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.

 Caution

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.
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