At a glance: Aggregate and raw data reports available via Data Locker
Reports available via Data Locker for advertisers
| Data type | Report group | Data Locker subscription required |
|---|---|---|
| Raw | User journey—raw data | Yes (2) |
| Raw | Protect360 | Yes |
| Raw | People-Based Attribution (PBA) | No |
| Raw | Incrementality | No |
| Raw | SKAN | No (1) |
| Raw | Revenue |
Ad revenue single version report requires a Data Locker subscription. All other reports require a ROI360 Advanced package subscription. |
| Raw | CTV, PC, and console apps | Yes |
| Aggregated | Cohort analytics | No (1) |
| Advanced aggregated | Cohort analytics | No (3) |
| Aggregated | Creative Optimization |
No (1) Requires a Creative Optimization Premium subscription plan. |
| Aggregated | SSOT | No (1) |
|
(1) If you don't have a Data Locker subscription, you must provide storage owned by you. (2) Except for Cross-platform engagements. (3) Available with Data Locker subscription or with analytics API suite. | ||
Data freshness
Data Locker report availability varies by report type. Depending on the report, data is delivered using an hourly, daily, or versioned freshness model. For more information on how these freshness intervals map to the Data Locker folder hierarchy, see Folder structure.
| Data Freshness | Description | Report Example |
|---|---|---|
| Hourly | Reports that are updated throughout the day and written to hourly h folders based on when AppsFlyer receives the data. |
In-app events report |
| Daily | Reports that are generated once per day rather than updated continuously throughout the day. | Uninstall report |
| Versioned | Reports in which the same day's data can be published multiple times as newer or more complete data becomes available, with the latest version being the most accurate. | Attributed ad revenue report |
Raw data reports
User journey
For a description of the report types, see user journey reports.
| Category | Report type (topic) |
Data freshness
|
Organic/Non-organic | Unique to Data Locker |
|---|---|---|---|---|
| User acquisition | Clicks | 1-3 hours | N/A | ✓ |
| Retargeting | Clicks | 1-3 hours | N/A | ✓ |
| User acquisition | Impressions | 1-3 hours | N/A | ✓ |
| Retargeting | Impressions | 1-3 hours | N/A | ✓ |
| User acquisition | Installs | 1-3 hours | Both | |
| User acquisition | In-app events | 1-3 hours | Both | |
| User acquisition | Attributed ad revenue | Daily+1 | Non-organic | |
| User acquisition | Organic ad revenue | Daily+1 | Organic | |
| Retargeting | Retargeting ad revenue | Daily+1 | Non-organic | |
| Retargeting | Conversions | 1-3 hours | Non-organic | |
| Retargeting | In-app events | 1-3 hours | Non-organic | |
| Retargeting | Sessions | 1-3 hours | Both | ✓ |
| User acquisition | Sessions | 1-3 hours | Both | ✓ |
| User acquisition | Uninstalls | Daily-uninstall | Non-organic | |
| User acquisition | Organic uninstalls | Daily-uninstall | Organic | |
| Reinstalls | Reinstalls | 1-3 hours | Non-organic | |
| Reinstalls | Organic reinstalls | 1-3 hours | Organic | |
| User acquisition | Cross-platform engagements | Hourly | Both | ✓ |
Protect360
| Report type (topic) | Data freshness |
|---|---|
| Blocked installs | 1-3 hours |
| Blocked in-app events | 1-3 hours |
| Blocked clicks | 1-3 hours |
| Post-attribution installs |
Daily Each day's report contains post-attribution installs reported on the previous day. For example, the report for data generated on Monday is in the Tuesday report. |
People-Based Attribution
Data freshness
Daily available 10-12 hours after the end of the previous day UTC. For example, data received on a Monday is processed after the end of the day and is available in the Monday h=23 folder. The data is available by 12:00 UTC on Tuesday
Considerations
- The data of all PBA brand bundles in the account is always provided without considering the app filter.
