Appsflyer: Most-used fields

An AppsFlyer flag indicating specific attribution characteristics or conditions for SKAdNetwork.

Average Revenue Per User, a metric for the average revenue generated per active user.

The specific advertisement creatives shown to the user.

Unique identifier for the advertisement.

The type of advertisement used.

The ad set or group to which the ad belongs.

Unique identifier for the ad set.

A unique identifier for advertising on mobile devices (e.g., Google Advertising ID for Android, IDFA for iOS).

The agency or Partner Marketing Developer (PMD) associated with the campaign.

A unique 64-bit number associated with an Android device, available for non-resettable device identification.

Unique identifier for the mobile application.

The name of the mobile application.

The version number of the application installed on the user's device.

The unique AppsFlyer identifier for each install or event.

The timestamp of the touch (click or impression) that was attributed to the install or event.

The type of touch (e.g., click, impression) that led to the attribution.

The defined window of time (e.g., 7 days, 30 days) during which a touch can be attributed to an install.

The unique identifier of an app within an app store (e.g., com.example.app).

Click-Through Rate, the ratio of clicks to impressions for an ad.

The marketing campaign associated with the user acquisition.

Unique identifier for the marketing campaign.

Categorizes the marketing campaign, such as user acquisition or retargeting, affecting how performance metrics are analyzed.

The mobile network carrier used by the user's device.

The channel through which the ad or marketing activity was delivered.

The city where the user's device is located.

Installs attributed to a user clicking on an ad.

The total number of clicks on an ad or tracking link.

The campaign name of the first contributing touchpoint in a multi-touch attribution model.

The media source of the first contributing touchpoint.

The partner associated with the first contributing touchpoint.

The timestamp of the first contributing touchpoint.

The type of the first contributing touchpoint (e.g., click, impression).

The campaign name of the second contributing touchpoint in a multi-touch attribution model.

The media source of the second contributing touchpoint.

The partner associated with the second contributing touchpoint.

The timestamp of the second contributing touchpoint.

The type of the second contributing touchpoint.

The campaign name of the third contributing touchpoint in a multi-touch attribution model.

The media source of the third contributing touchpoint.

The partner associated with the third contributing touchpoint.

The timestamp of the third contributing touchpoint.

The type of the third contributing touchpoint.

The percentage of users who complete a desired action (e.g., install, in-app purchase) after clicking an ad.

The type of conversion event that occurred, such as a first-time install, a re-engagement, or a retargeting conversion.

The total number of successful desired actions (e.g., installs, in-app events).

The number of unique users who performed a conversion event.

The ratio of converted users to total installs.

The currency in which the cost data is reported.

The pricing model used for the ad campaign (e.g., CPI, CPA, CPC).

The monetary value of the cost incurred for the campaign or ad.

The country of the user.

The two-letter ISO country code (e.g., US, GB) where the user's device is located.

The specific ad creative identifier or name used in a campaign.

Allows for the inclusion of additional, user-defined data points that are sent along with events from the SDK. This data populates the 'custom_data' field in raw reports.

A unique identifier assigned by the customer to their users.

Designated Market Area, a geographical area used for marketing and advertising purposes.

The primary date associated with a report entry, such as the install date or postback arrival date in SKAdNetwork reports, or the date used for activity ranges in Pull API reports.

The deep linking URL that directed the user to a specific in-app content.

The general classification of the device used by the user, such as mobile or tablet.

The specific model name of the device used by the user.

The type of device used by the user (e.g., mobile, tablet).

The name of the in-app event performed by the user.

The revenue generated from the in-app event.

The currency in which the event revenue is reported.

The revenue generated from the in-app event, converted to USD.

The source that triggered the in-app event.

The timestamp when the in-app event occurred, in ISO 8601 format.

The value associated with the in-app event.

The time when the application installation process begins on Google Play, as reported by the Google API. This field is available in raw data reports.

The URL of the page that linked to the current resource.

Identifier for Advertisers, a unique identifier for iOS devices used for tracking and attribution.

