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.
Introduction
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 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 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.
What are Enriched Engagement Types
The Enriched Engagement Types (EET) framework provides visibility to the nuances of the user journey, by indicating when views were engaging (for example, when a user watches a skippable video ad for at least 5 seconds after the skip option appears) 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 enriched engagement types:
| engagement_type | Description |
|---|---|
| preload | 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. |
| click_to_download | When the user engages with an ad, the app is automatically downloaded and installed on the device without redirecting to an app store. |
| click_to_app | 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 occurs when a meaningful view takes place within skippable videos, rewarded videos, or StoreKit-rendered ads. For example, when a user watches a skippable video ad for at least 5 seconds after the skip option appears. |
| 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. |
EET Attribution priority and lookback window
The Enriched Engagement Types framework does not impact the engagement type attribution priority. Hence, your install and conversion rate is not expected to be affected by introducing EET.
The table below specifies the attribution priority and lookback window of each engagement type:
| Engagement | 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 | 2 | 1h-7d | default: 2d | |
| Impression | engaged_view | 2 | 1h-7d | default: 2d |
| view | 3 | 1h-24h | default: 24h | |
| listening | 3 | 1h-24h | default: 24h |
*When an engagement type isn’t reported, the default priority is set (click_to_app for clicks, view for impressions).
**Lookback windows for engaged_click and engaged_view can only be set for non-SRN networks. For SRNs, engaged_click and engaged_view share the same lookback window as clicks and are, therefore, set by the Install Click-Through Attribution Lookback sliders.
Which networks can report EET to AppsFlyer?
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 networks that qualify for Enriched Engagement support can be classified into two groups:
- Networks whose EET support includes engaged clicks and engaged views. Those networks need special configuration in AppsFlyer.
- Networks whose EET support does not include engaged clicks and engaged views. To be able to report engaged clicks and engaged views, contact AppsFlyer support as special configuration is required.
Warning
Clicks and impressions from non-allowed networks that include the af_engagement_type parameter will be rejected and won’t be used for attribution.
Networks that support engaged clicks and engaged views
The table below lists networks qualified by AppsFlyer to report engaged_clicks and engaged_views. Networks wishing to report these metrics should contact AppsFlyer support.
| Ad Network | Engaged views support | Engaged clicks support |
|---|---|---|
| facebook_int | Yes | |
| googleadwords_int | Yes | |
| tiktokglobal_int | Yes | Yes |
| snapchat_int | Yes | Yes |
| bytedanceglobal_int | Yes | Yes |
| adjoe_int | Yes | |
| appier_int | Yes | Yes |
| appnext_int | Yes | |
| inmobidsp_int | Yes | Yes |
| ironsource_int | Yes | |
| lap_int | Yes | |
| liftoff_int | Yes | Yes |
| mintegral_int | Yes | Yes |
| moloco_int | Yes | Yes |
| smadex_int | Yes | Yes |
| trademob_int | Yes | |
| unityads_int | Yes | |
| vungle_int | Yes | |
| yahoojapan_int | Yes | |
| youappi_int | Yes | Yes |
Networks that support EET except engaged clicks and engaged views
The allowed network list includes partners that can report enriched engagement type events except engaged clicks and engaged views. Allowed networks that would like to report engaged_clicks and engaged_views should contact AppsFlyer support. See above the list of allowed networks that are qualified to report engaged_clicks and engaged_views.
