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Last updated: June 7, 2026
85 dimensions
27 metrics
This reference covers all available dimensions and metrics for AppsFlyer data through Detrics. Use this guide to understand what data you can extract and how to structure your queries.
Supported destinations:
Google Sheets

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Dimensions

Dimensions are the attributes you can use to segment and group your AppsFlyer data.

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App

App ID
The app the data belongs to (iOS App Store ID or Android package name)

Field Name: appId
Type: dimension
App Name
Display name of the app

Field Name: appName
Type: dimension
Bundle ID
App bundle identifier

Field Name: bundleId
Type: dimension

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Attribution

Media Source
The media source / partner (pid) that drove the traffic

Field Name: mediaSource
Type: dimension
Campaign
The campaign name reported by the media source

Field Name: campaign
Type: dimension
Agency / PMD
The agency or PMD (af_prt) that managed the campaign (aggregate surface)

Field Name: agency
Type: dimension
Attributed Touch Type
Type of the attributed touch (click, impression)

Field Name: attributedTouchType
Type: dimension
Attributed Touch Time
Timestamp of the attributed touch

Field Name: attributedTouchTime
Type: dimension
Partner
Integrated partner that drove the install/event

Field Name: partner
Type: dimension
Channel
Marketing channel reported by the media source

Field Name: channel
Type: dimension
Keywords
Keywords reported by the media source

Field Name: keywords
Type: dimension
Campaign ID
Campaign identifier reported by the media source

Field Name: campaignId
Type: dimension
Adset
Ad set name reported by the media source

Field Name: adset
Type: dimension
Adset ID
Ad set identifier reported by the media source

Field Name: adsetId
Type: dimension
Ad
Ad name reported by the media source

Field Name: ad
Type: dimension
Ad ID
Ad identifier reported by the media source

Field Name: adId
Type: dimension
Ad Type
Type of the ad

Field Name: adType
Type: dimension
Site ID
Publisher site identifier

Field Name: siteId
Type: dimension
Sub Site ID
Publisher sub-site identifier

Field Name: subSiteId
Type: dimension
Is Retargeting
Whether the record is a retargeting (re-engagement) conversion

Field Name: isRetargeting
Type: dimension
Retargeting Conversion Type
Type of retargeting conversion (re-attribution, re-engagement)

Field Name: retargetingConversionType
Type: dimension
Attribution Lookback
Attribution lookback window applied

Field Name: attributionLookback
Type: dimension
Reengagement Window
Re-engagement window applied

Field Name: reengagementWindow
Type: dimension
Is Primary Attribution
Whether this is the primary attribution record

Field Name: isPrimaryAttribution
Type: dimension
Original URL
Original attribution URL

Field Name: originalUrl
Type: dimension
HTTP Referrer
HTTP referrer of the click

Field Name: httpReferrer
Type: dimension

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Contributors

Contributor 1 Partner
First assisting partner in multi-touch attribution

Field Name: contributor1Partner
Type: dimension
Contributor 1 Media Source
First assisting media source in multi-touch attribution

Field Name: contributor1MediaSource
Type: dimension
Contributor 1 Campaign
First assisting campaign in multi-touch attribution

Field Name: contributor1Campaign
Type: dimension
Contributor 1 Touch Type
Touch type of the first assisting contributor

Field Name: contributor1TouchType
Type: dimension
Contributor 1 Touch Time
Touch time of the first assisting contributor

Field Name: contributor1TouchTime
Type: dimension
Contributor 2 Partner
Second assisting partner in multi-touch attribution

Field Name: contributor2Partner
Type: dimension
Contributor 2 Media Source
Second assisting media source in multi-touch attribution

Field Name: contributor2MediaSource
Type: dimension
Contributor 2 Campaign
Second assisting campaign in multi-touch attribution

Field Name: contributor2Campaign
Type: dimension
Contributor 2 Touch Type
Touch type of the second assisting contributor

