AppsFlyer charges explained

At a glance: Need to understand invoice content and how to calculate conversions? Let's look at what appears in your monthly invoice.

About the Invoice

Plan price

If you have an AppsFlyer plan (with set features and services), then the charge of the monthly plan appears in the invoice.

Exception: Basic Pay-Per-Use (PPU) plan

Premium features

If you add AppsFlyer premium features to the plan, then charge is added to the monthly plan rate.

Examples of premium features: Protect360 (mobile fraud protection), Audiences, Pivot table, and Data Locker.


Changes to the invoice are primarily due to the number of conversions attributed to you by AppsFlyer. Whether you have a basic PPU or an advanced plan, conversion numbers affect the invoice.

The following are counted as conversions:

  • Non-organic installs: Attributed new app installs

  • Retargeting: 

    • Re-engagements: Engage existing users in a retargeting campaign that leads to app launches

    • Re-attributions: Engage former users in a retargeting campaign that leads to new installs and app launches

  • Non-direct web conversion event: An event that results from a referred website visit and is designated as a conversion event in the AppsFlyer platform. 

Calculate your monthly conversions

To calculate the number of conversions (per app) billed to your account during the previous month.

Calculate conversions

  1. Go to the Overview dashboard > open the date-picker filter > select Last Month.


  2. Set Media Source and Geo filters to All.


  3. Note the number of Non-organic installs.


  4. In the menu bar, go to Retargeting.


  5. Note the number of (retargeting) Conversions.
    Conversions = re-attributions + re-engagements


  6. Calculate the total number of conversions.
    Total = Non-organic installs (step 3) + retargeting conversions (step 5)

Invoice examples

PPU Plan 1 Plan 2

"Gobroke", an electronic wallet service, has a basic AppsFlyer PPU plan with no premium features.

In December, Gobroke ran burst retargeting campaigns with these results:

  • 80K new app installs
  • 35K re-attributions
  • 105K re-engagements
  • Total: 220K conversions

According to PPU plan pricing, conversion charges are as follows:

  • 0-100K conversions at $0.05 per conversion
  • Next 100K at $0.04
  • Next 100K and more at $0.03

The expected invoice sum for 220K conversions is ($0.05*100K) + ($0.04*100K) + ($0.03*20K) = $9600

Plan features

These features are basic to every plan:

  • Installs attribution
  • In-app events recording
  • Multi-touch attribution
  • Re-engagement attribution
  • Uninstall attribution
  • Ad revenue attribution
  • Smart Banners
  • LTV reports
  • Cost & ROI analytics
  • Retention report
  • Cohort report
  • Aggregated performance reports
  • Right Now
  • Deep-linking
  • Deferred deep-linking
  • OneLink
Support Basic

These features depend on your specific plan:

  • Adding new apps
  • Adding new team members
  • Custom dashboards
  • Live alerts

Premium features are add-ons to your plan. Check with your CSM or contact

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