User-level data retention

At a glance: Retention and user-level (raw data) use policies are determined by AppsFlyer, relevant laws, and SRNs ("Partners") terms of use. 


AppsFlyer provides the data restriction explanations, in this article, for information purposes only.  Nothing stated here is legal advice. It is provided for your information and convenience.

Data retention and deletion obligations

AppsFlyer receives user-level data from apps, partners, and other sources.

Availability of user-level data to advertisers

Typically user-level data is made available to advertisers via raw data reporting tools if their subscription package includes raw data during an access window of 90 days (AppsFlyer rate limitations.). In some cases, there are raw data restrictions

Data retention

AppsFlyer retains user-level data for a limited retention period. Before the end of the retention period, user events are attributed to the media source bringing the user. After the end of the retention period, user events are attributed to organic.

The retention period is determined according to the following: 

Consider the following:

  • The access window and retention period may differ
  • AppsFlyer, in some cases, may extend the access window
  • The retention period can vary per partner bringing the user
  • Some user-level data is attributed to the restricted media source, which means that raw data doesn't contain the attribution data. This can occur in the following instances:

Partner data retention periods

SRN/partner Partner ID (PID) After install, delete data after [x] months
Amazon amazon_int 12 
Google Ads googleadwords_int (all channels)
Meta ads facebook_int (all channels) 6
Microsoft microsoftdisplay_int and bingsearch_int 13
Pinterest pinterest_int 6
Samsung DSP samsungdsp_int 3
Snapchat (TOS) snapchat_int 6
TikTok for Business tiktokglobal_int 6
X Ads (formerly Twitter) twitter_int