AppsFlyer Help Center glossary

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*The glossary terms in all languages are ordered according to the English alphabet.



Account Owner
aka Admin
A method of promoting brands, products or services on paid channels in different locations. In the context of mobile: banners, links or videos displayed on mobile sites or apps.
Ad Network
An organization that places your mobile ads across a variety of websites and apps.
Ad Network Integration
The setup of Ad Networks on AppsFlyer as Partners for the purpose of further recording and attribution. [Article]
aka Account Owner
The principal team member of an AppsFlyer account, usually the person who initially creates the account and has admin permissions. [Article]
aka Marketer, App Owner
The party that owns an app and advertises/markets the app across various platforms in order to increase the quantity and quality of its user base.
Former name of Google Ads. [Article]
Publishers that promote advertisers' offers with the incentive of being paid, based on the users they refer. [Article]
A marketing agency that runs, attributes and measures app marketing campaigns across a variety of traffic vendors and direct publishers, on behalf of its clients (Advertisers /App Owners). [Article]
All-Installs Network
An ad network that accepts postbacks for every new app install, from any source, even if these installs are not attributed to this network.
All-Launches Network
An ad network that accepts postbacks for every new app launch, from any source, even if these launches are not attributed to this network.
Android App Links
HTML links that redirect a user from a webpage directly to specific content inside an Android app. [Article]
Application Program Interface
Routines, protocols, and tools for building an application, that allow different pieces of software interact with each other.
API Call
A request for data through API by one application from another.
App Launch
Opening of an app. See also Session.
App Owner
aka Advertiser
The party that owns an app and advertises it across various platforms in order to increase the quantity and quality of its user base.
App Store Analytics
Collecting and analyzing app data for App stores (Google Play, Apple App Store, etc).
App Store Optimisation
Improving visibility of an app in an App store.
App ID

A unique identifier of an app. App IDs have different format depending on the OS they are built for. They can be found in the HTML address of the app page in the store.

Example of an Android App ID:

Example of an App Store ID:

AppsFlyer ID
A unique ID generated by AppsFlyer when the app launches for the first time. The ID is unique per app per installation. This means that a new id is allocated if the app is deleted and then installed again. All events recorded in AppsFlyer contain the ID.  
Average Revenue Per User
The average revenue generated by any user (whether paying or not paying) within a defined timeframe.
Average Revenue Per Paying User
The average revenue generated per each paying user within a defined timeframe.
Assisted Installs
aka Multi-Touch Attribution
Installs that involve multiple engagements through different campaigns or media sources, while only the last engagement is attributed to the install. [Article]
Associating an install of an app or a post-install in-app event with a specific media source or a marketing campaign. [Article]
A group of people that the advertiser wants to target.
AppsFlyer's tool that allows Advertisers to segment their users into audience groups for easy and precise targeting. [Article]


A graphic ad placed on a website and linking to a website or an app it advertises.
A price an advertiser is ready to pay for the campaign, paid on CPM, CPI, CPC or CPA basis.
Bundle ID
A unique ID assigned by Apple when an app is first created in iTunes Connect (can match a single app or a group of apps).


A series of ads the purpose of which is to promote a certain product or service and to achieve a specific result.
An action of clicking on an ad and being redirected to the advertised page.
Click URL
aka Attribution Link
Click-Through Attribution
Attribution of an install to a specific click on the ad.
A group of users with common characteristics, used in data analysis in order to see users' behavioral patterns more precisely. [Article]
Moving one step down the marketing funnel: e.g. clicking on an ad after viewing it, downloading an app after clicking on an ad. [Article]
Conversion Chain
The sequence of various conversion events, from viewing an ad to performing an in-app action (e.g. making a purchase).
Conversion Rate
The percentage of users that move from one step to another in the conversion chain.
Cost Per Action (Engagement)
Advertising pricing model where the advertiser pays for each specified action (form submit, purchase, registration, etc).
Cost Per Click
Advertising pricing model where the advertiser pays for each click on the ad.
Cost Per Install
Advertising pricing model where the advertiser pays for each install.
Cost Per Mille, Cost Per Thousand
Advertising pricing model where the advertiser pays for every 1000 impressions of the ad.
The concept, design, and artwork that go into a given ad.
Cross-Promotion Attribution
Attribution of marketing campaigns targeted at users of related apps.
Click-Through Rate
The ratio of users who clicked on the ad divided by the number of users who saw it.
Customer User ID
Custom identifier defined by an app developer for user data cross-reference. [Article]


