Last updated: July 17, 2026
85 dimensions
27 metrics
Supported destinations:
Google Sheets
Claude
BigQuery
Dimensions
Dimensions are the attributes you can use to segment and group your AppsFlyer data.App
App ID | The app the data belongs to (iOS App Store ID or Android package name) Field Name: appIdType: dimension |
App Name | Display name of the app Field Name: appNameType: dimension |
Bundle ID | App bundle identifier Field Name: bundleIdType: dimension |
Attribution
Media Source | The media source / partner (pid) that drove the traffic Field Name: mediaSourceType: dimension |
Campaign | The campaign name reported by the media source Field Name: campaignType: dimension |
Agency / PMD | The agency or PMD (af_prt) that managed the campaign (aggregate surface) Field Name: agencyType: dimension |
Attributed Touch Type | Type of the attributed touch (click, impression) Field Name: attributedTouchTypeType: dimension |
Attributed Touch Time | Timestamp of the attributed touch Field Name: attributedTouchTimeType: dimension |
Partner | Integrated partner that drove the install/event Field Name: partnerType: dimension |
Channel | Marketing channel reported by the media source Field Name: channelType: dimension |
Keywords | Keywords reported by the media source Field Name: keywordsType: dimension |
Campaign ID | Campaign identifier reported by the media source Field Name: campaignIdType: dimension |
Adset | Ad set name reported by the media source Field Name: adsetType: dimension |
Adset ID | Ad set identifier reported by the media source Field Name: adsetIdType: dimension |
Ad | Ad name reported by the media source Field Name: adType: dimension |
Ad ID | Ad identifier reported by the media source Field Name: adIdType: dimension |
Ad Type | Type of the ad Field Name: adTypeType: dimension |
Site ID | Publisher site identifier Field Name: siteIdType: dimension |
Sub Site ID | Publisher sub-site identifier Field Name: subSiteIdType: dimension |
Is Retargeting | Whether the record is a retargeting (re-engagement) conversion Field Name: isRetargetingType: dimension |
Retargeting Conversion Type | Type of retargeting conversion (re-attribution, re-engagement) Field Name: retargetingConversionTypeType: dimension |
Attribution Lookback | Attribution lookback window applied Field Name: attributionLookbackType: dimension |
Reengagement Window | Re-engagement window applied Field Name: reengagementWindowType: dimension |
Is Primary Attribution | Whether this is the primary attribution record Field Name: isPrimaryAttributionType: dimension |
Original URL | Original attribution URL Field Name: originalUrlType: dimension |
HTTP Referrer | HTTP referrer of the click Field Name: httpReferrerType: dimension |
Contributors
Contributor 1 Partner | First assisting partner in multi-touch attribution Field Name: contributor1PartnerType: dimension |
Contributor 1 Media Source | First assisting media source in multi-touch attribution Field Name: contributor1MediaSourceType: dimension |
Contributor 1 Campaign | First assisting campaign in multi-touch attribution Field Name: contributor1CampaignType: dimension |
Contributor 1 Touch Type | Touch type of the first assisting contributor Field Name: contributor1TouchTypeType: dimension |
Contributor 1 Touch Time | Touch time of the first assisting contributor Field Name: contributor1TouchTimeType: dimension |
Contributor 2 Partner | Second assisting partner in multi-touch attribution Field Name: contributor2PartnerType: dimension |
Contributor 2 Media Source | Second assisting media source in multi-touch attribution Field Name: contributor2MediaSourceType: dimension |
Contributor 2 Campaign | Second assisting campaign in multi-touch attribution Field Name: contributor2CampaignType: dimension |
Contributor 2 Touch Type | Touch type of the second assisting contributor Field Name: contributor2TouchTypeType: dimension |
Contributor 2 Touch Time | Touch time of the second assisting contributor Field Name: contributor2TouchTimeType: dimension |
Contributor 3 Partner | Third assisting partner in multi-touch attribution Field Name: contributor3PartnerType: dimension |
Contributor 3 Media Source | Third assisting media source in multi-touch attribution Field Name: contributor3MediaSourceType: dimension |
Contributor 3 Campaign | Third assisting campaign in multi-touch attribution Field Name: contributor3CampaignType: dimension |
Contributor 3 Touch Type | Touch type of the third assisting contributor Field Name: contributor3TouchTypeType: dimension |
Contributor 3 Touch Time | Touch time of the third assisting contributor Field Name: contributor3TouchTimeType: dimension |
Geo
Country | Country where the install/event occurred (aggregate surface) Field Name: countryType: dimension |
Country Code | ISO country code (raw surface) Field Name: countryCodeType: dimension |
Region | Region of the user Field Name: regionType: dimension |
State | State / province of the user Field Name: stateType: dimension |
City | City of the user Field Name: cityType: dimension |
Postal Code | Postal code of the user Field Name: postalCodeType: dimension |
DMA | Designated Market Area Field Name: dmaType: dimension |
IP | IP address of the user Field Name: ipType: dimension |
Device
Platform | Device platform (ios, android) Field Name: platformType: dimension |
Device Type | Device type / model Field Name: deviceTypeType: dimension |
OS Version | Operating system version Field Name: osVersionType: dimension |
App Version | App version at the time of the event Field Name: appVersionType: dimension |
SDK Version | AppsFlyer SDK version Field Name: sdkVersionType: dimension |
Carrier | Mobile carrier Field Name: carrierType: dimension |
