AppsFlyer Help Center glossary

At a glance: Get familiar with AppsFlyer terms.

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*Translated glossary terms are ordered according to the English alphabet.



Account owner

Also, Admin
Primary account user with super-user admin access and permissions to an AppsFlyer account. 
[Article] and [Article]


AppsFlyer records the name of a creative used to promote a product, brand, or service. 

Ad cost

Amount of money spent on an ad. AppsFlyer records ad cost by click, cost API, and CSV file upload. [Article]

Ad group

Contains one or more ads that share similar targets (such as different product or service types). Every campaign includes one or more ad sets.
Example: Google Ads uses them to organize keywords that relate to specific ads.

Ad hierarchy

Ad > Ad set (also Ad group) > Campaign > Media source

Ad network

Gathers apps and websites as traffic media sources for marketers. Ad networks aggregate publisher ad space and match it with marketer demand. [Article]

Ad revenue

Ad revenue is the money apps generate from in-app advertising. Use Ad revenue data in AppsFlyer to automatically see ROI of users from different media sources. [Article]

Ad set

Contains one or more ads. They are used to define targeting, budget, schedule, bidding, and placement.

Ad spend

Amount of money spent on advertising for a product or activity.
Formula: Revenue produced by advertising / Advertising spend = Return on Ad Spend (ROAS)
[Article] and [Article]

Ad types

Includes: Audio, banner, interstitial, playable (interactive preview of app experience), rewarded video (video offering in-app reward in exchange for watching), sponsored content, text, and video [Article]

Ad-network integration

Process of setting up an ad network as an AppsFlyer partner for recording and attribution purposes. [Article]


Also, Account owner
Primary account user with super-user (Admin) access and permissions to an AppsFlyer account.
[Article] and [Article]

Advanced Privacy

Applies to iOS 14.5+ non-consenting users only. Advanced Privacy provides advertisers control over the availability of user-level attribution data at the individual partner level (as opposed to Aggregated Advanced Privacy, which is applied at the app level). When it is turned on for a specific partner, postback and event data shared with that partner is aggregate and anonymous. User-level raw data is available to the advertiser itself. [Article]


Related to, Marketer and App owner
Owns an app or website and advertises/markets it across various channels to increase conversions.

Advertising ID

Also, Ad ID
User resettable device ID that is determined by the OS (IDFA, GAID, OAID). Used to measure user engagement and app use.


Now, Google Ads [Article]

Affiliate networks

Also, Publisher
Use their website real estate to promote marketer offers and are paid per referred user. Publishers get a share of any revenue generated by visitors to the app OR a fee for every app visitor that completes a specific action. [Article]


Third-party that runs, attributes, and measures app marketing campaigns for clients. Agency clients include advertisers/marketers and app owners. [Article]

Aggregate data

High-level data, for example, at the account or app level, compiled as a summary using more granular data. [Article]

Aggregated Advanced

Applies to iOS 14.5+ non-consenting users only. Aggregated Advanced Privacy provides advertisers control over the availability of user-level attribution data at the app level (as opposed to Advanced Privacy, which is applied at the individual partner level). When it is turned on, postback and event data shared with ALL partners is aggregate and anonymous, and user-level attribution data is NOT available to the advertiser itself. This overrides any Advanced Privacy settings made at the individual partner level. [Article]

All-installs network

Ad network that accepts postbacks, from all sources, for every new app install even if an install is not attributed to their network.

All-launches network

Ad network that accepts postbacks, from all sources, for every new app launch even if a launch is not attributed to their network.

Analytics platform

Solution designed to address the demands of users, especially large data-driven companies by providing a library of elements.
Includes: Charts and other data visualization tools, dashboard components, customization themes

Android App Link

Android App Links are a specific type of deep linking for Android applications that allow links to directly open a specific page or location within an app, provided the app is installed on the user's device. These are HTTP/HTTPS links that are uniquely associated with your app, and they are designed to offer a more seamless and integrated user experience.

