User-level data restrictions by partners and SRNs

At a glance: SRNs and some ad networks place restrictions on the use and retention of user-level data they provide 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 become organic.
  • Past aggregate data is not changed.
SRN/partner Partner ID (PID) After install, delete data after [x] months
Amazon amazon 12 
Facebook (TOS) facebook ads (all channels) 6
Google Ads googleadwords_int (all channels)
Microsoft microsoftdisplay_int and bingsearch_int 13
Pinterest pinterest_int 6
Snapchat (TOS) snapchat_int 6
Twitter twitter
SRN/partner: User-level data deletion periods

Sending data to third parties

Some SRNs/partners require advertisers to hide data that can identify a media source. This is done before forwarding attribution data to a third party.

When required, installs and in-app events are sent without media source name and campaign details.  Instead, they are sent as organic installs and events.

When AppsFlyer sends data to third-party analytics or marketing automation tools (such as Mixpanel or Swrve), the following sources are not visible:

  • Amazon
  • Bing
  • Facebook
  • Pinterest
  • Snapchat
  • Twitter
  • Verizon Media (Oath: Ad Platforms / Yahoo Gemini)
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