Moving off AppsFlyer: what to know before you switch

What does leaving AppsFlyer involve?

Leaving AppsFlyer is the work of exporting the data you want to keep, removing the AppsFlyer SDK and its partner postbacks, moving SKAN conversion value management and link domains to a new provider, and closing the contract on its published notice terms.

The five workstreams:

• Data: pull raw and aggregated reports before access ends.
• Contract: check the renewal date and notice period.
• SKAN: hand conversion values to one new SDK and re-import the schema into Meta.
• Links: plan the OneLink and branded domain move.
• Partners: switch off integrations once new postbacks flow.

What can you export from AppsFlyer before you go?

Aggregated reports are available for 25 months from the first app install, while raw (user-level) reports sit inside a much shorter availability window. AppsFlyer's data availability windows page sets the defaults below.

• Raw attribution reports: 60 out of the last 90 days by default.
• Raw in-app event reports: 31 out of the last 90 days by default.
• Raw reports API: historical lookback is limited to 90 days, and requests outside the window return a 400 error.
• Aggregated reports (Pull API and the aggregated export page): 25 months.
• Window length depends on your subscription package, and raw data access depends on that package including raw data.
• Data Locker sends report data to cloud storage. It is marked Premium, lists a 14-day availability window, and historical data is not supported.

User-level data: row-level records of individual installs, clicks and events, as opposed to totals. See this definition of user-level data for more.

AppsFlyer also says that once a retention period ends, user events are attributed to organic; partner retention ranges from 3 to 13 months. Because raw windows roll forward, schedule raw exports early; the guide to keeping historical attribution data covers what to store and where.

What do AppsFlyer's published terms say about notice and your data?

AppsFlyer's Terms of Use set the defaults, but your Order Form can override them, so read both.

• Renewal: subscriptions renew automatically unless either party gives written notice 45 days before the end of the current term (s.12(b)).
• Renewal price: fees may rise by up to 7% over the prior term, unless the Order Form says otherwise (s.12(b)).
• Breach: either party may terminate for a material breach not cured within 30 days of notice (s.12(c)).
• Ownership: the customer retains ownership of Customer Data (s.5(1)).
• Deletion after termination (paid accounts): not published in the Terms of Use.
• Free accounts: after 90 days of inactivity, AppsFlyer may remove the account and its Customer Data without notice (s.17(4)).
• Code removal: on termination, the customer deletes the AppsFlyer codes from its webpages, ads and apps (s.12(d)).

How does AppsFlyer handle SKAN, and what changes?

• Where the schema lives: SKAN Conversion Studio, under Settings.
• Meta: you copy an MMP connection URL from AppsFlyer and paste it into Meta Events Manager under "Import from Partner App". AppsFlyer says this also tells the Facebook SDK to stop setting conversion values.
• Turning SKAN off: AppsFlyer's Meta SKAN page says that if SKAN measurement is switched off in AppsFlyer, Meta can no longer get the conversion value mapping. Import the new provider's mapping into Meta as part of the same change.
• One SDK only: AppsFlyer states that only one SDK can trigger SKAN postbacks to partners, and links mismatched values to another SDK that can set conversion values.
• Google Ads: Google advises setting the schema in one place (Google Analytics, an App Attribution Partner or the Google Ads API).

The guide to remapping SKAN conversion values walks through the handover order.

What happens to AppsFlyer link domains?

• Branded domains: a domain you own is pointed at a OneLink subdomain with a CNAME record, then registered under Engage > Branded Domains. Branded domains are included in paid plans.
• Deletion: only branded domains not yet mapped to AppsFlyer can be deleted from the dashboard.
• AASA and assetlinks hosting for OneLink domains: not published in the branded domains article.
• Links after the account ends: not published.

One domain serves one apple-app-site-association file, so a link domain can point at only one provider at a time. On Android 15 and later, assetlinks.json changes can take up to seven days to reach all devices.

Which partner integrations do you switch off?

Integrated partners are switched on at Collaborate > Partner Integrations, with an "Activate partner" toggle per partner; self-reporting networks have their own setup articles. Deactivation is documented separately. AppsFlyer's multiple-MMP page lists TikTok for Business as sending postbacks to one MMP only, and X Ads as not supporting multiple MMPs, so plan those cut-overs as a single switch.

Does AppsFlyer publish a guide for running two MMPs?

Yes. AppsFlyer publishes Measuring attribution with multiple MMPs, which says side-by-side measurement needs both SDKs in the app and media sources configured for two MMPs, and that not all media sources support it. The guide to running two MMP SDKs in parallel covers how to set up the overlap.

Planning an AppsFlyer timeline

Choose AppsFlyer in the planner on the home page to get a week-by-week plan, then work through the migration checklist. For a neutral list of where teams look next, see AppsFlyer alternatives.