Report types and formats

This section contains:

• The list of aggregate reports
• Examples of the reports
• List of fields contained in each report

UA Aggregate data reports

Report name	Grouped by	LTV/ Activity	Organic	Non -organic	Pull API name
Partners (media sources)	Agency, media source, campaign	LTV	✓	✓	partners_report
Partners by date	Date, agency, media source, campaign	LTV	✓	✓	partners_by_date_report
Activity by date	Date, agency, media source, campaign	LTV	✓	✓	daily_report
Geo	Country, agency, media source, campaign	LTV	✓	✓	geo_report
Geo by date	Date, country, agency, media source, campaign	LTV	✓	✓	geo_by_date_report

Note: If Facebook is the media source selected then additional fields are included in the report: Adgroup ID, Adgroup name, Adset ID, Adset Name

Example of aggregate reports in CSV files. 

Note about date fields in CSV files: Date fields in the CSV files have the format yyyy-mm-dd. When you open a CSV file in Excel, date fields are formatted using your computer's date and time settings. Be sure to select the appropriate date display in Excel.

Examples of aggregate reports

Partners (media source) LTV aggregate report

 

Partners by date LTV aggregate report

Daily activity LTV aggregate report

Geo LTV aggregate report

Geo by date LTV aggregate report

​

Fields in the aggregate reports

		Report name
Field	Description	Partner (media source)	Partner by date	Daily	Geo	Geo by date
Country	Installation country				✓	✓
Date	Attribution date		✓			✓
Agency/PMD (af_prt)	Agency/partner Name	✓	✓	✓	✓	✓
Media Source (pid)	Media source that generates the install (pid=media source)	✓	✓	✓	✓	✓
Campaign	Campaign name (c= campaign name)	✓	✓	✓	✓	✓
Campaign ID	Facebook campaign ID	FB only	FB only	FB only	FB only	FB only
Adgroup ID	Facebook ad group ID	FB only	FB only	FB only	FB only	FB only
Adgroup Name	Facebook ad group	FB only	FB only	FB only	FB only	FB only
Adset ID	Facebook adset ID	FB only	FB only	FB only	FB only	FB only
Adset Name	Facebook adset name	FB only	FB only	FB only	FB only	FB only
ARPU	Average revenue per user	✓	✓		✓	✓
Average eCPI	The average eCPI		✓
Clicks	Number of clicks	✓	✓	✓	✓	✓
Conversion Rate	Number of installs/number of clicks	✓	✓	✓	✓	✓
CTR	Click-through Rate		✓	✓
{your event name}(Unique users)	Number of unique users who performed the event	✓	✓		✓	✓
{your event name} (Event counter)	Event counter	✓	✓		✓	✓
{your event name} (Sales in USD)	Event sales in USD	✓	✓		✓	✓
Impressions	Number of impressions	✓	✓
Installs	Number of installs	✓	✓	✓	✓	✓
Loyal Users	(default) User who opens the app more than 3 times	✓	✓	✓	✓	✓
Loyal Users/Installs	Percentage of loyal users from non-organic installs	✓	✓
ROI	Return on investment	✓	✓
Sessions	Number of app opens	✓	✓	✓	✓	✓
Total Cost	Total cost	✓	✓
Total revenue	Total revenue generated from the media source and campaign	✓	✓		✓	✓
Note: Fields shown as FB only are included in reports where Facebook is the selected media source

 

Raw data reports are part of AppsFlyer's premium features. Use raw data for the following:

• Import raw data into your BI systems.
• Merge raw data reports with other data sources.
• Process raw data for custom analysis.
• Get insights into user profiles such as device type, granulated geo-location and more.

Raw data reports, contain records of activities of a certain type, like non-organic installations. The reports have the following characteristics:

• The date range relates to the activity (actual) date the event took place.
• The fields in the report are detailed in the raw data specification.
• Data is available for the preceding 90 days.
• A single download file can span a date range of up to 60 days and not more than 200K rows.
• For reports that contain a large amount of data, download them using Data Locker (an AppsFlyer premium feature).
• When the report contains a large number of rows, it may take several minutes to prepare the report.

