Table of Contents
Background
In order to reflect the full spectrum of ad engagement and promote transparency across the ecosystem AppsFlyer had 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 params-
af_ad_tran_id-
UUID format that contains our bid request. when we get a sequence of orderly actions, first view-> engage view-> engage click-> click to app, we send to all of them the same af_ad_tran_id value.
af_ad_type–
This parameter should represent the ad spot in the request, it will contain the different types of ads we send. Because not all of our ad types are by the universal term, for some of the types we send different names.
The following table represents our internal mapping on the types-
| YouAppi Terminology | AppsFlyer Terminology |
| Creative type of video and also rewarded. | Rewarded video |
| Creative type of only video. | Video |
| Creative type of audio. | Audio |
| Creative type of Mraid playable. | Playable |
| Creative type of banner and also interstitial. | Interstitial |
| Creative type of banner with the dimensions 320×50 and 728×90 or creative type of Mraid with the dimensions 320×50 and 728×90. | Banner |
| Creative type of banner with the dimension 300×250 or Mraid banner with the dimension 300×250. | Mrec |
| Creative type of native banner and of native video. | Native |
| Creative type of Mraid playable and also rewarded. | Rewarded Playable |
af_engagement_type-
This parameter depends on two different events, when we get a click and a 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, calick_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 gent them we sent the parameter engaged_click, the following table represents the different cases in the different types and the names of the events we get in 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 |
|
When the user want the add will display again: Retry |
When the user rewinds the video: Video_event_rewind |