Raw-data reporting overview

• Report availability depends on your subscription plan.
• Reports can include either organic users, non-organic users, or both, as indicated.
• Some reports are available via Data Locker only. 

Raw data reports available

Category	Unique to Data Locker	Report topic	Organic	Non-Organic
User acquisition	✓	Clicks	-	✓
Retargeting	✓	Clicks from retargeting campaigns	Retargeting always non-organic
Acquisition	✓	Impressions	-	✓
Retargeting	✓	Impressions from retargeting campaigns	Retargeting always non-organic
Acquisition		Installs	✓	✓
Acquisition		In-app events	✓	✓
Acquisition		Attributed ad revenue	-	✓
Acquisition		Organic ad revenue	✓	-
Retargeting		Retargeting ad revenue	Retargeting always non-organic
Retargeting		Retargeting includes re-engagements and re-attributions	Retargeting always non-organic
Retargeting		In-App Events from re-attributions and re-engagements	Retargeting always non-organic
Acquisition		App sessions	✓	✓
Acquisition	✓	Non-organic uninstalls	-	✓
Acquisition	✓	Organic uninstalls	✓	-
Protect360		Protect360 blocked installs	-	✓
Protect360		Protect360 blocked in-app events	-	✓
Protect360		Protect360 blocked clicks	-	✓
People-based attribution	✓	People-based attribution web events	No distinction
People-based attribution	✓	People-based attribution web touch points	No distinction
People-based attribution	✓	People-based attribution web to app	No distinction

In selecting the reporting tool, consider how, what, and when you need the data. Do you need:

• Conversion data in real-time to influence the user journey?
• Raw installs and in-app events data, or is aggregate data sufficient?
• Clicks and impressions of raw data?
• To ingest and process the data in your systems? 

Raw-data tools

Tool	Description	Multiple /single app (1)	Data freshness	Embed in scripts	Timezone;	Currency
Export data	Download using the user interface Format: CSV file	Single	Real-time	x	App-specific	App-specific
Pull API*- raw-data	Download using API calls. Format: CSV files	Single	Real-time	✓	Selectable- Default: UTC	Selectable- Default: USD
Data Locker (P)	Data deposited to an AWS S3 bucket. No volume limitations. Retention 30 days.  Format: Compressed CSV	Multi	Hourly - 6-hour lag	✓	UTC	USD
Push API P	Attribution data messages (installs, in-apps, retargeting)  Sent to your servers in real-time. Format: JSON / params	Can use the same endpoint	Real-time	✓	UTC + app-specific	USD + app-specific
SDK Conversion data (3)	Get attribution conversion data within the app. Format: JSON	N/A	Real-time <5 seconds	✓	UTC	N/A
Notes/abbreviation: (1) Multiple apps feature means the ability to query data for more than one app at a time.(2) Apps all need to be set to the same app-specific time zone. If not then time is in UTC.(3) SDK conversion data retrieves user attribution data in less than 5 seconds from the first app launch and therefore is the least accurate method. The reason being is that in some cases, it takes longer than 5 seconds for AppsFlyer to get responses from ad networks, and so the fast SDK data decision may be different from the final attribution. (P) Premium feature (*) Subject to rate limitations

Tool limitations

Limitation	Pull API	Push API	Data Locker	SDK Conversion data
Data limit (1)	200K lines  10-100 calls per day	Unlimited	Unlimited	Unlimited
Selectable data options	Select data types, new fields are optional.	Select data types, fields, and in-apps	Select data types, fields, and in-apps	No
Data retention	90 Days	N/A	30 days	Lifetime (available in the SDK)
Is the tool a premium feature tool	No	Yes	Yes	No
(1) The upper limit may depend on the account package.

Integration considerations

Consideration	Pull API	Push API	Data Locker	SDK Conversion Data	Master API
Server-Side Development	Optional	Required	Optional	Optional	Optional
Requires Data Processing	Optional	Yes	Optional	Optional	Optional
Risk of Data Loss	No	Yes, if receiving servers are down	No	Small, if there are delays in ad networks response	No
Client-server Processing Costs	None	High	Low	None (unless sending the data to the servers)	None
Client-server Maintenance	None	High	Low	None (unless sending the data to the servers)	None

UA non-organic raw-data availability by tool

Report topic	Export data	Pull API	Data Locker	Push API	SDK Conversion Data
Impressions (1)	-	-	✓	-	-
Clicks (1)	-	-	✓	-	-
Installs	✓	✓	✓	✓	✓
Sessions	-	-	✓	-	-
In-app Events	✓	✓	✓	✓	-
Ad Revenue	✓	✓	✓	-	-
Uninstalls	✓	✓	✓	-	-
(1) Clicks and impressions data is made available by integrated partners. In general, SRNs don't provide raw data of clicks and impressions.

