Campaign cost measurement guide

At a glance: Aggregating and viewing campaign cost data.

Campaign cost measurement

AppsFlyer records campaign cost by click, cost API, and by ad spend ingestion (CSV file upload). AppsFlyer supports the cost models used by the partner, for example, CPI, CPA, CPC, and CPM.

Aggregate campaign costs, including LTV performance metrics, are available in the dashboards and performance reports. The reports include ROI, ROAS, clicks, impressions, campaign ROI, and average effective cost per installation (eCPI) over time.

Principles of operation

This section describes the main principles of cost data aggregation.

Cost aggregation methods

Cost data can be aggregated using one or more methods. Each method has a different data freshness rate. If campaign cost is reported by more than one method then the cost prioritization mechanism determines the cost data made available in the platform ensuring that cost data is not inflated.

Cost aggregation methods compared
Method	Data freshness	Priority (from high to low)
Cost API	Several times a day on average every four hours	Highest
Ad Spend Ingestion	Several minutes after ingestion	-
Click	Real-time	Lowest

Campaign name changes

Changing campaign names is permitted in Facebook, Google Ads, Apple Search Ads, and Yahoo Search Ads.

Viewing cost data in the Overview dashboard

In the Overview dashboard, Aggregate Performance Report contains: cost, clicks, impressions, ROI, and average eCPI data. Aggregate reports.

FAQ, operations, and troubleshooting

Cost aggregation methods

The type and model of cost data reporting depends on the aggregation method used.

Cost aggregation method	Cost models supported	Data granularity	Where is data available
Clicks (attribution link)	CPI	User-level	Dashboard and Performance reports Raw data reports
Cost API	All	Levels above user level	Dashboard and Performance reports
Ad Spend Ingestion (file upload)	All	Ad level	Dashboard and Performance reports

Campaign cost prioritization mechanism

For a given media source, cost can be collected by more than one aggregation method. When this occurs, it results in inflated cost data in the platform. To avoid cost inflation, a campaign cost prioritization mechanism decides which cost data is made available in the platform. Priority is given according to the aggregation method. The priority from highest to lowest is: Cost API > Ad Spend Ingestion > Click. If available, use Cost API, as it is the most accurate.

Campaign cost aggregation method prioritization

This mechanism impacts aggregate data reports and dashboards.
Click cost data available in raw data reports are not impacted by the prioritization mechanism.

Example

Scenario: An ad network reports cost per click, but you decide to enable the ad network's Cost API.

Result: Cost is aggregated by both click and Cost API. Since Cost API has priority, click costs are ignored.

Outcomes:

Possible to implement multiple cost-aggregation methods. The actual reported cost is affected by the cost aggregation method priority rules set out in the table below.
Change affects agency-generated traffic in the same manner. This includes both transparent and non-transparent agencies.
The change has retroactive impact. Historical aggregate cost data can change.

Cost aggregation method priority rules
Method	Description
Cost API	Highest priority Most precise [best practice] method Cost API vs. Ad Spend Ingestion: If an integrated partner has Cost API, then Ad Spend Ingestion is disabled. Note! This occurs even if Cost API isn't activated. Enable Cost API: On any day Cost API is enabled, click cost is ignored. On the day you enable Cost API, it gets cost data for the entire day; it doesn't matter at what time during the day it was enabled. Click cost is ignored for the entire day. It may take several hours for data to be available after you enable the API. Disable Cost API: On the day you disable Cost API, click cost is ignored until the beginning of the next day. Example: On Monday at 14:00 Tokyo time, the API is disabled. On Tuesday from 00:00 Tokyo time, clicks are no longer ignored.
Ad Spend Ingestion	At the campaign level, has priority over click cost data. Ad Spend Ingestion vs. click cost on a given campaign day: Priority is given to cost recorded by ingestion for that day; click cost is ignored. Example: abc_campaign on 5 and 10 December Record ingest campaign costs. Click costs are ignored. No other campaigns or dates are impacted. If an ad network has a Cost API, then Ad Spend Ingestion is disabled for that same ad network.
Click	Lowest priority

Changing campaign names

AppsFlyer displays campaigns using the campaign ID as the key and not the campaign name. To avoid display anomalies ensure that campaigns have a unique campaign ID assigned to them and that you don't use the same campaign name with different campaign IDs.

Changing the names of active campaigns, adsets, and ads may cause duplication or missing cost data. Pay attention to the following cases:

Google Ads and Facebook: Name changes permitted
Cost API/and other SRN networks: avoid changing the names of campaigns, adsets and ads on these networks.
Click networks: avoid using macros with the attribution link parameters of campaigns, adsets, and ads, if the results can be dynamic.
Example: c={campaign} is the correct usage, as it returns the same campaign name.
In contrast, c={campaign}_{creative_size} returns different results and records as separate campaigns in AppsFlyer.

Costs without installs

Why do I see cost data with no installs? This occurs when cost is provided at the campaign level, but the performance information (clicks and installs) is provided at the adset or lower level in the advertising hierarchy.

