Conversion data use scenarios

  • Developers


AppsFlyer provides conversion data for first-time installs and re-targeting conversions. The conversion data contains certain fields that you can use to identify which media source drives the install and what type of install it is.

Knowing what media source and what campaigns your users come from helps you customize the user experience. You can send users to specific activities and serve them with customized content based on data from the conversion payload.

This article lists various conversion scenarios. A sample conversion data payload is presented for each scenario. Examine the samples to learn how to identify and distinguish between conversion scenarios.

Obtaining conversion data

There are three ways to get conversion data:

  1. The AppsFlyer SDK returns the payload through two dedicated methods:
    • conversionData - for User Acquisition (UA) and re-attribution conversions
    • onAppOpenAttribution - for re-engagement conversions
  2. Raw Data Reports:
  3. Push API:


This article focuses on the conversion data payload that comes from the SDK.

Payload fields

Default fields

The payload contains default fields that always appear in it. For regular ad networks where an attribution Link is used, if the campaign and media_source fields are not specified in the attribution link, their value in the payload is "None".


        campaign: "CAMPAIGN_NAME", // "None" if not specified on the link
        media_source: "MEDIA_SOURCE", //"None" if not specified on the link     
        cost_cents_USD : "0",
        is_first_launch: true,
        install_time: "2018-12-30 23:59:39.330",
        orig_cost: "0.0",
        af_click_lookback: "7d",
        click_time: "2018-12-30 23:59:09",
        cost_cents_USD: "0",
        af_status: "Non-organic"

The payload above is the basic conversion data payload.


When cost data is not available, the fields orig_cost , costs_cents_USD , and af_cpi have the value of 0.

For these fields to be populated with values, the ad network needs to share cost data with AppsFlyer. In order for the ad network to share costs with AppsFlyer, you need to enable this option. See the list of ad networks that support cost sharing.

However, some networks that do support cost sharing send cost data in bulk . In such cases, the fields appear in the payload but their value is 0.

Additional fields

You can add any parameter that you wish to the attribution link. AppsFlyer parses these parameters and adds them to the payload. For your convenience, you can use parameters from a predefined list.

Conversion data mapping to raw data reports and Facebook parameters

If you want to match the values of conversion data parameters across AppsFlyer and Facebook reports, use the table below:

Conversion data AppsFlyer raw data Facebook
campaign campaign campaign_group_name
campaign_id Campaign ID campaign_group_id
adgroup Ad adgroup_name
adgroup_id Ad ID adgroup_id
adset Adset campaign_name
adset_id Adset ID campaign_id
ad_id AD ID ad_id
agency Partner N/A
is_fb Media Source is_fb
af_channel Channel publisher_platform

Click time field

The click_time field indicates the time of engagement, whether a click or impression.

AF Status Field

The af_status field indicates whether the install comes from an organic source or a paid source like a media source.

The next sections demonstrate various conversion scenarios and their corresponding conversion data payload:

  1. User Acquisition
  2. Retargeting
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