UA organic raw-data availability by tool

Report topic	Export data	Pull API	Data Locker	Push API	SDK Conversion Data
Installs	✓	✓	✓	✓	✓
Sessions	-	-	✓	-	-
In-App Events	✓	✓	✓	✓	-
Ad Revenue	✓	✓	✓	-	-
Uninstalls	-	-	✓	-	-

Retargeting raw-data availability by tool

Report topic	Export data	Pull API	Data Locker	Push API	SDK Conversion Data
Clicks (1)	-	-	✓	-	-
Conversions (re-attributions + re-engagements)	✓	✓	✓	✓	✓
Impressions	-	✓	-	-	-
In-App Events	✓	✓	✓	✓	-
Ad Revenue	✓	✓	✓	-	-
(1) Retargeting clicks data is available as part of the raw retargeting data for re-attributed users. In general, clicks raw-data is not available from SRNs.

Fields available in UA reports via Export page (N/A = field not available in report)

Display name	Non-organic in-app events	Non-organic installs	Organic in-app events	Organic installs
App Version	Yes	Yes	Yes	Yes
SDK Version	Yes	Yes	Yes	Yes
App ID	Yes	Yes	Yes	Yes
App Name	Yes	Yes	Yes	Yes
Bundle ID	Yes	Yes	Yes	Yes
Custom Data	N/A	N/A	N/A	N/A
Network Account ID	N/A	N/A	N/A	N/A
Attributed Touch Time	Yes	Yes	Yes	Yes
Attributed Touch Type	Yes	Yes	Yes	Yes
Install Time	Yes	Yes	Yes	Yes
Cost Model	Yes	Yes	Yes	Yes
Cost Value	Yes	Yes	Yes	Yes
Cost Currency	Yes	Yes	Yes	Yes
Event Source	Yes	Yes	Yes	Yes
Partner	Yes	Yes	Yes	Yes
Media Source	Yes	Yes	Yes	Yes
Channel	Yes	Yes	Yes	Yes
Keywords	Yes	Yes	Yes	Yes
Install App Store	Yes	Yes	N/A	Yes
Campaign	Yes	Yes	Yes	Yes
Campaign ID	Yes	Yes	Yes	Yes
Adset	Yes	Yes	Yes	Yes
Adset ID	Yes	Yes	Yes	Yes
Ad	Yes	Yes	Yes	Yes
Ad ID	Yes	Yes	Yes	Yes
Ad Type	Yes	Yes	Yes	Yes
Site ID	Yes	Yes	Yes	Yes
Sub Site ID	Yes	Yes	Yes	Yes
Sub Param 1	Yes	Yes	Yes	Yes
Sub Param 2	Yes	Yes	Yes	Yes
Sub Param 3	Yes	Yes	Yes	Yes
Sub Param 4	Yes	Yes	Yes	Yes
Sub Param 5	Yes	Yes	Yes	Yes
Contributor [n] Touch Type (n=1-5)	Yes	Yes	Yes	Yes
Contributor [n] Touch Time (n=1-5)	Yes	Yes	Yes	Yes
Contributor [n] Partner (n=1-5)	Yes	Yes	Yes	Yes
Contributor [n] Match Type (n=1-5)	Yes	Yes	N/A	N/A
Contributor [n] Media Source (n=1-5)	Yes	Yes	Yes	Yes
Contributor [n] Campaign (n=1-5)	Yes	Yes	Yes	Yes
Is Retargeting	Yes	Yes	Yes	Yes
Retargeting Conversion Type	Yes	Yes	Yes	Yes
Is Primary Attribution	Yes	Yes	Yes	Yes
Attribution Lookback	Yes	Yes	Yes	Yes
Reengagement Window	Yes	Yes	Yes	Yes
Match Type	Yes	Yes	N/A	N/A
HTTP Referrer	Yes	Yes	Yes	Yes
Original URL	Yes	Yes	Yes	Yes
Google Play Referrer	Yes	Yes	N/A	Yes
Google Play Click Time	Yes	Yes	N/A	Yes
Google Play Install Begin Time	Yes	Yes	N/A	Yes
Google Play Broadcast Referrer	N/A	N/A	N/A	N/A
Keyword Match Type	Yes	N/A	N/A	N/A
Keyword ID	Yes	Yes	N/A	Yes
WIFI	Yes	Yes	Yes	Yes
Operator	Yes	Yes	Yes	Yes
Carrier	Yes	Yes	Yes	Yes
Language	Yes	Yes	Yes	Yes
AppsFlyer ID	Yes	Yes	Yes	Yes
Customer User ID	Yes	Yes	Yes	Yes
Android ID	Yes	Yes	Yes	Yes
Advertising ID	Yes	Yes	Yes	Yes
IMEI	Yes	Yes	Yes	Yes
IDFA	Yes	Yes	Yes	Yes
IDFV	Yes	Yes	Yes	Yes
Amazon Fire ID	Yes	N/A	N/A	N/A
Device Type	Yes	Yes	Yes	Yes
Device Category	Yes	Yes	N/A	N/A
Platform	Yes	Yes	Yes	Yes
OS Version	Yes	Yes	Yes	Yes
User Agent	Yes	Yes	Yes	Yes
Device Download Time	N/A	Yes	N/A	Yes
Deeplink URL	Yes	Yes	N/A	Yes
OAID	Yes	Yes	N/A	Yes
Is LAT	N/A	N/A	N/A	N/A
Store Reinstall	Yes	Yes	N/A	Yes
Region	Yes	Yes	Yes	Yes
Country Code	Yes	Yes	Yes	Yes
State	Yes	Yes	Yes	Yes
City	Yes	Yes	Yes	Yes
Postal Code	Yes	Yes	Yes	Yes
DMA	Yes	Yes	Yes	Yes
IP	Yes	Yes	Yes	Yes
Event Time	Yes	Yes	Yes	Yes
Event Name	Yes	Yes	Yes	Yes
Event Value	Yes	Yes	Yes	Yes
Event Revenue	Yes	Yes	Yes	Yes
Event Revenue Currency	Yes	Yes	Yes	Yes
Event Revenue USD	Yes	Yes	Yes	Yes
Is Receipt Validated	Yes	Yes	Yes	Yes