When a user clicks on an Android App Link, the Android operating system can intelligently determine whether to open the link in a web browser or within an app. Android App Links require verification through the addition of digital asset links and must be configured in both the app's code and the website's associated domain. [Article]

Android ID

Non-resettable device ID found in Android devices with Google Play Services.
Before Android 10: If GAID is unavailable, then this ID can be used for attribution purposes. 
See related privacy regulations


Application Program Interface
Routines, protocols, and tools used to move data between AppsFlyer and their customers and business partners.
Examples: Push API, Pull API, Master API, Cohort API, and server-to-server API

API call

A process that takes place when you send a request. The request is transferred, processed, and feedback is returned.

App ID (Android & iOS)

Unique case-sensitive identifier that appears in the URL address of a store's app page.  

Android app ID = Package name such as com.coolcompany.coolapp

iOS app ID = ID + 9/10-digit App Store ID such as id123456789

App launch

An app is opened. The count is based on SDK launches or logic defined by an app owner.
Example: One day of antivirus app use may count as one session. [Article]

App owner

Related to, Advertiser and Marketer
Owns an app and advertises/markets it across various platforms in order to increase the user base.

App-store analytics

Collect and analyze app data for App stores (Google Play, Apple App Store, etc.).


Within AppsFlyer knowledge-base articles, it refers to the company platform.

AppsFlyer ID

Unique app identifier generated by AppsFlyer at installation. A new ID is generated if an app is deleted, then reinstalled. The ID appears in all events recorded by AppsFlyer.


Average Revenue Per Daily Active User
Average revenue generated by active users on a daily basis.
Formula: Total revenue / Number of active users (both within a 24-hour period)


Average Revenue per User
Average revenue generated by users within a time period.
Formula: Total revenue / Number of unique users


Average Revenue per Paying User
Average revenue generated by a paying user within a time period.
Formula: Total revenue / Number of paying users


App Store Optimization
Used to improve app visibility in the App Store.

Assisted installs

Also, Multi-touch attribution
Engagements, via media sources, that contribute to the last attributed engagement before an install. [Article]


Installs and other events that are associated with a media source via clicks and impressions. [Article]

Attribution link

Ad URL that contains information needed to record a click and redirect a user to download an app. It includes information used for attribution and analysis.  
Example: User clicks on an attribution link, AppsFlyer records the information and redirects the user to download the app.


AppsFlyer feature that lets marketers segment users into audience groups for easy and precise targeting. [Article]



Graphic website ad that links to the website or app it advertises. Marketers use AppsFlyer Smart Banners to attribute and measure the quality of app installs resulting from visitors to their mobile websites. [Article]

BI system

Set of processes, architectures, and technologies that convert raw data into info that helps to direct business actions.


The price a marketer pays for a campaign paid on the basis of CPM, CPI, CPC, or CPA.

Brand bundle

Consolidates the attribution, activity, and revenue data of brand-related web and mobile apps. [Article]

Branded link

Shorter version of a URL that is built around a brand name or related term. [Article]
Example: If your brand is Great App, then a branded link could be

Bundle ID

Unique identifier that Apple uses to identify individual apps. It can be registered, modified, and deleted.  
Example: An app cannot be submitted to iTunes before it has been assigned a Bundle ID.



Customer Acquisition Cost
Cost to acquire a user who installs an app or performs another post-install action.
Formula: Sales and marketing spend / Number of new customers


Contains one or more ad sets. Characterized by an objective and KPIs, target audience, budget and schedule, platform/s of choice, ad creative and format, strategy, etc. [Article].

Campaign ID

Unique campaign identifier within a media source.


Wireless carrier has cellular data connections (but not Wi-Fi).


Segmentation of traffic within media sources, particularly Google Ads and Meta ads.
Examples: YouTube for Google, Instagram for Meta ads


Also Customer attrition, Turnover, and Defection 
Marketers can estimate their churn (loss of customers) using the AppsFlyer retention report and uninstall measurements.
Formula: Number of users lost during a time period / Number of users at the start of the time period


User engagement (within a media source) that redirects the user to an advertised page or app activity.

Click flooding

Also, Click spamming 
Ad network sends large numbers of fraudulent clicks in the hopes of delivering the last click prior to installs.

Click URL

Also, Attribution link


Advertiser, marketer, or app owner.


Cost of Acquisition
Cost incurred when a business takes on a new client, asset, or good. [Article]

Cohort analysis

Aggregate data set that breaks users into groups to identify behavioral patterns. Groups, or cohorts, usually share common characteristics or experiences within a defined time period. [Article]


Also, Assist
Media source/campaign provided a user engagement before an install—and within the attribution lookback window—but wasn't attributed.


