Appsflyer: Most-used fields

The table below gives information about most-used fields that you can import from Appsflyer. Other fields might also be available in Adverity.

The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.

API name	Adverity UI name	Description	Use in Adverity
AF Attribution Flag	AF Attribution Flag	An AppsFlyer flag indicating specific attribution characteristics or conditions for SKAdNetwork.	dimension
ARPU	ARPU	Average Revenue Per User, a metric for the average revenue generated per active user.	metric
Ad	Ad	The specific advertisement creatives shown to the user.	dimension
Ad ID	Ad ID	Unique identifier for the advertisement.	metric
Ad Type	Ad Type	The type of advertisement used.	dimension
Adset	Adset	The ad set or group to which the ad belongs.	dimension
Adset ID	Adset ID	Unique identifier for the ad set.	metric
Advertising ID	Advertising ID	A unique identifier for advertising on mobile devices (e.g., Google Advertising ID for Android, IDFA for iOS).	dimension
Agency/PMD (af_prt)	Agency/PMD (af_prt)	The agency or Partner Marketing Developer (PMD) associated with the campaign.	dimension
Android ID	Android ID	A unique 64-bit number associated with an Android device, available for non-resettable device identification.	dimension
App ID	App ID	Unique identifier for the mobile application.	dimension
App Name	App Name	The name of the mobile application.	dimension
App Version	App Version	The version number of the application installed on the user’s device.	dimension
AppsFlyer ID	AppsFlyer ID	The unique AppsFlyer identifier for each install or event.	dimension
Attributed Touch Time	Attributed Touch Time	The timestamp of the touch (click or impression) that was attributed to the install or event.	dimension
Attributed Touch Type	Attributed Touch Type	The type of touch (e.g., click, impression) that led to the attribution.	dimension
Attribution Lookback	Attribution Lookback	The defined window of time (e.g., 7 days, 30 days) during which a touch can be attributed to an install.	dimension
Bundle ID	Bundle ID	The unique identifier of an app within an app store (e.g., com.example.app).	dimension
CTR	CTR	Click-Through Rate, the ratio of clicks to impressions for an ad.	dimension
Campaign	Campaign	The marketing campaign associated with the user acquisition.	dimension
Campaign ID	Campaign ID	Unique identifier for the marketing campaign.	metric
Carrier	Carrier	The mobile network carrier used by the user’s device.	dimension
Channel	Channel	The channel through which the ad or marketing activity was delivered.	dimension
City	City	The city where the user’s device is located.	dimension
Click Through Installs	Click Through Installs	Installs attributed to a user clicking on an ad.	dimension
Clicks	Clicks	The total number of clicks on an ad or tracking link.	dimension
Contributor 1 Campaign	Contributor 1 Campaign	The campaign name of the first contributing touchpoint in a multi-touch attribution model.	dimension
Contributor 1 Media Source	Contributor 1 Media Source	The media source of the first contributing touchpoint.	dimension
Contributor 1 Partner	Contributor 1 Partner	The partner associated with the first contributing touchpoint.	dimension
Contributor 1 Touch Time	Contributor 1 Touch Time	The timestamp of the first contributing touchpoint.	dimension
Contributor 1 Touch Type	Contributor 1 Touch Type	The type of the first contributing touchpoint (e.g., click, impression).	dimension
Contributor 2 Campaign	Contributor 2 Campaign	The campaign name of the second contributing touchpoint in a multi-touch attribution model.	dimension
Contributor 2 Media Source	Contributor 2 Media Source	The media source of the second contributing touchpoint.	dimension
Contributor 2 Partner	Contributor 2 Partner	The partner associated with the second contributing touchpoint.	dimension
Contributor 2 Touch Time	Contributor 2 Touch Time	The timestamp of the second contributing touchpoint.	dimension
Contributor 2 Touch Type	Contributor 2 Touch Type	The type of the second contributing touchpoint.	dimension
Contributor 3 Campaign	Contributor 3 Campaign	The campaign name of the third contributing touchpoint in a multi-touch attribution model.	dimension
Contributor 3 Media Source	Contributor 3 Media Source	The media source of the third contributing touchpoint.	dimension
Contributor 3 Partner	Contributor 3 Partner	The partner associated with the third contributing touchpoint.	dimension
Contributor 3 Touch Time	Contributor 3 Touch Time	The timestamp of the third contributing touchpoint.	dimension
Contributor 3 Touch Type	Contributor 3 Touch Type	The type of the third contributing touchpoint.	dimension
Conversion Rate	Conversion Rate	The percentage of users who complete a desired action (e.g., install, in-app purchase) after clicking an ad.	dimension