Raw data activity reports

Report name	Organic	Non -organic	Additional information	Pull API name
Installations*	-	✓	See using installs raw data Example report Android iOS example installs file	installs_report
Installations*	✓	-	See Installs (organic)	organic_installs_report
In-app events* (non-organic)	-	✓	See using in-app raw data	in_app_events_report
In-app events* (organic)	✓	-	See using in-app raw data	organic_in_app_events_report
Retargeting in-app events*	-	✓	See using in-app raw data	in_app_events_report &reattr=true
Retargeting conversions*	-	✓	See using in-app raw data	installs_report &reattr=true
Uninstalls*	-	✓	See uninstalls (non-organic)	uninstall_events_report

Postback reports contain the raw data non-organic postbacks sent to the attributed media source. The reports contain the raw data fields and additional fields as detailed in this section.

• Reports are for information purposes and are not required for integration with the ad networks.
• Using postback reports you can look up specific data sent to an ad network. This information can be used, for example, as part of a dispute investigation between you, the advertiser, and an ad network.

The following installs are not included in postback reports:

• Organic users even in cases where the ad network received a postback about organic installs
• Installations in CPA campaigns with disabled Install postbacks

Postback raw data reports

Report name	Organic	Non -organic	Events sent to the attributed media source	Pull API name
Installation*	-	✓	Non-organic (UA) installation postbacks	-
In-app events*	-	✓	Non-organic in-app event postbacks	-
Conversion* (retargeting conversions postbacks)	-	✓	Non-organic retargeting (re-engagement and reattribution) conversion postbacks	-
In-app events conversions* (retargeting in-app events postbacks)	-	✓	Non-organic retargeting in-app events (re-engagements generated from retargeting conversions)	-

*An AppsFlyer premium report

Additional fields in postback reports

Field	Description
Postback URL	Some values, like revenue, may not appear in the appropriate field, but you can still see this data in the Postback URL
Postback method
Postback HTTP response code	200: Confirms that the postback was received by the ad network.
Postback error message

Retargeting conversion reports contain details of re-engagements and re-attributions. Some of the retargeting fields have different meanings than the parallel user acquisition names. See retargeting attribution guide. 

Retargeting reports

Report name	Grouped by	Aggregate/ raw data	Organic	Non -organic	Pull API name
Partners (media sources)	Agency, media source, campaign	Aggregate	✓	✓	-
Partners by date	Date, agency, media source, campaign	Aggregate	✓	✓	-
Activity by date	Date, agency, media source, campaign	Aggregate	✓	✓	-
Geo	Country, agency, media source, campaign	Aggregate	✓	✓	-
Geo by date	Date, country, agency, media source, campaign	Aggregate	✓	✓	-
Conversions	N/A	Raw data	✓	✓	-
In-app events	N/A	Raw data	✓	✓	-

Blocked fraud reports provide details of events blocked by Protect360. Both aggregate and raw data reports are provided.

• Field specification is the same as aggregated reports
• Field specification is the same as raw data reports
• Protect360 is an AppsFlyer premium feature

Events blocked by Protect360

Report name	Aggregate /Raw data	Description	LTV / Activity	Pull API name	Delivery by Email/ Download
Partners (media sources)*	Aggregate		LTV	Pull API	-
Partners by date*	Aggregate		LTV	Pull API	-
Geo*	Aggregate		LTV	Pull API	-
Geo by date*	Aggregate		LTV	Pull API	-
Partner's campaign report*	Aggregate		LTV	Pull API	-
Installations*	Raw data	Blocked installs with the block reason	Activity	blocked_ installs_ report	✓
In-app events*	Raw data	Organic and non-organic in-app events performed by blocked users	Activity	blocked_in_app_ events _report	✓
Clicks*	Raw data	Non-organic clicks performed by blocked users	Activity	blocked_clicks_ report	✓
Installation postback*	Raw data	Postback to the media source of blocked installs	Activity	N/A	✓
Post-attribution fraud	Raw data	Fraudulent installs	Activity	Pull API	-

* AppsFlyer premium report

Limitation: The blocking reason Bots displays even in cases where the reason should be app version or missing customer user id.

Targeting Validation Rules reports contain the list of rejected installations and their associated in-app events. The reports contain the fields found in raw data and have the following additional fields:

• Reject reason value: Ruleset ID that caused the reject
• Reject reason: Rule that caused the reject

Validation Rules targeting reports

Report name	Description	Organic	Non -organic	Pull API name
Invalid installations*	List of invalid installs	✓	✓	invalid_installs_ report
Invalid in-app events*	List of in-app events generated by invalid installs	✓	✓	invalid_in_app_ events_report
Invalid installations postbacks*	List of invalid install postbacks sent to the attributed media source	✓	✓	-