Selecting the right data delivery tool/reporting API

At a glance: Use a data delivery tool to get attribution data. Chose the appropriate tool/reporting API depending on how and when you need the data. 

In selecting the appropriate data delivery tool, consider how, what, and when you need the data. Do you need:

  • conversion data in real-time to influence the user journey?
  • raw installs and in-app events data, or is aggregate data sufficient?
  • clicks and impressions of raw data?
  • to ingest and process the data in your systems? 

Data delivery tools/reporting APIs

Data delivery tools main features
Type Description  Multiple app  Data freshness Timezone support  Agg. data Raw data Embed in scripts / code
Export CSV files* (UI)

Download reports from the Dashboard

x Real-time App-specific  ✓P  x
Data Locker Get from an Amazon data repository. Retention one month. Hourly - 6 hour delay   x ✓P  
Master API* Get using a URL containing the required KPIs and Groupings. Create customized reports. Daily [Default] UTC. App-specific or UTC selectable ✓P  x  
Pull API*

Get using a URL containing the parameters

x Real-time [default] UTC. Selectable any timezone ✓P
Push API Raw conversion data messages. Organic and non-organic  N/A Real-time App-specific  and UTC always x ✓P  
SDK Conversion data Attribution data within the app. N/A Real-time UTC x  

✓P = Premium feature

* = Use limitations

See the article on merging Pull and Push API to learn about the benefits of using both.

The tables that follow provide information to compare the different data delivery tools

Features

  Pull API: Aggregate Pull API: Raw Push API Data Locker SDK
Conversion data
Master API
Data type Aggregate  Raw Raw Raw Raw Aggregate
Multiple apps(1) No No No Yes No Yes
Real-time Yes (upon query) Yes (upon query) Yes Intraday (lag of six hours)  Yes(2) No. Click here to learn more.
Data limit(3) 200K lines 
24 calls per day per application and up to 120 calls per day per account
200K lines |
10-100 calls per day
Unlimited Unlimited Unlimited Unlimited file size and unlimited calls per day
Customizable data No Yes (details) Yes Can Select Apps & Fields No Yes
Data backup & access Lifetime 90 Days N/A 30 days Lifetime (available in the SDK) Lifetime
Availability Free Premium Premium Premium Free Premium
  1. Multiple apps feature means the ability to query data for more than one app at a time.
  2. The SDK conversion data method retrieves user attribution data in less than 5 seconds from first app launch, and therefore is the least accurate method. The reason being is that in some cases it takes longer than 5 seconds for AppsFlyer to get responses from ad networks, and so the fast SDK data decision may be different from the final attribution.
  3. The upper limit may depend on the account package.

Technical integration

  Pull API Push API Data Locker SDK
Conversion Data
Pivot / Master API
Server Side Development Optional Yes Optional Optional Optional
Requires Data Processing? Optional Yes Optional Optional Optional
Risk of Data Loss No Yes, if receiving servers are down No Small, if there are delays in ad networks response No
Client-server Processing Costs None High Low None (unless sending the data to the servers) None
Client-server Maintenance None High Low None (unless sending the data to the servers) None

Available data

The tables that follow, describe different types of information, which are available for each of the APIs describe here. Bear in mind, that some of the data is available to certain account tiers only, e.g. raw organic data.

Raw non-organic data

  Pull API Push API Data Locker SDK
Conversion Data
Pivot / Master API
Impressions No No Yes No No
Clicks No No Yes No No
Installs Yes Yes Yes Yes No
Sessions No No Yes No No
Assisted (Contributed) Installs Yes No Yes No No
In-app Events Yes Yes Yes No No
Uninstall Measurement Yes No Yes No No

Limitations:

  • Clicks and impressions data for app installs is available as part of attribution data.
  • Clicks and impressions data is available only via Data Locker provided that the information is made available to AppsFlyer. In general, SRNs do not provide raw data of clicks and impressions. 

Raw organic data

  Pull API Push API Data Locker SDK
Conversion Data
Pivot/Master API
Installs Yes Yes Yes Yes No
Sessions No No Yes No No
In-App Events Yes Yes Yes No No
Uninstall Measurement No No Yes No No

Retargeting raw data

  Pull API Push API Data Locker SDK
Conversion Data
Pivot / Master API
Clicks No No Yes No No
Re-Attributions Yes Yes Yes Yes No
Re-engagements Yes Yes Yes No No
In-App Events Yes Yes Yes No No
  • Retargeting clicks data is available as part of the raw retargeting data for re-attributed users. The full retargeting clicks data is available only via Data Locker. Typically clicks raw data is not available from SRNs.
  • Impressions are currently not used for retargeting attribution purposes.

Aggregated performance data

  Pull API Push API Data Locker SDK Conversion Data Pivot / Master API
Aggregated Clicks, impressions, installs & events data  Yes No No No Yes
Group by media source, Geo, Install day or site ID Yes No No No Yes
Group by app ID, ad set, ad, channel, engagement touch type or keywords No No No No Yes
Filtering by media source Yes No No No Yes
Filtering by country, campaign, agency, channel or site ID  No No No No Yes

The bottom line

It is highly likely that your data requirements entail using multiple data APIs.

You can consult with your CSM to determine the APIs combination that best suits your needs. If you don't have a dedicated CSM, and need some help, send an email to hello@appsflyer.com .

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