Conversion Type	Conversion Type	The type of conversion event that occurred, such as a first-time install, a re-engagement, or a retargeting conversion.	dimension
Conversions	Conversions	The total number of successful desired actions (e.g., installs, in-app events).	metric
Converted Users	Converted Users	The number of unique users who performed a conversion event.	metric
Converted Users/Installs	Converted Users/Installs	The ratio of converted users to total installs.	metric
Cost Currency	Cost Currency	The currency in which the cost data is reported.	dimension
Cost Model	Cost Model	The pricing model used for the ad campaign (e.g., CPI, CPA, CPC).	dimension
Cost Value	Cost Value	The monetary value of the cost incurred for the campaign or ad.	dimension
Country	Country	The country of the user.	dimension
Country Code	Country Code	The two-letter ISO country code (e.g., US, GB) where the user’s device is located.	dimension
Creative	Creative	The specific ad creative identifier or name used in a campaign.	dimension
Customer User ID	Customer User ID	A unique identifier assigned by the customer to their users.	dimension
DMA	DMA	Designated Market Area, a geographical area used for marketing and advertising purposes.	metric
Deeplink URL	Deeplink URL	The deep linking URL that directed the user to a specific in-app content.	dimension
Device Category	Device Category	The general classification of the device used by the user, such as mobile or tablet.	dimension
Device Download Time	Device Download Time	The timestamp when the application download completed on the user’s device.	dimension
Device Model	Device Model	The specific model name of the device used by the user.	dimension
Device Type	Device Type	The type of device used by the user (e.g., mobile, tablet).	dimension
Event Name	Event Name	The name of the in-app event performed by the user.	dimension
Event Revenue	Event Revenue	The revenue generated from the in-app event.	metric
Event Revenue Currency	Event Revenue Currency	The currency in which the event revenue is reported.	dimension
Event Revenue USD	Event Revenue USD	The revenue generated from the in-app event, converted to USD.	dimension
Event Source	Event Source	The source that triggered the in-app event.	dimension
Event Time ISO	Event Time ISO	The timestamp when the in-app event occurred, in ISO 8601 format.	dimension
Event Value	Event Value	The value associated with the in-app event.	dimension
HTTP Referrer	HTTP Referrer	The URL of the page that linked to the current resource.	dimension
IDFA	IDFA	Identifier for Advertisers, a unique identifier for iOS devices used for tracking and attribution.	dimension
IDFV	IDFV	Identifier for Vendors, a unique identifier for iOS devices from the same app vendor.	dimension
IMEI	IMEI	International Mobile Equipment Identity, a unique number to identify mobile phones.	dimension
IP	IP	The Internet Protocol address of the user’s device.	dimension
Impressions	Impressions	The number of times an ad was displayed to users.	metric
Install Time	Install Time	The timestamp when the application was installed on the user’s device.	dimension
Installs	Installs	The total number of first-time application installations.	metric
Is LAT	Is LAT	Indicates whether Limit Ad Tracking (LAT) is enabled by the user on their device, affecting advertising ID availability.	dimension
Is Primary Attribution	Is Primary Attribution	Indicates if the current attribution is the primary (final) attribution for the install or event.	dimension
Is Receipt Validated	Is Receipt Validated	Indicates whether an in-app purchase receipt has been validated.	dimension
Is Retargeting	Is Retargeting	Indicates if the user engagement is part of a retargeting campaign.	dimension
Keyword ID	Keyword ID	A unique identifier assigned to the keyword associated with an ad or campaign.	dimension
Keywords	Keywords	Keywords associated with the ad or campaign.	dimension
Language	Language	The language setting of the user’s device.	dimension
Loyal Users	Loyal Users	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.	metric
Loyal Users/Installs	Loyal Users/Installs	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.	metric
Media Source	Media Source	The channel or partner (e.g., Facebook, Google Ads) from which the install or event originated.	dimension
Media Source (pid)	Media Source (pid)	The media source (partner ID) from which the install or event originated, specifically for SKAdNetwork reports.	dimension
Mediation Network	Mediation Network	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.	dimension
Monetization Network	Monetization Network	The advertising network or platform responsible for monetizing the app’s ad inventory.	dimension
OAID	OAID	The Open Advertising ID, a device identifier used for attribution and tracking, primarily in the Chinese market.	dimension
OS Version	OS Version	The operating system version of the user’s device.	dimension