Identifier for Vendors, a unique identifier for iOS devices from the same app vendor.

International Mobile Equipment Identity, a unique number to identify mobile phones.

The Internet Protocol address of the user's device.

The number of times an ad was displayed to users.

The timestamp when the application was installed on the user's device.

The total number of first-time application installations.

Indicates whether Limit Ad Tracking (LAT) is enabled by the user on their device, affecting advertising ID availability.

Indicates if the current attribution is the primary (final) attribution for the install or event.

Indicates whether an in-app purchase receipt has been validated.

Indicates if the user engagement is part of a retargeting campaign.

A unique identifier assigned to the keyword associated with an ad or campaign.

Keywords associated with the ad or campaign.

The language setting of the user's device.

Represents users who have engaged with the app a minimum number of times after the initial install. By default, AppsFlyer defines a loyal user as someone who opens the app at least three more times after the first launch. This is an aggregated metric.

The ratio of loyal users to total installs, indicating the percentage of newly acquired users who demonstrate significant engagement with the app. This is a derived metric.

The channel or partner (e.g., Facebook, Google Ads) from which the install or event originated.

The media source (partner ID) from which the install or event originated, specifically for SKAdNetwork reports.

The ad mediation platform used to manage and optimize ad placements from multiple ad networks within the app. Examples include ironsource, AppLovin MAX, or Google AdMob.

The advertising network or platform responsible for monetizing the app's ad inventory.

The Open Advertising ID, a device identifier used for attribution and tracking, primarily in the Chinese market.

The operating system version of the user's device.

The mobile network operator name.

The full URL that initiated the ad impression or click.

The marketing partner or ad network responsible for the attributed touch.

The specific location or context within an ad network or app where an advertisement was displayed, leading to an install or event.

The operating system platform of the device (e.g., iOS, Android).

The postal code (ZIP code) of the user's location.

The index representing the sequence of postbacks received for a given SKAdNetwork attribution.

Return on Investment, a metric measuring the profitability of an investment.

The time window after a re-engagement touch during which subsequent in-app events are attributed to the retargeting campaign.

The geographical region or state where the user's device is located.

The type of conversion event for a retargeting campaign.

The version of the AppsFlyer SDK integrated into the application.

A category or group used to classify users based on shared characteristics or behaviors, often used for targeted analysis or campaigns within AppsFlyer's audience segmentation capabilities.

The number of times users have opened and actively used the application.

The identifier for the specific website or publisher within a media source where the ad was displayed.

The state or province where the user's device is located.

An instance where a user, after uninstalling an app, reinstalls it directly from an app store.

Custom parameter 1 passed in the tracking link for additional data points.

Custom parameter 2 passed in the tracking link for additional data points.

Custom parameter 3 passed in the tracking link for additional data points.

Custom parameter 4 passed in the tracking link for additional data points.

Custom parameter 5 passed in the tracking link for additional data points.

A sub-identifier for the site or publisher, providing more granular tracking.

The total cost incurred for all campaigns or ads within the reporting period.

The total revenue generated from all in-app events.

A string that identifies the user's browser, operating system, and device.

Installs attributed to a user viewing an ad without clicking it.

Indicates if the user's device was connected to Wi-Fi at the time of the event.

Represents the ad set name within a campaign, which is an intermediate grouping level between a campaign and an individual ad. This field is typically provided by the advertiser or publisher.

A unique identifier for the ad set. This ID is provided by the advertiser or publisher and helps in tracking specific ad set performance.

The unique identifier for the marketing campaign, provided by the advertiser or publisher.

A sub-identifier parameter used for more granular tracking, often provided by the advertiser or publisher for custom segmentation and analysis.

Indicates the type of touch (e.g., click or impression) that led to the attribution of an install or event.

Specifies the type of conversion, such as 'Organic' for unattributed installs or 'Non-organic' for conversions attributed to a media source.

The specific date of an event, such as an install, in-app event, or report aggregation.

The timestamp when the in-app event occurred.

The type of touch (e.g., click, impression) that led to the attribution.