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.

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 there is an event name without the time of the last event (Not received), then AppsFlyer hasn't sent the event to SplitMetrics Acquire; however, integration is already set up.

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, the event 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.

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.

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?
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In this situation, AppsFlyer recognizes the agency as the owner of your data.
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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.

SplitMetrics Acquire starts receiving events in real-time once the integration setup has been fully and properly completed. The events that refer to the prior period (that is, historical data) won't be sent to SplitMetrics Acquire.

To compare the data from both platforms and help you find reasons for the absence of some events, download and send us raw data reports for the period bigger than you are comparing.

Note. AppsFlyer doesn't send postbacks of events attributed to the click (tap) date before the partner integration connection.

❗When downloading the raw event reports, indicate your AppsFlyer timezone in the file's name.

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

Below are the main reasons you can observe discrepancies between SplitMetrics Acquire and AppsFlyer.

1. Grouping data. Differences in data may occur due to using the AppsFlyer dashboard to compare event counts.

▪️ SplitMetrics Acquire displays data from two partners: Apple Ads and MMP. Apple Ads data comes in the aggregated form based on the tap date. Therefore, the data from trackers is adjusted to Apple's data format to show the ad's efficiency after a particular tap.

Note. If the click time field for the event is empty, then Install time is added, since in ~94% of cases, tap on the ad and an install happen on the same day. The Click time field may be empty when users don't permit to track them.

▪️ In AppsFlyer, you can check your data on the LTV dashboard, Activity dashboard, or in raw data reports, which have different data grouping logic:

When comparing the data between SplitMetrics Acquire and Appsflyer, it's better to use the Appsflyer Overview dashboard or raw data reports.

2. Different timezones

▪️ SplitMetrics Acquire receives events from MMP in UTC and displays them in ORTZ (an organization timezone inherited from the Apple account).

▪️ AppsFlyer dashboards use a timezone set in their settings.

3. Reatribution reinstall/Reattributions/Reinstalls

▪️ SplitMetrics Acquire doesn't have separate columns for displaying MMP Reattributions and Installs.

Installs in SplitMetrics Acquire (app installs from MMP) contain the total number of installs and MMP reattributions, that is, first app openings according to MMP data.

If the AppsFlyer Retargeting is on, AppsFlyer, by default, sends:

To compare the number of Installs in SplitMetrics Acquire with the data from the tracker, you need to check the sum of Installs + Reattributions.

💡 Tip. When analyzing raw data, always download user acquisition and retargeting reports.

▪️ AppsFlyer Reinstall attribution.

Reinstall attribution lookback window settings are set according to the install attribution settings. For each new install, Apple Ads sends AppsFlyer a redownload flag. If true, the install is a redownload.

When Retargeting option is turned on:

- The AppsFlyer retargeting attribution mechanism allows you to measure and analyze retargeting and user acquisition campaigns. Read more here.

- AppsFlyer can attribute reinstalls to Apple Ads if the following conditions are met:

In this case, Appsflyer will send SplitMetrics Acquire:

💡 Tip. The retargeting data is available in the Retargeting report. You can download the raw data retargeting report via Raw Data Export > Retargeting Reports > Conversions/ In-app events.

4. Click lookback window

▪️ SplitMetrics Acquire has a fixed 30-day window, meaning that a user can be attributed to Apple Ads within 30 days by clicking the ad. If the user clicks GET after 30 days after the click, Apple Ads won't count such install.

▪️ Each tracker has its own click lookback window settings. Most often, MMP's default click's lookback window = 7 days.

Note. It is recommended to set Install click-through lookback window = 30 days as in Apple Ads.

5. Privacy Settings

SplitMetrics Acquire is the official partner of Apple Ads. We don't use confidential user-level information.

The Advanced Privacy setting in AppsFlyer limits the sending of events to opt-out users. If SplitMetrics Acquire Install rate is ~10-15%, Advanced Privacy Setting might have been activated in AppsFlyer previously.

AppsFlyer won't send a postback to the partner when certain conditions are met, as the help article details.