Operator | Mobile network operator Field Name: operatorType: dimension |
Language | Device language Field Name: languageType: dimension |
WIFI | Whether the device was on WiFi Field Name: wifiType: dimension |
User Agent | Device user agent string Field Name: userAgentType: dimension |
User IDs
AppsFlyer ID | Unique AppsFlyer device identifier Field Name: appsflyerIdType: dimension |
Customer User ID | Your own user identifier set via the SDK Field Name: customerUserIdType: dimension |
Advertising ID (GAID) | Google Advertising ID Field Name: advertisingIdType: dimension |
IDFA | iOS Identifier for Advertisers Field Name: idfaType: dimension |
IDFV | iOS Identifier for Vendors Field Name: idfvType: dimension |
Android ID | Android device identifier Field Name: androidIdType: dimension |
IMEI | Device IMEI (legacy) Field Name: imeiType: dimension |
Event
Event Name | Name of the in-app event Field Name: eventNameType: dimension |
Event Time | Timestamp of the in-app event Field Name: eventTimeType: dimension |
Install Time | Timestamp of the install Field Name: installTimeType: dimension |
Event Value | Raw event value payload (JSON string) Field Name: eventValueType: dimension |
Event Revenue Currency | Currency of the event revenue Field Name: eventRevenueCurrencyType: dimension |
Event Source | Source of the event (SDK, S2S) Field Name: eventSourceType: dimension |
Is Receipt Validated | Whether the purchase receipt was validated Field Name: isReceiptValidatedType: dimension |
Cost
Cost Model | Cost model reported by the media source (CPI, CPC, …) Field Name: costModelType: dimension |
Cost Currency | Currency of the reported cost Field Name: costCurrencyType: dimension |
Ad Revenue
Mediation Network | Ad mediation network (ad revenue surface) Field Name: mediationNetworkType: dimension |
Monetization Network | Ad monetization network (ad revenue surface) Field Name: monetizationNetworkType: dimension |
Segment | Ad revenue segment Field Name: segmentType: dimension |
Ad Unit | Ad unit identifier (ad revenue surface) Field Name: adUnitType: dimension |
Placement | Ad placement (ad revenue surface) Field Name: placementType: dimension |
Custom Parameters
Sub Param 1 | Custom sub-parameter 1 Field Name: subParam1Type: dimension |
Sub Param 2 | Custom sub-parameter 2 Field Name: subParam2Type: dimension |
Sub Param 3 | Custom sub-parameter 3 Field Name: subParam3Type: dimension |
Sub Param 4 | Custom sub-parameter 4 Field Name: subParam4Type: dimension |
Sub Param 5 | Custom sub-parameter 5 Field Name: subParam5Type: dimension |
Metrics
Metrics are the numerical values you can measure and analyze from your AppsFlyer campaigns.Performance (Aggregate)
Impressions | Number of ad impressions reported by the media source Field Name: impressionsType: metric |
Clicks | Number of ad clicks reported by the media source Field Name: clicksType: metric |
Installs | Number of attributed app installs Field Name: installsType: metric |
Sessions | Number of app sessions Field Name: sessionsType: metric |
Loyal Users | Users who completed enough sessions to be considered loyal Field Name: loyalUsersType: metric |
Rates (Aggregate)
CTR | Click-through rate (clicks / impressions) Field Name: ctrType: metric |
Conversion Rate | Install conversion rate (installs / clicks) Field Name: conversionRateType: metric |
Loyal Users / Installs | Share of installs that became loyal users (loyal users / installs) Field Name: loyalUsersPerInstallType: metric |
Revenue (Aggregate)
Total Revenue | Total revenue attributed to the media source Field Name: totalRevenueType: metric |
ARPU | Average revenue per user (total revenue / installs) Field Name: arpuType: metric |
ROI | Return on investment ((revenue - cost) / cost) Field Name: roiType: metric |
Cost (Aggregate)
Total Cost | Total media cost (requires AppsFlyer cost integration / ROI360) Field Name: totalCostType: metric |
Average eCPI | Effective cost per install (total cost / installs) Field Name: averageEcpiType: metric |
Installs (Raw)
Installs (count) | Raw count of install rows (installs raw report) Field Name: installCountType: metric |
In-App Events (Raw)
Events (count) | Raw count of in-app event rows Field Name: eventCountType: metric |
Event Revenue | Sum of in-app event revenue (event currency) Field Name: eventRevenueType: metric |
Event Revenue (USD) | Sum of in-app event revenue in USD Field Name: eventRevenueUsdType: metric |
Uninstalls (Raw)
Uninstalls (count) | Raw count of uninstall rows Field Name: uninstallCountType: metric |
Reinstalls (Raw)
Reinstalls (count) | Raw count of reinstall rows Field Name: reinstallCountType: metric |
Re-engagement Installs (Raw)
Re-engagement Installs (count) | Raw count of re-engagement (retargeting) install rows Field Name: retargetInstallCountType: metric |
Re-engagement Events (Raw)
Re-engagement Events (count) | Raw count of re-engagement (retargeting) in-app event rows Field Name: retargetEventCountType: metric |
Re-engagement Event Revenue | Sum of re-engagement (retargeting) event revenue Field Name: retargetEventRevenueType: metric |
Ad Revenue (Raw)
Ad Revenue Events (count) | Raw count of ad-revenue rows Field Name: adRevenueCountType: metric |
Ad Revenue | Sum of ad revenue (event currency) Field Name: adRevenueType: metric |
Ad Revenue (USD) | Sum of ad revenue in USD Field Name: adRevenueUsdType: metric |
Ad Impressions | Sum of ad impressions (ad revenue surface) Field Name: adImpressionsType: metric |
Cost (Raw)
Cost | Sum of media cost from the raw export (valid with any raw category) Field Name: costValueType: metric |
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