Aggregated campaign performance report for ad networks – The Enterprise Integration Desk

At a glance: Ad networks load the aggregated performance report into their BI systems to calculate campaign performance metrics like the 7-day retention KPI.

Aggregated campaign performance report

This report provides campaign performance data, including the number of unique users performing a given event. You (the ad network), use the data in your BI systems to calculate campaign performance metrics in the context of advertiser KPIs. The report is available daily via Data Locker for Partners

Why do you need the report?

Before iOS 14.5, the postbacks ZendeskConnect sent you, contained sufficient data to calculate unique user event metrics.

Starting iOS 14.5, and advertiser adoption of Aggregated Advanced Privacy (AAP), postbacks of non-consenting users don't include user identifiers. The lack of identifiers prevents calculating unique user metrics, for example, 7-day retention. The lack of unique user metrics hurts your ability to optimize campaigns and the ability to set common retention goals with advertisers.

What does the report contain?

Metrics are provided with the best granularity possible using the dimensions reported and have the following performance metrics:

- Revenue
- Number of times a given event is performed
- Number of unique users performing an event
- Example report

How do you get the report?

Provided via Data Locker for Partners. The report updates Daily UTC time.
Before we start sharing the data with you, the advertisers must grant permissions in the dashboard.

About the report

Report structure

Dimensions

Field name

Remarks

app_id

media_source

conversion_type

Possible values: install, re-engagement, re-attribution
Equivalent postback macro: is_retargeting

attributed_touch_type

Possible values: click, impressions, pre-install, unknown, tv, null

days_post_attribution

The number of days elapsed since the attribution event.

Tip! Use this to calculate retention and KPI days.

event_date

The date the event occurred.

Format: yyyy-mm-dd

conversion_date

Format: yyyy-mm-dd

event_name

Identifies the event. Some event names have a specific meaning while others relate to in-app events set by the advertiser in the app.


event_name	What did the user do
af_conversion	User converted. Use conversion_type to identify if it is an install, re-engagement, or re-attribution.
af_sessions	Opened the app
af_uninstall	Uninstalled the app
Advertiser defined in-app event	Performed an in-app event in the app. In-app event names aren't mapped to partner event names.

campaign

Campaign hierarchy

campaign_id

Campaign hierarchy

adset

Campaign hierarchy

adset_id

Campaign hierarchy

ad_id

Campaign hierarchy

channel

Campaign hierarchy

site_id

Campaign hierarchy

is_primary_ attribution

Use to identify and deduplicate retargeting data

country_code

Derived from the user IP address

agency

If blank, there is no agency associated

Metrics
Name	Field	Unique users performing the event
Unique users	unique_users	Number of unique users performing the event
Revenue	revenue_usd	Cumulative revenue in USD. For example, $100.00 is reflected as 100.
event_count	event_count	Number of event occurrences

BI developer considerations

Scope of data in the report

The report contains user attributions, installs, re-attributions, and re-engagements, and their related in-app events.

In your data consumption process, you must use logic to split the data between campaign types. Meaning, user attribution (installs) and retargeting (re-engagements). To do so, use the conversion_type and is_primary_attribution field. See Double attribution of retargeting events.

Field-level considerations

Use post-attribution days to enable easy calculation of retention metrics.
Calculating unique users using campaign name and campaign ID dimensions: If you can disregard campaign name granularity, you can sum unique count on campaign ID and the metrics are correct.
You can aggregate the data using the campaign hierarchy fields.
In-app events use the advertiser event name and aren't mapped to your event names. Ask the advertiser to provide you with the mappings or view them in the dashboard. Partner in-app event mapping.
Revenue is in USD is calculated using the exchange rate on the event day.
Ad revenue events are included where available but update with a lag of up to 5 days.

General considerations

Data freshness: Daily, starting 08:00 UTC. Data is written to the Data Locker h=23 folder.
Data available is user journey attribution data attributed by ZendeskConnect. Meaning, SKAdNetwork reported by iOS postbacks isn't included in this data set.
Data is contained in files that contain multiple apps. Use the app_id field to identify the app.
If you don't get data for a given app, verify that the advertiser has granted you the necessary permissions.

Retention report considerations

To create retention metrics, for example, retention day-7, do so by setting filters on the following fields:

days_post_install=7
event_name=af_session
conversion_type as required
To prevent the inclusion of duplicate retargeting events, select is_primary_attribution=true or use conversion_type to limit the data set to installs.
Group by: campaign and other dimensions as needed.
Sum: unique_users_count

By adding or removing dimensions you can get metrics with different granularity.

Permissions

You (the ad network), must ask the advertiser to grant you the permissions listed here. The advertiser must perform this procedure once per app.

Permission to get aggregated performance data

Ad networks appointed (activated) by agencies: The agency can't grant permission. The agency must ask the advertiser to grant the permissions for them.

To allow the ad network to get aggregated performance data:

Go to Configuration > Integrated partners.
Select the integrated partner.
Go to the Integration tab.
Verify that Activate Partner is on. If not, data isn't shared.
Go to the Permissions tab.
Turn on the following permissions:
- Access aggregate conversions data.
- Access aggregate in-app events data.
- Access aggregate revenue data.
Click Save Settings.
Notify the ad network that you have granted the permissions.
If you have multiple apps, repeat the procedure for each app integrated with the partner.