What is an agency account?
An AppsFlyer Agency account enables agency teams to access measure agency manager app marketing campaigns on behalf of advertiser clients.
Pre-install and post-install metrics are available to enable agencies to measure performance across their client portfolio.
The agency account Dashboard is similar to the advertiser Dashboard and includes default access to the following dashboards:
- Overview (LTV)
- In-app Events
KPIs available include impressions, clicks, installs, user loyalty, cost, and ROI. About the dashboard.
Agency information is not transparent: To protect agency proprietary information, media source information is opaque, meaning not transparent to advertisers. This means that advertisers view agency generated traffic as coming from a single media source being, 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
- By default, agencies can access data for agency managed campaigns only.
- Advertisers can grant agencies access to additional data, for example, organic aggregate data. See Access to data by agencies.
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 measure and analyze 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.
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?
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
To set-up an AppsFlyer Agency account:
- Complete the registration form.
- The registration must be made by using your company email domain
- You may not use an email address that is associated with an existing AppsFlyer account
- You will be contacted by a member of the AppsFlyer agency team to provide additional information where needed.
- After account activation, add new team members.
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.
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.
Advertisers can provide access to any 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.
All agencies enabled to work with an app appear in the Approved Agencies dashboard page:
What it means to get permission from advertiser
When you get permissions from advertisers:
- You can grant ad networks and their team members permission to view the app’s dashboard. For more information, see granting ad network permissions.
- If you work with an ad network, and your client also works with this ad network, both of you can edit the ad network team members permission to view the app’s dashboard.
- If you see new ad network team members or missing team members that you didn’t add or remove, it’s possible that your client added or removed them.
- An agency with permissions to view apps might also have access to raw data reports (related to the agency's campaigns only), as well as to aggregate 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 measure with AppsFlyer:
1. Ad networks using AppsFlyer attribution links
The vast majority of ad networks, which are integrated partners of AppsFlyer's, use AppsFlyer's attribution links for attribution purposes. With these partners the attribution 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 attribution link is already there.
The only difference is the automatic addition of the
af_prt parameter to the attribution link.
The Agency name that is passed in the
af_prt parameter is always converted to lowercase.
The value of
af_prt is the agency name.
af_prt with your agency name on an attribution 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.
All-installs and all-launches networks
Some non-SRNs require (or allow) advertisers to send them postbacks for devices that aren't attributed to them.
- All-Installs Network
- The network accepts a postback for every new app install, from any source
- All-Launches Network
- The network accepts a postback for every new app launch, from any source
Some examples for All-Installs networks are Vungle, Wechat, Startapp, Unity ads and more.
The following table shows the full list of the All-Launches networks:
|Network Name||Network PID (on AF attribution links)|
|Supersonicads (legacy network of ironSource)||supersonicads_int|
|ONE by AOL||advertising.com_int|
How to setup agency attribution with all installs/launches networks?
Working with these networks entails sending information from installs that are not brought by the agency. Therefore, these networks require the advertiser to configure them BEFORE the agency.
Let's use Tapjoy agency attribution setup as an example:
1. Advertiser goes to Tapjoy setup window on the advertiser's dashboard
2. Advertiser enters the Tapjoy App ID, given to the advertiser by Tapjoy, in the app_id text field
3. Under the Integration tab, the Advertiser goes to Default Postbacks and selects "Launches attributed to any partner or organic"
4. Agency goes to Tapjoy setup window on the agency's dashboard
5. Agency enters the Tapjoy App ID, given to the agency by Tapjoy, in the app_id text field
2. Owned media
If your agency has any owned media, such as an Email or Phone users database, web site banners, etc. you can drive and attribute all installs that originate from it. To attribute installs from owned media you need to create a custom attribution link, which automatically contains af_prt with your agency's name for correctly attributing to your agency.
3. Self-reporting ad networks
Self-reporting networks, such as Facebook, Google Ads, or Twitter do not use attribution links of external companies. Instead, each network has its own methods and APIs that 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-reporting ad networks.
Facebook and Twitter
As an official measurement partner of Facebook, AppsFlyer enables Agencies to accurately measure any Facebook spend on behalf of advertiser clients, directly from their Agency Account.
For Facebook campaigns, it is necessary for the advertiser to initially set up Facebook attribution, even if, the agency only runs 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 correctly, are visible to the advertiser, but remain invisible to the agency account. The agency name is CASE SENSITIVE.
