> ## Documentation Index
> Fetch the complete documentation index at: https://support.detrics.io/llms.txt
> Use this file to discover all available pages before exploring further.

# AppsFlyer Metrics & Dimensions

> Complete reference for AppsFlyer dimensions and metrics

<Info>
  **Last updated:** July 17, 2026
</Info>

<div style={{display: "flex", gap: "8px", marginBottom: "20px"}}>
  <div
    style={{
backgroundColor: "#f3f4f6",
color: "#374151",
padding: "4px 12px",
borderRadius: "16px",
fontSize: "14px",
fontWeight: "500"
}}
  >
    85 dimensions
  </div>

  <div
    style={{
backgroundColor: "#f3f4f6",
color: "#374151",
padding: "4px 12px",
borderRadius: "16px",
fontSize: "14px",
fontWeight: "500"
}}
  >
    27 metrics
  </div>
</div>

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.

<div style={{display: "flex", gap: "8px", marginBottom: "20px", alignItems: "center"}}>
  <span style={{fontSize: "14px", fontWeight: "500", color: "#6B7280"}}>Supported destinations:</span>

  <div
    style={{
backgroundColor: "#f3f4f6",
color: "#374151",
padding: "4px 12px",
borderRadius: "16px",
fontSize: "14px",
fontWeight: "500"
}}
  >
    Google Sheets
  </div>

  <div
    style={{
backgroundColor: "#f3f4f6",
color: "#374151",
padding: "4px 12px",
borderRadius: "16px",
fontSize: "14px",
fontWeight: "500"
}}
  >
    Claude
  </div>

  <div
    style={{
backgroundColor: "#f3f4f6",
color: "#374151",
padding: "4px 12px",
borderRadius: "16px",
fontSize: "14px",
fontWeight: "500"
}}
  >
    BigQuery
  </div>
</div>

## Dimensions

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

### App

|                                                                             |                                                                                                                                    |
| --------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>App ID</div>    | The app the data belongs to (iOS App Store ID or Android package name)<br /><br />**Field Name:** `appId`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>App Name</div>  | Display name of the app<br /><br />**Field Name:** `appName`<br />**Type:** dimension                                              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Bundle ID</div> | App bundle identifier<br /><br />**Field Name:** `bundleId`<br />**Type:** dimension                                               |

### Attribution

|                                                                                               |                                                                                                                                                |
| --------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Media Source</div>                | The media source / partner (pid) that drove the traffic<br /><br />**Field Name:** `mediaSource`<br />**Type:** dimension                      |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Campaign</div>                    | The campaign name reported by the media source<br /><br />**Field Name:** `campaign`<br />**Type:** dimension                                  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Agency / PMD</div>                | The agency or PMD (af\_prt) that managed the campaign (aggregate surface)<br /><br />**Field Name:** `agency`<br />**Type:** dimension         |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Attributed Touch Type</div>       | Type of the attributed touch (click, impression)<br /><br />**Field Name:** `attributedTouchType`<br />**Type:** dimension                     |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Attributed Touch Time</div>       | Timestamp of the attributed touch<br /><br />**Field Name:** `attributedTouchTime`<br />**Type:** dimension                                    |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Partner</div>                     | Integrated partner that drove the install/event<br /><br />**Field Name:** `partner`<br />**Type:** dimension                                  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Channel</div>                     | Marketing channel reported by the media source<br /><br />**Field Name:** `channel`<br />**Type:** dimension                                   |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Keywords</div>                    | Keywords reported by the media source<br /><br />**Field Name:** `keywords`<br />**Type:** dimension                                           |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Campaign ID</div>                 | Campaign identifier reported by the media source<br /><br />**Field Name:** `campaignId`<br />**Type:** dimension                              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Adset</div>                       | Ad set name reported by the media source<br /><br />**Field Name:** `adset`<br />**Type:** dimension                                           |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Adset ID</div>                    | Ad set identifier reported by the media source<br /><br />**Field Name:** `adsetId`<br />**Type:** dimension                                   |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad</div>                          | Ad name reported by the media source<br /><br />**Field Name:** `ad`<br />**Type:** dimension                                                  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad ID</div>                       | Ad identifier reported by the media source<br /><br />**Field Name:** `adId`<br />**Type:** dimension                                          |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad Type</div>                     | Type of the ad<br /><br />**Field Name:** `adType`<br />**Type:** dimension                                                                    |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Site ID</div>                     | Publisher site identifier<br /><br />**Field Name:** `siteId`<br />**Type:** dimension                                                         |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Sub Site ID</div>                 | Publisher sub-site identifier<br /><br />**Field Name:** `subSiteId`<br />**Type:** dimension                                                  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Is Retargeting</div>              | Whether the record is a retargeting (re-engagement) conversion<br /><br />**Field Name:** `isRetargeting`<br />**Type:** dimension             |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Retargeting Conversion Type</div> | Type of retargeting conversion (re-attribution, re-engagement)<br /><br />**Field Name:** `retargetingConversionType`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Attribution Lookback</div>        | Attribution lookback window applied<br /><br />**Field Name:** `attributionLookback`<br />**Type:** dimension                                  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Reengagement Window</div>         | Re-engagement window applied<br /><br />**Field Name:** `reengagementWindow`<br />**Type:** dimension                                          |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Is Primary Attribution</div>      | Whether this is the primary attribution record<br /><br />**Field Name:** `isPrimaryAttribution`<br />**Type:** dimension                      |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Original URL</div>                | Original attribution URL<br /><br />**Field Name:** `originalUrl`<br />**Type:** dimension                                                     |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>HTTP Referrer</div>               | HTTP referrer of the click<br /><br />**Field Name:** `httpReferrer`<br />**Type:** dimension                                                  |

