At a glance: Row-level data describing specific events like installs, in-app events, web site visits, Protect360 blocked installs, ad revenue, and postbacks sent to partners. Raw-data is available by download, API, and Data Locker.
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 enriching 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.
- Historical 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 request in the case of Export page and 1M records via Pull API raw data.
- 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 | |
| User acquisition | ✓ | Impressions | - | ✓ |
| Retargeting | ✓ | Impressions from retargeting campaigns | Retargeting always non-organic | |
| User acquisition | Installs | ✓ | ✓ | |
| User acquisition | In-app events | ✓ | ✓ | |
| User acquisition | Attributed ad revenue | - | ✓ | |
| User 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 | |
| User acquisition | ✓ | App sessions | ✓ | ✓ |
| User acquisition | Non-organic uninstalls | - | ✓ | |
| User acquisition | Organic uninstalls | ✓ | - | |
| Protect360 | Blocked installs | - | ✓ | |
| Protect360 | Blocked in-app events | - | ✓ | |
| Protect360 | Blocked clicks | - | ✓ | |
| Protect360 | Post-attribution installs | - | ✓ | |
| Protect360 | Post-attribution in-app events | - | ✓ | |
| SkAdNetwork | ✓ | Postbacks sent by iOS | - | ✓ |
| SkAdNetwork | ✓ | Installs | - | ✓ |
| SkAdNetwork | ✓ | Redownload | - | ✓ |
| SkAdNetwork | ✓ |
In-app events | - | ✓ |
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) | 1M 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 |
|---|---|---|---|---|
| Server-Side Development | Optional | Required | Optional | Optional |
| Requires Data Processing | Optional | Yes | Optional | Optional |
| Risk of Data Loss | No | Yes, if receiving servers are down | No | Small, if there are delays in ad networks response |
| Client-server Processing Costs | None | High | Low | None (unless sending the data to the servers) |
| Client-server Maintenance | None | High | Low | None (unless sending the data to the servers) |
UA and retargeting reports
UA and retargeting report availability by tool
| Report | Export data | Pull API | Data Locker | Push API | SDK Conversion Data |
|---|---|---|---|---|---|
| Impressions (1) | - | - | ✓ | - | - |
| Clicks (1) | - | - | ✓ | - | - |
| (1) Clicks and impressions data is made available by integrated partners. In general, SRNs don't provide raw data of clicks and impressions. | |||||
| Report | Export data | Pull API | Data Locker | Push API | SDK Conversion Data |
|---|---|---|---|---|---|
| Installs | ✓ | ✓ | ✓ | ✓ | ✓ |
| Sessions | - | - | ✓ | - | - |
| In-app events | ✓ | ✓ | ✓ | ✓ | - |
| Uninstalls | ✓ | ✓ | ✓ | - | - |
| Report | 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, adset, 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
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.
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.
SKAdNetwork
SKAdNetwork raw data reports are available via Data Locker
Click and impression engagement
Activity before the user installs or performs an action within the app.
Clicks
The clicks report, available via Data Locker, contains data reported when the user clicks on an ad. It is populated by parameters sent on the attribution link and HTTP headers.
- Use the clicks report to optimize campaigns that don't lead to an app open (install, re-attribution, re-engagement.)
- You can also retarget these users using different campaigns.
- Non-SRNs use AppsFlyer attribution links for clicks and impressions. This provides AppsFlyer with the complete data set of the engagement.
- 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, available via Data Locker, contains data reported when a user views an ad. It is populated by parameters sent on impression links and HTTP headers.
- Use the impressions report to optimize campaigns that don't lead to an app open (install, re-attribution, re-engagement.)
- You can also retarget these users by using different campaigns.
- Non-SRNs use AppsFlyer attribution links for clicks and impressions. This provides AppsFlyer with the complete data set of the engagement.
- Limitation: SRNs and Amazon, in general, don't report clicks at the user level (raw-data). They do provide this at the aggregate level.
Additional reports
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:
- Starting in March 2021, fields are populated according to the ad networks Advanced Privacy data sharing setting. Meaning, if Advanced Privacy is on, some fields, like user identifiers are redacted. Fields are populated according to the Advanced Privacy postback specification for ad networks.
| 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 and validation rules
- Protect360 and validation rules raw data reports described.
- Ad networks and agencies need advertiser permission to access Protect360 and Validation Rules reports.
To grant an integrated partner permission to access Protect360:
- Go to Integration > Integrated Partners.
- Select the integrated partner.
- In the Permissions tab, enable Access your Protect360 dashboard & raw data via API.
- To give access to the In-app events (CPA) dashboard, also enable Access aggregate in-app events data.