Occurs when a user completes an ad-related action that is considered good for business. In AppsFlyer, attributed installs, reinstalls and re-engagements are all considered conversions. Example: User clicks on an ad, then installs. The install is a new conversion. [Article]

Conversion chain

Sequence of conversion events, from viewing an ad to performing an in-app action.
Example: User clicks on an ad, visits a landing page, clicks on a Smart Banner, installs the app, then registers and performs a purchase.

Conversion event

Milestone reached by app users that is important for your business. Includes: clicks and impressions prior to an install or user-performed in-app events.
Example: App install, adding to a cart, starting a checkout process, making a purchase

Conversion rate

Percentage of users that move along the conversion chain, from one step to another. [Article]

Conversion types

Also, Retargeting conversion types
Refers to re-engagements and re-attributions.

Cookies (HTTP)

Also, Web cookie, Internet cookie, or Browser cookie
Data sent, during browsing, from a website and stored on a user's computer to help a website track user visits and activity. AppsFlyer does not use cookies for mobile app attribution purposes.


Cost per Action
Pricing model. Marketer pays for designated user actions, rather than app installs.
Example: Pay an ad network for af_purchase events.
Formula: Total spend / Number of actions


Cost per Click; Also, Pay per Click (PPC)
Pricing model. Marketer pays for every click on an ad. Splits the cost risk between marketer and publisher.
Example: Users see ads on search engines, social media platforms, and other publishers
Formula: Total spend / Number of clicks


Cost per Install
Pricing model. Marketer pays every time a new user installs their app from an ad. Main pricing model between marketers and ad networks.
Formula: Total spend / Number of new installs


Cost per Mille; Also, Cost per Thousand (CPT)
Pricing model. Marketer pays for every 1000 ad impressions (ad views/clicks).
Formula: Preset cost per unit x 1000


Cost per View
Pricing model. Marketer pays for visual contacts generated by requesting an ad medium (video ads) on a publisher's platform.
Formula: Total advertising costs / Number of impressions


Concept, design, and artwork that goes into an ad. In the Smart Banners page, marketers set banner visuals, texts, and buttons for each banner's creative, without the need for a web developer. [Article]


Customer Relationship Management
Technology used to manage company relationships and interactions with customers and potential customers.

Cross-promotion attribution

Method to attribute and record installs from cross-promotion campaigns. These campaigns involve a specific app as well as others that you own.


Customer Success Manager. If you don't have or don't know your CSM, contact .
Also, Account Manager

CSV file

Comma-separated Value file
Used to import/export important information to/from a database such as customer or order data. Each line is a data record and each record consists of one or more fields.


Click-through attribution
After a click, an install is attributed to a specific ad. It measures the cause and effect of a mobile ad campaign.


Advertising measurement that shows the ratio between the total number of app installs and the total number of ad clicks. [Article]
Formula: Number of installs / Number of ad clicks


Click-to-Install Time
Distribution model used to detect install hijacking and click flooding.


Click-through Rate
Advertising measurement that shows the ratio between ads displayed to potential users (impressions) and subsequent clicks. [Article]
Formula: Users who clicked an ad / Number of impressions (ad views)


Connected TV
Device (such as a Smart TV) that is used to stream content over the internet. The content is most often streamed via CTV apps that are downloaded. [Article]


Customer User ID
Unique user identifier. Usually generated and set by the app owner at the time of user registration. CUID lets app owners follow user journeys across different devices. [Article]


Conversion Value
A measure of user engagement set in an iOS app in the framework of SKAdNetwork [Article]


Data Locker

AppsFlyer feature for the delivery of raw data to an AWS bucket (dedicated repository). Marketers get raw data from the AWS bucket. [Article]


Daily Active Users
Number of unique users who open a specific app in a 24-hour period.

DAU/MAU rate

Measures the stickiness of your product. For example, how many users visit or interact with a product or service during a given interval.


Link that sends a user to specific content within an app and not to an app store or website. [Article]

Deferred deep-linking

Link first sends a user to an app store or website to download and install an app. Then, using the link attribution data, the user is redirected to specific content within the app. [Article]

Deprecation notice

Notification that all or part of a particular feature version and/or related support will be unavailable starting from a given date (sunset date).

