Here, you'll find answers to the most frequently asked questions regarding the AppsFlyer integration settings and reasons for the discrepancy between AppsFlyer and SplitMetrics Aquire.
👉 To configure AppsFlyer Partner integration, follow the guide.
I don't see events in the SplitMetrics Acquire account
To check if SplitMetrics Acquire started receiving events from AppsFlyer:
1. Go to Settings > Integrations.
2. Click the gear icon (⚙️) next to the necessary app.
Here, you can see which events started coming to SplitMetrics Acquire, which ones didn't, and the time of the last received events. Additionally, you can check if a Custom Conversion was created for a particular in-app event.
If an event name is shown without a last event received time (Not received), or if no events are displayed at all, it means that AppsFlyer has not sent any events to SplitMetrics Acquire.
In this case, the first thing to check is your SplitMetrics Acquire integration settings in AppsFlyer by following 📖 this guide. Also, make sure that the events are already attributed to Apple Ads in your AppsFlyer dashboard.
❗Important. AppsFlyer starts sending events to SplitMetrics Acquire once the integration is properly set up. Historical data is not sent automatically.
The Time of the last event indicates that the event happened and was sent by AppsFlyer to our system. However, if you haven't created a Custom Conversion for this event, it won't be saved and displayed on the dashboard.
Note. It isn't necessary to create Custom Conversions for Installs. Installs are recorded in the system automatically.
General and in-app event settings are correct, and I can see events in the AppsFlyer dashboard, but installs and in-app events are still missing in SplitMetrics
This scenario can happen if the required campaign group ID wasn't removed from another vendor's partner integration. Similarly, if you're partnered with an agency, it may also occur if the ID wasn't removed from the Apple Ads integration in the agency account. AppsFlyer validates sending the same data to several different partners.
Check if the campaign group ID is still in another active and deactivated integration. If you're collaborating with an agency, ask them to verify whether the campaign group ID remains in the Apple Ads integration in their AppsFlyer account.
1. What if the campaign group ID is indicated in another deactivated partner integration?
Activating that integration, removing the campaign group ID, and deactivating it again is necessary. More details are 🔗 here.
2. What if another vendor's partner integration also contains the campaign group ID?
AppsFlyer limits the sending of events to several partners. To set up the integration between AppsFlyer and SplitMetrics Acquire, if you still want another vendor's partner integration to stay activated:
- Remove the campaign group ID from another partner integration settings and add it to the SplitMetrics Acquire integration only.
- Configure Push API Integration. Contact us for more details.
3. What if the campaign group ID is added to the Apple Ads integration in the AppsFlyer account of the agency you're partnered with?
In this situation, AppsFlyer recognizes the agency as the owner of your data.
To ensure the events are successfully sent to SplitMetrics Acquire, consider the following options:
- If you wish to continue collaborating with the agency, ask your agency manager to set up the integration with SplitMetrics Acquire in their account.
- If you no longer intend to work with the agency and prefer to set up the integration with SplitMetrics Acquire in your AppsFlyer account, request the agency to remove the campaign group ID from the active Apple Ads integration in their account.
❗If you cannot find another active integration or are unsure whether the agency owns your data, reach out to [email protected] or our Support team.
I can see only installs coming to my account
In the AppsFlyer Partner integration, sending installs and in-app events is configured separately. Ensure that, besides General Settings, In-app event settings are also correct. Read more 🔗 here.
There are only Installs on the dashboard, although I can see the in-app events with the Time of the last event on the Integration page
Installs, unlike in-app events, are saved automatically in SplitMetrics Acquire after the correct Integration setup. To track your in-app events, you need to create Custom Conversions for them.
When creating custom conversions, you should give the same names to your events as specified in the AppsFlyer settings. Otherwise, our system won't recognize and save these events, and you won't see data on them on the dashboards
The number of installs or in-app events in SplitMetrics Acquire and AppsFlyer differs
To compare installs, reattributions, in-app event counts, and revenue, use the Marketing Overview or Performance Analysis dashboards. To compare Revenue and ROAS cohorts, use the Cohort & Retention dashboard in AppsFlyer.
Below are the main reasons you can observe discrepancies between SplitMetrics Acquire and AppsFlyer.
1. Different time zones
SplitMetrics Acquire and AppsFlyer may display data based on different time zones.
SplitMetrics Acquire receives events from your MMP in UTC and displays them according to your Organization Time Zone (ORTZ), which is inherited from your Apple Ads account. If you’re not sure which time zone is set for your account, check 🔗 What is My Account Time Zone? (ORTZ).
