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Ad cost measurement guide

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Gray Goldstein
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  • Advertisers
  • Agencies

At a glance: Recording and viewing ad cost 

Ad cost measurement

AppsFlyer records cost reporting by click, Cost API, and by Ad Spend Ingestion (CSV file upload). The platform supports cost models used by the partner, for example, CPI, CPA, CPC, and CPM. 

Cost information, with additional campaign and LTV performance metrics, is available in the dashboards and performance reports. The reports include ROI, clicks, impressions, campaign ROI, and average effective cost per installation (eCPI) over time.

Principles of operation

This section describes the main principles of ad cost operation. 

Cost reporting methods

Ad cost is reported using one or more methods. Each method has a different data freshness rate. If cost for the same campaign is reported by more than one method then the ad cost prioritization mechanism determines which cost data is made available in the platform so that cost data is not inflated.

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
Cost reporting methods compared

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, Aggregated Performance Report contains: cost, clicks, impressions, ROI, and average eCPI data This report and others are available for download.

CostReporting.jpg

FAQ, operations, and troubleshooting

Cost reporting methods

The type and model supported of cost information depends on the method used.

Cost reporting 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 Campaign

Dashboard and Performance reports

Ad cost prioritization mechanism

For a given media source cost can be reported by more than one reporting method. When this occurs it results in inflated cost data in the platform. To avoid cost inflation, an ad cost prioritization mechanism decides which cost data is made available in the platform. Priority is given according to the reproting 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.

Ad spend reporting method prioritization

mceclip3.png

  • This mechanism impacts aggregate data reports and dashboards.
  • Click cost 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 reported by both click and Cost API. Since Cost API has priority, click costs are ignored.

Outcomes:

  • Possible to implement multiple cost-reporting methods. The actual reported cost is affected by the cost 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. 
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 clicks 
  • Ad Spend Ingestion vs. Click 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
Cost method priority rules

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, ad sets, 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, ad sets and ads on these networks.
  • Click networks: avoid using macros with the attribution link parameters of campaigns, ad sets, 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 ad 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 can not 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:

  1. In AppsFlyer, go to Configuration > Integrated Partners.
  2. Select the integrated partner, for example, Facebook.
  3. Go to the Cost tab.
    The list of connected accounts displays.
  4. In the actions column, hover over an account.
    The Delete connection option displays.

    OauthDelete_en-us.png

  5. Click Delete connection.
    A confirmation messages displays.

    OauthConfirm_en-us.png

  6. 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 cost currency provided by the ad network differs from that of the app-defined currency set on the platfrom, 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 know rate

List of ad networks

Ad networks providing cost information

  • Ad networks that report cost on the click
  • Dimensions supported are those containied on the click
Cost reported on the the click
Media source name Logo Cost reporting  method