Dev key

Unique identifier and authentication token used to configure an SDK, encrypt its messages, and authenticate a client account, or a calling program to an API. Apps in the same account usually have the same dev key.

Device ID

Unique identifier in the form of user-resettable IDFA, GAID, and OAID or non-resettable IMEI and SSAID. AppsFlyer may use this ID for device attribution purposes.

Direct publisher

App owners who advertise other apps via their own apps. They don't use an ad network.


Designated Market Area; Also, Media market
Geographic area, ranked by population size, that is used to measure audiences. DMAs get the same local TV and radio stations, as well as newspapers and online content.


Address of a website that people type in the browser to visit the website. For example:


Demand-side Platform
Digital-advertising buyers use one DSP platform to manage multiple ad-exchange and data-exchange accounts.

Dual consent

When users with iOS devices 14.5+ give ATT consent in both the advertiser and publisher apps.



Type of media source. Users are brought by means of direct traffic or traffic coming from search engines.


Effective Cost per Action
Indicates what the CPA would have been if a marketer paid for designated user actions instead of impressions or clicks. See CPA.
Formula: Total spend / Number of effective actions = eCPA (as analyzed by AppsFlyer)


Effective Cost per Click
Indicates what the CPC would have been if a marketer had purchased clicks instead of impressions or conversions. See CPC.
Total spend / Number of clicks = eCPC (as analyzed by AppsFlyer)


Effective Cost per Install
Indicates what it’s costing you to get a new user to use your app. It differs from CPI as a good app can benefit from a "viral effect" that drives organic installs. See CPI.
Formula: Total spend / Number of effective installations = eCPI (as analyzed by AppsFlyer)


Effective Cost per Mille / Effective Cost per Thousand
By definition, the CPM rate is identical to the eCPM value of a campaign. See CPM.
Formula: Total cost / Total number of impressions (in 1000s) = eCPM (as analyzed by AppsFlyer)


User interaction with an ad.
Example: Impression or click


Effective Revenue per Action
Actions include opening an app or performing specific in-app events. [Article].
Formula: Total revenue / Number of trigger event instances = eRPA (as analyzed by AppsFlyer)


Email Service Provider
A company that provides email marketing or bulk email services. [Article]


Also, In-app event
Any action a user performs in an app. Events are reported to AppsFlyer via SDK or server-to-server API.
Examples: Sign-in, pass a game level, make a purchase, etc.

Event counter

Total number of performed in-app events.

Event CVR

Event conversion rate
% of users who completed a desired action. Indicates how many users an ad converted.
Formula: Unique events / Attributions

Event time

Recorded timestamp for an in-app event.



Ad fraud attempts to illegally generate attribution revenue by defrauding marketers, publishers, or supply partners.
Example: Steal from advertising budgets by means of faked impressions, clicks, and conversion/data events.
Methods: Click spam and injection, and SDK spoofing.

Further reading: [Article] and [AppsFlyer mobile fraud glossary]



Google Advertising ID
Unique, user-resettable identifier for Google Play Android users. It is used by marketers to record data so they can deliver customized advertising.


Get Conversion Data
General name for SDK methods that, upon install, fetch attribution data into the SDK.


Also, Country
Example: In the Overview dashboard, use the GEO filter to view country-specific data.


ID matching

Attribution method that uses unique device identifiers. Identifiers, retrieved from attribution links, are matched with identifiers retrieved by the AppsFlyer SDK. 
Identifiers: IDFA, GAID, OAID, Android ID, and IMEI


Identifier for Advertisers
Unique, user-resettable identifier for Apple iOS users. It's used by marketers to record data so they can deliver customized advertising. [Article]


Identifier for Vendors
Unique identifier for Apple iOS users for all apps by one developer on the same device.


International Mobile Equipment Identity
Unique, non-resettable mobile-device identifier. Android version before Android 10: If GAID is unavailable, then IMEI can be used for attribution purposes. Privacy changes in Android 10


Act of viewing an ad by an app user or website visitor. Ad networks can have specific definitions for impressions. [Article]

In-app events

After an app install, any action performed by a user. See Event.
Examples: Log in, complete a tutorial, make a purchase, etc.