AppsFlyer dashboards use the time zone selected in your AppsFlyer settings. If your account is set to UTC by default, this will be the only time zone available for viewing data in the AppsFlyer dashboard. If you have another time zone set (for example, America/New_York), AppsFlyer allows you to switch between your default time zone and UTC when analyzing data.
When comparing data between SplitMetrics Acquire and AppsFlyer, make sure both platforms are using the same time zone.
2. Reattributions
If reattribution tracking is enabled in your Apple Ads settings in AppsFlyer, keep in mind that SplitMetrics Acquire and AppsFlyer display install data differently.
If you compare Installs or Installs (Total) metrics and notice a discrepancy, check how each platform defines these metrics:
SplitMetrics Acquire includes both new installs and reattributions in the Installs metric. This means the metric reflects the total number of first app openings and reattributions received from AppsFlyer.
AppsFlyer shows only new installs in the Installs metric by default. To compare the data with SplitMetrics Acquire, use the Total Attributions metric in AppsFlyer, which includes both new installs and reattributions.
The same applies to in-app events. AppsFlyer sends events generated by both new installs and reattributed users, and SplitMetrics Acquire displays all received events.
To ensure a correct comparison of in-app events between AppsFlyer and SplitMetrics Acquire, select View Type = Unified in the AppsFlyer dashboard. This view combines events from both new installs and reattributions.
💡 Tip: When analyzing raw data, always download both User Acquisition and Retargeting reports to get the complete picture.
3. Click-Through vs. View-Through metrics
If View-Through attribution is enabled for Apple Ads in AppsFlyer, AppsFlyer attributes conversions to both clicks and views. This can lead to differences when comparing data with SplitMetrics Acquire.
In SplitMetrics Acquire, Custom Conversions, Conversions Revenue, and cohort metrics include click-through attributed data only. The only exception is All Conversions (Total), which includes in-app events attributed to both clicks and views.
To ensure an apples-to-apples comparison, we recommend setting Attributed Touch Type = Click in AppsFlyer when comparing conversion data.
For install metrics, SplitMetrics Acquire provides three separate metrics:
Installs (click-through installs)
View-Through Installs
Installs (Total) (click-through and view-through installs combined)
When comparing install data, select the metric that matches the attribution type you want to analyze.
4. Different data aggregation methods
SplitMetrics Acquire shows in-app event data based on install time, which means the data is displayed in the LTV view.
In AppsFlyer, data can be viewed in two ways:
LTV view — events are grouped by install date.
Activity view — events are grouped by the date they occurred.
To compare data correctly, make sure you use the same view in both platforms. Comparing SplitMetrics Acquire LTV data with AppsFlyer Activity data will result in discrepancies.
In AppsFlyer, set the Period option to User Lifetime Value (LTV) when adding in-app event metrics to your dashboard. This ensures that both platforms use the same approach for aggregating in-app event data.
If you’d like to learn more about why the LTV view can be more useful for analyzing your data, check out this 📖 Help Center article.
5. Count Policy
When setting up custom conversions for in-app events in SplitMetrics Acquire, you need to choose how you want to count events using the Count Policy option.
You can choose between:
Every — counts all events performed by the same user.
One — counts only the first event from each user and ignores any additional events from the same user.
In AppsFlyer, you can choose how in-app events are displayed in your dashboard by selecting Count or Unique Users when adding an in-app event metric.
To ensure you are comparing the same data in both platforms:
If the Count Policy is set to Every in SplitMetrics Acquire, use Count in AppsFlyer.
If the Count Policy is set to One in SplitMetrics Acquire, use Unique Users in AppsFlyer.
Comparing different counting methods between SplitMetrics Acquire and AppsFlyer will result in discrepancies.
❗ Important: AppsFlyer dashboards can show unique event counts, but revenue is always calculated from all users, not unique users.
In SplitMetrics Acquire, when the Count Policy is set to One, both event counts and revenue are calculated based on unique users only.
Therefore, when the Count Policy is set to One, use AppsFlyer raw data, as the AppsFlyer dashboard does not provide the required metrics for an accurate comparison.
6. Privacy Settings
SplitMetrics Acquire is an official Apple Ads partner and does not use confidential user-level information.
The Advanced Privacy setting in AppsFlyer limits event sharing for users who have opted out. If your SplitMetrics Acquire install rate is around 10–15%, it may indicate that Advanced Privacy was previously enabled in AppsFlyer.
When Advanced Privacy is enabled, AppsFlyer may not send postbacks to partners when certain conditions are met, as described in this AppsFlyer Help Center article.