Raw data reports for people-based attribution

  • Advertisers

Users reaching your website carry with them valuable information. This information includes the user journey (touch points) to your website and the actions (web events) they perform once there. Using this information, you can draw insights on how to optimize your campaigns to increase conversions and revenue.

PBA data appear in the following reports:

  • Web touch points - contains information about each visit (touch point) to your website.
    The information can be:
    • Campaign related: campaign name, media type, etc.
    • User related: geolocation, device type, etc.
  • Web events - Actions that users perform on your website, like purchasing or subscribing

PBA reports are available in Data locker. See setting up and downloading PBA reports.

Use cases for PBA data

The following use cases explain how the PBA reports can be used to gain insights about your marketing efforts across web and mobile.

Use cases for web touch points reports

Using web touch point information enables measuring the levels of exposure and engagement with campaigns. An analysis of touch points information enables you to compare which campaigns drive more users to the web site. Using geolocation data, you can compare the differences in campaign impact based on location.

Use cases for web events reports

Web events are actions that users perform on your website, like purchasing or subscribing. AppsFlyer attributes web events to the last non-direct touch point. The last non-direct touch point is associated with campaigns, ads, media sources and other parameters. These parameters then help you analyze campaign performance for optimizing your marketing.

One use case for web events reports is analyzing the behavior of users per media sources. You can look at the set of events that users perform and understand what path they go through before they convert. Then, you can match path patterns and associate them with specific media sources, campaigns and ads.

Another use case is to see which users perform actions but don't convert. You can then identify the campaigns, ads, and media sources that bring non-converting users to your website. Once you identify these campaigns, ads, and media sources, you can start looking into why they produce non-converting users and optimize accordingly.

People-based attribution and mobile

Users are likely to engage with both your mobile app and web site. This creates the challenge of getting the data together. This can be overcome by combining web and mobile data.

There are two ways to combine mobile and web reports:

  • Combine reports on customer user ID - if you set customer user ID for both mobile and web users, you can combine reports on the customer user ID field.
  • People-based attribution cross-platform user identification - people-based attribution can determine that a web user and a mobile user are the same person. When that happens, people-based Attribution includes the mobile advertising ID (like Android advertising ID, iOS IDFA, or Amazon advertising ID) in the web reports. You can then combine mobile and web reports on mobile advertising ID.

Use cases for PBA and mobile

By combining mobile and web data, you can see user activity across platforms and devices. This combined data can help you do the following:

  • See user journey across your brand
  • Analyze user behavior in each platform 
  • See which platform shows more user engagement 
  • See which platform produces more conversions
  • Measure your efforts of switching users from web to mobile

Report structure and fields

The report structure is defined when you configure DataLocker.

Fields in people-based attribution

The values of fields in a raw data report depend on the attribution link and other factors. There are several fields that are particularly relevant for people-based attribution (PBA). It is recommended that you select them when you configure Data Locker.

Field name Description Web events Web touch points
attributed_touch_type The type of attribution, which is always click - meaning a click on an ad or link that leads to a conversion Constant value = “click” constant value = “click”
attributed_touch_time The time when the user reaches your website after clicking an ad Time of attributing touch-point (visit) Time of attributing touch-point (visit)
install_time If PBA manages to map a web user to a mobile app user, the install time of the app appears in this column Mobile app install time Mobile app install time
event_time The time the user performs an action that you record as an event Time of the attributed event N/A
event_source How the event is recorded - always using web SDK Constant value = “web SDK” Constant value = “web SDK”
web_event_type The type of event. You decide it's if a standard event (like add to cart) or a conversion event (like a purchase) Standard event/conversion event constant value = “visit”
media_source The media source that the user comes from Media source of touch-point (visit) Media source of touch-point (visit)
campaign The campaign that the user comes from Campaign of touch-point (visit) Campaign of touch-point (visit)
media_type

What type of media source it is. For example:

