Raw data reporting overview

No, except for install time

Install time, attributed touch time, media source, campaign, adset, ad, partner, retargeting conversion type

Yes

Populated in in-app event reports:

Event name, event value, event revenue

• Optimize campaigns that don't lead to an app open (install, re-attribution, re-engagement).
• Retarget these users using different campaigns.

SRN data not available.

When a user opens an app for the first time.

After a user engages with a retargeting ad and then opens the app. A retargeting conversion being a re-engagement or re-attribution.

• Generate aggregated reports using fields not available via AppsFlyer analytics tools.
• Combine with other reports for advanced, cross-section analysis.
• Analyze performance across different dimensions such as cities, metropolitan areas, and so on. 
• Segment users according to country, city, and language for targeting purposes.
• Obtain user device IDs for retargeting purposes.

• Non-organic: The attribution and contributors attribution field groups are populated
• Organic: The media source field is either blank, null, or organic. Consider this when you load data into your systems. 

Chronological list of the actions performed by users after attribution (install, re-attribution, or re-engagement)

• The report structure and fields are similar to those of install reports.
• Dedicated fields describe the event. These include the event name, value, revenue, and time. 

Use case

Use the report to:

• Gain insights by observing the user journey during the user's lifetime

• Combine the install and in-app-event raw data to follow the complete user journey. 

Event value field

The event value field contains all the data related to the event in a JSON. You can load this into your BI system for further analysis.

Tip! You can use Power Query in Microsoft Excel to parse the event parameters from the JSON text strings.

{"af_level":"10","af_user_journey":"3387","arena":"7","char_type":"paladin"}

Reporting revenue

The revenue and ROI data in AppsFlyer are derived from the af_revenue sent in events. 

When the af_revenue parameter is sent in an in-app-event, AppsFlyer uses this to populate the event revenue field. It is in this field that AppsFlyer uses to update the dashboard and aggregated reports. 

Note! Use only the af_revenue parameter with in-app-events that describe actual revenue generated. For other events that involve revenue, but are not final, for example, add_to_cart, use different parameters like af_price

Example report

Remarks

• Retargeting in-app events are doubly recorded in both the UA and retargeting in-app event raw data reports. 
• In-app events don't include the launch (af_app_opened) event. This is available in the sessions raw data report. 
• Geo location: Is derived using the user IP address at the time the event is performed. 

The report structure is the same as in-app event reports. Sessions (session events) are in a separate report due to the large number of such events.

• This report updates daily and not continuously, as is the case for other user journey reports. 
• In the report, the event time represents the time AppsFlyer determines the app was uninstalled, and not the actual uninstall itself. See Uninstall measurement.

• If the user comes from a non-organic media source, media source fields are populated. 
• Consider that the uninstall event is generated by AppsFlyer servers after determining that the user uninstalled. Consequently, many fields aren't populated. 
• User identifiers available are those recorded at the time of install. The CUID is never available. 
• Geo-related fields are populated with the user location at the time of engagement with the media source (click or impression). If the engagement location isn't available then the location associated with the install event is used. 

• Analyze the uninstall event, device, and user characteristics.
• Build an uninstall event audience for retargeting.

Why are Facebookraw data missing?

By default, Facebook raw data are attributed to the restricted media sourced. See Facebook user-level data.

What is the difference between the timestamps?

The timestamps are common to all the reports. This makes it possible to combine different reports.

The following timestamps are relevant: 

• Attributed touch time: The time the user engaged with an ad.
• Install time: The time that the app is launched for the first time.
• Event time: The time the event takes place.

Consider: 

• In install reports, the install and event times are the same.
• In in-app event reports, the install and event times are different. The difference can show the time that passes between app launch and user engagement with the app.

What is the purpose of the contributor field?

The contributor field lists contributor media sources. Sometimes referred to as Assisted Installs. In Protect360, it is also used for hijacked install attribution correction.

What is the keywords field—why isn't available in all non-organic installs? 

Installs attributed to Google Ads or Apple Search Ads, can contain the keywords or keyword ID associated with the ad bringing the install. 

Understanding the user journey

User journey is a series of steps that the user performs before achieving a goal like purchasing a product or booking a flight. The idea behind analyzing a user journey is to see what the user does in the app, how active they are, and what value they bring during a given period.

You can identify and highlight user journeys with the help of AppsFlyer ID. The ID is generated for each app install per device. The ID remains unchanged throughout the user lifecycle (from install to uninstall.) The ID persists if the user resets their device ID.

Since the install and in-app events reports have the same structures, they can be merged into one report. In the merged report, you can aggregate and filter using AppsFlyer ID and Customer User ID (if available) to analyze user journeys.