### Contributors

|                                                                                              |                                                                                                                                        |
| -------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 1 Partner</div>      | First assisting partner in multi-touch attribution<br /><br />**Field Name:** `contributor1Partner`<br />**Type:** dimension           |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 1 Media Source</div> | First assisting media source in multi-touch attribution<br /><br />**Field Name:** `contributor1MediaSource`<br />**Type:** dimension  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 1 Campaign</div>     | First assisting campaign in multi-touch attribution<br /><br />**Field Name:** `contributor1Campaign`<br />**Type:** dimension         |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 1 Touch Type</div>   | Touch type of the first assisting contributor<br /><br />**Field Name:** `contributor1TouchType`<br />**Type:** dimension              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 1 Touch Time</div>   | Touch time of the first assisting contributor<br /><br />**Field Name:** `contributor1TouchTime`<br />**Type:** dimension              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 2 Partner</div>      | Second assisting partner in multi-touch attribution<br /><br />**Field Name:** `contributor2Partner`<br />**Type:** dimension          |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 2 Media Source</div> | Second assisting media source in multi-touch attribution<br /><br />**Field Name:** `contributor2MediaSource`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 2 Campaign</div>     | Second assisting campaign in multi-touch attribution<br /><br />**Field Name:** `contributor2Campaign`<br />**Type:** dimension        |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 2 Touch Type</div>   | Touch type of the second assisting contributor<br /><br />**Field Name:** `contributor2TouchType`<br />**Type:** dimension             |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 2 Touch Time</div>   | Touch time of the second assisting contributor<br /><br />**Field Name:** `contributor2TouchTime`<br />**Type:** dimension             |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 3 Partner</div>      | Third assisting partner in multi-touch attribution<br /><br />**Field Name:** `contributor3Partner`<br />**Type:** dimension           |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 3 Media Source</div> | Third assisting media source in multi-touch attribution<br /><br />**Field Name:** `contributor3MediaSource`<br />**Type:** dimension  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 3 Campaign</div>     | Third assisting campaign in multi-touch attribution<br /><br />**Field Name:** `contributor3Campaign`<br />**Type:** dimension         |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 3 Touch Type</div>   | Touch type of the third assisting contributor<br /><br />**Field Name:** `contributor3TouchType`<br />**Type:** dimension              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Contributor 3 Touch Time</div>   | Touch time of the third assisting contributor<br /><br />**Field Name:** `contributor3TouchTime`<br />**Type:** dimension              |