In AppsFlyer, an install is recorded when a user downloads, installs, and launches a mobile app.

Install hijacking

Also, Click injection, Referrer hijacking, and Click hijacking
Class of mobile fraud that uses mobile malware to steal the attribution of real app installs.

Install referrer

Attribution method that uses a Google Play referrer parameter. [Article]

Integrated partner

An ad network, agency, or marketing tool that is integrated with AppsFlyer. [Article]

Integrated partner types

Includes ad, affiliate, and retargeting networks, as well as agencies, analytics platforms, direct publishers, programmatic advertising, marketing automation, TV, fraud detection, Meta campaign management partners, and Google Marketing Platforms. [Article]



Used in online advertising. A marketer pays to have an ad appear when a person uses a given word/phrase in an internet search. Keyword data is available in AppsFlyer from Google Ads, Apple Search Ads, and organic searches. [Article]


Key Performance Indicator
Ad metrics and KPI are used to evaluate efforts to impact a target audience.
Examples: View-through conversion rates, number of clicks, etc.


Landing page

First page a user sees after clicking on an ad.

Last-click attributions

Web analytics model. The “last click” is given credit for a sale or conversion.


Limit Ad Tracking
iOS feature (until iOS 14) that prevents access to a user's device advertiser ID. When enabled, the device ID is not received by AppsFlyer and the user can't see targeted ads. [Article]

Link management

Ability to organize, edit, analyze, and have complete control over all your links. [Article]

Live alerts

Actively monitor your KPIs and send notifications to set account users if there are statistically significant changes in ad performance. [Article]


Process of adapting attribution and reporting to a specific time zone. By default, all app data is reported by AppsFlyer based on the UTC (GMT) time zone.

Lookback window

Maximum period of time, from engagement to install, when an install can be attributed to a specific ad. [Article]

Loyal user

KPI for user engagement. By default, this is a user who opens an installed app at least three times after initial app launch. On the App settings page, marketers can select specific in-app events to signify loyal users. [Article]


Lifetime Value; Also, Customer Lifetime Value (CLTV)
Powerful KPI that indicates user value during the time they use your app. [Article]



Parameters used by partners in attribution links and postbacks. Macros, when placed in a postback, are automatically replaced by user-related data. [Article]


Related to, advertiser and app owner
The person working for the app owner who uses AppsFlyer and runs marketing campaigns across various channels to increase conversions.

Marketing automation

Includes platforms that perform mobile email, push, and/or in-app messaging campaigns. After integration, AppsFlyer provides attribution data for these campaigns.

Master API

Aggregated data API that lets users create custom reports with groupings and KPIs of their choice. [Article]


Monthly Active Users
Number of unique users (counted only once) who open a specific app within a 30-day period. [Article] 

Media source

Responsible for engaging users with ads. [Article]
Types of media sources: Self-reporting networks (SRN), non-SRN, and owned media

Mediation Platform

Mediation platforms centralize access to multiple ad networks in one SDK integration, leveraging an optimization algorithm to determine which mediated ad network can fill the app developer’s inventory with the highest CPM.

Meta campaign management

Meta ads marketing partners specialize in working with Meta ads and comply with the cretiria they set. There are two Meta campaign management partner categories—those having a specific technology or for media buying.
Example: Partners that allow marketers to do automatic campaign optimization on Meta ads. Meta campaign management partners can integrate with AppsFlyer to receive postbacks in realtime.


Mobile Measurement Partner
A mobile measurement partner, or MMP, is a company that helps apps measure campaign performance across advertising marketing channels, media sources, and ad networks.
Example: AppsFlyer

Mobile app

Software designed specifically for mobile devices such as smartphones or tablets.

Monetization network

Monetization networks (aka ad networks) connect app developers (aka publishers) and advertisers. App developers use ad networks to serve ads to their users in order to monetize their apps, while advertisers use ad networks to promote their products.


Solution that can be used across different platforms.
Example: AppsFlyer's OneLink is an attribution link that can be used to record installs and events on both Android and iOS devices.

Multi-touch attribution

Installs where a media source/campaign doesn't have the last touch; it does, however, touch the user before the install, and within the attribution window.


