When you connect AppsFlyer, pick a raw data report that matches the question you want to answer. Raw data reports give you one row per event, such as an install or an in-app event, so you can break results down by user-level details like device, location and attribution touch. If you want daily totals or LTV (install-date) revenue instead, use an aggregated report. See AppsFlyer aggregated/LTV reports: Dimensions and metrics.
Each data source gets data from one report. To get all the data you need, connect one data source per report. The reports work the same way as the raw data reports on the AppsFlyer Export data page. See Raw data export page in the AppsFlyer documentation.
Which report type should you choose?
Report type | When to use it |
Raw Data: Installs report | Use this to count non-organic installs. Event name is always |
Raw Data: In-App Events report | Use this to analyze non-organic in-app events, such as purchases or registrations, and the revenue they bring in. |
Raw Data: Uninstalls report | Use this to count non-organic uninstalls. |
Raw Data: Organic Installs report | Use this to count organic installs. Requires an AppsFlyer premium plan. |
Raw Data: Organic In-App events report | Use this to analyze organic in-app events. Requires an AppsFlyer premium plan. |
Raw Data: Organic Ad Revenue report | Use this to see ad revenue from organic users. Requires an AppsFlyer premium plan. |
Raw Data: Retargeting Conversions report | Use this to count re-attributions and re-engagements from retargeting campaigns. |
Raw Data: Retargeting In-App Events report | Use this to analyze in-app events from users you retargeted. |
Note: Raw data reports are an AppsFlyer feature. If your AppsFlyer plan doesn't include the report you select, you get a permission error. See Raw data reports in the AppsFlyer documentation.
Options when you connect
Event name filter: Only get data for the events you list, for example
af_purchase,Photo Picked. Available for the In-App Events, Organic In-App events, Retargeting Conversions and Retargeting In-App Events reports. If an event name is wrong, you get no data for it.Custom event values: Add keys from the Event Value that you send through the AppsFlyer SDK, for example
af_content_id. Each key becomes a dimension in Funnel. Only text values and lists of text values are supported. Not available for the Organic Ad Revenue report.Include fields with personally identifiable information: Select Yes to add the personal data dimensions listed below.
Timezone: Select
UTCor the exact time zone set in your AppsFlyer account. A different time zone with the same offset, for exampleAmerica/Easterninstead ofAmerica/New York, causes an error.
Funnel can get raw data from up to 30 days back.
All raw data reports
All raw data reports include these fields. Some dimensions are only available in some reports, as noted.
Dimensions
Date: The date of the event. Same as Event date.
Event date: The date the event happened. For install events, this is the same as Install date.
Event time: The time the event happened. For install events, this is the same as Install time.
Event name: The name of the event, for example
installoraf_purchase.Event source: Where the event came from: SDK or S2S (server to server).
Install date: The date the user installed the app.
Install time: The time the user installed the app.
Attributed touch date: The date of the touch, such as a click or impression, that AppsFlyer attributed the install to.
Attributed touch time: The time of the touch that AppsFlyer attributed the install to.
Attributed touch type: The type of touch AppsFlyer attributed the install to, for example click, impression, TV or pre-installed.
Is primary attribution: For in-app events during a re-engagement window. AppsFlyer attributes these events to both the original media source and the re-engagement media source. The re-engagement media source shows
trueand the original media source showsfalse.Media source: The media source the install or event is attributed to.
Channel: The channel of the media source, for example YouTube for Google or Instagram for Facebook.
Partner: The agency or preferred marketing partner.
Campaign: The campaign name.
Campaign ID: The campaign ID from the attribution link.
Ad set: The ad set name from the attribution link.
Ad set ID: The ad set ID from the attribution link.
Ad name: The ad name from the attribution link.
Ad ID: The ad ID.
Ad type: The type of ad, for example banner or footer.
Site ID: The publisher ID.
Keywords: The keywords received from the integration partner.
Sub Param 1: A parameter you set in the attribution link.
Sub Param 2: A parameter you set in the attribution link.
Sub Param 3: A parameter you set in the attribution link.
Sub Param 4: A parameter you set in the attribution link.
Sub Param 5: A parameter you set in the attribution link.
HTTP referrer: The address of the webpage that linked to the AppsFlyer click URL. Use it to see where the click came from. Not available in the organic reports.
Original URL: The original attribution link URL. Not available in the organic reports.
App ID: The ID of the app.
App version: The app version.
Appsflyer ID: A unique ID for each app install.
SDK version: The AppsFlyer SDK version.
Device type: The device model, for example SM-G928F or iPhone7.
OS version: The operating system version.
Operator: The mobile network operator.
Wifi: Whether the user was on Wi-Fi: TRUE or FALSE.
Country code: The country of the event, based on the device IP address.
State: The state, based on the device IP address.
City: The most detailed location, based on the device IP address. Usually a city, but it can be a district or borough.
Postal code: The postal code, based on the device IP address.
DMA: The Designated Market Area. These are the US regions where Nielsen measures local TV viewing.
Currency: The currency of Cost and Event revenue.
Report type: The AppsFlyer report this data source uses.
Metrics
Count: The number of events.
Cost: The cost value from the attribution link.
Event revenue: The revenue for revenue events, sent through the SDK. Rows for other events have no revenue. To see only revenue, add Event name as a dimension or filter on your revenue event. Raw data reports attribute revenue to the event date, so you get activity-date revenue, not LTV (install-date) revenue.
Note: The Revenue metric isn't available in raw data reports, so it always shows 0 for these data sources. Use Event revenue instead. For LTV (install-date) revenue, see AppsFlyer aggregated/LTV reports: Dimensions and metrics.
Personal data dimensions
These dimensions are only available if you select Yes for Include fields with personally identifiable information? when you connect.
Customer user ID: The user ID that you set with the AppsFlyer SDK.
Advertising ID: The Google Play advertising ID. Users can reset it.
Android ID: The Android device ID.
IDFA: The iOS advertising ID (IDFA) of the device.
IDFV: The iOS ID for the app vendor (IDFV).
IMEI: The device IMEI.
IP: The device IP address.
User agent: The user agent of the click.
Custom dimensions
If you add custom event values when you connect, each key becomes a dimension with the same name as the key.
Retargeting reports
The Retargeting Conversions and Retargeting In-App Events reports also include this dimension.
Dimensions
Conversion type: Whether the conversion was a re-attribution or a re-engagement.
API documentation
For full field definitions and updates, see the AppsFlyer Raw Data Export API documentation.
Change history
Raw data lookback reduced to 30 days
From 28 Apr, 2026, Funnel gets raw data for the last 30 days, down from 90 days. This keeps downloads within the AppsFlyer data availability window.
Conversion type added to retargeting reports
From 26 Jan, 2026, the Conversion type dimension is available in the Retargeting Conversions and Retargeting In-App Events reports.
Added retargeting reports
From 18 Oct, 2025, you can connect the Retargeting Conversions and Retargeting In-App Events reports. From 20 Oct, 2025, you can also add custom event values to these reports.