Click and view definitions of major integrated partners

At a glance: Avoid attribution data discrepancies by understanding and setting click and impression definitions across your media sources.

Most top media sources report to AppsFlyer two types of engagements: clicks and views. However, the definition of clicks and views vary between sources. This article highlights and compares the criteria used by leading media sources to report clicks and views (impressions).

The information presented here is provided by the partners themselves.

This article covers only first-party media sources with owned real estate or SDK traffic, who control the rendering of ads.

Meta ads

Ad type View Click
Interstitials and banners An ad unit is rendered but not necessarily in view A click that takes the user directly to the app store
Rewarded videos The ad unit is at least partially visible* A click that takes the user directly to the app store
Playable ads The ad unit is at least partially visible* A click that takes the user directly to the app store
Standard video The ad unit is at least partially visible* A click that takes the user directly to the app store

*A view is recorded the moment the ad unit enters the screen, that is, when at least 1 pixel of the ad unit appears on the screen.

The previous information refers to ad units under the campaign objective Mobile App Installs or Mobile App Engagement. For other objectives, a click can be reported for an action that does not take the user to the app store; for example, comment, share, video play or link click. Read more

Google Ads

Ad type View Click
Interstitials and banners (can include video) 50% of the ad unit is visible for a minimum of 1 second A click that takes the user directly to the app store, or a video that is watched for at least 10 seconds
Rewarded videos The video is watched for 2 seconds or to 50% completion A click that takes the user directly to the app store, or a video that is watched for at least 10 seconds
Playable ads 50% of the ad unit is visible for a minimum of 1 second A click that takes the user directly to the app store
In-stream video 50% of the ad unit is visible for a minimum of 2 seconds A click that takes the user directly to the app store, or a video that is watched for at least 10 seconds
In-feed video ads or Shorts ad   A click that takes the user directly to the app store, or a video that is watched for at least 5 seconds

Note, that in the Google Ads dashboard, a video view of 10+ seconds on Google Display Network or YouTube is reported as an engaged view, instead of a view or a click. Engaged view conversion is recorded in a specific lookback window set by the advertiser, and dependent on the type of the campaign.

More information on engaged view default lookback windows and how to set them up.   

More information on Google’s video ad formats.

More information about reporting engagements.

Snapchat

Ad type View Click
Interstitials and banners 100% of the ad unit is visible A click that takes the user directly to the app store
Rewarded videos N/A N/A
Playable ads N/A N/A
Standard video N/A N/A

Note, that this information refers to Snap Ads. For other ad types such as Story, Lens, and Filter, a click may be reported for an action that does not take the user to the app store, e.g. tapping a story tile, saving a lens to memories, interacting with a filter for more than the median interaction time, etc.

Fyber

Ad type View Click
Interstitials and banners N/A A click that takes the user directly to the app store
Rewarded videos 100% of the video is watched A click that takes the user directly to the app store
Playable ads N/A A click that takes the user directly to the app store
Standard video 100% of the video is watched A click that takes the user directly to the app store

AppLovin

Ad type View Click
Interstitials and banners 100% of the ad unit is visible A click that takes the user directly to the app store
Rewarded videos The video has started playing A click that takes the user directly to the app store
Playable ads The playable element is launched A click that takes the user directly to the app store
Standard video The video has started playing A click that takes the user directly to the app store

AdColony

Ad type View Click
Interstitials and banners 100% of the ad unit is visible A click that takes the user directly to the app store
Rewarded videos The video has started playing A click that takes the user directly to the app store
Playable ads The ad unit is visible for 30 seconds A click that takes the user directly to the app store
Standard video The video has started playing A click that takes the user directly to the app store

Vungle

Ad type View Click
Interstitials and banners N/A N/A
Rewarded videos 100% of the video is watched A click on the ad unit that takes the user directly to the app store*
Playable ads The ad unit is visible A click on the ad unit that takes the user directly to the app store*
Standard video 100% of the video is watched A click on the ad unit that takes the user directly to the app store*

* Although this is the default behavior, advertisers can determine the point at which clicks and views are reported to AppsFlyer for each individual ad unit. 

For example, it can be configured that the user is redirected to the app store after completion of the ad experience with the agreement of both the advertiser and publisher.

Chartboost

Ad type View Click
Interstitial static N/A A click that takes the user directly to the app store
Interstitial video & Rewarded Video* The video is watched for 2 seconds A click that takes the user directly to the app store
Banners 100% of the ad unit is visible for 2 seconds A click that takes the user directly to the app store
Interstitial Playable The ad unit is visible for 2 seconds A click that takes the user directly to the app store
Rewarded Playable The playable element is completed A click that takes the user directly to the app store
Standard video N/A N/A

*This applies to SDK version 8.0 and above. For older SDK versions, a Rewarded Video view is fired at 70% video completion.

ironSource

Ad type View Click
Interstitials and banners 100% of the ad unit is visible A click that takes the user directly to the app store
Rewarded videos The video has started playing A click that takes the user directly to the app store
Playable ads The playable element is launched A click that takes the user directly to the app store
Standard video The video has started playing A click that takes the user directly to the app store

Unity

Ad type View Click
Interstitials and banners N/A N/A
Rewarded videos 100% of the video is watched* A click that takes the user directly to the app store
Playable ads The ad unit is visible for 30 seconds, or a playable element is completed A click that takes the user directly to the app store
Standard video 100% of the video is watched* A click that takes the user directly to the app store

*In the Unity Ads dashboard, advertisers have an option to report a view either when the video starts, or after a 100% completion.

MoPub Acquire

Ad type View Click
Interstitials and banners 100% of the ad unit is visible A click that takes the user directly to the app store
Native 100% of the ad unit is visible A click that takes the user directly to the app store
Rewarded videos The video has started playing A click that takes the user directly to the app store
Standard videos The video has started playing A click that takes the user directly to the app store
Rewarded playables The playable element is launched A click that takes the user directly to the app store
Standard playables The playable element is launched A click that takes the user directly to the app store

TikTok For Business

Ad type View Click
Short video At least one pixel of the ad is on the screen
  • Click to store: A click that takes the user directly to the app store or opens the app
  • Engaged click: A click interaction with an ad unit (such as a like, comment, and share)
  • Engaged view: A video that is watched for at least 6 seconds

App Install ads will appear in the For You feed on TikTok. More information on TikTok For Business.