Cost aggregation overview

At a glance: AppsFlyer enables advertisers to aggregate and view marketing cost data using a variety of methods.

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Cost aggregation: Overview | Operations | Cost ETLAd Spend Ingestion

Cost aggregation

Xpend:

  • Provides aggregate advertising cost data, including LTV performance metrics. These are available in the dashboards and in performance reports.
  • Reports include ROI, ROAS, clicks, impressions, campaign ROI, and average effective cost per installation (eCPI) over time.
  • Supports different cost models used by the partner, for example, CPI, CPA, CPC, and CPM.
  • Records advertising cost by API, ad spend ingestion (CSV file upload), and cost by click.

Principles of cost data aggregation

This section describes the main principles of campaign cost data aggregation. 

Cost aggregation methods

Cost data is obtained from partners using one or more methods.  If cost is reported by more than one method then the cost prioritization mechanism determines which data is used. This ensures that cost data is not inflated.

Cost aggregation method Cost models supported Data granularity Data freshness Remarks
API* All

Level depends on the integration

Several times a day, on average every four hours Data may change after the cost event as we try to receive data 7 days back. This enables us to take into account retroactive changes made by the ad network. 
Ad Spend Ingestion (file upload) All Level depends on the file uploaded  Up to 4 hours after ingestion Cost reported can be reverted and corrected data submitted for up to 90 days.
Clicks (attribution link) CPI User-level

Minimum: realtime

Maximum: Up to 4 hours after click

No change possible
* The API connection to partners is by either Cost API or InCost API (never both). The API used and data granularity provided is partner-dependent.

Cost data availability and reports

Cost data is available in:

  • Overview and Cohort dashboards. For retargeting campaigns use Cohort unified view.
  • Cost ETL reporting tool containing the complete set of data. This includes campaign hierarchy details (media source, campaign name, adset, and the dimensions made available by the ad network, including geo, channel. site ID, and keywords).
  • Click cost data is available in raw-data reports. 

In the Overview dashboard, Aggregated Performance Report containscost, clicks, impressions, ROI, and average eCPI data. 

CostReporting.jpg

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

Cost prioritization mechanism

For a given media source, cost can be provided by more than one aggregation method. 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: API > Ad Spend Ingestion > Click. If available, use API, as it is the most accurate.

Campaign cost aggregation method prioritization

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  • 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. 
Method Description

API

  • Highest priority
  • Most precise [best practice]
  • Cost API vs. Ad Spend Ingestion: If an integrated partner has ad cost-aggregating API, then Ad Spend Ingestion is disabled. Note! This occurs even if the API isn't activated.
  • Enable API: 
    • On any day Cost API is enabled, click cost is ignored. 
    • On the day you enable the 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 API: On the day you disable the 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 site ID and keyword 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 an ad-cost aggregating API, then Ad Spend Ingestion is disabled for that same ad network. 
Click

Lowest priority

Cost aggregation method priority rules

List of ad networks

Ad networks supporting Cost API

Cost API networks
Media source name Logo Campaign dimensions supported Retargeting cost supported
Geo Site ID Other dimensions

Aarki

Aarki.png - Ad -

AdAction3

  - -

AdColony

- Ad

Adbloom

The Adbloom's logo - -

AdColony Performance Media

- -

AdGate Media

-

Adiketeev

(Trademob)

- -  

Adjoe

Ad

Appgrowth

-

Apple Search Ads

-

Applift

- -  

Applift (custom)

- -  

AppLike

- Ad

Applovin

Media source

Appreciate

-  -

Aura

-

BlindFerret

Ad -

Bluestacks

- -  

Bytedance

The Bytedance Ads - China Traffic  巨量引擎 (原名今日头条广告平台)'s logo -
  • Ad set
  • Ad

Chartboost

- -

ClearPier Performance

The ClearPier Performance's logo - -

CrossInstall, a Twitter Company

crossinstall.png -

Dataseat

dataseat.png
  • Ad set
  • Ad

Digital Turbine

-  

Domob DSP

Facebook

facebook_logo.png -
  • Ad set
  • Ad
  • Channel
 

Fyber

-

GlobalWide Media

globalwide.png - -

Google

- -  

Influencemobile

- -

ironSource

✓* Ad

Jampp

- -  

JetFuel

-  

KPMBRO

  

Liftoff

  ✓* Ad  

Lifestreet

Ad

Mediaforce

The Mediaforce's logo - -  

Mintegral

- -  

Mistplay

The Mistplay's logo - Ad
Mobupps - -  
Moloco Ad 
myTarget mytarget_logo.png - - -  
Opera Event operaevent.png?v=1    

Persona.ly

Ad  

Pinsight

- -

Pinterest

Pinterest_logo.png - -
  • Ad set
  • Ad (promoted pin)

Point2Web

- -

Reddit

The reddit's logo -
  • Ad set
  • Ad
 

Snap

snap_in_logo.png -
  • Ad set
  • Ad
 

Smadex

  Ad

TikTok for Business

-
  • Ad set
  • Ad

Tapjoy

tapjoy_logo.png -

Taptica

The Taptica's logo -  

Tencent (WeChat)

  • Channel
  • Ad set
  • Ad
 

The Money Manual (The Penny Pincher)

- -

TUNE

The TUNE's logo - -  

Twitter

The Twitter's logo - -
  • Ad set
  • Ad
 

Unity Ads

Ad

Verizon Media (Yahoo Gemini)

(Oath Ad Platforms) 

-
  • Ad set
  • Ad

Vungle

Ad  

YouAppi

youappi.png ✓  - - ✓ 

* 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.

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