User-level data restrictions by partners and SRNs

At a glance: Restrictions on the use and retention of user-level data provided by SRNs and some ad networks to AppsFlyer and advertisers.


AppsFlyer provides these data restriction explanations for information purposes only. Advertisers are responsible for complying with SRN/partner terms of use. If necessary, check with your lawyers.

This article deals with user-level data provided to AppsFlyer and the retention policies of SRNs. It does not relate to user-level data attributed to the restricted media source

Data retention and deletion obligations

AppsFlyer retains user-level (raw-data) for 24 months except where otherwise directed, required, or allowed by law. 

Some SRNs/partners require attribution providers, including AppsFlyer, to delete SRN/partner-related user-level data before the expiry of the 24 month period as listed in the table that follows. 

  • After deletion, events related to deleted users display as organic.
  • Past aggregate data is not changed.
SRN/partner Partner ID (PID) After install, delete data after [x] months Redact media source when sharing (show as organic)
Amazon amazon 12  Yes
Facebook (TOS) Facebook Ads (all channels) 6 Yes
Google Ads googleadwords_int (all channels)  
Microsoft microsoftdisplay_int and bingsearch_int 13  
Pinterest pinterest_int 6 Yes
Snapchat (TOS) snapchat_int 6 Yes
Twitter twitter Yes
Bing   - Yes

Verizon Media (Oath: Ad Platforms / Yahoo Gemini)

  - Yes
SRN/partner: User-level data deletion periods

Sending data to third parties

  • Some SRNs/partners (listed in the previous table) require advertisers to redact the media source when sharing the data with a third party like Mixpanel or Swrve.
  • We do this by substituting the original media source with organic.
  • Restricted media source data is never shared.
Was this article helpful?



Please sign in to leave a comment.