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
- By default, agencies can access data for their own campaigns only.
- Advertisers can grant agencies access to additional data, for example, organic aggregate data. See Access to data by different types of users.
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:
No; only promotion of the app
Team members, team member permissions, settings, payment preferences
Agency team members and their permissions.
Reattribution window, OneLink configuration
time zone, currency
Transparency of agency’s own data
(the rest of the settings are taken from advertiser’s settings)
Yes (some only if subscribed)
As per advertiser subscription and permissions given to the agency (see the table below)
Features available to agencies
*OneLink templates can be created only by the advertiser
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:
Attribution link parameter for identification:
Attribution link parameter for identification:
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
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:
Self-reporting ad networks
Self-reporting networks, such as Facebook, Google Ads, or Twitter do not use external attribution links. Instead, each network has its own methods and APIs that AppsFlyer uses to communicate new installs, in-app events, etc.
Note, that some of the networks require that the attribution is first set up by the advertiser before the agency can proceed. These networks are:
- Google Ads
- Apple Search Ads
- Verizon Media
Below you can find the instructions for agencies to run campaigns with each of the self-reporting ad networks.
Facebook and Twitter
Note, this section refers to Facebook Ads. For attribution of Facebook Social (posts), read about Owned Media.
Important: All Facebook and Twitter campaigns must start with the Agency account name followed by "_". The name is defined in the AppsFlyer platform.
Campaigns, which are not named correctly, are 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. This happens because the agency name part of the campaign is different to the defined agency name (capital A and Z).
Contact firstname.lastname@example.org 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.
Verizon Media (Oath: Ad Platforms / Yahoo Gemini)
For details of agency configuration for Verizon Media campaigns, click here.
Unlike SRNs, the vast majority of ad networks use attribution links for attribution purposes. These attribution links are already provided in each network's settings on AppsFlyer and can be simply copied from there directly.
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 value of
af_prt is the agency name. The Agency name that is passed in the
af_prt parameter is always converted to lowercase.
af_prt with your agency name on an attribution link that results in new installs enables attributing new installs to your agency account.
af_prt a new install can't be attributed to any agency account, and therefore it gets attributed directly to the ad network.
Do not use links received from the advertiser: make sure to use the links from your own account to prevent wrong attribution.
Special case: 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 agency attribution setup with Tapjoy as an example:
- Advertiser goes to Tapjoy setup window on the advertiser's dashboard
- Advertiser enters the Tapjoy App ID, given to the advertiser by Tapjoy, in the app_id text field
- Under the Integration tab, the Advertiser goes to Default Postbacks and selects "Launches attributed to any partner or organic"
- Agency goes to Tapjoy setup window on the agency's dashboard
- Agency enters the Tapjoy App ID, given to the agency by Tapjoy, in the app_id text field
Ad network setup is visible to ad networks themselves only when the advertiser (app owner) configures it. When an agency activates and configures ad network integration, the network sees this section as inactive.
Owned media: OneLink and custom links
If your agency runs any media sources that are not ad networks, such as
- email addresses
- phone users database
- web site banners
- social media content (NOT social media ads)
you can drive and attribute all installs that originate from them. 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.
Custom links can be intended for one platform only (Android or iOS) or multiple platforms. The multiple platform link is called OneLink. It allows using one link only for all kinds of end users, no matter the device type.
Note: setting up OneLink requires creating a OneLink template first. OneLink templates cannot be created by agencies - only by app owners. If you'd like to start using OneLink, you can use existing templates, or contact the app owner so they can create a template for you.
OneLink can also be used for deep linking (see the next section).
Deep linking is the launch of a mobile app when opening personalized content and/or sending the users to specific activities within the app. This can provide your users with superior user experience and enhance their engagement.
For deep linking to work, the mobile app MUST be developed with deep linking capabilities and infrastructure. Contact the app owner to find out whether the app is suitable for deep linking, before setting up the campaigns.
Retargeting attribution allows you to target existing or past users in your campaigns. Retargeting campaigns often require deep linking capabilities to work correctly.
App owners can have various events in their apps (e.g. purchase, watching a tutorial, passing a level, etc), that they can record and analyze in AppsFlyer. Agencies can see data of events attributed to them on the Events page in their account.
In-app event postbacks
Agencies can also give the ad networks permission to configure in-app postbacks to themselves.
Permission can be given by advertisers seamlessly through the platform.
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, so the agencies' access to the data is limited in comparison to that of advertisers.
This article breaks down these differences. The following chapters highlight some of them.
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 of reports can be accessed via the Export Data page on AppsFlyer's dashboard.
Due to Facebook and Twitter's terms of service, agencies, who are considered 3rd parties, do not have access to raw data reports traffic, originating from either Facebook or 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 (device-level data reports) contain a lot of attribution information. 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.
Time zone and currency
Agencies see apps in the app defined time zone and currency, but these settings can be changed only by advertisers.
Agencies can enable Get cost data when configuring an integrated partner that supports cost data.
To enable Get cost data:
- In Appsflyer, select the app for which you manage campaigns.
- In the app dashboard, click on Integrated partners.
- 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.
- Enable the Get cost data toggle.
- Enter the API key for this partner.
- Click Save.
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.