  • Paid = Google
  • Owned = email campaigns
  • Earned = users coming from search results 
The media type of attributing touch-point (paid/owned/earned) The media type of attributing touch-point (paid/owned/earned)
event_name The event name as sent by the SDK. For example "purchase", or "subscribe" Event name as defined in the SDK N/A 
af_sub1 Comes from the eventLabel parameter in the SDK when sending events Custom data labeling of the event N/A
af_sub2 Comes from the eventCategory parameter in the SDK when sending events Type grouping of the event  N/A 
event_value   N/A N/A 
event_revenue Comes from the eventRevenue parameter in the SDK when sending events Revenue assigned to the event N/A 
event_revenue_currency Event revenue currency, defaults to USD if not specified Revenue in the currency specified in the event, defaults to USD if not specified N/A
event_revenue_usd Event revenue in USD (converted to USD if event revenue currency is not USD) Revenue converted to USD (if reported in non-USD) N/A
pid value of pid parameter on the URL when a user reaches your website
utm_source value of utm_source parameter on the URL when a user reaches your website
utm_medium value of utm_medium parameter on the URL when a user reaches your website
utm_campaign value of utm_campaign parameter on the URL when a user reaches your website
utm_term value of utm_term (keywords) parameter on the URL when a user reaches your website
utm_content value of utm_content parameter on the URL when a user reaches your website
http_referrer The value of the document.referrer. document.referrer contains the domain of the website or source that redirects users to the website following a click document.referrer document.referrer
original_url The page URL at the time of visit or event The page URL at the time of visit The page URL at the time of event
region   based on IP - geo resolution based on IP - geo resolution
country_code   based on IP - geo resolution based on IP - geo resolution
state   based on IP - geo resolution based on IP - geo resolution
city   based on IP - geo resolution based on IP - geo resolution
postal_code   based on IP - geo resolution based on IP - geo resolution
dma   based on IP - geo resolution based on IP - geo resolution
device_category   Desktop / tablet / smartphone etc. based on user agent Desktop / tablet / smartphone etc. based on user agent
platform   Android, iOS, Windows, Mac etc. based on user agent Android, iOS, Windows, Mac etc. based on user agent
af_web_id The web SDK assigns a cookie with a unique ID to every user that visits your website The cookie ID that the web SDK assigns to users The cookie ID that the web SDK assigns to users
customer_user_id A customer identifier that you use in your own internal systems. Could be a numeric identifier or email. The customer user ID that you assign to users using the IDENTIFY event in the SDK The customer user ID that you assign to users using the IDENTIFY event in the SDK
appsflyer_id A unique identifier generated by AppsFlyer for each install. Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user
idfa A unique identifier of each iOS device used for advertising purposes Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user
idfv iOS app level identifier for a particular vendor Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user
android_id Android device ID Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user
advertising_id A unique, anonymous ID for advertising provided by Google Play services Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user
amazon_aid Amazon Fire TV advertising ID Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user
imei A unique identifier of a mobile device Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user
app_id

The app ids of the apps that are part of the brand bundle.

For example:

  • Android: com.company.app
  • iOS: id123456789
Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user Mobile IDs, in case the user of the conversion is matched to a mobile install - always the mobile ID of the last install of a user

Fields specific to people-based Attribution

From the fields in the previous table, the following are unique to people-based attribution reports:

Field name Fields name in the report Example of Value Description
Web ID af_web_id  94bdf390-20b5-47f1-8e84-d17314fa25f1 The cookie that the Web SDK assigns to the user who visits your website
Web Event Type web_event_type  Conversion The type of event. There are two types - standard events and conversion events.
Media Type  media_type Paid

The type of media that is associated with the touch point or event.

Examples:

  • Paid - CPC campaigns
  • Owned - email, SMS campaigns
  • Earned - organic, search traffic
UTM Source utm_source google A media source that you specify on the URL using the utm_source parameter
UTM Medium utm_medium Email A campaign medium that you specify on the URL using the utm_medium parameter
UTM Term utm_term sale Keywords that you specify using the utm_term parameter
UTM Content utm_content purchas_now Content specific to campaigns or ads, specified on the utm_content parameter
UTM Campaign utm_campaign summar_sale The name or ID of the campaign, specified on the utm_campaign parameter

Setting up and downloading PBA reports

Configuring PBA reports

The reports are available in Data Locker. To generate the reports, add them in your Data Locker configuration:

  1. In AppsFlyer, go to Integration > Data Locker.
  2. Under people-based attribution, select Web Events and Web Touch Points.
  3. Scroll down, click Save Configuration.

Adding PBA related fields to the reports

To select fields to add to reports:

  1. Go to Integration > Data Locker.
  2. Click Select Fields and select the fields to include in the reports. You can also search for the field by typing its name in the text field inside the drop-down list.
  3. Select the field that you want to add to the reports. See the recommended fields in report structure and fields.
  4. Click Save Configuration.

Note: Fields that you choose are also added to other reports, which affects the report format. Consider this if you have automated jobs that process reports from DataLocker.

Downloading the reports

To download the reports, see accessing data locker reports.

Important: data locker aggregates reports in hourly folders. However, PBA raw data is aggregated daily in one report. This report can be found in Data Locker in the 23rd hour folder. For example t=web_touch_points/dt=2019-07-19/h=23

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