AppsFlyer invoices and usage reports

At a glance: Understand your AppsFlyer invoices. Download a usage report detailing units used during a calendar month (admins and account users with required permissions).

AppsFlyer plans

The calculation of your AppsFlyer invoice depends on a number of factors, as determined by your plan, including: 

  • Units used: For the Growth plan, your invoice is calculated and issued monthly, based on the number of units used during the month. For Enterprise packages, the number of units used is deducted from total package units.
  • Premium features: Premium features are charged as add-ons to your plan. Examples of premium features include Protect360 (mobile fraud protection), ROI360 (cost data), Audiences, Pivot table, and Data Locker, and more. To learn more about these features and their potential benefits for your business, check with your CSM or contact

 What is a unit?

The unit on which your invoices are based is defined by your plan. You can find it on the My plan page in your AppsFlyer account.

usage unit

Possible invoice units are described in the following table:

Unit Description Learn more
Non-organic installs (NOI) Attributed new app installs
Re-engagements Existing users engage in a retargeting campaign, which leads to app launches Overview dashboard
Re-attributions Former users engage in a retargeting campaign, which leads to new app installs and app launches Overview dashboard

Monthly active users (MAU)

Number of unique users who opened the app during the month Activity dashboard metrics
In-app events

Any action performed by a user in an app following the install (for example: login, complete tutorial, purchase, achieved game level, etc.)

Rich in-app events guide

Non-direct web conversions
(for PBA packages)

Any user action on your website that:

  • you've designated as a conversion; and
  • was attributed as a referred visit (originating from a web campaign)
People-Based Attribution (PBA)

Billing for iOS apps

With the introduction of iOS 14.5, AppsFlyer utilizes two methods to determine campaign performance and attribution for iOS apps:

  • Aggregated SKAdNetwork data (validated by AppsFlyer)
  • AppsFlyer privacy-centric RTA (real-time attribution)

These two methods run independently and in parallel.

AppsFlyer performs a side-by-side comparison of the number of daily conversions measured by SKAdNetwork and those measured by AppsFlyer RTA for each media source. The higher of the two numbers will be taken into account for billing. This ensures that you will never be charged twice for the same conversion event.

Learn more about AppsFlyer's iOS billing policy.

Usage reports

For a detailed listing of all units used during a calendar month, download a usage report from the My plan page.

 Important notes about usage reports


  • Usage reports and invoices are calculated based on the UTC+0 time zone. As a result, you might notice slight discrepancies between usage reports and the data reported on dashboards, Cohort reports, and other aggregated reports.
  • Each calendar month's usage report is available from the 8th day of the following month. (For example, the first day you can download the report for May 2021 is on June 8, 2021.)
  • Usage reports are available for 24 months from the report month.
  • Usage reports are not supported for MAU plans.
  • Usage reports are downloadable only by admins and account users with all of the following permissions:
    • Access to My plan and Payments pages
    • Access to all apps, media sources, and geos

Downloading usage reports

To download a usage report from the My plan page:

    • It can take several hours to compile a usage report.

    • While the report is processing, the status will change from In queue to In progress.

    • Once the report is ready for download, the status will change to a Download link.

    • From the list of available usage reports, click Request report for the month(s) you want to download.

      request report

      The status of the report changes to In queue.

  1. Click Download to save the report as a zipped CSV file (with a ZIP file extension).

    Sample usage report


  • If the status of the report you want to download appears as anything other than Request report, it means that someone in your organization has already requested the report. When the report is ready for download, you will see a Download link and be able to download it as well.

  • Once the report for a specific month is available for download, you do not need to request the report again. It will remain available for download for 24 months following the report month.

Understanding usage reports

sample usage report

Usage reports show aggregate conversions grouped by date, app, media source, conversion source, and conversion typemaking it easy to sort, filter, or pivot by any of these dimensions. They do not include non-chargeable conversions (for example, organic installs).

Usage report fields are described in the following table:

Field Description
Date Conversion date
Account Name AppsFlyer account or subaccount name
E-mail Admin email address for AppsFlyer account or subaccount
App/Bundle ID App ID from the relevant app store -or- Bundle ID from AppsFlyer People-Based Attribution
App/Bundle Name App or bundle name as identified in AppsFlyer
Media Source The media source to which the conversions were attributed.
Note: When an agency uses a media source, the agency name appears and not the media source, regardless of the Allow transparency toggle state.
Conversion Source

Source of aggregate attribution data. Possible values include:

  • Real-time attribution (RTA) = AppsFlyer is the source of aggregate attribution data
  • SKAd Network = SKAdNetwork is the source of aggregate attribution data
  • Protect360 - post attribution = Adjustments for previous attributions and in-app events identified as fraud by AppsFlyer Protect360
  • People-based attribution (PBA) = Web conversions attributed as referred visits by AppsFlyer PBA
Conversion Type

Type of attributed conversions


Possible values include:

  • Non-organic installs
  • Re-engagements
  • Re-attribution
  • In-app events
  • Non-direct web conversions

The Conversion Type field is not populated for Protect360 - post attribution conversions.

Total Conversions

Total number of units charged


  • Protect360 - post attribution conversions are always negative since they reverse charged conversions identified as fraud.
  • For more information about how iOS app conversions are calculated, see Billing for iOS apps (above).