Data Locker
A solution for exporting all your raw data on a daily basis. It is done via a dedicated repository, from where the data can be pulled at any time. [Article]
Daily Active Users
The number of unique users that have opened the app on a given day.
Deep Linking
Links that send a user to specific content inside an app instead of an app store or a website. [Article]
Deferred Deep Linking
Links that send a user to specific content inside an app after sending them to an app store or a website if they don't have an app installed before following the link.
Demand Side Platform
A platform that allows buyers of digital advertising to manage multiple ad exchange and data exchange accounts through one interface.
Device ID
A unique identifier of any mobile device in the world. The ID number is stored on the mobile device itself and can be retrieved by any app downloaded and installed.


Effective Cost Per Action
The average effective cost per action: the total campaign cost divided by the number of effective actions (i.e., actions as a direct result of an ad click), as analyzed by AppsFlyer
Effective Cost Per Click
The average effective cost per click: the total campaign cost divided by the number of clicks, as analyzed by AppsFlyer
Effective Cost Per Install
The average effective cost per installation: the total campaign cost divided by the number of effective installations (i.e., installations as a direct result of an ad click), as analyzed by AppsFlyer
Effective Cost Per Thousand
The average effective cost per a thousand of impressions: the total campaign cost divided by the total number of impressions in thousands.
Effective Revenue Per Action
Total revenue divided by the number of occurrences a specific trigger event.
User's interaction with an ad: an impression or a click.
Any action that a user performs in an app: purchase, sign-in, passing a game level.
Event Counter
Total amount of performed in-app events.
Event Time
Timestamp for an occurred in-app event.


Attribution method based on identifying a device through publicly available parameters (e.g. device type, OS version, IP address, etc).
An attempt to obtain attribution for installs using illegal methods. Mobile fraud benchmarks and tips


aka Google Advertising ID
A unique identifier of Android users.


ID matching
Attribution method using unique identifiers like IDFA, GAID, OAID, Android ID , and IMEI . The identifier is retrieved from a click URL and compared to the identifier fetched by the AppsFlyer SDK.
Identifier for Advertisers
The unique identifier found on iOS devices and used by developers and marketers for advertising purposes.  [Article]
International Mobile Equipment Identity
A unique identifier of a mobile device used by GSM networks to identify devices.
Viewing an ad for a minimum amount of time, regardless of any following clicks or installs.
In-app Events
Any action performed by a user after installing an app (login, purchase, completing a tutorial, etc).
Downloading an app, installing and launching it.
Install Referrer
Attribution method based on using a Google Play referrer parameter.
Integrated Partner
Any Ad Network that has integration with AppsFlyer.


Key Performance Indicator
A metric for evaluation of an app's performance, e.g. conversion rate, number of clicks, etc.


Landing Page
The first page a user sees after clicking on an ad.
Lifetime Value
The accumulative value of revenue events performed by a user starting from the moment an app is installed. [Article]
Lookback Window
Maximum period of time after an engagement event within which an install can be attributed to the ad. [Article]
Loyal User
A user who installed an app and opened it at least three times. [Article]


Patterns used in attribution links and postbacks that define how certain input should be translated into the output (e.g. user data).
Master API
Customizable aggregated data API that allows you to create your own custom reports using any kind of KPIs and groupings. [Article]
Monthly Active Users
A number of distinct users that used an app during the last 30 days or during a specific calendar month (depending on a report). [Article]
Media Source
A media responsible for the exposure of an ad. [Article]
Mobile Measurement Partner
An official mobile measurement partner in Facebook's marketing partners program. AppsFlyer is an example of an MMP.
Mobile App
Software designed specifically for mobile devices, e.g. smartphones or tablets.
A type of an attribution Link, allowing to record installs and events across different platforms.
Multi-Touch Attribution
A method for identifying various touch points along a user journey that lead to an install or an in-app event.


Native App
An app developed for a specific platform, e.g. Android or iOS.
Non-Organic Install
An install that happens following a certain marketing activity, whether paid (paid ad campaigns) or owned (email or SMS-campaigns).