Field Name: contributor2TouchType
Type: dimension
Contributor 2 Touch Time
Touch time of the second assisting contributor

Field Name: contributor2TouchTime
Type: dimension
Contributor 3 Partner
Third assisting partner in multi-touch attribution

Field Name: contributor3Partner
Type: dimension
Contributor 3 Media Source
Third assisting media source in multi-touch attribution

Field Name: contributor3MediaSource
Type: dimension
Contributor 3 Campaign
Third assisting campaign in multi-touch attribution

Field Name: contributor3Campaign
Type: dimension
Contributor 3 Touch Type
Touch type of the third assisting contributor

Field Name: contributor3TouchType
Type: dimension
Contributor 3 Touch Time
Touch time of the third assisting contributor

Field Name: contributor3TouchTime
Type: dimension

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Geo

Country
Country where the install/event occurred (aggregate surface)

Field Name: country
Type: dimension
Country Code
ISO country code (raw surface)

Field Name: countryCode
Type: dimension
Region
Region of the user

Field Name: region
Type: dimension
State
State / province of the user

Field Name: state
Type: dimension
City
City of the user

Field Name: city
Type: dimension
Postal Code
Postal code of the user

Field Name: postalCode
Type: dimension
DMA
Designated Market Area

Field Name: dma
Type: dimension
IP
IP address of the user

Field Name: ip
Type: dimension

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Device

Platform
Device platform (ios, android)

Field Name: platform
Type: dimension
Device Type
Device type / model

Field Name: deviceType
Type: dimension
OS Version
Operating system version

Field Name: osVersion
Type: dimension
App Version
App version at the time of the event

Field Name: appVersion
Type: dimension
SDK Version
AppsFlyer SDK version

Field Name: sdkVersion
Type: dimension
Carrier
Mobile carrier

Field Name: carrier
Type: dimension
Operator
Mobile network operator

Field Name: operator
Type: dimension
Language
Device language

Field Name: language
Type: dimension
WIFI
Whether the device was on WiFi

Field Name: wifi
Type: dimension
User Agent
Device user agent string

Field Name: userAgent
Type: dimension

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User IDs

AppsFlyer ID
Unique AppsFlyer device identifier

Field Name: appsflyerId
Type: dimension
Customer User ID
Your own user identifier set via the SDK

Field Name: customerUserId
Type: dimension
Advertising ID (GAID)
Google Advertising ID

Field Name: advertisingId
Type: dimension
IDFA
iOS Identifier for Advertisers

Field Name: idfa
Type: dimension
IDFV
iOS Identifier for Vendors

Field Name: idfv
Type: dimension
Android ID
Android device identifier

Field Name: androidId
Type: dimension
IMEI
Device IMEI (legacy)

Field Name: imei
Type: dimension

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Event

Event Name
Name of the in-app event

Field Name: eventName
Type: dimension
Event Time
Timestamp of the in-app event

Field Name: eventTime
Type: dimension
Install Time
Timestamp of the install

Field Name: installTime
Type: dimension
Event Value
Raw event value payload (JSON string)

Field Name: eventValue
Type: dimension
Event Revenue Currency
Currency of the event revenue

Field Name: eventRevenueCurrency
Type: dimension
Event Source
Source of the event (SDK, S2S)

Field Name: eventSource
Type: dimension
Is Receipt Validated
Whether the purchase receipt was validated

Field Name: isReceiptValidated
Type: dimension

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Cost

Cost Model
Cost model reported by the media source (CPI, CPC, …)

Field Name: costModel
Type: dimension
Cost Currency
Currency of the reported cost

Field Name: costCurrency
Type: dimension

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Ad Revenue

Mediation Network
Ad mediation network (ad revenue surface)

Field Name: mediationNetwork
Type: dimension
Monetization Network
Ad monetization network (ad revenue surface)

Field Name: monetizationNetwork
Type: dimension
Segment
Ad revenue segment

Field Name: segment
Type: dimension
Ad Unit
Ad unit identifier (ad revenue surface)