Using non-organic installs raw-data reports

The organic install event is generated the first time the app is opened after download.

• Install reports include time of installation, type of device, operating system, region, city, country, etc.
• For non-organic installs, the report includes attribution type (click or view), media source, campaign, ad set,  and ad type.
• Combine install data with other reports for advanced, cross-section analysis.
• Use the install reports to create your own performance reports. 

Use install reports to:

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

About in-app events raw data

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

Report name
Conversions
In-app events

Use this report to:

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

Notes:

• The uninstall event time appears in the "Event time" field. It does not represent the exact time of the uninstall event. Rather it holds the time of the periodic query to the store's cloud, upon which AppsFlyer discovered the app has been uninstalled. Therefore, the actual time of the uninstall may be up to 24 hours prior to the raw-data event time. For more information, click here.

• Currently, the following fields are empty: SDK Version, App Version, WIFI, Operator, Carrier, Customer User ID, IDFV, Device Type, App Name, and Bundle ID.
• To ensure accurate data in the report, make sure uninstall measurement is correctly implemented in when integrating the SDK. See Uninstall Measurement.

• Available via Data Locker only.
• Non-SRNs use AppsFlyer attribution links for clicks and impressions. This provides AppsFlyer with the complete data set of the engagement which is then written to Data Locker.
• Limitation: SRNs and Amazon, in general, SRNs don't report clicks at the user level (raw-data). They do provide this at the aggregate level. 
• The clicks report contains the advertising ID. You can use these IDs to retarget users that engage with your ads but fail to install the app.

• Available via Data Locker only.
• Non-SRNs use AppsFlyer attribution links for clicks and impressions. This provides AppsFlyer with the complete data set of the engagement which is then written to Data Locker.
• Limitation: SRNs and Amazon, in general, don't report clicks at the user level (raw-data). They do provide this at the aggregate level.
• The impression report also contains the advertising ID. You can use the impression report to optimize campaigns according to impressions that don't lead to clicks. You can also retarget these users with different ads and in different campaigns.

Ad revenue raw-data reports do not update in real-time 

Raw-data ad revenue reports described

• Postback raw-data reports contain non-organic postbacks attributed to the media source. Note! Postbacks sent to the partner, for events not attributed to them, aren't in the report. This happens when you set events attributed to any partner or organic. 
• The reports contain the raw-data fields and additional fields 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 are not included in postback reports:

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

Postback raw-data

Report topic	Organic	Non -organic	Events sent to the attributed media source
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 conversion (retargeting in-app events postbacks)	-	✓	Non-organic retargeting in-app events (re-engagements generated from retargeting conversions)

Additional fields in postback

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

Blocked fraud reports provide details of events blocked by Protect360.  Protect360 relates to non-organic users.

Protect 360 blocked fraud reports

Report topic	Description
Installs	Blocked installs with the block reason
In-app events	In-app events performed by blocked users
Blocked clicks	Clicks performed by blocked users
Installation postback	Postback to the media source of blocked installs
Post-attribution fraud	Fraudulent installs Availalble via Pull API

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 installs 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

Report topic	Description
Invalid installs	List of invalid installs
Invalid in-app events	List of in-app events generated by invalid installs
Invalid installs postbacks	List of invalid install postbacks sent to the attributed media source