Ad revenue attribution guide

At a glance: Attribute ad revenue to complete the LTV performance view.

Ad revenue attribution

Ads display in the app on banners, offer walls, interstitials, etc., and generate ad revenue.
Ad revenue, combined with in-app purchases, and subscription revenue provide you with the complete LTV picture of the user. By matching user LTV with media spend campaign, ROI is determined and available for further analysis in the platform.

Attributed ad revenue data:

Is acquired from the mediation and/or ad monetization networks via server APIs or by embedded reporting SDK in the app (including iOS 14).
Is attributed to the media source that originally brought the user. For example:
- User sees an ad from Network A and downloads your app.
- Ad displays inside the app.
- Ad revenue is attributed to Network A (responsible for the user acquisition), no matter who published the ad.
Reporting granularity depends on the monetization network integration and ad revenue attribution type.

Integration types for ad revenue attribution

Ad revenue attribution supports different granularity methods. The granularity is monetization network dependent.

Integration types for ad revenue attribution
Ad revenue attribution integration type	Description
Aggregate level via S2S API	AppsFlyer gets the revenue daily broken down by geo. The effective revenue per action (eRPA) is derived by dividing the revenue by the number of instances of a trigger event. The trigger events are either app open or specific in-app events set in the app. If you're using a mediation network, make sure to disable ad revenue integrations for monetization partners that are mediated via the mediation network before enabling the ad revenue integration with the mediation network. Failure to do so results in duplicate data.
User-level via S2S API	The mediation or monetization network reports the revenue by user at the device level. Not all networks support user-level granularity. This revenue is attributed to the media source that brought the user. Meaning AppsFlyer ad revenue attribution adheres to the attribution rules found in the platform, including retargeting attribution rules. If you're using a mediation network, make sure to disable ad revenue integrations for monetization partners that are mediated via the mediation network before enabling the ad revenue integration with the mediation network. Failure to do so results in duplicate data. User-level via S2S API includes 100% of ad revenue and has the greatest data accuracy of the ad revenue integration types. Data is available in raw data reports. We don't send postbacks of user-level data to integrated partners.
[Beta] Impression-level via SDK	Impression-level refers to how AppsFlyer receives the data. Data may end up being reported at other granularity levels (such as device level). The mediation or monetization network reports the revenue by user at the impression level. Not all networks support impression-level granularity. This revenue is attributed to the media source that brought the user. Meaning AppsFlyer ad revenue attribution adheres to the attribution rules found in the platform, including retargeting attribution rules. If you're using a mediation network, make sure to disable ad revenue integrations for monetization partners that are mediated via the mediation network before enabling the ad revenue integration with the mediation network. Failure to do so results in duplicate data. Impression-level via SDK has the best data freshness of all ad revenue integration types. Supports SKAN.
[Closed beta] Impression-level (via SDK) with user-level (via S2S API)	Allows impression-level data that arrives via SDK to be attributed and reported on Day X, and be switched with user-level data that arrives via API on Day 1 and on. Provides the benefit of data freshness for Day X with the data accuracy for Days X+1 and on.
[Closed beta] Impression-level via SDK with aggregate level via S2S API	AppsFlyer gets the revenue daily broken down by monetization dimensions, such as placement, ad unit, ad type, etc. The effective revenue per action (eRPA) is derived by dividing the revenue by the number of instances of a trigger event. The trigger events are impression-level events with monetization dimensions sent via the SDK connector. Note: ad revenue amounts are not included in the impression-level data and only becomes available when the aggregate level data is received. This attribution type is more accurate than the standard aggregate level via S2S API.

Implementation

The following sections describe the types of ad revenue attribution available, as well as the workflows and steps necessary for implementation and maintenance.

Connect to ad revenue integrated partners

Before you begin:

Request that the ad revenue integrated partner provide you API credentials.

