User-level data retention and sharing limitations of SRNs and ad networks

At a glance: Retention and user-level (raw data) use policies set by SRNs and ad networks ("Partners"). 


AppsFlyer provides the data restriction explanations, in this article, for information purposes only. Advertisers are responsible for complying with the Partner's terms of use. If necessary, check with your lawyers.

This article deals with user-level data provided to AppsFlyer and the retention policies of Partners. It doesn't 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 for any of the following. The availability of this data is subject to the following: 

  • Where otherwise directed, required, or allowed by law
  • According to the requirements of some partners who require attribution providers, including AppsFlyer, to delete user-level data before the expiry of the 24 month period as listed in the table that follows. 
  • AppsFlyer rate limitation policy

After deletion, raw data related to deleted users is displayed as organic, while aggregate data remains unaffected. 

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
Partner data retention periods

Sending data to third parties

  • Some 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.
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