The AppsFlyer’s af_app_opened is sent by the SDK every time an app launches or is moved back to the foreground.
What is its Purpose?
The af_app_opened provides advertisers with the ability to record af_app_opened events and attribute them to a particular media source and campaign. The event is sent back as a postback to the ad network.
Sending af_app_opened to Ad Networks
The af_app_opened event requires no code implementation since it is handled automatically by the Appsflyer SDK. It is available to any network supporting In-App Events. The event value is not relevant for af_app_opened.
Since af_app_opened is a frequently occurring event, it does not appear in any reports (either aggregated or raw).
- The af_app_opened event is a frequent event and therefore may create a high volume of postbacks.
- In-App Events Mapping >> Map all SDK events: mapping all events does not include the af_app_opened.
af_app_opened and Retargeting
When existing users re-engage with an app, it starts a period of time called "Re-engagement window". During this window all events, including af_app_opened, are sent to both original network and retargeting network.
However, with Google Ads and Twitter users, to avoid duplicate postbacks, AppsFlyer sends the af_app_opened event only once.