AdAction

 Click

Adattraction

 Click

AdCommunal

 Click

Adcrimson

 Click

Adcrops

 Click

AdDeals

 Click

AddictiveAds

 Click

Adison

 Click

Adjoe

 adjoe_logo.png Click

Adlix

 adlix_logo.png Click

Adperio

 Encrypted Click

Adpick

 Encrypted Click

AdTiming

 Encrypted Click

AdTrial

 Click

Adxperience

 Click

Affilinet

 affilinet_logo.png Click

Altrooz

 altrooz.png Click

AML

 AML.png Click

AOL Platforms

 Advertisingcom.png 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

 AppThis.png Click

APUS

 Click

ASB

 Click

Aura by ironSource

 aura_ironsource.png Click

Bebi Media

 Click

Beintoo

 beintoo.png Click

Bidmotion

 Click

Blind Ferret

 blindferret_logo.png Click

BravAds

 bravads_logo.png Click

Bubbleye

 Click

Camera360

 Click

Chartboost

 Chartboost.jpg Click

CheBuoni

 Click

Cheetah Mobile

 Encrypted Click

Click2perform

 Click

ClickDealer

 ClickDealer.png Click

CommuteStream

 Click

Creative Clicks

 Click

Crobo

 Click

Cross Install

 Click

Curate

 CurateMedia.png Click

DGM

 Click

Digilant

 Click

Directagents

 DirectAgents.png Click

DirectFocus

 Click

Drawbridge

 drawbridge_logo.png Click

Digital Sunray

 Click

Digital Turbine

 Click

Discovry

 Click

Display.io

 displayio_logo.png 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

 IconPeak.png Click

Immersv

 Click

Implus Technology

 Click

Inflecto

 inflectomedia_logo.png Encrypted Click

Infleux

 Click

Inneractive

 InnerActive.png Click

Intango

 Click

ironSource

 Encrypted Click

IRONTRAFFIC

 Irontraffic.png Click

Jampp

 Click

JetFuel

 Click

Jump Ramp Games

 Click

KickAssOffers

 Click

KissMyAds

 Click

Kixer

 Click

Lemmonet

 lemmonet.png Encrypted Click

LifeStreet

 LifeStreet.png Click

LoopMe

 Click

Lunplay

 Lunplay.png Click

Lyto

 Click

Madeviral

 Click

Criteo DSP (Manage)

 Click

MARKETIT

 Click

Matchmade

 Click

MdotM

 MdotM.png Click

Minimob

 minimob.png Click

Mintegral

 Encrypted Click

MOA

 Click

Mobair

 Click

Mobcastle

 Click

Mobiblade

 Click

Mobikaka

   Click

Mobilda

 mobilda.png Encrypted Click

Mobile10

 Mobile10.png Click

MobilePlay

 mobileplay.png Click

MobiteMedia

 mobite_logo.png Click

Mobonus

 Click

MobPartner

 Encrypted Click

Mobsuccess

 mobsuccess.png Click

Mobupps

 mobupps_logo.png Click

Mobvista

 Encrypted Click

Moloco

 Click

Moinstall

 Click

Motive

 Motive.png Click

Msales

 Click

Naranya

 Click

NativeX

 Encrypted Click

Netlion

 Click

NIP-Ad

 Click

Octro

 Click

OfferToro

 OfferToro_Logo.png Click

OnSeo

 Click

Outmarketing

 Click

Performance Revenues

 Encrypted Click

Playhaven

 playhaven.png Click

PMANetwork

 Click

Pocket Media

 Click

Promolta

 Promolta.png Click

Pubmint

 Click

Purple Friends

 Click

Pusic

 Click

rAPId:ads

 Click

ReevAds

 Click

RevMob

 Click

Rocket10

 Click

Rootmedia

 Rootmedia.png 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

 tapcommerce_logo.jpg Click

Tapmyads

 Click

Tapsense

 Encrypted Click

Taptica

 Taptica.png Click

Time One

 Encrypted

Tyroo

 tyroo_logo.png Click

Unity Ads

 Click

Vungle

 Vungle.png Click

Wagawin

 Click
Wisebirds Click

yeahmobi

 Encrypted Click

Yieldmo

 Yieldmo.png Click

Webpals

 image001__1__-_Inbal_Dovrat.png Click

ZPLAY Ads

 Click

Ad networks using Cost API

Cost API networks
Media source name Logo Cost reporting  method Dimensions Supported Geo supported

 Aarki

 Aarki.png API Campaign No

Adcolony

 API Campaign Yes

Apple Search Ads

 API Yes

AppLovin

 API Media source, campaign Yes

Facebook

 facebook_logo.png API Campaign, ad Set, ad, and Channel. Yes

Google

 Google_logo.png API Campaign Yes

Inmobi

 API Media source, campaign, and geo. Yes

Liftoff

   API Campaign, ad  Yes

myTarget

 mytarget_logo.png API Campaign No

Pinterest

 Pinterest_logo.png API Campaign, ad set, Ad (promoted pin) No

Snap

 snap_in_logo.png API Campaign, ad set, and ad. No

TikTok Ads

 API Campaign, ad set, ad   Yes

Tapjoy

 tapjoy_logo.png API Campaign Yes

Verizon Media (Oath Ad Platforms) 

  API Campaign, ad set, ad, Yes
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