At a glance: Retention and user-level (raw data) use policies set by SRNs and ad networks.
Caution
AppsFlyer provides the data restriction explanations, in this article, for information purposes only. Advertisers are responsible for complying with the SRN and ad network 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) | 6 | |
| Microsoft | microsoftdisplay_int and bingsearch_int | 13 | |
| pinterest_int | 6 | Yes | |
| Snapchat (TOS) | snapchat_int | 6 | Yes |
| 3 | Yes | ||
| Bing | - | Yes | |
|
Verizon Media (Oath: Ad Platforms / Yahoo Gemini) |
- | Yes |
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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