### Geo

|                                                                                |                                                                                                                            |
| ------------------------------------------------------------------------------ | -------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Country</div>      | Country where the install/event occurred (aggregate surface)<br /><br />**Field Name:** `country`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Country Code</div> | ISO country code (raw surface)<br /><br />**Field Name:** `countryCode`<br />**Type:** dimension                           |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Region</div>       | Region of the user<br /><br />**Field Name:** `region`<br />**Type:** dimension                                            |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>State</div>        | State / province of the user<br /><br />**Field Name:** `state`<br />**Type:** dimension                                   |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>City</div>         | City of the user<br /><br />**Field Name:** `city`<br />**Type:** dimension                                                |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Postal Code</div>  | Postal code of the user<br /><br />**Field Name:** `postalCode`<br />**Type:** dimension                                   |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>DMA</div>          | Designated Market Area<br /><br />**Field Name:** `dma`<br />**Type:** dimension                                           |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>IP</div>           | IP address of the user<br /><br />**Field Name:** `ip`<br />**Type:** dimension                                            |

### Device

|                                                                               |                                                                                                       |
| ----------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Platform</div>    | Device platform (ios, android)<br /><br />**Field Name:** `platform`<br />**Type:** dimension         |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Device Type</div> | Device type / model<br /><br />**Field Name:** `deviceType`<br />**Type:** dimension                  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>OS Version</div>  | Operating system version<br /><br />**Field Name:** `osVersion`<br />**Type:** dimension              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>App Version</div> | App version at the time of the event<br /><br />**Field Name:** `appVersion`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>SDK Version</div> | AppsFlyer SDK version<br /><br />**Field Name:** `sdkVersion`<br />**Type:** dimension                |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Carrier</div>     | Mobile carrier<br /><br />**Field Name:** `carrier`<br />**Type:** dimension                          |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Operator</div>    | Mobile network operator<br /><br />**Field Name:** `operator`<br />**Type:** dimension                |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Language</div>    | Device language<br /><br />**Field Name:** `language`<br />**Type:** dimension                        |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>WIFI</div>        | Whether the device was on WiFi<br /><br />**Field Name:** `wifi`<br />**Type:** dimension             |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>User Agent</div>  | Device user agent string<br /><br />**Field Name:** `userAgent`<br />**Type:** dimension              |

### User IDs

|                                                                                         |                                                                                                               |
| --------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>AppsFlyer ID</div>          | Unique AppsFlyer device identifier<br /><br />**Field Name:** `appsflyerId`<br />**Type:** dimension          |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Customer User ID</div>      | Your own user identifier set via the SDK<br /><br />**Field Name:** `customerUserId`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Advertising ID (GAID)</div> | Google Advertising ID<br /><br />**Field Name:** `advertisingId`<br />**Type:** dimension                     |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>IDFA</div>                  | iOS Identifier for Advertisers<br /><br />**Field Name:** `idfa`<br />**Type:** dimension                     |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>IDFV</div>                  | iOS Identifier for Vendors<br /><br />**Field Name:** `idfv`<br />**Type:** dimension                         |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Android ID</div>            | Android device identifier<br /><br />**Field Name:** `androidId`<br />**Type:** dimension                     |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>IMEI</div>                  | Device IMEI (legacy)<br /><br />**Field Name:** `imei`<br />**Type:** dimension                               |

### Event

|                                                                                          |                                                                                                                     |
| ---------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Event Name</div>             | Name of the in-app event<br /><br />**Field Name:** `eventName`<br />**Type:** dimension                            |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Event Time</div>             | Timestamp of the in-app event<br /><br />**Field Name:** `eventTime`<br />**Type:** dimension                       |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Install Time</div>           | Timestamp of the install<br /><br />**Field Name:** `installTime`<br />**Type:** dimension                          |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Event Value</div>            | Raw event value payload (JSON string)<br /><br />**Field Name:** `eventValue`<br />**Type:** dimension              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Event Revenue Currency</div> | Currency of the event revenue<br /><br />**Field Name:** `eventRevenueCurrency`<br />**Type:** dimension            |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Event Source</div>           | Source of the event (SDK, S2S)<br /><br />**Field Name:** `eventSource`<br />**Type:** dimension                    |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Is Receipt Validated</div>   | Whether the purchase receipt was validated<br /><br />**Field Name:** `isReceiptValidated`<br />**Type:** dimension |