Native ad

Ad that matches the form and function of the platform on which it appears.
Example: Sponsored news article that appears the same as other unpaid articles on the site.

Native app

Developed for a specific platform such as iOS or Android.


Non-organic install
Mobile app install that AppsFlyer attributes to a paid or owned marketing activity. [Article]
Examples: Paid ad campaigns and owned media email campaigns



Open Advertiser Identifier
Unique, user-resettable identifier (similar to IDFA and GAID) used by some out-of-store Android markets. [Article]


Unique AppsFlyer multi-platform attribution link. Uses a single link to redirect leads to the relevant store or to deep-link existing app users. [Article]

OneLink™ ID

Unique identifier automatically generated for OneLink templates. Required when using OneLink API[Article]

OneLink™ template

Template where all the destinations, per device type, are defined. Once basic setup is complete, you can create many custom links with different parameters, and they all lead to the destinations stated in the OneLink template.

Organic install

A mobile app install that occurs without any direct effort by a marketer. There is no recorded engagement in AppsFlyer and, consequently, it can't be attributed to any media source. [Article]


Content streamed over the internet, bypassing cable, broadcast, and satellite platforms. [Article]

Owned media

Type of media source that is owned/managed by an app owner. [Article]
Examples: Email, SMS, websites, social media, push/in-app notifications, etc.


Package ID

Also, App ID (Android & iOS)
Unique identifier that appears in the URL address of a store's app page. The format reflects the associated operating system (OS).  


Type of media source that receives money to advertise a website. Works well at stimulating awareness, interest, and action. 
Examples: Search ads, web portal banners (Google or Yahoo!), rich media ads in online news outlets, native ads in social media (Meta ads and Snapchat), etc.


People-based attribution
AppsFlyer premium feature that provides a complete picture of user acquisition and conversion flows across platforms, devices, and marketing channels. Used to focus on specific metrics and to filter/group data according to location, device type, media sources, campaigns, and more. [Article]


Partner ID
Unique partner/media source identifier used in AppsFlyer.


Install or in-app event notification sent from an advertiser to a partner (ad network) via AppsFlyer. It helps partners optimize their campaigns.


Pay per Click
Advertising model commonly associated with first-tier search engines. Marketers pay publishers when their ads are clicked. 

Probabilistic modeling

Statistical attribution method, for owned media, leveraging machine learning to estimate campaign performance.

Programmatic advertising

Ad network connects with different platforms and buys media (ad spots) without using a middleman.


AppsFlyer premium feature that provides automatic and comprehensive anti-fraud protection. [Article]


In AppsFlyer, a media source, site or app that sells ad space to ad networks or marketers.

Pull API

URL-based API that gets aggregate and raw data from AppsFlyer. [Article]

Push API

Delivers real-time attribution data to marketer server-side endpoints. [Article]


QR code

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


Raw data

User-level data provided by AppsFlyer that describes specific events like installs, purchases, web site visits, and postbacks to partners. [Article]


Former app user reinstalls the app after an engagement with a retargeting campaign (for this same app). [Article]

Re-attribution window

Period of time, after an install, when reinstalls are not considered to be new installs. [Article]


User of a given app engages with a retargeting campaign for this app and subsequently launches it. [Article]

Registered device

Used for testing purposes. Registered devices are attributed every install regardless of AppsFlyer re-attribution rules. [Article]


Also, API Call


To reach out to current or past users through ad campaigns. 

Retargeting network

Specializes in targeting current or past users. [Article]

Retention report

AppsFlyer product that measures the performance of user sessions within an app. [Article]


Earnings reported by in-app events and ad displays (ad revenue).

Revenue attribution

Associates a given revenue event with a specific campaign/media source. [Article]

Revenue event

Any in-app event that is recorded with an associated revenue value. 
Parameter: af_revenue is the only parameter that accumulates user revenue. Always use it with in-app events that represent actual revenue generation in your business logic.

