Enriched engagement types guide for ad networks

The following steps outline the flow from the initial ad display to the final attribution of an install event, through either an engaged click or an engaged view:

1. The ad network displays an ad.
2. The ad network sends an impression to AppsFlyer with a specified af_ad_tran_id
3. The user is engaging with the ad.
4. The ad network sends a click or impression with the af_engagement_type, af_ad_tran_id, ad_format, ad_type, and optionally with the viewability parameters.
5. AppsFlyer matches an install event with the engaged click or the engaged view.
6. AppsFlyer attributes the install event to the ad network.

Networks can report engagement types by including the following parameters in the attribution links

• af_engagement_type: The type of engagement for example, engaged_click, click_to_app or engaged_view. See a comprehensive list of the different engagement types and their descriptions.
• af_ad_type: The ad type. For example, rewarded_video, interstitial or banner. See a comprehensive list of the different ad types and their descriptions.
• af_ad_format: The ad format, for example, text, image, video, playable. See a comprehensive list of the different ad formats and their descriptions.
• viewability: (optional) Additional info about the engagement, for example, af_video_total_length, af_ad_time_viewed, af_audio_played_length. See a comprehensive list of the different viewability options and their descriptions.
• af_ad_tran_id: A transaction ID allowing AppsFlyer to verify an engaged click or engaged view by matching it to a preceding impression.
• is_skoverlay=true or is_autostore=true : Identify engaged views triggered by SKOverlay or Android Auto Inline Installs

An Example for an engaged click

https://app.appsflyer.com/com.greatapp?pid=greatnetwork_int&c=GreatCampaign&af_siteid=A1b1&af_engagement_type=engagegd_click&af_ad_type=interstitial&af_ad_format=playable&af_ad_tran_id=50b175dd-d804-4715-b415-0206f6c891e0

An Example for an engaged view

https://impression.appsflyer.com/com.greatapp?pid=greatnetwork_int&c=GreatCampaign&af_siteid=A1b1&af_engagement_type=engagegd_view&af_ad_type=interstitial&af_ad_format=video&af_ad_tran_id=50b175dd-d804-4715-b415-0206f6c891e0&af_video_total_length=20&af_video_played_length=15

Below are examples of user engagements that ad networks should report with the af_engagement_type=engaged_click parameter value.

• Playable Ad: Clicking to engage with a playable ad, such as tapping to play a mini-game or interactive content within the ad.
• Social Engagement: Clicking to like, comment on, or share the ad on social media platforms, thereby promoting further interaction and potential virility.
• Redirection: Clicking to visit a landing page or other external content site/page.
• Dynamic product ad/catalog or carousel: Clicking to swipe between products.
• Add to Wishlist: Clicking to add the promoted product to a wishlist or favorites list within the app or an external website.
• Save for Later: Clicking to save the ad and its contents for future reference, thereby indicating an interest in revisiting the ad or exploring it further.
• Bookmark or Add to Collections: Clicking to bookmark the ad or add it to curated collections within the app, thereby indicating an intention to revisit or categorize the ad.
• Unmute Ad: Clicking to enable audio.

When not to report engaged clicks to AppsFlyer?

Below are examples of user engagements that ad networks should not report with the engaged_click parameter value.

• Ad Dismissal: Clicking the "x" button or a similar indicator to close or dismiss the ad, thereby showing disinterest in further engagement.
• Skip Ad: Clicking a designated button to skip an ad and proceed directly to the intended content, thereby indicating that the ad was not engaging or relevant to the user.
• Report Ad: Clicking to report the ad for reasons like being offensive, misleading, or inappropriate, thereby expressing dissatisfaction with the ad content.
• Opt-out or Unsubscribe: Clicking to opt-out or unsubscribe from receiving similar ads in the future, thereby expressing the intention to discontinue engagement with the ad or its category.
• Exit Ad: Clicking on a link or button that exits the current ad experience, leading the user outside the advertised context or landing page.
• Mute Ad: muting the sound on a video.

Networks should report user engagements with af_engagement_type=engaged_view in the following cases:

• Skippable ad unit: The users watches at least 5 seconds after the skip option appears on a video ad. If the network cannot measure the number of seconds viewed, then:
  • Send engaged_view on 2/4 view (50% viewed pixel) when the video is longer than 20 seconds.
  • Send engaged_view on complete (100% video complete) when the video is shorter than 20 seconds
  • The ad_format parameter value must be video or playable
• Rewarded video: The user watches a rewarded video in its entirety. The af_ad_type parameter value must be rewarded_video.

• Auto StoreKit rendered ads: Clicks on StoreKit-rendered ads (SKOverlay or an SKStore) are not recorded by the publishers, but by Apple forSKAdNetwork (SKAN) attribution. The same is true for the Android Auto Inline Installs (autostore).

  Since there is no way for the ad networks to know whether those ads were engaged they report an impression or click whenever the ads appear even if no engagement occurred.

  Networks can report the click_to_app engagement type whenever the ad appears but then run the risk of a very high click-through rate. The same is true for Android with the Auto Inline installs.

  To mitigate this risk we recommend to report the engaged_view engagement type instead. In this use case, the attribution link must include is_overlay=true for iOS or is_autostore=true for Android.

When not to report engaged views to AppsFlyer?

Below is a use case of user engagement that ad networks should not report with the engaged_view parameter value but rather with the view parameter.

• The user watches a non-skippable ad which is not a rewarded video and was not overlayed by an SKOverlay or autostore ad.
  
   

The allowed network list includes partners whose enriched engagement-type events can be processed by AppsFlyer, with the exclusion of engaged clicks and views. Networks from this list that would like AppsFlyer to process their engaged clicks and views should contact AppsFlyer support. To learn which networks already have their engaged clicks and views processed by AppsFlyer, see the EET advertisers article.