- To establish the connection between AppsFlyer and Twitter, the advertiser MUST select an active account in Twitter's partner page in the AppsFlyer's dashboard, so at least one Twitter account is checked. Thereafter, the agency needs to connect its Twitter account directly from its own agency dashboard.
- Agencies cannot modify lookback windows and retargeting toggle and need to ask the advertiser to perform these changes if they're needed. Besides, agencies cannot modify any in-app event postbacks sent to Twitter, and only the advertiser is able to map in-app events with Twitter, even if only the agency is running Twitter for the app.
Check the image below for all the settings that need to be configured by the advertiser for the agency to be able to manage its Twitter campaigns:
- To map the in-app events, the advertiser needs to select the Events attributed to any partner or organic option.
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 Ads 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
Agencies can be given permission to configure In-App Event Postbacks (including the af_app_opened event) to ad networks, upon receipt of permission from the Advertiser.
Permission can be given by advertisers seamlessly through the platform.
Ad networks get visibility to their set up done by advertisers, but not when it's done by agencies. Therefore, when an agency, but not the advertiser, maps in-app events for postbacks to a network, the ad network sees this section as inactive, although it is actually active for the agency.
Advertiser vs. agency data access
Advertisers and agencies mostly cannot access the same data on AppsFlyer's dashboard, reports, etc. Agencies are usually responsible for only a part of the advertiser's traffic, the agencies access to the data is limited in comparison to that of advertisers.
The following article breaks down these differences.
Traffic statistics can be viewed and downloaded directly from your AppsFlyer dashboard. There are two types of report available:
- Aggregate reports
- Raw data reports
Both types of reports can be accessed via the Export Data page in AppsFlyer
Due to the Facebook and Twitter terms of service, agencies, which are considered as third parties, do not have access to the raw data of traffic originating from Facebook and Twitter.
Access to performance reports
Performance reports also referred to as aggregate reports, are available by default for Agency Accounts. The following performance reports are available for export in the Agency 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 aggregate organic data reports is only available upon advertiser permission.
Access to raw data
Raw Data Reports, also known as Device-Level Data Reports, contain an abundance of attribution information, from the traffic sources of the agency.
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 and Cohort reports, Protect360 dashboard
Agencies can receive access to Retention and Cohort reports, and Protect360 dashboard. This requires that the advertiser enable Allow access to your retention and cohort reports or Allow access to your Protect360 dashboard, respectively, in the integrated partners' permissions tab.
Access to OneLink template configuration
Agencies are able to create app-specific or OneLink attribution links for apps of client accounts.
However, when creating OneLink templates, agencies are only allowed to associate apps that are owned by them, and not that they are partners of.
Time zone and currency
Agencies see apps using the app defined time zone and currency
Agencies can enable advertisers to view all of their traffic data for the app they are promoting.
By default, advertisers view an agency's activity as one media source. This means that the media source information coming from agencies, is not available to the advertiser on the dashboard pages, nor in the raw data reports.
Agencies that do wish to share the media source data, can become transparent to the client.
Agencies can enable Get Cost Data when configuring an integrated partner that supports cost data.
In your agency account main page:
- Select the app for which you manage campaigns
- In the app's dashboard, click on Integrated Partners in the left-hand side menu
- Search for an integrated partner that supports cost data
- Click on the integrated partner's name to access the configuration page
- Switch to the Cost tab
- Toggle Get Cost Data on
- Enter the API key for this partner
- Click Save at the right-hand bottom of the screen
Accessing and viewing cost data
Cost data is available to the agency in the following data sources:
- Overview page - cost data is visible in the Aggregated Performance Report in the Overview page.
- Reports - cost data is available in exported reports such as Installations under Raw Data Reports and Partners (Media Sources) under Performance Reports
Hybrid account data access
Hybrid accounts are agency accounts that manage some of the apps as an Agency (app partner), and some as an Advertiser (app owner).
The following account-level features have limited availability:
- Custom dashboard: not available for agencies and hybrid accounts.
- Cohort report: available upon advertiser's permission.
- Protect360: available upon advertiser's permission.
If you have a hybrid account, they may appear on your dashboard, but you will get a 404 error when trying to open them.
If you would like to use these features, it's recommended to open a new Advertiser account and separate your Advertiser and Agency apps. The features mentioned above will be available in your Advertiser account if you have them enabled.