Reports

Description of downloadable 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 aggregate (aka performance) or raw data. Aggregate  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:

  • Aggregate: 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 aggregate reports
  • Examples of the reports
  • List of fields contained in each report
UA Aggregate data reports
Report name Grouped by LTV/ Activity Organic Non -organic Pull API name
Partners (media sources) Agency, media source, campaign LTV partners_report
Partners by date Date, agency, media source, campaign LTV partners_by_date_report
Activity by date Date, agency, media source, campaign LTV daily_report
Geo Country, agency, media source, campaign LTV geo_report
Geo by date Date, country, agency, media source, campaign LTV 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 aggregate 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 aggregate 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 aggregate reports
   

Report name

Field

Description

Partner (media source)

Partner by date

Daily

Geo

Geo by date

Country

Installation country

     

 ✓

Date

Attribution date

 

   

Agency/PMD (af_prt)

Agency/partner Name

Media Source (pid)

Media source that generates the install (pid=media source)

Campaign

Campaign name

(c= campaign name)

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

 

Average eCPI

The average eCPI

 

     

Clicks

Number of clicks

Conversion Rate

Number of installs/number of clicks

CTR

Click-through Rate

 

   

{your event name}(Unique users)

Number of unique users who performed the event

 

{your event name} (Event counter)

Event counter

 

{your event name} (Sales in USD)

Event sales in USD

 

Impressions

Number of impressions

     

Installs

Number of installs

Loyal Users

(default) User who opens the app more than 3 times

Loyal Users/Installs

Percentage of loyal users from non-organic installs

     

ROI

Return on investment

     

Sessions

Number of app opens

Total Cost

Total cost

     

Total revenue

Total revenue generated from the media source and campaign

 

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
Raw data activity reports
Report name Organic Non -organic Additional information Pull API name
Installations* -  ✓ See using installs raw data
Example report
installs_report
Installations* -

See Installs (organic)

organic_installs_report
In-app events* (non-organic) - See using in-app raw data in_app_events_report
In-app events* (organic) - See using in-app raw data organic_in_app_events_report
Retargeting in-app events* - See using in-app raw data

in_app_events_report

&reattr=true

Retargeting conversions* - See using in-app raw data

installs_report
&reattr=true

Uninstalls* - 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

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* - Non-organic installation postbacks  -
In-app events* - Non-organic in-app event postbacks -
Conversion* - Non-organic re-engagement and reattribution conversions -
In-app events conversions* - Non-organic in-app events generated from retargeting conversions -

*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 Aggregate/ raw data Organic Non -organic Pull API name
Partners (media sources) Agency, media source, campaign Aggregate -
Partners by date Date, agency, media source, campaign Aggregate -
Activity by date Date, agency, media source, campaign Aggregate -
Geo Country, agency, media source, campaign Aggregate -
Geo by date Date, country, agency, media source, campaign Aggregate -
Conversions N/A Raw data -
In-app events N/A Raw data -

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 Aggregate /Raw data Description LTV /
Activity
Pull API name Delivery by Email/
Download
Partners (media sources)* Aggregate    LTV Pull API -
Partners by date* Aggregate    LTV Pull API -
Geo* Aggregate    LTV Pull API -
Geo by date* Aggregate    LTV Pull API -
Partner's campaign report* Aggregate    LTV Pull API -
Installations* Raw data Blocked installs with the block reason Activity blocked_
installs_ report
In-app events* Raw data Organic and non-organic in-app events performed by blocked users Activity blocked_in_app_
events _report
Clicks* Raw data Non-organic clicks performed by blocked users Activity blocked_clicks_
report
Installation postback* Raw data Postback to the media source of blocked installs Activity N/A
Post-attribution fraud Raw data Fraudulent installs Activity Pull API  -

* 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
Validation Rules targeting reports
Report name Description Organic Non -organic Pull API name
Invalid installations* List of invalid installs

invalid_installs_

report

Invalid in-app events* List of in-app events generated by invalid installs

invalid_in_app_

events_report

Invalid installations postbacks* List of invalid install postbacks sent to the attributed media source -
Was this article helpful?
1 out of 2 found this helpful