To enable ad revenue integration with the ad revenue network:

In AppsFlyer, go to Configuration > Integrated Partners.
The Integrated Partner window opens.
Select a partner. Tip: Select Active and Ad revenue to display your existing partners that have Ad revenue capabilities.
The integrated partner's configuration window opens.
Go to the Ad Revenue tab and enable Get Ad Revenue Data.
Select the type of ad revenue data you want to receive. Note: Not all ad networks provide all the options listed below.
- Attributed revenue. Meaning revenue based on the user acquisition source. Attributed revenue reports can be either:
  - Aggregate level via S2S API.
    - Select the event on which to base the ad revenue. For example, if you choose the event af_app_opened, then the total ad revenue is divided between all app-opened events, which gives you the ad revenue per app open.
  - User-level via S2S API.
    - [Optional] Add a custom ad revenue event name.
    - Note: If you're enabling the user-level ad revenue API of a mediation network you must disable the ad revenue integrations of the monetization networks that it mediates. Failure to do so results in duplicate data.
  - Impression-level via SDK.
  - [Closed beta] Impression-level via SDK with aggregate level via S2S API.
  - [Closed beta] Impression-level (via SDK) with user-level (via S2S API)
    - [Optional] Add a custom ad revenue event name.
  - Note: If you're using a mediation network, make sure to disable ad revenue integrations for monetization partners that are mediated via the mediation network before enabling the ad revenue integration with the mediation network. Failure to do so results in duplicate data.
Complete the API credentials, or login, as required by the integrated partner. This is not relevant for SDK integrations.
Click Save ad revenue.
If the Test Connection button displays, as in the image above, click Test Connection.
- If API key verified displays, you have successfully completed the procedure.
- If any other message displays, see Ad revenue API status and testing and repeat the procedure.
If there is no Test Connection button, you have completed the procedure.
AppsFlyer collects data from the partner multiple times per day.

Note: If you change from one integration type to another, the change takes effect at 12 AM UTC the following day.

Aggregate granularity using app open or in-app events

Aggregate granularity for ad revenue works as follows:

The integrated network reports the total revenue per day broken down by geo.
AppsFlyer derives the effective revenue per action (eRPA) by dividing the ad revenue with the number of instances of a trigger event.
AppsFlyer creates a _monetized event, that includes the total eRPA for each attributed device. For example, ad_matched_monetized.
Using eRPA, revenue is attributed to media sources.
You can use one of the following event types:
- Unique monetization in-app event requires modifications to the app.
- af_app_opened event which is available by default.
Don't report ad revenue amounts in in-app events in parallel to an ad revenue integration. Doing so causes ad revenue to be duplicated in the dashboard because AppsFlyer gets the revenue data from the monetization network by integration.

Aggregate ad revenue using events
Event method	How implemented	Considerations
Unique monetization in-app event	An in-app event is set at the time of ad display This provides a distinct count of user actions which enables superior eRPA calculations This can be further refined by having a different in-app event for each monetization network doing so enables you to break the revenue down by monetization network See the table that follows for a full discussion.	Requires the developer to modify the app Revenue can be broken down by monetization network in the Dashboard
af_app_opened event	The af_app_opened event is sent by the Appsflyer SDK by default It is triggered by each user session	No app modification required Quick to implement eRPA values are significantly distorted unless you show only one app per session No breakdown of revenue by monetization network The event pertains to all users who launch the app and you have no indication of the user's willingness to watch ads

Comparison of in-app event methods
Method	Pros	Cons	Considerations
Use the same event for all networks. For example, ad_watched. This automatically generates the ad_watched_monetized event containing the monetization details	Simplest to implement	No quality information, like the number of clicks and ad revenue per network	Best suited if the main goal is to find source/campaigns that get users with the greatest tendency to click on ads. It is not suited to comparing the performance of monetization networks.
(Best practice) Each network is allocated a unique event for ad watching. Example: ad_watch_admob, ad_watch_vungle.	Full visibility and ability to compare the monetizing networks in the dashboard in addition to the raw data.	Ad revenue isn't accumulated under a single event. The number of events is equivalent to the number of networks	Enables comparison of monetizing networks in the dashboard. Ad revenue is separated by network using an in-app event per network.

Ad revenue API status and testing

The operational status of ad revenue integration is available as follows:
- Cost and ad revenue integration status dashboard: Centralized list of partners for whom ad revenue integration is enabled for one or more apps housed in your account.
- Some partners enable you to test the API connection. Where available, a Test connection button displays.
- To verify that the API connection is operational:
- Click Test connection.
  The message API key verified displays. If this is not the case, follow the corrective action guidance in the table that follows.

Ad revenue API connection status
Status	Meaning	Remarks/action required
API key verified	The connection is live and can pull data. Data is pulled once a day.	None
Invalid credentials	One or more of the credentials provided is incorrect.	Get the correct credentials from the ad revenue partner
Missing configuration details	One or more of the credential fields is incomplete	Retrieve the credentials in the ad revenue partner's dashboard or reach out to the partner and request the credentials.

Ad revenue data

Ad revenue data is available via AppsFlyer dashboards and raw data reports.