Field Name: adUnit
Type: dimension
Placement
Ad placement (ad revenue surface)

Field Name: placement
Type: dimension

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Custom Parameters

Sub Param 1
Custom sub-parameter 1

Field Name: subParam1
Type: dimension
Sub Param 2
Custom sub-parameter 2

Field Name: subParam2
Type: dimension
Sub Param 3
Custom sub-parameter 3

Field Name: subParam3
Type: dimension
Sub Param 4
Custom sub-parameter 4

Field Name: subParam4
Type: dimension
Sub Param 5
Custom sub-parameter 5

Field Name: subParam5
Type: dimension

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Metrics

Metrics are the numerical values you can measure and analyze from your AppsFlyer campaigns.

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Performance (Aggregate)

Impressions
Number of ad impressions reported by the media source

Field Name: impressions
Type: metric
Clicks
Number of ad clicks reported by the media source

Field Name: clicks
Type: metric
Installs
Number of attributed app installs

Field Name: installs
Type: metric
Sessions
Number of app sessions

Field Name: sessions
Type: metric
Loyal Users
Users who completed enough sessions to be considered loyal

Field Name: loyalUsers
Type: metric

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Rates (Aggregate)

CTR
Click-through rate (clicks / impressions)

Field Name: ctr
Type: metric
Conversion Rate
Install conversion rate (installs / clicks)

Field Name: conversionRate
Type: metric
Loyal Users / Installs
Share of installs that became loyal users (loyal users / installs)

Field Name: loyalUsersPerInstall
Type: metric

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Revenue (Aggregate)

Total Revenue
Total revenue attributed to the media source

Field Name: totalRevenue
Type: metric
ARPU
Average revenue per user (total revenue / installs)

Field Name: arpu
Type: metric
ROI
Return on investment ((revenue - cost) / cost)

Field Name: roi
Type: metric

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Cost (Aggregate)

Total Cost
Total media cost (requires AppsFlyer cost integration / ROI360)

Field Name: totalCost
Type: metric
Average eCPI
Effective cost per install (total cost / installs)

Field Name: averageEcpi
Type: metric

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Installs (Raw)

Installs (count)
Raw count of install rows (installs raw report)

Field Name: installCount
Type: metric

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In-App Events (Raw)

Events (count)
Raw count of in-app event rows

Field Name: eventCount
Type: metric
Event Revenue
Sum of in-app event revenue (event currency)

Field Name: eventRevenue
Type: metric
Event Revenue (USD)
Sum of in-app event revenue in USD

Field Name: eventRevenueUsd
Type: metric

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Uninstalls (Raw)

Uninstalls (count)
Raw count of uninstall rows

Field Name: uninstallCount
Type: metric

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Reinstalls (Raw)

Reinstalls (count)
Raw count of reinstall rows

Field Name: reinstallCount
Type: metric

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Re-engagement Installs (Raw)

Re-engagement Installs (count)
Raw count of re-engagement (retargeting) install rows

Field Name: retargetInstallCount
Type: metric

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Re-engagement Events (Raw)

Re-engagement Events (count)
Raw count of re-engagement (retargeting) in-app event rows

Field Name: retargetEventCount
Type: metric
Re-engagement Event Revenue
Sum of re-engagement (retargeting) event revenue

Field Name: retargetEventRevenue
Type: metric

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Ad Revenue (Raw)

Ad Revenue Events (count)
Raw count of ad-revenue rows

Field Name: adRevenueCount
Type: metric
Ad Revenue
Sum of ad revenue (event currency)

Field Name: adRevenue
Type: metric
Ad Revenue (USD)
Sum of ad revenue in USD

Field Name: adRevenueUsd
Type: metric
Ad Impressions
Sum of ad impressions (ad revenue surface)

Field Name: adImpressions
Type: metric

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Cost (Raw)

Cost
Sum of media cost from the raw export (valid with any raw category)

Field Name: costValue
Type: metric

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