Table of Contents
Background
In order to show the full spectrum of ad engagement and promote transparency across the ecosystem, AppsFlyer has created a new set of parameters for reporting engagement to AppsFlyer. By these parameters, AppsFlyer considers the impact of the different ads that exist in the market today, such as playable ads, Mraid, and more.
These parameters will provide more granular reporting of engagement funnels, enrich capabilities across various AppsFlyer features, provide more transparency for our advertisers, and enhance our attribution logic.
The new parameters-
af_ad_tran_id-
UUID format that contains our bid request. When we get a sequence of actions, first view-> engage view-> engage click-> click to app. For all actions, we send through the same af_ad_tran_id value.
af_ad_type–
This parameter should represent the ad placement within the request, it will contain the different types of ads type we send. Because not all of our ad types have the same terminology, some of the types we send will contain different names.
The following table represents our internal mapping of the ad types-
| YouAppi Terminology | AppsFlyer Terminology |
| Video creative type; rewarded | Rewarded video |
| Video creative type | Video |
| Audio creative type | Audio |
| Mraid creative type; playable | Playable |
| Banner creative; interstitial | Interstitial |
| Banner creative type; dimensions: 320×50, 728×90 or Mraid creative type; banner – dimensions: 320×50, 728×90 | Banner |
| Banner creative type; dimensions: 300×250 or Mraid creative type; banner – dimensions: 300×250 | Mrec |
| Native banner creative type and native video creative type | Native |
| Mraid creative type; playable; rewarded | Rewarded Playable |
af_engagement_type-
This parameter depends on two different events– click and view. For each event we can send two values. In general for these parameters we can send the next four values. View, engaged_view, engaged_click and, click_to_app.
Impression event
| af_engagement_type | Description |
| engaged_view | An engaged view occurs when a meaningful interaction takes place. This includes scenarios where a user watches at least half of a skippable video ad if it exceeds 20 seconds in length, completes a skippable video shorter than 20 seconds, or views a rewarded ad to completion. |
| view | An ad view is when an ad is rendered and an impression takes place. Some examples are banners, interstitials, or non–engaged videos. |
| listening | listening is when a user listens to an audio ad, such as a podcast ad. |
Click event
| af_engagement_type | Description |
| click_to_app | An ad click, QR code scan, deep link, or any other click that redirects the user to the app or to the relevant app store to download the app. |
| engaged_click | A click that keeps the user in the same context, engaging with the ad, and does NOT direct the user to the app store or to launch the app. |
There are several events that after we receive them we then send the parameter engaged_click. The following table represents the different cases of the different creative types and the names of the events we receive to our system-
| Playable | Video |
|
When the user clicks on the ad for a game: Gamestart Interaction Interaction 1,2,3,4,5 |
When the user clicks on unmute: Video_event_unmute |
|
Retry |
When the user rewinds the video: Video_event_rewind |
