Description of exportable reports available as CSV files.
The reports described here are available for export as CSV files by download, email, API and Data locker.
Report types
Reports are either aggregated (aka performance) or raw data. Aggregated reports are calculated using either the:
- Activity date: means the date the event took place.
- Lifetime value (LTV): means users who installed the app during the report date range. It includes the events related to these users on any date after the install date. To clarify, the report includes events that occur after the last date in the report date range.
The earliest date that a report can contain is:
- Aggregated: The date of the first app install recorded in AppsFlyer
- Raw data: up to 90 days before today. For example, if today is December 29, then the earliest date is October 1.
Conversion type: Reports contain at least one of the following conversion (acquisition) types:
- Organic
- Non-organic
Data freshness: Reports are near-real-time with a typical delay of up to 15 minutes.
Descriptions of the reports
The descriptions that follow, are structured, according to the Reports > Export data page in AppsFlyer.
Performance reports
This section contains:
- The list of aggregated reports
- Examples of the reports
- List of fields contained in each report
| Report name | Grouped by | LTV/ Activity | Organic | Non -organic | Pull API name |
|---|---|---|---|---|---|
| Partners (media sources) | Agency, media source, campaign | LTV | Yes | Yes | partners_report |
| Partners by date | Date, agency, media source, campaign | LTV | Yes | Yes | partners_by_date_report |
| Activity by date | Date, agency, media source, campaign | LTV | Yes | Yes | daily_report |
| Geo | Country, agency, media source, campaign | LTV | Yes | Yes | geo_report |
| Geo by date | Date, country, agency, media source, campaign | LTV | Yes | Yes | 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 aggregated 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 aggregated 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
|
Report name |
||||||
|---|---|---|---|---|---|---|
|
Field |
Description |
Partner (media source) |
Partner by date |
Daily |
Geo |
Geo by date |
|
Country |
Installation country by IP |
Yes |
Yes |
|||
|
Date |
Attribution date |
Yes |
Yes |
Yes |
||
|
Agency/PMD (af_prt) |
Agency/partner Name |
Yes |
Yes |
Yes |
Yes |
Yes |
|
Media Source (pid) |
Media source that generates the install (pid=media source) |
Yes |
Yes |
Yes |
Yes |
Yes |
|
Campaign |
Campaign name (c= campaign name) |
Yes |
Yes |
Yes |
Yes |
Yes |
|
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 |
Yes |
Yes |
Yes |
Yes |
|
|
Average eCPI |
The average eCPI |
Yes |
Yes |
|||
|
Clicks |
Number of clicks |
Yes |
Yes |
Yes |
Yes |
Yes |
|
Conversion Rate |
Number of installs/number of clicks |
Yes |
Yes |
Yes |
Yes |
Yes |
|
CTR |
Click-through Rate |
Yes |
Yes |
Yes |
||
|
event:(Unique users) |
Number of unique users who performed the event |
Yes |
Yes |
Yes |
Yes |
|
|
event:{your event name} (eCPA) |
Total cost/number of events |
Yes |
||||
|
event:{your event name} (Event counter) |
Event counter |
Yes |
Yes |
Yes |
Yes |
|
|
event:{your event name} (events/installs) |
Number of events/number of installs |
Yes |
||||
|
event:{your event name} (sales in USD) |
Event sales in USD |
Yes |
Yes |
Yes |
Yes |
|
|
Impressions |
Number of impressions |
Yes |
Yes |
|||
|
Installs |
Number of installs |
Yes |
Yes |
Yes |
Yes |
Yes |
|
Loyal Users |
(default) User who opens the app more than 3 times |
Yes |
Yes |
Yes |
Yes |
Yes |
|
Loyal Users/Installs |
Percentage of loyal users from non-organic installs |
Yes |
Yes |
|||
|
ROI |
Return on investment |
Yes |
Yes |
|||
|
Sessions |
Number of app opens |
Yes |
Yes |
Yes |
Yes |
Yes |
|
Total Cost |
Total cost |
Yes |
Yes |
|||
|
Total revenue |
Total revenue generated from the media source and campaign |
Yes |
Yes |
Yes |
Yes |
|
Note: Fields shown as FB only are included in reports where Facebook is the selected media source.