Ad revenue aggregate data

Ad revenue shows the quality of users from different sources over time. As users continue launching the app and engaging with ads, their LTV increases.

Note: There may be discrepancies between the ad revenue data in different dashboards and reports. Learn more.

Ad revenue attribution is available as follows:

LTV-based:
- Dashboards being: Overview, events
- LTV reports
- Cohort dashboard and reports
- Master API
Activity-based:
- Dashboard: Activity
- Ad revenue raw data

Overview dashboard - aggregated performance report

In the Overview dashboard:

Values, including revenue, are LTV. See LTV vs. activity data.
The Revenue column includes all revenue, including ad revenue and in-app purchases.
Drill-down into the advertising hierarchy (media source, campaign, ad set, geo) to view the monetized events in the report.

Events dashboard

In the Activity dashboard:

Values including revenue are activity date-based. See LTV vs. activity data.
The Average Actions per User indicates the tendency of users to engage with the ads presented in the app.

Examples

Three users install an app on December 31, 2017. They are attributed as follows:

User A: Network A
User B: Network B
User C: Organic

The app is integrated with five different monetization platforms. Each platform uses a unique in-app event using the AppsFlyer SDK as follows:

Facebook Audience Network: fb_ad_view
Chartboost: chartboost_ad_view
Admob: admob_ad_view
Applovin: applovin_ad_view
IronSource: is_ad_view

After the install for a period of four days, the users are shown ads, as follows:

User

UA network

fb_
ad_view

chartboost_
ad_view

admob_
ad_view

applovin_
ad_view

is_ad_view

Total

Network A

2017-12-31

2018-01-01

2018-01-02

2018-01-03

2018-01-04

Network B

2017-12-31

2018-01-02

2018-01-04

Organic

2017-12-31

2018-01-01

2018-01-02

Looking at the data, we can now summarize the revenue collected per user, per day (and per in-app event):

User LTV
User	2018-01-01	2018-01-02	2018-01-03	2018-01-04	Total LTV
A	$1	$1	$1	$1	$4
B		$1		$1	$2
C	$1	$1			$2
Total	$2	$3	$1	$2	$8

Understanding the Reports:

As mentioned, ad revenue is tied to user LTV. Therefore, the time period you select in the Dashboard represents the cohort of installs for which the revenue is aggregated up until the current time and day. Let’s examine a report with two different date selections:

Aggregate Report : Dates Selected: 2017-12-31-2018-01-05

Network	LTV Revenue
Organic	$2
Network A	$4
Network B	$2
Network C	$2

In this case, the cohort is users who installed the app from 2017-12-31 until the current day, 2018-01-05. All the revenue generated by those users is tied back to the acquiring source and represented under the user’s LTV.

Ad revenue raw data

Ad revenue raw data reports contain data provided by monetization networks having user-level or impression-level integration with AppsFlyer.

Principles of ad revenue raw data

Data is aggregated by the number of unique impressions per user. Unique impressions are derived from the combination of ad monetization network, ad unit, and placement.
Impression-level raw data is:
Aggregated to user-level and available in user-level reports.
[Closed beta] Available as in impression-level reports in Data Locker.
Raw data freshness is identical to that of user-level ad revenue in the Activity dashboard.


Report	Export data page	Pull API	Data Locker
Attributed ad revenue (non-organic)	✓	✓	✓
Organic ad revenue	✓	✓	✓
Retargeting ad revenue	✓	✓	✓
Impression-level raw data	-	-	✓ [Closed beta]

Data characteristics and fields

The fields in ad revenue reports are populated:

By the ad revenue event itself and listed in the table that follows. These fields are divided into:
- Specific: Fields specific to ad revenue. For example, impressions and placement. Note! The fields populated differ by monetization partner, as shown in the Fields by network table in this section.
- Context: Fields having a similar meaning in other raw data reports. For example, event name, event value, currency.
As a result of attributing the event to the media source that brought the user. Meaning these fields are copied from the conversion event that brought the user. For example, media source and campaign. These fields are not listed in the table that follows.