Example

An advertiser runs a campaign. The advertising hierarchy is as follows:

Media source: media_eg
Campaign: campaign_eg
Adsets: adest1, adset2

The following information relating to the media source is displayed

Hierarchy: All Media Sources > media_eg

Campaign	Cost	Installs
campaign_eg	$100	100
campaign_yy	$200	1000
campaign_zz	$300	2000

Drilling down into campaign_eg, the adset level is shown.

Hierarchy: All Media Sources > media_eg > campaign_eg

Adset	Cost	Installs
None	$100
adset_1	N/A	30
adset_2	N/A	70

In this case, the cost of campaign_eg is $100 and is provided at the campaign level. When drilling down to the adset level, which in this case is the component level, the cost cannot be broken down by adset.

To overcome this, AppsFlyer carries down the cost from the campaign level and displays it in a separate row. In this case, the adset is shown as none and the installs field left blank

Cost API status messages

Status	Meaning	Remarks/action required
Success-active	The connection is live and pulling data	N/A
No active campaigns	Connection established	The data sent by the integrated partner does not match campaigns in AppsFlyer.
Never sync	The setup is complete. AppsFlyer has not yet pulled data using the connection.	This message may display for up to five hours after you initially enable the Cost API.
No data	The connection was successful.	The ad network did not return any data to our query. This can occur if the partner did not record any traffic/costs during the reporting period.
No response	The integrated partner's server is not responding to AppsFlyer.	Wait 60 minutes. If the status message persists contact the integrated partner's support.
Invalid credentials	AppsFlyer can't get the data as the credentials are not valid	Ensure that the correct credentials are set in the integrated partner's cost tab. You should get the credentials from the integrated partner.
Missing credentials	No credentials were provided	Ensure that the correct credentials are set in the integrated partner's cost tab.
Something went wrong		If this status persists for a further hour contact AppsFlyer support.
General error		If this status persists for a further hour contact AppsFlyer support.

Disable Cost API

To disable Cost API: Go to Integrated Partners, select the partner, go to the Cost tab, disable Get Cost Data.

Deleting connected accounts in the Cost tab

Connection to some integrated partners is achieved by logging into the partner from within AppsFlyer and connecting to the account. You can delete the connection as needed. Once deleted, AppsFlyer is no longer able to pull cost data from the account. Deleting a connection does not impact historical data.

To delete a connected account:

In AppsFlyer, go to Configuration > Integrated Partners.
Select the integrated partner, for example, Facebook.
Go to the Cost tab.
The list of connected accounts displays.
In the actions column, hover over an account.
The Delete connection option displays.
Click Delete connection.
A confirmation message displays.
Click Delete.
The account connection is deleted.
The collection of cost data for the previously connected account stops immediately. There is no impact to historical data.

Cost currency conversion

If the campaign cost currency provided by the ad network differs from that of the app-defined currency set on the platform, the cost is converted to the app-defined currency as follows:

AppsFlyer gets the rates from openexchangerates.org
Exchange rates are updated hourly
Currency conversions are performed using the last known rate

List of ad networks

Ad networks providing cost information

Ad networks that report cost on the click
Dimensions supported are those contained on the click