- Data segregation by app isn't available.
| Report type (topic) |
|---|
| Website visits |
| Website events |
| Website-assisted installs |
| Conversion Paths |
Incrementality
SKAN
About SKAN raw data reports
Data freshness
- Data is available on the day following the day the postback is received by AppsFlyer or the data reported to AppsFlyer by API
- Data is contained in the h=23 folder of the date the data is received by AppsFlyer. Example: If the postback was received on Monday, it is processed after the end of the day. Processing is completed, by 12:00 UTC Tuesday, the data is made available in the Monday h=23 folder.
| Report type (topic) |
|---|
| Postbacks |
| Postbacks copy (sent directly by iOS to AppsFlyer) |
| Installs |
| Redownloads |
| In-app events |
| SRN advertising dimensions |
Revenue
CTV, PC, and console platform data
Advanced raw data reports (Beta)
Advanced Reports introduce a new generation of raw data reports designed to provide structured, validated, and AI-ready datasets. They enable the ingestion and analysis of the entire user journey, from the first engagement to conversion and post-install activity, using just three reports.
Built with typed fields, refined field naming, and a consistent schema across all datasets, these reports ensure clarity, accuracy, and ease of use. The unified structure simplifies joins between datasets, reduces ETL and downstream processing complexity, and delivers data that supports advanced analytics and gives you the flexibility to work with your data however you need. For more information, see About Data Locker Advanced Reports.
Raw engagements report
The Raw engagements report consolidates click and impression data across user acquisition and retargeting activities from both mobile and connected TV (CTV) platforms. By providing a unified view of user interactions with your ads, this report enables in-depth analysis of top-of-funnel performance and helps marketers identify which creatives and channels drive meaningful engagement. It also supports cost and reach optimization at the engagement level, providing a solid foundation for evaluating marketing exposure and traffic quality. For more information, see Raw engagements report in About Data Locker Advanced Reports.
| Category | Report type (topic) | Data freshness | Unique to Data Locker |
|---|---|---|---|
| User acquisition and retargeting | Clicks and impressions | 1–3 hours | ✅ |
Conversion report
The Conversions report provides a comprehensive view of all app installations, including organic and non-organic sources across mobile and connected TV (CTV) platforms. By centralizing conversion data, marketers can perform comprehensive growth analysis using a single, streamlined dataset. Use this report to precisely measure and optimize marketing performance. For more information, see Conversion report in About Data Locker Advanced Reports.
| Category | Report type (topic) | Data freshness | Unique to Data Locker |
|---|---|---|---|
| User acquisition and retargeting | Conversions | 1–3 hours | ✅ |
Note
- Reinstalls are not included in this report.
- For extended platform apps, including CTV, PC, and console, retargeting conversion events are not included.
End-user events report
The End User Events report captures detailed in-app event data, including sessions, purchases, registrations, and level completions, across mobile and CTV platforms. Each event is enriched with a full attribution context, enabling detailed analysis of user behavior, retention, and lifetime value while ensuring complete attribution traceability. For more information, see End-user events report in About Data Locker Advanced Reports.
| Category | Report type (topic) | Data freshness | Unique to Data Locker |
|---|---|---|---|
| User acquisition and retargeting | End user events | 1–3 hours | ✅ |
Note
For extended platform apps, including CTV, PC, and console, retargeting end-user events are not included.
Aggregated reports
Cohort analytics
Data freshness
The reports are typically available by 12:00 UTC in the folder of the preceding day. For example, if processing is completed by 12:00 UTC Tuesday, the data is made available in the Monday folder.
| Report type (topic) |
|---|
| Cohort unified |
| Cohort user acquisition |
| Cohort retargeting |
Advanced aggregated reports
Advanced aggregated reports in Data Locker contain aggregated data with optimal data freshness, accuracy, granularity, and unlimited volume. Learn more
Creative Optimization ETL
Creative Optimization ETL reports equip your data analysts with all the information they need for creative performance analysis. Full asset-level performance reporting is provided, including all key performance indicators (KPIs), upper and lower funnel KPIs, attribution data, and creative asset data. Learn more