[Beta] Enriched Engagement Types

At a glance: While ad types have become sophisticated and complex, reporting has remained very narrow, focusing solely on view-through and click-through attribution. Enriched Engagement Types changes that by reflecting users' full spectrum of engagement and intentionality when viewing or interacting with an ad.


Over the past few years, new creative ad types such as playable, skippable, and short-form video ads have been introduced to the market, offering new ways to connect with users. These new types of ads differ significantly from the static banners and lo-fi video units of the past and provide advertisers with broader capabilities and formats.

However, while ad types have become sophisticated, more complex, and more interactive, reporting has remained very narrow, focusing solely on view-through and click-through attribution. Different types of engagements hold different weights, levels of intent, and impact, but the current measurement methodologies have overlooked this new reality. Naturally, advertising networks want to ensure that the levels of intent and engagement are represented as best as possible, which has led to a lack of standardization across the ecosystem. This is ultimately causing advertisers to only gain a partial understanding of their ad spend performance.

In collaboration with leading networks, AppsFlyer is introducing a new standard for engagements to deliver trust and transparency throughout the ecosystem. Enriched Engagement Types reflect users' full spectrum of engagement and intentionality when viewing or interacting with an ad, from momentary exposure to direct response. This framework ensures these standards are kept throughout AppsFlyer’s partner ecosystem and beyond. Through Enriched Engagement Types, advertisers can ensure they have a highly standard and rich picture of their ad spend performance and can leverage these insights to improve budget allocation and increase ROAS.

Enriched Engagement Types

The Enriched Engagement Types framework provides visibility to the nuances of the user journey, by indicating when views were engaging (for example, skippable video views for more than 10 seconds) and when clicks led other than to app openings or app store. By doing so, marketers receive more insight into their users' actions, which in turn leads to smarter budget allocation and improved ROI.

The following is the list of the new engagement types:

engagement_type Description

The app is preloaded by the OEM at the factory or by the provider the first time the device is activated. Alternatively, a wizard prompts users to download the app when the device is first activated.


When the user engages with an ad, the app is automatically downloaded and installed on the device without redirecting to an app store.


An ad click, QR code scan, deep link, or any other click that redirects the user to the app or to the relevant app store to download the app.

engaged_click A click that keeps the user in the same context, engaging with the ad, and does NOT direct that user to the app store or to launch the app.
engaged_view An engaged view is when a meaningful view takes place. Some examples are when a user watches at least 10 seconds or more of a skippable video ad or a video completion.
view An ad view is when an ad is rendered, and an impression takes place.
listening Listening is when a user listens to an audio ad, such as a podcast ad.

Attribution model with Enriched Engagement Types

The Enriched Engagement Types framework introduces new enhanced attribution logic, based on updated priorities and lookback windows, that provides the customer with a more enriched and accurate attribution waterfall, to ultimately enable a deeper understanding of user engagement and improved insights for campaigns:


Engagement type

Attribution priority Lookback window
Download preload 1 1h-180d | default: 90d
click_to_download 2 1h-30d | default: 7d
Click click_to_app 2 1h-30d | default: 7d
engaged_click 3 1h-7d | default: 2d
Impression engaged_view 3 1h-7d | default: 2d
view 4 1h-24h | default: 24h
listening 4 1h-24h | default: 24h

When an engagement type isn’t reported, the default priority is set (click_to_app for clicks, view for impressions).


How can I join the beta program?

To join, reach out to your CSM and ask them to add your apps to the beta.

What happens once my app is added?

For opt-in apps, the attribution waterfall will based on the engagement type, according to the following priority:

  1. preload
  2. click_to_download / click_to_app
  3. engaged_click / engaged_view
  4. view / listening

If no engagement_type is reported on clicks/impressions, the default engagement type is assigned (click_to_app for clicks and view for impressions).

Which Ad Networks are allowed to report enriched engagement types?

Enriched Engagement support will be available for networks that meet the Premier, Advance, or Engage criteria of AppsFlyer’s Partner Program. These levels refer to networks that have a significant track record of delivering consistently high-quality traffic at scale to our mutual customers, send engagement data in a transparent and trusted manner, and are integrated with a comprehensive range of AppsFlyer services.
The full list can be found here.


