Data reference

Introduction

AppsFlyer is a mobile measurement partner (MMP) that attributes app installs and in-app events across ad networks, self-attributing networks, SKAdNetwork, and owned channels. It covers iOS and Android through the AppsFlyer SDK and exposes attribution, engagement, cost, and revenue data through the Master API (Pull API v5). This connector reads attribution and aggregated performance data for a single mobile app. Each data source maps to one AppsFlyer app, identified by app ID. Cohorted retention curves and LTV projections are handled by a separate connector, AppsFlyer Cohort, which reads Data Locker exports. As a mobile attribution connector, events, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration.

Master API access required AppsFlyer does not grant Master API access to all accounts by default. The customer’s AppsFlyer account must be authorized for the Master API before the connection can be created.

To connect this data source, see How to connect AppsFlyer to Adriel.

Data refresh strategy

Architecture data

Architecture covers the AppsFlyer app inventory. The app list is read once at connection setup to populate the data source picker, and the selected app’s metadata — including its native currency — is locked to the data source at that time.

Reports data

Reports include daily attribution and performance data for the connected app. Real-time. Report data is fetched from AppsFlyer on demand on every dashboard query — there is no local daily cache. This keeps numbers fresh but makes dashboards built on this connector slightly slower than cache-backed connectors, and queries are subject to AppsFlyer’s API rate limits. Refresh window. Each query re-fetches the last 8 days of attribution data. AppsFlyer attribution can continue to revise for several days after install — delayed postbacks, fraud filtering, and SKAdNetwork conversion-value updates — and the 8-day window absorbs these revisions. History. Adriel limits history to 2 years — the connector requests up to 730 days back. This cap is set by Adriel, not by the AppsFlyer API.

Architecture levels

App → Media source → Campaign → Ad set → Ad

Date range limits

Up to 2 years (730 days) of history is available, at daily granularity. Time-grouping breakdowns apply these maximum look-back windows:

Breakdown	Max range
Daily	93 days
Weekly	1 year
Monthly, Quarterly, Yearly	2 years

Metrics

How to read the columns Data type uses this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like af:installs is the literal AppsFlyer Master API metric key. Italic text describes how a value is produced when it doesn’t map cleanly to a single API field.

Clicks & impressions

Metric	Description	Data type	API Key
Impressions	Ad impressions served across attributed media sources.	Number	`af:impressions`
Clicks	Ad clicks recorded across attributed media sources.	Number	`af:clicks`
Conversion rate	Installs divided by clicks, as computed by AppsFlyer.	Percentage	`af:cr`

Installs & app events

Retention here is a simple day-1 / day-7 / day-30 snapshot. For cohorted retention curves and LTV projections, use the separate AppsFlyer Cohort connector.

Metric	Description	Data type	API Key
Installs	Installs attributed to media sources by AppsFlyer.	Number	`af:installs`
Sessions	App sessions recorded by the AppsFlyer SDK.	Number	`af:sessions`
Loyal users	Users who meet AppsFlyer’s loyal-user definition.	Number	`af:loyal_users`
Loyal user rate	Loyal users divided by installs.	Percentage	`af:loyal_users_rate`
Uninstalls	App uninstalls detected by AppsFlyer.	Number	`af:uninstalls`
Uninstall rate	Uninstalls divided by installs.	Percentage	`af:uninstalls_rate`
Retention (day 1)	Users still active on day 1 after install.	Number	`af:retention_day_1`
Retention (day 7)	Users still active on day 7 after install.	Number	`af:retention_day_7`
Retention (day 30)	Users still active on day 30 after install.	Number	`af:retention_day_30`
Retention rate (day 1)	Day-1 retained users as a share of installs.	Percentage	`af:retention_rate_day_1`
Retention rate (day 7)	Day-7 retained users as a share of installs.	Percentage	`af:retention_rate_day_7`
Retention rate (day 30)	Day-30 retained users as a share of installs.	Percentage	`af:retention_rate_day_30`
Average DAU	Average daily active users over the reporting period.	Number	`af:activity_average_dau`
Average MAU	Average monthly active users over the reporting period.	Number	`af:activity_average_mau`
DAU/MAU rate	Average DAU divided by average MAU (stickiness).	Percentage	`af:activity_average_dau_mau_rate`
Activity sessions	Sessions recorded through the Activity (engagement) report.	Number	`af:activity_sessions`

In-app revenue

Currency values are reported in the app’s native currency, which is locked to the data source at creation time.