Operator	Operator	The mobile network operator name.	dimension
Original URL	Original URL	The full URL that initiated the ad impression or click.	dimension
Partner	Partner	The marketing partner or ad network responsible for the attributed touch.	dimension
Placement	Placement	The specific location or context within an ad network or app where an advertisement was displayed, leading to an install or event.	dimension
Platform	Platform	The operating system platform of the device (e.g., iOS, Android).	dimension
Postal Code	Postal Code	The postal code (ZIP code) of the user’s location.	metric
Postback Sequence Index	Postback Sequence Index	The index representing the sequence of postbacks received for a given SKAdNetwork attribution.	dimension
ROI	ROI	Return on Investment, a metric measuring the profitability of an investment.	dimension
Reengagement Window	Reengagement Window	The time window after a re-engagement touch during which subsequent in-app events are attributed to the retargeting campaign.	dimension
Region	Region	The geographical region or state where the user’s device is located.	dimension
Rejected Reason	Rejected Reason	Indicates the primary reason an install, in-app event, or click was rejected or blocked. This typically occurs due to fraud detected by AppsFlyer’s Protect360 solution or non-compliance with custom validation rules. Common reasons include fake installs or attribution hijacking.	dimension
Rejected Reason Value	Rejected Reason Value	Provides a specific and granular detail for the ‘Rejected Reason’, such as the name of the custom validation rule that triggered the rejection, or a more specific fraud sub-reason. This field offers additional context to the rejection event.	dimension
Retargeting Conversion Type	Retargeting Conversion Type	The type of conversion event for a retargeting campaign.	dimension
SDK Version	SDK Version	The version of the AppsFlyer SDK integrated into the application.	dimension
Segment	Segment	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.	dimension
Sessions	Sessions	The number of times users have opened and actively used the application.	metric
Site ID	Site ID	The identifier for the specific website or publisher within a media source where the ad was displayed.	dimension
State	State	The state or province where the user’s device is located.	dimension
Store Reinstall	Store Reinstall	An instance where a user, after uninstalling an app, reinstalls it directly from an app store.	dimension
Sub Param 1	Sub Param 1	Custom parameter 1 passed in the tracking link for additional data points.	dimension
Sub Param 2	Sub Param 2	Custom parameter 2 passed in the tracking link for additional data points.	dimension
Sub Param 3	Sub Param 3	Custom parameter 3 passed in the tracking link for additional data points.	dimension
Sub Param 4	Sub Param 4	Custom parameter 4 passed in the tracking link for additional data points.	dimension
Sub Param 5	Sub Param 5	Custom parameter 5 passed in the tracking link for additional data points.	dimension
Sub Site ID	Sub Site ID	A sub-identifier for the site or publisher, providing more granular tracking.	dimension
Total Cost	Total Cost	The total cost incurred for all campaigns or ads within the reporting period.	dimension
Total Revenue	Total Revenue	The total revenue generated from all in-app events.	metric
User Agent	User Agent	A string that identifies the user’s browser, operating system, and device.	dimension
View Through Installs	View Through Installs	Installs attributed to a user viewing an ad without clicking it.	dimension
WIFI	WIFI	Indicates if the user’s device was connected to Wi-Fi at the time of the event.	dimension
af_ad_id	Ad ID	The unique identifier for the specific ad creative shown to the user.	dimension
af_c_id	Campaign ID	The unique identifier for the marketing campaign that led to the user’s interaction.	dimension
af_channel	Channel	The specific marketing channel through which the user was acquired or re-engaged (e.g., social media, search engine).	dimension
af_keywords	Keywords	The keywords associated with the ad or campaign that drove the user’s interaction, often relevant for search campaigns.	dimension
conversion_type	Conversion Type	Specifies the type of conversion event, particularly in the context of retargeting campaigns (e.g., re-engagement, re-attribution).	dimension
date	Date	The date of the tracked activity, such as an install or an in-app event.	dimension
date_column	Event Time	The timestamp when the in-app event occurred.	dimension
sessions	Sessions	Represents the number of user sessions within the app, indicating user engagement. This metric is available as a Key Performance Indicator (KPI) in Cohort reports and can be measured through the PC/Console/CTV Events API.	metric
Attributed Touch Type	Attributed Touch Type	The type of touch (e.g., click, impression) that led to the attribution.	dimension