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

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

Caution

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.) 

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:
SRN/partner Partner ID (PID) After install, delete data after [x] months Redact media sources when sharing with third parties
Amazon amazon 12  Yes
Facebook 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.
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