Fields populated by ad revenue
api_name	Field name	Field type	Description
event_time	Event time	Context	The date the revenue is attributed to
event_name	Event name	Context	Default is set to af_ad_revenue Can also be a custom event
event_revenue	Event Revenue Currency	Context	Amount of revenue using event revenue currency A zero value indicates impressions without revenue
event_revenue_currency	Event Currency	Context	Event revenue currency
event_revenue_XXX	Event Revenue XXX	Context	In the export page: Revenue converted to the app-specific currency In Data Locker always USD In Pull API according to the currency of the Pull.
country	Country	Context	Install country of the install conversion
ad_unit	Ad unit	Specific	Type of ad
segment	Segment	Specific	Ad placement name
monetization_network	Monetization Network	Specific	Network sending the ad
impressions	Impressions	Specific	Number of times that the user saw the ad
mediation_network	Mediation Network	Specific	Mediation network reporting the event to AppsFlyer

Fields by network
Display name	Admob	ironSource	AppLovin MAX	Appodeal	Fyber
Ad unit	✓	✓	✓	✓	✓
Segment	-	(1)	-	-	-
Placement	-	✓	✓	✓	✓
Monetization Network	✓	✓	-	✓	-
Impressions	-	-	✓	✓	-
Mediation Network	-	✓	✓	✓	-
(1) The advertiser needs to configure this in ironSource

Data freshness

Data freshness depends on the integration type and the reporting method:

For aggregate-level S2S API integrations:
- LTV dashboards and reports are Day X+2, 5 AM UTC
- Activity dashboards and reports are Day X+1, 2 PM UTC
For user-level S2S API integrations:
- LTV dashboards and reports are Day X+2, 5 AM UTC
- Activity dashboards and reports are Day X+1, 2 PM UTC
- Raw data reports are Day X+1, 8 PM UTC
For impression-level SDK integrations:
- LTV dashboards and reports are Day X+2, 5 AM UTC
- [Beta] Activity dashboards and reports are Day X from 5 AM UTC, updated every 4 hours
- Raw data reports are Day X+1, 8 PM UTC
- [Beta] Impression level raw data reports (via Data Locker) are Day X from 5 AM UTC, updated every 4 hours

In reports, the ad revenue event date is always Day X, meaning the day the ad revenue event occurs (the day the ad displays). However, the data may only display 1 or 2 days after the event (Day X+1 or Day X+2).

Additional information

Migrating from aggregate to user-level granularity

Migrating does not impact historical ad revenue data. This data remains unchanged.
Ad revenue data is pulled once a day at 1400 UTC using the granularity options selected at that time.
User-level granularity does not require you to define in-app events (like you do for aggregate-level reporting). You can continue sending these events, but they don't impact the user-level granularity reporting in AppsFlyer.

UA signals for ad networks

You may want to work with ad networks that can receive UA signals. This means that ad networks responsible for user acquisition can receive data from mediation networks regarding ad revenue and use it to optimize their customers' UA campaigns.

To give signals to UA ad networks, mediation partners must have either impression-level or user-level integration.

Learn more about UA signals

List of mediation partners that can send UA signals to UA ad networks:

Applovin Max
Google AdMob
Appodeal
Chartboost
Fyber
Tapdaq
Topon
Unity
ironSource
Admost
Tradplusad
Yandex

List of UA ad networks that can receive UA signals:

AdAction
Adamobi
Adjoe
Adonco
Adshow
Apprainbow
Aura
Betop
Bidswave
Brandscale
Chameleostudios
Chartboost
Datawave
DLab
Ecomonline
Etusdigital
Foregon
GNA Company
Happimobi
Hybrid
Inflecto
Irismedia
ironSource
Lambadapp
Leadidadmonster
Lifestreet
Liftoff
Melodong
Mintegral
Mobrand
Moloco
Motive
Mpnd
Msla
Muvmobile
Nexamob
Nftdroper
Nsofmedia
Performadlive
Personalyrtb
Pitatroas
Rebornads
RTBhouse
Runfuns
Scmobi
Shalltry
Shareit
Smadex
Tapjoy
Targetmedia
Thepurpleline
Trademob
Truemoney
Unity Ads
Yandex
Yeahmobi
Z2A Digital
Zoyo