Open Advertisier Identifier is a unique app user identifier available on some Android devices. As of October 2019, OAID is available on Huawei mobile devices running HMS 2.6.2. 
AppsFlyer OneLink: a single link to launch an app if it's already installed on a device, or redirect the users to the relevant store if it isn't; users can be redirected to any page, whether on the web or inside the app. See also Deep Linking, Deferred Deep Linking.
Organic Install
An install that doesn't follow any marketing activity, but rather happens when users find the app on their own, or when the install cannot be attributed for a certain reason (e.g. the attribution window has already closed).
Owned Media
Media sources managed and often owned by the advertisers/app owners themselves, e.g. email or SMS campaigns, viral posts on social media, push notifications etc.


Package ID
aka Android App ID
Partner ID
An identifier of a partner/media source used in data reports.
A notification sent from AppsFlyer to the Partner (Ad Network) upon an install or an in-app event, that helps the partners to optimize their campaigns.
AppsFlyer's tool for automatic and comprehensive anti-fraud protection.
Any person or company that publishes content via a site, app or blog and sells ad space to Ad Networks or Advertisers.
Pull API
An API that allows app owners to receive data from AppsFlyer upon request using a URL with specific query parameters. [Article]
Push API
An API that allows app owners to receive messages of raw data from AppsFlyer upon every event, in real time. [Article]


QR Code
Two-dimensional barcode that can be scanned and converted into a link.


Raw Data
Non-aggregated, full data reports.
Attribution of an install made by a user who has uninstalled an app and returned after re-engagement, but within a re-attribution window.
Re-attribution Window
A period of time after an install during which reinstalls are not considered as new installs.
An existing user's engagement with a retargeting campaign.
aka API Call
Reaching out to existing or past users through ad campaigns.
Retention Report
AppsFlyer's tool allowing to measure of the activity of the existing users inside the app. [Article]
Return on Investment
The ratio of the money gained or lost relative to the amount of the money invested, e.g. revenue from a campaign vs the cost of running the campaign.
Revenue Attribution
Associating a particular revenue event with a specific campaign or media source.
Revenue Event
Any in-app event that is recorded with an associated revenue value.


A marketing technique that groups users into subgroups based on certain criteria in order to provide personalized ads to those users.
aka App ID
Self-Reporting Networks (aka Self-Attributing Networks)
Networks that don't use external attribution links, but have their own methods of communicating installs and in-app events. Examples: Facebook, Google Ads, Twitter. For the full list, click here.
A launch of an app. Can be counted based on SDK launches or, in some cases, based on other logic defined by the app owner (e.g. for an antivirus app, one day of use may count as one session). [Article]
Software Development Kit
A piece of code integrated into an app for attributing and analytics.
A type of an attribution Link that allows AppsFlyer customers to perform the attribution for one platform (e.g. Android, iOS) at a time (as opposed to a Multi-Platform attribution link).
Supply Side Platform
A service that helps publishers automatically and efficiently manage the selling of their inventory to multiple buyers in order to maximize their inventory yield.


Aiming at a certain audience in a marketing campaign, based on various criteria, such as location, demographics, mobile operator, etc.
Team Member
Anyone who has login credentials for an AppsFlyer customer account, besides an Account Owner.
Touch Type
The way a user interacts with an ad. Can be a click or an impression.
Attribution Link
A URL behind an ad with the information that is later used for attribution and analysis. [Article]
TV Attribution
Attribution of an app install back to a TV ad impression.


Uninstall Measurement
Assessment of the of users who removed an app from their device.
Unique user
AppsFlyer ID is used to determine if a user is unique.
Anyone who downloads and installs an app on their mobile phone and launches it.
User Acquisition
Getting new users through marketing-driven activity.
User Agent
A string sent by a browser to a web server, that provides information about user's device, such as browser type, operating system or software version. This information is used in Fingerprinting attribution method.
User Invite Attribution
Attribution and analysis of the new users who installed an app after getting an invite from an existing user of the same app.
User Lifetime
The period of time from the moment a user installs an app until s/he stops using it.


View-through Attribution
Attribution of an install to a specific impression of an ad (where no click happened).


Web App
An app that runs in a web browser (as opposed to native apps that are built specifically to run on a certain OS platform).
The option to ignore a device for testing purposes by disregarding AppsFlyer's re-attribution policy. [Article]
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