Aggregated campaign performance report for ad networks

At a glance: Ad networks load the aggregated performance report (AKA Cohort report) into their BI systems to calculate campaign performance metrics like the 7-day retention KPI. 

Aggregated campaign performance report 

This report provides campaign performance data, including the number of unique users performing a given event. You (the ad network), use the data in your BI systems to calculate campaign performance metrics in the context of advertiser KPIs. The report is available daily via Data Locker for Partners 

Why do you need the report?

Before iOS 14.5, the postbacks AppsFlyer sent you, contained sufficient data to calculate unique user event metrics. 

Starting iOS 14.5, and advertiser adoption of Aggregated Advanced Privacy (AAP), postbacks of non-consenting users don't include user identifiers. The lack of identifiers prevents calculating unique user metrics, for example, 7-day retention. The lack of unique user metrics hurts your ability to optimize campaigns and the ability to set common retention goals with advertisers. 

What does the report contain?

Metrics are provided with the best granularity possible using the dimensions reported and have the following performance metrics:

    • Revenue
    • Number of times a given event is performed
    • Number of unique users performing an event
    • Example report

How do you get the report?

  • Provided via Data Locker for Partners. The report updates Daily UTC time
  • Before we start sharing the data with you, the advertisers must grant permissions in the dashboard. 

About the report

Report structure


Field name 







  • Possible values: install, re-engagement, re-attribution
  • Equivalent postback macro: is_retargeting


Possible values: click, impressions, pre-install, unknown, tv, null


The number of days elapsed since the attribution event. 

Tip! Use this to calculate retention and KPI days. 


The date the event occurred.

Format: yyyy-mm-dd


Format: yyyy-mm-dd


Identifies the event. Some event names have a specific meaning while others relate to in-app events set by the advertiser in the app. 


What did the user do

af_conversion User converted. Use conversion_type to identify if it is an install, re-engagement, or re-attribution.
af_sessions Opened the app
af_uninstall Uninstalled the app 
Advertiser defined in-app event Performed an in-app event in the app. In-app event names aren't mapped to partner event names.


Campaign hierarchy


Campaign hierarchy


Campaign hierarchy


Campaign hierarchy


Campaign hierarchy


Campaign hierarchy


Campaign hierarchy


Campaign hierarchy

is_primary_ attribution

Use to identify and deduplicate retargeting data


Derived from the user IP address


If blank, there is no agency associated


[Available starting April 27, 2022] Word(s) used in the user's online search. As reported by the ad network

Keyword ID

[Available starting April 27, 2022] Keyword ID returned by the ad network.




Unique users performing the event

Unique users


Number of unique users performing the event



Cumulative revenue in USD. For example, $100.00 is reflected as 100. 



Number of event occurrences

BI developer considerations

Scope of data in the report

The report contains user attributions, installs, re-attributions, and re-engagements, and their related in-app events.

In your data consumption process, you must use logic to split the data between campaign types. Meaning, user attribution (installs) and retargeting (re-engagements). To do so, use the conversion_type and is_primary_attribution field. See Double attribution of retargeting events. 

Field-level considerations

  • Use post-attribution days to enable easy calculation of retention metrics.
  • Calculating unique users using campaign name and campaign ID dimensions: If you can disregard campaign name granularity, you can sum unique count on campaign ID and the metrics are correct. 
  • You can aggregate the data using the campaign hierarchy fields. 
  • In-app events use the advertiser event name and aren't mapped to your event names. Ask the advertiser to provide you with the mappings or view them in the dashboard. Partner in-app event mapping
  • Revenue is in USD is calculated using the exchange rate on the event day. 
  • Ad revenue events are included where available but update with a lag of up to 5 days. 

General considerations

  • Data freshness: Daily, starting 08:00 UTC. Data is written to the Data Locker h=23 folder.
  • Data available is user journey attribution data attributed by AppsFlyer. Meaning, SKAdNetwork reported by iOS postbacks isn't included in this data set.
  • Data is contained in files that contain multiple apps. Use the app_id field to identify the app.
  • If you don't get data for a given app, verify that the advertiser has granted you the necessary permissions.

Retention report considerations

To create retention metrics, for example, retention day-7, do so by setting filters on the following fields:

  • days_post_install=7
  • event_name=af_session
  • conversion_type as required
  • To prevent the inclusion of duplicate retargeting events, select is_primary_attribution=true or use conversion_type to limit the data set to installs. 
  • Group by: campaign and other dimensions as needed.
  • Sum: unique_users_count

By adding or removing dimensions you can get metrics with different granularity. 


You (the ad network), must ask the advertiser to grant you the permissions listed here. The advertiser must perform this procedure once per app. 

Permission to get aggregated performance data

Ad networks appointed (activated) by agencies: The agency can't grant permission. The agency must ask the advertiser to grant the permissions for them. 

To allow the ad network to get aggregated performance data:

  1. In AppsFlyer, from the side menu, select Collaborate > Integrated partners. 
  2. Search for the partner and select it. 
  3. Click Set up integration. You’re directed to the integration setup page.
  4. Verify that Activate partner is on. If not, data isn't shared.
  5. Go to the Permissions tab.
  6. Turn on the following ad network permissions:
    • Access aggregate conversions data.
    • Access aggregate in-app events data.
    • Access aggregate revenue data.
  7. Click Save Permissions
  8. Notify the ad network that you have granted the permissions.
  9. If you have multiple apps, repeat the procedure for each app integrated with the partner.