by the app owners upon explicit request.
Agency vs. Advertiser Account
Advertiser accounts are geared towards serving the app and data-owner. Advertisers typically add their owned-properties to their account and determine the data-access levels required.
Agency accounts are purpose-built to enable agency teams to efficiently track and measure their clients' app 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.
Regular vs. Listed Agency Account
Agencies leveraging AppsFlyer for numerous portfolio clients can upgrade an account to Listed Agency status by applying through email@example.com and providing:
- The email address associated with your Agency account
- Your Agency name as you want it to appear
- Company logo (200 X 50)
Once received, you are contacted by a member of the AppsFlyer team to assess this request together with you.
Benefits of Listed Agency status
- Appear on AppsFlyer’s Partner List and gain exposure to app owners globally!
- Advertisers can enable access instantly, while regular agencies require a manual approval process that may take several days
- Enabling Advertisers to provide access to advanced data, including the Retention report, as well as abilities to configure In-App Event Postbacks to ad partners
Agency vs. Ad Network Account
There are over 2000 ad networks that are integrated with AppsFlyer. Most ad networks, very 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?
The fundamental difference between the two accounts is that an ad network account enables you to receive installs and in-app event information via postbacks, when originated by you. If you need real time postbacks and have the technical capabilities for this, perhaps you should register as an ad network rather than as an agency. Refer to the ad network integration guide for more information.
Creating an Agency Account
Setting-up an AppsFlyer Agency account is performed by following a few simple steps:
1. Complete the registration form here.
- New registrations MUST use an email address that is NOT already associated with an existing AppsFlyer account.
- When selecting your agency name on AppsFlyer keep it short, all lower case letters and as close to your real company's name to avoid confusions.
2. You are contacted by a member of the AppsFlyer team to provide any necessary information.
3. Once your account is activated, you can add new team members.
For any needs which require expediting, send an email to firstname.lastname@example.org providing:
- The email address you used to register your account
- Details of the immediate requirements including:
- The apps to be promoted
- The length of the campaign promotion
Adding Team Members
The agency's account owner is able to define new team members of the agency, that can get access to some or all of the apps accessible by the agency. For details of how to add new team members, click here.
How to Start Working with Advertisers
Once your AppsFlyer Agency account is created, you will want to receive access to your clients’ apps to prepare for campaigns.
To gain access to this, AppsFlyer requires receipt of confirmation from the advertiser (explained below).
Once permissions have been granted, you can start the setup to run and measure your campaigns.
Getting Advertiser Permission
Any agency individual and/or team requires permission from the app owner to gain access to the app's dashboard and to enable any configuration changes.
Regular Agencies - Via Email
An agency instructs the advertiser to request agency access by emailing their AppsFlyer Customer Success Manager or AppsFlyer's support.
The email must contain the following:
- Email address of the agency account (preferably account admin) to provide access to
- The App IDs/Slugs to provide agency access to
- Whether the agency is allowed access to Facebook/Twitter/Organic data
Listed Agencies - Via Dashboard
An advertiser can provide access to any listed agency directly through the platform. The advertiser can search for the agency team within the Integrated Partner list and provide the required permissions.
For more details regarding Agency permissions click here.
Note - granting agency access permission may include access to raw data reports (related to the agency's campaigns only), as well as to aggregated data.
Now that the agency account is set up, and you have permissions over your clients' apps, you can start running campaigns for them.
There are 3 main categories for mobile traffic that agencies can track with AppsFlyer:
1. Ad Networks Using AppsFlyer Tracking Links
The vast majority of ad networks, which are integrated partners of AppsFlyer's, use AppsFlyer's tracking links for attribution purposes. With these partners the tracking links are already there and advertisers can simply copy them directly from AppsFlyer's dashboard for use.
For agencies the process is almost identical to that of the advertisers. Upon going to the setup window of any regular ad networks the tracking link is already there.
The only difference is the automatic addition of the
af_prt parameter to the tracking link.
The value of
af_prt is the agency name.
af_prt with your agency name on a tracking link that results in new installs enables attributing new installs to your agency account. Without
af_prt a new install can't be attributed to any agency account, and therefore it gets attributed directly to the ad network.