### Cost

|                                                                                 |                                                                                                                       |
| ------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Cost Model</div>    | Cost model reported by the media source (CPI, CPC, …)<br /><br />**Field Name:** `costModel`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Cost Currency</div> | Currency of the reported cost<br /><br />**Field Name:** `costCurrency`<br />**Type:** dimension                      |

### Ad Revenue

|                                                                                        |                                                                                                                        |
| -------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Mediation Network</div>    | Ad mediation network (ad revenue surface)<br /><br />**Field Name:** `mediationNetwork`<br />**Type:** dimension       |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Monetization Network</div> | Ad monetization network (ad revenue surface)<br /><br />**Field Name:** `monetizationNetwork`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Segment</div>              | Ad revenue segment<br /><br />**Field Name:** `segment`<br />**Type:** dimension                                       |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad Unit</div>              | Ad unit identifier (ad revenue surface)<br /><br />**Field Name:** `adUnit`<br />**Type:** dimension                   |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Placement</div>            | Ad placement (ad revenue surface)<br /><br />**Field Name:** `placement`<br />**Type:** dimension                      |

### Custom Parameters

|                                                                               |                                                                                        |
| ----------------------------------------------------------------------------- | -------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Sub Param 1</div> | Custom sub-parameter 1<br /><br />**Field Name:** `subParam1`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Sub Param 2</div> | Custom sub-parameter 2<br /><br />**Field Name:** `subParam2`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Sub Param 3</div> | Custom sub-parameter 3<br /><br />**Field Name:** `subParam3`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Sub Param 4</div> | Custom sub-parameter 4<br /><br />**Field Name:** `subParam4`<br />**Type:** dimension |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Sub Param 5</div> | Custom sub-parameter 5<br /><br />**Field Name:** `subParam5`<br />**Type:** dimension |

## Metrics

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

### Performance (Aggregate)

|                                                                               |                                                                                                                          |
| ----------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------ |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Impressions</div> | Number of ad impressions reported by the media source<br /><br />**Field Name:** `impressions`<br />**Type:** metric     |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Clicks</div>      | Number of ad clicks reported by the media source<br /><br />**Field Name:** `clicks`<br />**Type:** metric               |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Installs</div>    | Number of attributed app installs<br /><br />**Field Name:** `installs`<br />**Type:** metric                            |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Sessions</div>    | Number of app sessions<br /><br />**Field Name:** `sessions`<br />**Type:** metric                                       |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Loyal Users</div> | Users who completed enough sessions to be considered loyal<br /><br />**Field Name:** `loyalUsers`<br />**Type:** metric |

### Rates (Aggregate)

|                                                                                          |                                                                                                                                            |
| ---------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------ |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>CTR</div>                    | Click-through rate (clicks / impressions)<br /><br />**Field Name:** `ctr`<br />**Type:** metric                                           |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Conversion Rate</div>        | Install conversion rate (installs / clicks)<br /><br />**Field Name:** `conversionRate`<br />**Type:** metric                              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Loyal Users / Installs</div> | Share of installs that became loyal users (loyal users / installs)<br /><br />**Field Name:** `loyalUsersPerInstall`<br />**Type:** metric |

### Revenue (Aggregate)

|                                                                                 |                                                                                                              |
| ------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------ |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Total Revenue</div> | Total revenue attributed to the media source<br /><br />**Field Name:** `totalRevenue`<br />**Type:** metric |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>ARPU</div>          | Average revenue per user (total revenue / installs)<br /><br />**Field Name:** `arpu`<br />**Type:** metric  |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>ROI</div>           | Return on investment ((revenue - cost) / cost)<br /><br />**Field Name:** `roi`<br />**Type:** metric        |