Rich media ad

Includes advanced features that encourage viewers to interact and engage with the content. Offer more ways to involve an audience with an ad.
Examples: Video and playable ads


Return On Ad Spend
Metric that measures campaign performance by calculating the revenue generated per unit of ad spend.
Formula: Revenue / Ad spend


Return on Investment
Metric available in the AppsFlyer Overview dashboard and aggregate reports.
Formula: (Revenue-cost) / Cost * 100 [Article]



Self-attributing Network Also, SRN
Platforms belonging to super publishers who independently perform attribution (install and in-app event) calculations on their own traffic. They don't use the input of 3rd-party attribution providers.
Examples: Meta ads, Google Ads, X Ads. [See full list]


Software Development Kit
Code integrated into an app for the purpose of attribution and analytics. [Article]


Marketing technique that uses criteria to group users into subgroups in order to provide them with personalized ads.


An app must be launched. Number of sessions is based on SDK launches or logic defined by an app owner.
Example: For an anti-virus app, one day of use equals one session. [Article]


Attribution link that lets customers perform attribution for one platform (Android, iOS, etc.) at a time.  (There is also a multi-platform attribution link).

Single source of truth (SSOT)

AppsFlyer mechanism that brings iOS attribution data together from different sources to give a true and complete picture of app performance.


SKAdNetwork infrastructure, part of iOS by Apple, helps marketers measure campaign success while maintaining user privacy. [Article]


Abbreviation of SKAdNetwork.


Also, App ID (Android & iOS)

Smart Banner

AppsFlyer feature that enables marketers to attribute and measure the quality of app installs coming from visitors to their mobile websites. [Article]


Self-reporting Network Also, SAN
Platforms belonging to super publishers who independently perform attribution (install and in-app event) calculations on their own traffic. They don't use the input of 3rd-party attribution providers.
Examples: Meta ads, Google Ads, X Ads. [See full list]


Supply-side Platform
Lets publishers maximize their inventory yield. This is done by automatically and efficiently managing inventory sales.


An additional to your main domain name created to organize and navigate to different sections of a website. The main domain can have multiple subdomains. For example:

Sunset date

Date when all or part of a particular deprecated feature/version is "turned off" and all support stops.



Focus a marketing campaign on a specific audience.
Criteria: Location, demographics, mobile operator, etc.

Account user

User with login credentials for an AppsFlyer account. An account user is given access by an admin. [Article]

Touch time

Recorded date and time (timestamp) of a user engagement (click or impression).

Touch type

Type of engagement, click or impression, a user has with an ad.


Interactions a user has on the journey to a conversion (install or purchase).
Examples: Clicks, impressions, and website visits



Unique Device Identifier
Unique identifier for a single iOS device. It is fetched from Apple servers when a user tries to activate their device using iCloud or the Setup app.

Uninstall measurement

Measurement of users who remove an app from their device, broken down by their attributed media sources. [Article]

Unique user

AppsFlyer ID is used to determine unique users.

Universal Links

Universal Links maintain a seamless user experience by ensuring that users are taken directly to the linked content without the intermediate step of opening a web browser first.
Universal Links work through iOS, which uses an Apple App Site Association (AASA) file hosted on your web server. The AASA file contains information that associates your web domain with your app, allowing the seamless opening of content within the app from links on the domain.


Person who downloads, installs, and launches an app using their mobile device.

User acquisition

Advertising campaigns aimed at getting new users.

User agent

Technical information for user devices, such as browser type, operating system, and software version. AppsFlyer uses this for probabilistic modeling attribution.

User invite attribution

Attribution and analysis of new users who install an app after an existing user (of the same app) sends them an invite. [Article]


Validation rules

Rules for target-validation and custom fraud detection that enable app owners to block the attribution of non-compliant installs. [Article]


Also, Industries
Markets (with specific needs) that are more likely to be interested in focused offerings. AppsFlyer recommends using specific in-app event reporting based on a marketer's vertical. [Article]
Examples: Gaming, eCommerce, travel

Video ad

Refers to advertising that occurs before, during, and/or after a video stream on the internet.
Examples: Ads with banners or interstitials with embedded video.

Visitor (website)

Someone who views a website within a given timeframe. Multiple visits during this timeframe, even to different pages in the same website, only count as a 1 visit.


View-through attribution
Installs or actions are attributed to an ad impression. Plays a part in indicating how views on a banner, video, or interstitial can convert. [Article]


Web app

Runs in a web browser. (Native apps run on a specific OS platform.)


X marketing partners

AppsFlyer integrated partners that specialize in getting traffic from X Ads. [Article]