| Partner Name |
|---|
| Jampp |
| Fluent |
| AWIN |
| Rakuten |
| OPPOPAI Pre-Install |
| VK Ads (ex. myTarget) |
| Vivo Preload |
| OPPO Global |
| Mistplay |
| Amazon DSP |
| Adikteev |
| Criteo |
| OPPO |
| Glance |
| OPPO Store Traffic(Global) |
| XiaomiPAI Pre-Install |
| YouAppi |
| Yandex Direct |
| vivo Global |
| Remerge |
| adjoe GmbH |
| Treasure Data |
| Xiaomi Global |
| Smadex |
| Bigo |
| Motorola Pre-Install |
| Amazon |
| Bidease |
| Yahoo Japan |
| Kakao |
| Line |
| Trade Desk |
| OneView |
| Samsung |
| Adaction |
| Adaction3 |
| Stackadapt |
| Cauly |
| Naver |
| Hotstar |
| Truecaller |
| Josh |
| PayTM |
| Transsion |
| Huawei |
| Mintegral |
| Apple Search Ads |
| Meta ads |
| Google Ads (Adwords) |
| X Ads (formerly Twitter Ads) |
| Snapchat |
| ByteDance Ads China |
| TikTok For Business - Advanced SRN |
| TikTok for Business - Legacy |
| Google Marketing Platform (DV360/CM360) |
| AdColony |
| Digital Turbine On Device |
| Digital Turbine |
| Appreciate |
| Liftoff |
| Appnext |
| AppLovin |
| ironSource |
| Moloco |
| Unity Ads |
| Tapjoy |
| Vungle |
| Kuaishou |
| Aura from Unity |
| Tencent AMS |
| Roku |
| TV Scientific |
| Chartboost |
| Appier |
| kwaiforbusiness |
| Mobupps |
| Kayzen |
| Vibe |
| InMobi DSP |
Set lookback windows for engaged clicks and engaged views
To set the lookback windows for engaged clicks and engaged views:
- In AppsFlyer, from the side menu, select Collaborate > Active Integrations.
- Select the integrated partner.
- Set the lookback windows for the engaged view-through and click-through attribution.
Note
Engaged-click and engaged-view lookback windows are always set in the partner Integration tab, in contrast to view-through and click-through lookback windows, which can be set on the attribution links.
- Click Save integration.
View and analyze EET data
Raw data reports
engagement_type will be reported in raw data reports whenever reported by the ad network. 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 engagement_type field in the raw data reports.
The below scenarios will result in the engagement_type field in the raw data reports receiving the values click_unspecified and impression_unspecified.
- When there is a mismatch between the engagement (click/impression) and the engagement type.
- When
af_engagement_typeis not sent or sent with an empty value.
In order to see the engagement type in raw data reports, advertisers need to select these fields in the relevant raw data product (engagement type and contributors engagement type are not selected by default).
Dashboards
Engagement type dimension is added in the dashboards.
For Beta Customers only
The contents of this section are updated to reflect the Enriched Engagement Types (EET) support and functionality available for opt-in BETA customers only. If you want to join the BETA program, contact AppsFlyer support.
EET Attribution priority and lookback window (BETA participants only)
The Enriched Engagement Types framework introduces for Beta customers new attribution logic, based on an updated attribution priority and lookback windows.
The table below specifies, for Beta customers, the attribution priority and lookback window of each engagement type:
| Engagement | 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).
**Lookback windows for engaged_click and engaged_view can only be set for non-SRN networks. For SRNs, engaged_click and engaged_view share the same lookback window as clicks and are, therefore, set by the Install Click-Through Attribution Lookback sliders.
Set engaged enrichment attribution for non-SRNs (BETA participants only)
By default, attribution for engaged clicks and views is turned on in the Integration tab for partners that support it. These toggles will become available starting September 3rd, 2024.
To set engaged enrichment attribution:
- In AppsFlyer, from the side menu, select Collaborate > Active Integrations.
- Select the integrated partner.
-
In the Integration tab, activate Install engaged view-through attribution or Install engaged click-through attribution.
Set the lookback windows for the engaged view-through and click-through attribution.
Note
Engaged-click and engaged-view lookback windows are always set in the partner Integration tab, in contrast to view-through and click-through lookback windows, which can be set on the attribution links.
- Click Save integration.
Note
- Engaged view-through and click-through attribution can be disabled per media source. However, if engaged clicks and views are received while their attribution is turned off, their count can still be available in the dashboard, although it will not be used for attribution.
FAQ
[BETA customers only] Why in some cases do engaged_clicks and engaged_views get equal priority to clicks?
Networks that send af_engagement_type=engaged_view/engaged_click will get equal 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.
What kinds of campaigns are relevant for Enriched Engagement Types?
Enriched Engagement Types apply to both UA and retargeting campaigns.
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.
Why can't I see the engagement type in Meta's gp_referrer conversions?
Meta only reports engagement_type=engaged_view in its SRN API. There is no engagement_type value available for other conversions, including gp_referrer.