What is AppsFlyer's Attribution Model?


AppsFlyer uses NativeTrack™ technology to attribute ads with actions. More information about the technology is available here.

Attribution Look-Back

  • Media Source Attribution:
    • By default AppsFlyer attributes an install to a media source with a 7-day click-through look-back period. However, this value can be set to anywhere from 1 to 30 days. For more details please click here.
  • Facebook Attribution:
    • Facebook attributes a 28-day click-through look-back. The same value should be set on AppsFlyer's dashboard.  
    • Facebook credits 1-day ad view-through look-back window, which should also be set on AppsFlyer to minimize discrepancies. More information about possible discrepancies between the AppsFlyer dashboard and the Facebook Ads Manager is available here.
  • Twitter Attribution:
    • AppsFlyer uses a 14-day click-through and 1-day view-through attribution window for Twitter installs (Twitter's default attribution window). For information about possible discrepancies between the AppsFlyer dashboard and the Twitter Ads dashboard, click here.

Multi-Channel Source Attribution

  • AppsFlyer does not credit more than one media source per install. AppsFlyer uses last touch attribution, meaning that the last ad interaction takes credit for the app install or action.

Multi-Touch Attribution

Assisted Installs (multi-touch attribution) are installs where the Media-Source/Campaign did not have the last touch, but did touch the user before the install and this took place within the attribution window.

For more information, click here.

User Uniqueness - How AppsFlyer Handles Re-Installs

AppsFlyer credits and records users who re-installed the app when:

  • The user uninstalls and re-installs the app beyond the re-attribution window on the same device.
  • The user re-installs the app following a retargeting campaign on the same device.

To clear a device's history to allow re-installation and re-attribution, you can perform the following:

  • Whitelist a device for ongoing testing purposes. Follow this link for more information.

App Updates

When existing users update their app, AppsFlyer does not consider them as new users, nor show it in any way on the dashboard. You can see the distribution of your new app versions and more on the SDK information page.

The only exception to this rule is when an app, that has an active user base, first introduces AppsFlyer's SDK. When existing users update to the new version, which includes AppsFlyer's SDK, AppsFlyer shows them as new organic users.



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