### Cost (Aggregate)

|                                                                                |                                                                                                                              |
| ------------------------------------------------------------------------------ | ---------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Total Cost</div>   | Total media cost (requires AppsFlyer cost integration / ROI360)<br /><br />**Field Name:** `totalCost`<br />**Type:** metric |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Average eCPI</div> | Effective cost per install (total cost / installs)<br /><br />**Field Name:** `averageEcpi`<br />**Type:** metric            |

### Installs (Raw)

|                                                                                    |                                                                                                                 |
| ---------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Installs (count)</div> | Raw count of install rows (installs raw report)<br /><br />**Field Name:** `installCount`<br />**Type:** metric |

### In-App Events (Raw)

|                                                                                       |                                                                                                              |
| ------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------ |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Events (count)</div>      | Raw count of in-app event rows<br /><br />**Field Name:** `eventCount`<br />**Type:** metric                 |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Event Revenue</div>       | Sum of in-app event revenue (event currency)<br /><br />**Field Name:** `eventRevenue`<br />**Type:** metric |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Event Revenue (USD)</div> | Sum of in-app event revenue in USD<br /><br />**Field Name:** `eventRevenueUsd`<br />**Type:** metric        |

### Uninstalls (Raw)

|                                                                                      |                                                                                               |
| ------------------------------------------------------------------------------------ | --------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Uninstalls (count)</div> | Raw count of uninstall rows<br /><br />**Field Name:** `uninstallCount`<br />**Type:** metric |

### Reinstalls (Raw)

|                                                                                      |                                                                                               |
| ------------------------------------------------------------------------------------ | --------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Reinstalls (count)</div> | Raw count of reinstall rows<br /><br />**Field Name:** `reinstallCount`<br />**Type:** metric |

### Re-engagement Installs (Raw)

|                                                                                                  |                                                                                                                               |
| ------------------------------------------------------------------------------------------------ | ----------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Re-engagement Installs (count)</div> | Raw count of re-engagement (retargeting) install rows<br /><br />**Field Name:** `retargetInstallCount`<br />**Type:** metric |

### Re-engagement Events (Raw)

|                                                                                                |                                                                                                                                  |
| ---------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Re-engagement Events (count)</div> | Raw count of re-engagement (retargeting) in-app event rows<br /><br />**Field Name:** `retargetEventCount`<br />**Type:** metric |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Re-engagement Event Revenue</div>  | Sum of re-engagement (retargeting) event revenue<br /><br />**Field Name:** `retargetEventRevenue`<br />**Type:** metric         |

### Ad Revenue (Raw)

|                                                                                             |                                                                                                             |
| ------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad Revenue Events (count)</div> | Raw count of ad-revenue rows<br /><br />**Field Name:** `adRevenueCount`<br />**Type:** metric              |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad Revenue</div>                | Sum of ad revenue (event currency)<br /><br />**Field Name:** `adRevenue`<br />**Type:** metric             |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad Revenue (USD)</div>          | Sum of ad revenue in USD<br /><br />**Field Name:** `adRevenueUsd`<br />**Type:** metric                    |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Ad Impressions</div>            | Sum of ad impressions (ad revenue surface)<br /><br />**Field Name:** `adImpressions`<br />**Type:** metric |

### Cost (Raw)

|                                                                        |                                                                                                                                  |
| ---------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------- |
| <div style={{width: "min(200px, 35vw)", minWidth: "120px"}}>Cost</div> | Sum of media cost from the raw export (valid with any raw category)<br /><br />**Field Name:** `costValue`<br />**Type:** metric |

***

## Related

<CardGroup cols={2}>
  <Card title="Fields Catalog" icon="book" href="/fields-catalog/index">
    Browse all platforms
  </Card>

  <Card title="Apple Search Ads Fields" icon="chart-bar" href="/data-source/apple-search-ads/fields">
    Apple Search Ads metrics & dimensions
  </Card>

  <Card title="Meta Ads Fields" icon="chart-bar" href="/data-source/facebook-ads/fields">
    Meta Ads metrics & dimensions
  </Card>

  <Card title="Google Ads Fields" icon="chart-bar" href="/data-source/google-ads/fields">
    Google Ads metrics & dimensions
  </Card>
</CardGroup>