Cost aggregated on the the click
Media source name	Logo	Cost aggregation method
AdAction		Click
Adattraction		Click
AdCommunal		Click
Adcrimson		Click
Adcrops		Click
AdDeals		Click
AddictiveAds		Click
Adison		Click
Adjoe		Click
Adlix		Click
Adperio		Encrypted Click
Adpick		Encrypted Click
AdTiming		Encrypted Click
AdTrial		Click
Adxperience		Click
Affilinet		Click
Altrooz		Click
AML		Click
AOL Platforms		Click
Appa		Click
Appadvice		Click
AppBrain		Click
Appcoachs		Click
Appflood		Click
Appflood Affiliate Network		Click
AppiSocial		Click
APPKIN		Click
AppLike		Click
AppNext		Click
APPSILON		Click
AppThis		Click
APUS		Click
ASB		Click
Aura by ironSource		Click
Bebi Media		Click
Beintoo		Click
Bidmotion		Click
Blind Ferret		Click
BravAds		Click
Bubbleye		Click
Camera360		Click
Chartboost		Click
CheBuoni		Click
Cheetah Mobile		Encrypted Click
Click2perform		Click
ClickDealer		Click
CommuteStream		Click
Creative Clicks		Click
Crobo		Click
Cross Install		Click
Curate		Click
DGM		Click
Digilant		Click
Directagents		Click
DirectFocus		Click
Drawbridge		Click
Digital Sunray		Click
Digital Turbine		Click
Discovry		Click
Display.io		Click
dotinapp		Encrypted Click
Ednplus		Click
Edge360		Click
Everyads		Click
Exciteco		Click
Fizzylabs		Click
Fyber		Click
Gamespipe		Click
Glispa Media CPI		Encrypted Click
Glispa Media CPR		Encrypted Click
Groundhog		Click
HangMyAds		Click
HAWK		Click
Headway Digital (MoBrain)		Click
Heyzap		Click
Hopemobi		Click
Iconpeak		Click
Immersv		Click
Implus Technology		Click
Inflecto		Encrypted Click
Infleux		Click
Inneractive		Click
Intango		Click
ironSource		Encrypted Click
IRONTRAFFIC		Click
Jampp		Click
JetFuel		Click
Jump Ramp Games		Click
KickAssOffers		Click
KissMyAds		Click
Kixer		Click
Lemmonet		Encrypted Click
LifeStreet		Click
LoopMe		Click
Lunplay		Click
Lyto		Click
Madeviral		Click
Criteo DSP (Manage)		Click
MARKETIT		Click
Matchmade		Click
MdotM		Click
Minimob		Click
Mintegral		Encrypted Click
MOA		Click
Mobair		Click
Mobcastle		Click
Mobiblade		Click
Mobikaka		Click
Mobilda		Encrypted Click
Mobile10		Click
MobilePlay		Click
MobiteMedia		Click
Mobonus		Click
MobPartner		Encrypted Click
Mobsuccess		Click
Mobupps		Click
Mobvista		Encrypted Click
Moloco		Click
Moinstall		Click
Motive		Click
Msales		Click
Naranya		Click
NativeX		Encrypted Click
Netlion		Click
NIP-Ad		Click
Octro		Click
OfferToro		Click
OnSeo		Click
Outmarketing		Click
Performance Revenues		Encrypted Click
Playhaven		Click
PMANetwork		Click
Pocket Media		Click
Promolta		Click
Pubmint		Click
Purple Friends		Click
Pusic		Click
rAPId:ads		Click
ReevAds		Click
RevMob		Click
Rocket10		Click
Rootmedia		Click
Roundcubez		Click
Seads		Click
SeccoSquared		Click
SDM		Click
Skrilo		Click
Startapp		Encrypted Click
Supersonic		Click
Surikate		Click
TA Media DSP		Click
Tapcash		Click
TapCommerce		Click
Tapmyads		Click
Tapsense		Encrypted Click
Taptica		Click
Time One		Encrypted
Tyroo		Click
Unity Ads		Click
Vungle		Click
Wagawin		Click
Wisebirds		Click
yeahmobi		Encrypted Click
Yieldmo		Click
Webpals		Click
ZPLAY Ads		Click

Ad networks supporting Cost API

Cost API networks
Media source name	Logo	Campaign dimensions supported			Retargeting cost supported
Media source name	Logo	Geo	Site ID	Other dimensions	Retargeting cost supported
Aarki		-	-	-	-
AdColony		✓	-	-	-
Adbloom		✓	-	-	✓
AdColony Performance Media		✓	-	-	-
AdGate Media		✓	-	-	-
Adiketeev (Trademob)		✓	-	-	✓
Adjoe		✓	✓	Ad	✓
Apple Search Ads		✓	-	Ad Keyword cost without Geo	-
Applift		✓	-	-	✓
Applift (custom)		✓	-	-	✓
AppLike		✓	-	Ad	-
Applovin		✓	✓	Media source	-
Appreciate		✓	-	-	-
Aura		✓	-	-	-
BlindFerret		✓	✓	Ad	-
Bluestacks		✓	-	-	✓
Bytedance		✓	-	Ad set Ad	-
Chartboost		✓	-	-	-
ClearPier Performance		✓	-	-	-
Digital Turbine		✓	✓	-	✓
Facebook		✓	-	Ad set Ad Channel	✓
Fyber		✓	-	-	-
Google		✓	-	-	✓
Influencemobile		✓	-	-	-
ironSource		✓	✓*	Ad	-
Jampp		✓	-	-	✓
JetFuel		✓	-	-	✓
Liftoff		✓	✓*	Ad	✓
Lifestreet		✓	-	Ad	-
Mediaforce		✓	-	-	✓
Mintegral		✓	-	-	✓
Mistplay		✓	-	Ad	-
Mobupps		✓	-	-	✓
Moloco		✓	-	Ad	✓
myTarget		-	-	-	✓
Peronal.ly		✓	-	Ad	✓
Pinterest		-	-	Ad set Ad (promoted pin)	-
Reddit		✓	-	Ad set Ad	✓
Snap		✓	-	Ad set Ad	✓
Smadex		✓	-	Ad	-
TikTok Ads		✓	-	Ad set Ad	-
Tapjoy		✓	✓	-	-
Taptica		✓	-	-	✓
The Money Manual (The Penny Pincher)		✓	-	-	✓
TUNE		✓	-	-	✓
Twitter		✓	-	Ad set Ad	✓
Unity Ads		✓	-	-	-
Verizon Media (Yahoo Gemini) (Oath Ad Platforms)		✓	-	Ad set Ad	-
Vungle		✓	✓	Ad	✓
* Site ID mapping is supported. This means you can configure the site ID so that it matches the AppsFlyer site ID macros as they are in the attribution link.