# Data Overview

AppsFlyer organizes its data into three broad categories: **raw event/install reports**, **aggregated daily reports**, and **breakdown reports** by partner or geography. Each category also splits across three acquisition types: paid (non-organic), organic, and retargeting.

## Entity types

| Category         | Entities                                                                                                     |
| ---------------- | ------------------------------------------------------------------------------------------------------------ |
| Installs         | Installs, Organic installs, Retargeting installs                                                             |
| In-app events    | In-app events, Organic in-app events, Retargeting in-app events                                              |
| Uninstalls       | Uninstall events, Organic uninstall events                                                                   |
| Daily reports    | Daily reports, Retargeting daily reports                                                                     |
| Partners reports | Partners reports, Retargeting partners reports, Partners events reports, Retargeting partners events reports |
| Geo reports      | Geo reports, Retargeting geo reports, Geo events reports, Retargeting geo events reports                     |

## Available data fields

#### Install and event fields

| Field                   | Description                                                                |
| ----------------------- | -------------------------------------------------------------------------- |
| Event time              | Timestamp of the install or event                                          |
| Event name              | Name of the in-app event (e.g., `af_purchase`, `af_complete_registration`) |
| Event value             | JSON payload with event parameters and revenue                             |
| App ID                  | Identifier for the app                                                     |
| Media source            | Attribution source (e.g., Facebook Ads, Google Ads)                        |
| Campaign                | Campaign name from the media source                                        |
| Ad set / Ad             | Ad set and ad-level attribution                                            |
| Country code            | Two-letter ISO country code                                                |
| Platform                | iOS or Android                                                             |
| Device type             | Device model or type                                                       |
| IDFA / GAID             | Device advertising identifiers (subject to privacy restrictions)           |
| Customer user ID        | Your internal user identifier (if passed to AppsFlyer)                     |
| Is retargeting          | Boolean flag indicating retargeting attribution                            |
| Cost model / Cost value | Cost data if integrated with cost APIs                                     |

#### Aggregated report fields (daily, partners, geo)

| Field           | Description                                       |
| --------------- | ------------------------------------------------- |
| Date            | Report date                                       |
| Media source    | Attributed media source                           |
| Campaign        | Campaign name                                     |
| Geo / Country   | Country dimension (geo reports only)              |
| Impressions     | Ad impressions count                              |
| Clicks          | Click count                                       |
| CTR             | Click-through rate                                |
| Installs        | Number of installs in the period                  |
| Conversion rate | Install rate from clicks                          |
| Sessions        | App session count                                 |
| Loyal users     | Users with more than a defined number of sessions |
| Revenue         | Total in-app revenue                              |
| ROI             | Return on investment                              |
| ARPU            | Average revenue per user                          |

## Common field combinations

* **Media source + Campaign + Installs + Revenue** — standard paid acquisition overview
* **Country code + Installs + Event name** — geographic performance by conversion type
* **Media source + Event name + Event value** — partner-level conversion funnel
* **Date + Installs + Uninstalls** — retention and churn trend over time

## Use cases by role

{% tabs %}
{% tab title="Growth marketers" %}
Use **Partners reports** and **Installs** to compare channel performance side by side. Append organic installs and paid installs into a single sheet to get a unified acquisition view. Connect to Looker Studio or Google Sheets for live campaign dashboards.
{% endtab %}

{% tab title="Data analysts" %}
Pull raw **In-app events** into BigQuery for funnel analysis and LTV modeling. Use Coupler.io's Aggregate transformation to roll up event counts by user segment or country. Join install data with uninstall events to calculate cohort retention rates.
{% endtab %}

{% tab title="Product teams" %}
Monitor **Organic in-app events** to understand natural user behavior without paid attribution influence. Use **Geo events reports** to see which features resonate in specific markets. Send summarized data to ChatGPT or Claude to generate product performance summaries.
{% endtab %}

{% tab title="Finance teams" %}
Use **Daily reports** with revenue and cost fields to track ROAS and ROI trends over time. Schedule a nightly refresh into Google Sheets or Excel for budget reconciliation. Combine retargeting and non-retargeting daily reports using Append for total spend visibility.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* Raw reports (installs, events, uninstalls) are limited to **90 days of historical data** — plan your start date accordingly
* Aggregated reports (daily, partners, geo) may support longer date ranges depending on your AppsFlyer plan
* Device identifiers (IDFA, GAID) may be empty due to iOS ATT privacy restrictions or Android privacy changes
* Cost data fields are only populated if you have AppsFlyer's cost integration enabled for your media sources
* Retargeting entities only return data if you have active retargeting campaigns attributed in AppsFlyer
* The timezone you set in Coupler.io must match your app's timezone in AppsFlyer settings — mismatches cause date-boundary discrepancies