FAQ

FAQ
How can I get the total ad revenue from each platform? Ad revenue attribution is linked and displays in relation to the user acquisition source. This provides the LTV view of your ROI and KPIs. To view the total revenue from each monetization platform use a different in-app event for each network and use the following procedure: In the Overview dashboard, go to the aggregated performance report table. Select up to four monetized events representing the platforms you want to query. Download the report by, click Export CSV. Sum up the Revenue column of the requested platform's monetized event Note: This total ad revenue is LTV data, meaning it's the entire revenue generated by a monetizing network for your app from users who installed during the specified date range.
Is ad revenue available in the activity page? Yes. The Activity page reports on the combined revenue from in-app purchases and ad revenue. Note: Ad revenue data is sent to AppsFlyer on a daily basis, the day following the event
Do I need to activate the partner in the Integration tab? If you engage with the partner for ad monetization (ad revenue) only, don't enable Activate Partner in the integration tab. Enable only Get Ad Revenue data in the Ad Revenue tab.
How is user-level ad revenue attributed if a user has an app version without the AppsFlyer SDK? Ad revenue is attributed as organic.
Is there a discrepancy between ad revenue data in different dashboards and reports? There can be discrepancies between ad revenue data in the Overview dashboard and raw data reports, and in the Activity or Cohort dashboards. This is because: Ad revenue data in Cohort and Activity dashboards, as well as data via Master API and Cohort API is updated retroactively; in the Overview dashboard, and via raw data export and Pull API, it is not. Data is sometimes displayed in the Activity and Cohort dashboards before the Overview dashboard. Dashboards include events marked as `af_ad_revenue` and `_monetized`, while raw data only includes `af_ad_revenue` events.

Traits and limitations

Ad revenue traits and limitations
Trait	Remarks
Ad network access	Can't access Cohort reports
Agency access	Agencies: Can't access the ad revenue configurations. Can see all the dashboards and data relevant to them.
Agency transparency	Not supported
Time zone	Ad revenue displays in AppsFlyer dashboards and reports in UTC timezone only. Meaning, if data is reported at 2 PM UTC+2, in AppsFlyer it displays as 2 PM UTC. processed daily. This is because AppsFlyer needs to normalize the data collected from multiple sources and partners, most of which report their data in UTC.
Currency	In AppsFlyer: Dashboard displays the advertiser's app-specific currency. Raw data reports display the original currency and also convert it to the advertiser's app-specific currency.
Limitations	Ad revenue events are not available to: In-app event postback Push API Retargeting dashboard User-level granularity limitations: The af_ad_revenue event is not available for cohorts in Pivot and Master API. The event is available in Cohort analytics. Discrepancies can occur when implementing Facebook in-app bid revenue.
Data type	Both organic and non-organic data are supported
Data freshness	Ad revenue
Historical/retroactive data	Data is pulled and available from the day of the integration. This means historical data is not available before the date of the integration (day 0). Ad revenue data received via S2S API for a specific day is updated on days 1, 2, and 3. Ad revenue data in Cohort and Activity dashboards, as well as data via Master API, Cohort API is updated retroactively; in the Overview dashboard, and via raw data export and Pull API, it is not. If you have the advanced revenue package, data is also updated in Data Locker.
Account user access	Supported
SKAN	Supported by impression-level ad revenue SDK connectors.
Geo/country	In Cohort dashboard, when geo is unknown (N/A), the N/A data doesn't display when aggregating by geo.

List of Ad revenue integrated partners

Partner	Credential parameters required	Data granularity
AdColony	API key App ID	Aggregate level with geo
Admost	Network app ID Token	User-level with geo
AppLovin	Report Key App Package Name	Aggregate level with geo
AppLovin MAX	Report Key App Package Name	User-level with geo Impression level (via SDK)
Appodeal	Application key API key User ID	Aggregate level with geo User-level
Bytedance Ads - China traffic	Secure key App ID Account ID	Aggregate level with geo
Chartboost	User ID User Signature App ID	Aggregate level with geo
Facebook	Login to Facebook	Aggregate level with geo
Fyber	Client secret API ID Client ID	User-level with geo Impression level (via SDK)
Google Marketing Platform -DV360/CM (DoubleClick)	Login to Google Marketing Platform - DV360/CM	Aggregate level with geo
Google Admob	AdMob app ID	Aggregate level with geo Impression level (via SDK)
Google Ads	API Authentication by OAuth	Aggregate level with geo
IronSource	Secret Key User Name App ID	Aggregate level with geo User-level Impression level (via SDK)
Mintegral	App ID Secret Key API Key	Aggregate level with geo
Tapjoy	App ID Marketing API key	User-level with geo
TikTok for Business	Secure Key App ID Account ID	Aggregate level with geo
TopOn	Network app ID Publisher key	User-level with geo
Tradplus mediation	API key Network app ID	User-level with geo
Unity Ads	API Key App ID	Aggregate level with geo Impression level (via SDK)
Voodoo Ads	Bundle ID Access token	Aggregate level with geo
Vungle	API Key App ID	Aggregate level with geo
Yandex	N/A	Impression level (via SDK)