Clicks and impressions from non-allowed networks that include the af_engagement_type parameter will be rejected and won’t be used for attribution.

Which Ad Networks report enriched engagement types?

  • TikTok for Business
  • Meta ads
  • Smadex
  • adjoe
  • Remerge
  • Snap (soon)
  • Moloco (soon)
  • Chartboost (soon)
  • Appnext (soon)
  • Liftoff (soon)
  • Mintegral (soon)
  • YouAppi (soon)
  • Bidease (soon)
  • Applovin (soon)
  • Kayzen (soon)
  • IronSource (soon)
  • Unity Ads (soon)

Where will engagement types be reported?

In the initial phase, engagement types are available in a new column called engagement_type in raw data reports.

At a later stage, engagement types will be added to AppsFlyer dashboards and aggregate APIs.

Why is the engagement type missing in some cases?

engagement_type will be reported in raw data reports whenever reported by the ad network regardless if the client has opted in to the beta program. It will also be available for contributors' data.
When there are no clicks recorded, such as in cases of preload or deep links, AppsFlyer will set the relevant value (preload or click_to_app for deep links) within the new field in the raw data reports.
The below scenarios will result in the new field in the raw data reports remaining empty:

  • When there is a mismatch between the engagement (click/impression) and the engagement type.
  • When af_engagement_type is not sent or sent with an empty value.

Why in some cases engaged_clicks and engaged_views get equal priority to clicks?

Networks that send af_engagement_type=engaged_view/engaged_click will get higher priority when competing with networks that send clicks without af_engagement_type. Credit will be assigned to the final touchpoint, as determined by the last-click attribution model.

Is owned media supported?

Owned media is currently not supported. Owned media links must not include the af_engagement_type parameter.


Clicks and impressions from non-allowed networks that include the af_engagement_type parameter will be rejected and won’t be used for attribution.

How to set lookback windows for the new engagement types?

Currently, only SRNs have dedicated lookback window sliders for the new engagement types. For all other networks, the existing lookback window parameters (af_click_lookback/af_viewthrough_lookback) could be used for setting lookback windows for engaged clicks and engaged views. When creating a single link for impressions that could be triggered by both view and engaged_view, the engaged_view lookback window should be set and AppsFlyer will limit the view lookback window to 24 hours.

What kinds of campaigns are relevant for Enriched Engagement Types?

Enriched Engagement Types apply to both UA and retargeting campaigns.

Do advertisers need to update their attribution links with the af_engagement_type parameter?

af_engagement_type will be automatically added to the link by supporting networks, no action is required by the advertiser.

Are engaged_clicks and engaged_views included in the aggregate numbers of clicks and impressions on the Overview dashboard?

For non-SRNs, the numbers are included and counted according to the touch type (i.e. engaged clicks are counted as clicks, engaged views are counted as impressions). For SRNs, it’s currently not included and counted - pending support by the SRNs’ APIs.

For non-opted-in advertisers, when a beta partner sends an engaged_click or engaged_view, will AppsFlyer treat it as a normal click or impression?

Yes, before joining the beta the new engagement types are ignored (even if reported by the network) and the default touch types are used for attribution logic (click_to_app/view)

Why can't I see the engagement type in Meta's gp_referrer conversions?

Meta only reports engagement_type=engaged_view in their SRN API. For other conversions, including gp_referrer, the engagement type is not available. 

Allowed partner list

Allowed partners

Partner Name
OPPOPAI Pre-Install
VK Ads (ex. myTarget)
Vivo Preload
OPPO Global
Amazon DSP
OPPO Store Traffic(Global)
XiaomiPAI Pre-Install
Yandex Direct
vivo Global
adjoe GmbH
Treasure Data
Xiaomi Global
Motorola Pre-Install
Yahoo Japan
Trade Desk
Apple Search Ads
Meta ads
Google Ads (Adwords)
X Ads (formerly Twitter Ads)
ByteDance Ads China
TikTok For Business - Advanced SRN
TikTok for Business - Legacy
Google Marketing Platform (DV360/CM360)
Digital Turbine On Device
Digital Turbine
Unity Ads
Aura from Unity
Tencent AMS
TV Scientific