If your agency has any owned media, such as an Email or Phone users data base, web site banners etc. you can drive and track all originated installs from it. To track installs from owned media you need to create a custom tracking link, which automatically contains af_prt with your agency's name for correctly attributing to your agency.
2. Owned MediaFor details about integrated partners go here.
3. Self-Attributing Ad Networks
Self-attributing networks, such as Facebook, Adwords or Twitter do not use tracking links of external companies. Instead, each network has its own methods and APIs AppsFlyer uses to communicate new installs, in-app events etc.
Below you can find the instructions for agencies to run campaigns with each of the self-attributing ad networks.
Facebook and Twitter
As an official measurement partner of Facebook, AppsFlyer enables Agencies to accurately track and measure any Facebook spend on behalf of advertiser clients, directly from their Agency Account.
Advertiser approval must be received prior to going live with campaigns. Contact your Customer Success Manager or AppsFlyer Support to be granted access to the Admin account with the advertiser's approval.
For Facebook campaigns, it is necessary for the advertiser to initially set up Facebook tracking, even if only the agency runs its Facebook traffic.
All Facebook and Twitter campaigns must start with the Agency account name (as defined in the AppsFlyer platform) followed by "_".
Campaigns which are not named as mentioned become visible to the advertiser, but remain invisible to the agency account. The agency name is CASE SENSITIVE.
agencyx runs a Facebook campaign called agencyx_brilliantcampaign, which is visible to it.
agencyz runs a Twitter campaign called AgencyZ_whathaveidonewrong, but doesn't see any results, as the agency name part of the campaign is different to the defined agency name (capital A and Z).
Contact email@example.com if you have any questions regarding this.
For details of agency configuration for Google AdWords campaigns, click here.
Apple Search Ads
For details of agency configuration for Apple Search Ads campaigns, click here.
For details of agency configuration for DoubleClick campaigns, click here.
For details of agency configuration for Snapchat campaigns, click here.
Configuring In-App Postbacks
Only listed agencies are able to configure In-App Event Postbacks to ad networks, upon receipt of permission from the Advertiser.
Permission can be given seamlessly through the platform.
Advertiser vs. Agency Data Access
Advertisers and agencies mostly cannot access the same data on AppsFlyer's dashboard, reports etc. As agencies are usually responsible for but a part of the advertisers traffic, the agencies access to data is limited in comparison.
The following article breaks down these differences.
Traffic statistics can be viewed and downloaded directly from your AppsFlyer dashboard. There are two types of reports available:
- Aggregated reports
- Raw data reports
Both types or reports can be accessed via the Export Data page on AppsFlyer's dashboard.
Due to Facebook and Twitter's terms of service, agencies, which are considered as 3rd parties, do not have access to raw data reports traffic, coming from Facebook and Twitter.
Access to Aggregated Data Reports
Aggregated Reports, also known as Performance Reports, are available by default for Agency Accounts. There are 5 different reports available for export directly from the Agency Account dashboard:
- Geo Performance Report
- Partners/Media Source Report
- Daily Report
- Geo by Date Report
- Partners by Date Report
For all AppsFlyer articles related to Performance Reports, click here.
Aggregate reports for retargeting campaigns are also available.
Access to aggregated organic data reports is only available upon advertiser permission.
Access to Raw Data
Raw Data Reports, also known as Device-Level Data Reports, contain abundance of attribution information, from the traffic sources of the agency. This raw data is visible to the agency only and not available to the advertiser client by default, unless the agency becomes transparent to the client.
Raw Data is available for:
- Non-Organic Installs
- Non-Organic In-App Events
- Non-Organic Uninstalls
- Installation Postbacks
- In-App Events Postbacks
- Retargeting Conversions
- Retargeting In-App Events
For all AppsFlyer articles related to Raw Data Reports, click here.
Access to Retention
Listed agencies are able to receive access to retention data, upon receipt of permission from the Advertiser. Permission can be given through the platform.
More details on the retention report for agencies can be found here.
Agency Time Zone
Agencies see apps in the time zone and currencies set by the app owners.
Agencies can enable advertisers to view all of their traffic data for the app they are promoting.
More details here.