Metric	Description	Data type	API Key
Revenue	In-app purchase revenue attributed by AppsFlyer.	Currency	`af:revenue`
ARPU (LTV)	Average revenue per user, on a lifetime-value basis.	Currency	`af:arpu_ltv`
Activity revenue	Revenue recorded through the Activity (engagement) report.	Currency	`af:activity_revenue`
Average ARPDAU	Average revenue per daily active user.	Currency	`af:activity_average_arpdau`

Cost & ROAS

Metric	Description	Data type	API Key
Total cost	Ad spend reported to AppsFlyer by connected media sources.	Currency	`af:cost`
Average eCPI	Effective cost per install (cost divided by installs).	Currency	`af:average_ecpi`
ROI	Return on investment (revenue relative to cost), as computed by AppsFlyer.	Percentage	`af:roi`

Dynamic in-app event metrics

For every in-app event mapped in the connected app, the connector generates six metric keys by combining the event name with a fixed set of prefixes. Events are discovered from the app’s integration configuration and refreshed roughly once a day. Common event names include af_purchase, af_complete_registration, and af_add_to_cart, so a purchase event surfaces as af:event_counter_af_purchase, af:sales_in_usd_af_purchase, and so on.

Pattern	Description	Data type
`af:event_counter_{event}`	Count of the in-app event.	Number
`af:unique_users_{event}`	Unique users who triggered the event.	Number
`af:sales_in_usd_{event}`	Revenue attributed to the event (USD).	Currency
`af:activity_event_counter_{event}`	Event count from the Activity (engagement) report.	Number
`af:activity_average_unique_users_{event}`	Average unique users from the Activity report.	Number
`af:activity_sales_in_usd_{event}`	Event revenue, USD, from the Activity report.	Currency

Breakdowns

Campaign structure

Breakdown	Description	API Key
Media source	The ad network or attribution source.	`af:media_source`
Campaign	Campaign name.	`af:campaign`
Campaign ID	Media-source campaign identifier.	`af:campaign_id`
Ad set	Ad set / ad group name.	`af:adset`
Ad set ID	Ad set identifier.	`af:adset_id`
Ad	Ad name.	`af:ad`
Ad ID	Ad identifier.	`af:ad_id`
App	The connected AppsFlyer app.	`af:app_id`
Agency	Agency or partner that ran the campaign.	`af:agency`
Channel	Channel grouping.	`af:channel`
Publisher	Publisher / site identifier.	`af:publisher_id`
Keyword	Keyword, where provided by the media source.	`af:keywords`

Attribution & touchpoints

Breakdown	Description	API Key
Touch type	Attribution touch type (click or impression).	`af:touch_type`
Primary attribution	Whether the row is the primary attribution touchpoint.	`af:is_primary_attribution`
Install time	Groups by the recorded install timestamp.	`af:install_time`

Geography

Breakdown	Description	API Key
Country	Country code (ISO).	`af:country`

Time & date grouping

Adriel groups AppsFlyer’s daily records into these time views for reporting.

Breakdown	Description
No grouping	Return one aggregated row with no time split.
Auto time breakdown	Automatically picks the best granularity for the date range.
Daily	Split reports by day.
Weekly (Start: Mon)	Split reports by week, starting Monday.
Monthly	Split reports by calendar month.
Quarterly	Split reports by calendar quarter.
Yearly	Split reports by calendar year.

Limitations

Master API access required — the customer’s AppsFlyer account must be authorized for the Master API before a connection can be created.
Single app per data source — each data source maps to exactly one AppsFlyer app.
No local cache — every dashboard query hits AppsFlyer live, subject to AppsFlyer’s API rate limits. Persistent throttling usually means another tool is consuming the same token’s budget.
8-day refresh window — only the last 8 days are re-fetched per query; this absorbs delayed postbacks, fraud filtering, and SKAdNetwork conversion-value updates.
SKAdNetwork postback latency — SKAdNetwork installs and conversion values arrive on Apple’s postback timer, not in real time, so the most recent days settle as postbacks land.
Currency locked at creation — the data source’s currency is fixed to the app’s native currency at creation time. Changing the app’s currency in AppsFlyer afterward requires recreating the data source.
2-year history — Adriel caps history at 2 years (730 days); this is a connector limit, not an AppsFlyer API ceiling.
Breakdown cap — a maximum of 15 breakdowns can be applied to a single query.
Cohort analysis is separate — cohorted retention curves and LTV projections come from the AppsFlyer Cohort connector, which must be set up separately.

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Clicks & impressions

Installs & app events

In-app revenue

Cost & ROAS

Dynamic in-app event metrics

Breakdowns

Campaign structure

Attribution & touchpoints

Geography

Time & date grouping

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Clicks & impressions

​Installs & app events

​In-app revenue

​Cost & ROAS

​Dynamic in-app event metrics

​Breakdowns

​Campaign structure

​Attribution & touchpoints

​Geography

​Time & date grouping

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Clicks & impressions

Installs & app events

In-app revenue

Cost & ROAS

Dynamic in-app event metrics

Breakdowns

Campaign structure

Attribution & touchpoints

Geography

Time & date grouping

Limitations

API references

See also