Raw data reports
Raw data reports are part of AppsFlyer's premium features.
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
| Report name | Organic | Non -organic | Additional information | Pull API name |
|---|---|---|---|---|
| Installations* | N/A | Yes | See using installs raw data Example report |
installs_report |
| Installations* | Yes | N/A | organic_installs_report | |
| In-app events* | N/A | Yes | See using in-app raw data | in_app_events_report |
| In-app events* | Yes | N/A | See using in-app raw data | |
| Retargeting in-app events* | N/A | Yes | See using in-app raw data |
in_app_events_report &reattr=true |
| Retargeting conversions* | N/A | Yes | See using in-app raw data |
installs_repor t&reattr=true |
| Uninstalls* | N/A | Yes | See uninstalls (non-organic) | uninstall_events_report |
Installations (organic) raw data report
Use this report to:
- Analyze the organic install, event, device and user characteristics
- Build an organic install event audience for retargeting
Notes:
- Install date is based on the first launch date
- Once an event occurs, it may take up to 8 hours until it is visible in the raw data report
Uninstalls (non-organic) raw data report
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.
Postback raw data reports
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
| Report name | Organic | Non -organic | Events sent to the attributed media source | Pull API name |
|---|---|---|---|---|
| Installation* | N/A | Yes | Non-organic installation postbacks | N/A |
| In-app events* | N/A | Yes | Non-organic in-app event postbacks | N/A |
| Conversion* | N/A | Yes | Non-organic re-engagement and reattribution conversions | N/A |
| In-app events conversions* | N/A | Yes | Non-organic in-app events generated from retargeting conversions | N/A |
*An AppsFlyer premium report
| 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
| Report name | Grouped by | Aggregated/ raw data | Organic | Non -organic | Pull API name |
|---|---|---|---|---|---|
| Partners (media sources) | Agency, media source, campaign | Aggregated | Yes | Yes | N/A |
| Partners by date | Date, agency, media source, campaign | Aggregated | Yes | Yes | N/A |
| Activity by date | Date, agency, media source, campaign | Aggregated | Yes | Yes | N/A |
| Geo | Country, agency, media source, campaign | Aggregated | Yes | Yes | N/A |
| Geo by date | Date, country, agency, media source, campaign | Aggregated | Yes | Yes | N/A |
| Conversions | N/A | Raw data | Yes | Yes | N/A |
| In-app events | N/A | Raw data | Yes | Yes | N/A |
Blocked fraud Protect360
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
| Report name | Aggregated /Raw data | Description | LTV / Activity |
Pull API name | Delivery by Email/ Download |
|---|---|---|---|---|---|
| Partners (media sources)* | Aggregated | LTV | Pull API | N/A | |
| Partners by date* | Aggregated | LTV | Pull API | N/A | |
| Geo* | Aggregated | LTV | Pull API | N/A | |
| Geo by date* | Aggregated | LTV | Pull API | N/A | |
| Partner's campaign report* | Aggregated | LTV | Pull API | N/A | |
| Installations* | Raw data | Blocked installs with the block reason | Activity | blocked_ installs_ report |
Yes |
| In-app events* | Raw data | Organic and non-organic in-app events performed by blocked users | Activity | blocked_in_app_ events _report |
Yes |
| Clicks* | Raw data | Non-organic clicks performed by blocked users | Activity | blocked_clicks_ report |
Yes |
| Installation postback* | Raw data | Postback to the media source of blocked installs | Activity | N/A | Yes |
* AppsFlyer premium report
Limitation: The blocking reason Bots displays even in cases where the reason should be app version or missing customer user id.
Validation Rules targeting blocked installs raw data
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
| Report name | Description | Organic | Non -organic | Pull API name |
|---|---|---|---|---|
| Invalid installations* | List of invalid installs | Yes | Yes |
invalid_installs_ report |
| Invalid in-app events* | List of in-app events generated by invalid installs | Yes | Yes |
invalid_in_app_ events_report |
| Invalid installations postbacks* | List of invalid install postbacks sent to the attributed media source | Yes | Yes | N/A |