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. |
dimension |
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. |
dimension |
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. |
metric |
Campaign ID |
Campaign ID |
Unique identifier for the marketing campaign. |
metric |
Campaign Type |
Campaign Type |
Categorizes the marketing campaign, such as user acquisition or retargeting, affecting how performance metrics are analyzed. |
dimension |
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. |
dimension |
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 |
Custom Data |
Custom Data |
User-defined data associated with events or other records, typically passed as additional fields or within event values to enrich standard reporting. |
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. |
dimension |
Date |
Date |
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. |
dimension |
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 |
Engagement Type |
Engagement Type |
Indicates the type of user engagement or campaign context, such as user acquisition, retargeting, or a unified view combining both. |
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. |
metric |
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. |
metric |
Google Play Click Time |
Google Play Click Time |
The time a user clicked on an advertisement or marketing touchpoint, specifically for apps distributed through Google Play. |
dimension |
Google Play Install Begin Time |
Google Play Install Begin Time |
The approximate time when the app installation process began for an app from Google Play. |
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 App Store |
Install App Store |
The platform or store from which the app was installed, such as Google Play Store or Apple App Store. |
dimension |
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 |
Keyword Match Type |
Keyword Match Type |
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 |
Match Type |
Match Type |
dimension |
|
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 |
Network Account ID |
Network Account ID |
A unique identifier for the advertising network account associated with the attributed media source. |
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. |
dimension |
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 |
The reason why an install or event was rejected, often related to fraud detection by AppsFlyer’s Protect360. |
dimension |
Rejected Reason Value |
Rejected Reason Value |
A specific value or code detailing the reason for an install or event rejection. |
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 Candidates |
Total Candidates |
metric |
|
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 |
date_column |
Event Time |
The timestamp when the in-app event occurred. |
dimension |
event_date |
event_date |
The date and time when a specific in-app event occurred. |
dimension |
Attributed Touch Type |
Attributed Touch Type |
The type of touch (e.g., click, impression) that led to the attribution. |
dimension |