The Install Date in Appsflyer is attributed to the Funnel native Date dimension and have the same behaviour like the Overview Page in the AppsFlyer UI. We will attribute new events to installs made 2 years back in time (by reloading the last 2 years of data every day). These reports includes both paid and organic data.
Common aggregated report fields
Media source (
Custom event metrics
Sales (per event)
Unique Users* (per event)
Daily, Daily Partner and Geo by Date reports
New install or retargeting attribution
When connecting you have to select if you want the first time installs (and re-installs outside of attribution window) or retargeting attributions. The first option will populate the installs metric. The latter will give you a Conversion Type dimension that is either re-attribution (re-install within attribution window) or re-engagement (user already has app installed but gets reactivated), these will be counted in the Conversions metric.
Conversion Type (Only if retargeting attributions has been selected)
Country code (Only Available for the Geo by Date report)
These dimensions will only be available if "detailed dimensions from Facebook" is selected when connecting a data source in Funnel.
Ad group ID
Ad set ID
Conversions (Only if retargeting attributions has been selected)
Revenue (Not available in the "Daily report")
*These metrics are marked as non-aggregatable, this will lead to the metrics totals not being shown and will force you to look at all dimensions at once in the Data Explorer. The case that causes this is when the user uninstalled the app and then reinstalled after the reattribution window (default 3 months). In these cases the user will be counted on both install dates. This might not lead to any significant discrepancy and if so it's possible to create a custom metric copying the value of the metric (thus making it aggregatable again).
SKAdNetwork performance report
Traits and limitations
SkadNetwork is a new type of direct install attribution that was introduced by Apple in iOS.14 and above.
Data for the last three days will not be available.
Earliest data available from 2020-11-01.
Ad set ID
AF attribution flag
Null Conversion Value
Null Conversion Value Rate
Custom event counter**
Custom event counter (modelled)**
**These are generated for each custom event available from your app and derived using Null Conversion Value.
The dimensions in the aggregated reports are limited to a certain number of unique dimension values per day. If you exceed that limit all other dimension values will be group under one collective dimension value. This is the same behaviour that can be seen in the Overview page in the AppsFlyer UI.
Read more about it here.
Site ID can have a maximum of 1000 Site ID's per day, the rest will be grouped under
Campaign can have a maximum of 3000 unique values per day, the rest will be grouped under
Campaign ID can have a maximum of 3000 unique values per day, the rest will be grouped under
Ad Set can have a maximum of 1000 unique values per day, the rest will be grouped under
Ad Set ID can have a maximum of 1000 unique values per day, the rest will be grouped under