Reports

  • Advertisers
  • Agencies

Description of exportable reports available as CSV files. 

This article contains the following:

  • Report types 
  • Description of the reports 

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
UA Aggregated data reports
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

Partner_media_source.png 

Partners by date LTV aggregate report

Partner_by_date_source.png

Daily activity LTV aggregate report

Daily.png

Geo LTV aggregate report

Geo.png

Geo by date LTV aggregate report

Geo_by_date.png

Fields in the aggregated reports
   

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, 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
Raw data activity reports
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

See Installs (organic)

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
*An AppsFlyer premium 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

See using installation raw data.

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:

Postback raw data reports
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

Additional fields in postback reports
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 

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 reports
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
Events blocked by Protect360
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.

Targeting validation blocked installs raw data 

Targeting validation reject install reports contain the list of rejected installations, The reports contain the fields found in raw data and have the following fields:

  • Reject reason value: is the ruleset ID that caused the reject
  • Reject reason: Description of the rule that caused the reject
Targeting validation rules raw data reports
Report name Description Organic Non -organic Pull API name
Invalid installations* List of invalid installations Yes Yes

invalid_installs_

report

Invalid in-app events* List of in-app event generated from invalid installations Yes Yes

invalid_in_app_

events_report

Invalid installations postbacks* List of invalid installation postbacks sent to the attributed media source Yes Yes N/A
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