At a glance: User-level data provided by AppsFlyer describing specific events like installs, purchases, web site visits, Protect360 blocked installs, ad revenue, and postbacks to partners. Raw-data is available by download, API, and Data Locker (S3 bucket.)
Raw-data reporting—tools and reports
About aggregate reports and analytics
Raw-data has several uses, including an analysis of user behavior, reconciliation of ad network accounts, and to enrich other data sources like CRM and BI systems. Use raw-data to increases your ability to analyze, optimize, and improve performance.
Data is made available:
- Via reporting tools in CSV files.
- In real-time directly to your servers by Push API or within the app via the SDK. Real-time data is used to impact the user experience and flow in the app.
- When selecting reports the date range relates to the activity (actual) date the event took place. This is in contrast to aggregate reports where the date range is LTV based.
- Historica data (data retention) is available as follows:
- Data Locker: previous 30 days without restriction on report size.
- Pull API and Export data page: previous 90 days and restricted to 200K records per report request.
- Install reports limited to a time span of 60 days out of the previous 90 days.
- In-app events reports limited to a span of 30 days out of the previous 90 days.
- Fields are described in the data field dictionary
Reporting topics and tools
Use the sections that follow to compare reporting tools and report availability by tool.
Raw-data report topics
- 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.
| 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 conversions (re-engagements and re-attributions) | Retargeting always non-organic | ||
| Retargeting | Retargeting in-app events (re-engagements and re-attributions) | Retargeting always non-organic | ||
| Retargeting | ✓ | Retargeting sessions (re-engagements and re-attributions) | Retargeting always non-organic | |
| Acquisition | ✓ | App sessions | ✓ | ✓ |
| Acquisition | Non-organic uninstalls | - | ✓ | |
| Acquisition | ✓ | Organic uninstalls | ✓ | - |
| Protect360 | Blocked installs | - | ✓ | |
| Protect360 | Blocked in-app events | - | ✓ | |
| Protect360 | Blocked clicks | - | ✓ | |
| Protect360 | Post-attribution installs | - | ✓ | |
| Protect360 | Post-attribution in-app events | - | ✓ | |
| People-based Attribution | ✓ | People-based Attribution web events | N/A | |
| People-based Attribution | ✓ | People-based Attribution web touch points | N/A | |
| People-based Attribution | ✓ | People-based Attribution web to app | N/A | |
Reporting tool characteristics and features
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?
| Tool | Description | Multiple /single app (1) | Tool data freshness capability (2) | Embed in scripts | Timezone | Currency |
|---|---|---|---|---|---|---|
| Export data raw 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: |
||||||
| 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. | ||||
| 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 and retargeting topics
UA and retargeting report 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 | ✓ | ✓ | ✓ | ✓ | - |
| Uninstalls | ✓ | ✓ | ✓ | - | - |
| (1) Clicks and impressions data is made available by integrated partners. In general, SRNs don't provide raw data of clicks and impressions. | |||||
| Report topic | Export data | Pull API | Data Locker | Push API | SDK Conversion Data |
|---|---|---|---|---|---|
| Installs | ✓ | ✓ | ✓ | ✓ | ✓ |
| Sessions | - | - | ✓ | - | - |
| In-app events | ✓ | ✓ | ✓ | ✓ | - |
| Uninstalls | - | - | ✓ | - | - |
| Report topic | Export data | Pull API | Data Locker | Push API | SDK Conversion Data |
|---|---|---|---|---|---|
| Clicks (1) | - | - | ✓ | - | - |
| Conversions (re-attributions + re-engagements) | ✓ | ✓ | ✓ | ✓ | ✓ |
| Impressions | - | ✓ | - | - | |
| Sessions | ✓ | ||||
| In-app events | ✓ | ✓ | ✓ | ✓ | - |
|
(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
| 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 | N/A | 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 |
Installs non-organic
Installs organic
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 install reports to:
- Analyze the install, event, device and user characteristics
- Build an audience for retargeting
In-app events
Retargeting
| Report name |
|---|
| Conversions |
| In-app events |
Uninstalls
Data freshness: Daily UTC.
Use this report to:
- Analyze the uninstall event, device and user characteristics
- Build an uninstall event audience for retargeting
Uninstall raw-data report:
- The Event time populated in the report contains the date on which AppsFlyer discovered that the app had been uninstalled after querying the app store. Therefore, the actual uninstall time can precede the event time by 24 hours.
- 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 uninstall measurement, implement uninstall measurement in the SDK.
Clicks
The clicks report contains the advertising ID. Use these IDs to retarget users that engage with your ads but fail to install the app.
- 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.
Impressions
The impression report also contains the advertising ID. 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.
- 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.
Other report topics
Ad revenue
Postbacks
- Postback raw-data reports contain copies of postbacks sent to the attributed media source.
- 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 aren't included in postback reports:
- SRN postbacks:
- Installs: not available at all.
- In-app events: not available for Facebook, Twitter, and Apple Search Ads.
- Postbacks sent to a partner, for events not attributed to them, aren't in the report. This happens when you set events attributed to any partner or organic.
- Organic users even in cases where the ad network received a postback about organic installs
- Installs in CPA campaigns having disabled Install postbacks
- SRN postbacks:
| Report topic | Events sent to the attributed media source |
|---|---|
| Installs | Non-organic (UA) installation postbacks |
| In-app events | Non-organic in-app event postbacks |
|
Retargeting conversion postbacks) |
Retargeting (re-engagement and reattribution) postbacks |
|
Retargeting in-app events |
Retargeting in-app events |
| 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 |
Protect360 fraud
Targeting validation rules
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
| 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 |