Localytics is a Facebook Marketing Partner, which enables us to measure the users you acquire from app install ads on Facebook, the Facebook Audience Network, and Instagram. Localytics is also a Twitter Mobile Measurement Partner, which enables measurement of app install ads on Twitter and the Twitter Audience Platform as well as installs from organic Twitter app cards.
Data privacy obligations
The terms of our partnerships with Facebook and Twitter require Localytics to abide by specific data privacy and retention policies: Facebook's Data Use Terms for Advanced Mobile Measurement and Twitter's Terms and Conditions for Mobile App Conversion Tracking. These may change from time to time at Facebook's or Twitter's discretion.
Dashboard-reporting implications
Localytics can maintain aggregated campaign-level attribution information for up to six months after you acquire a new user from an app install campaign on Facebook and three months after you acquire a new user from Twitter. After this time, you will still be able to report on Facebook or Twitter as an acquisition source; however, Localytics will 'redact' campaign-level attribution information for Facebook- and Twitter-acquired users. In other words, users originating from Facebook or Twitter campaigns more than 6 and 3 months ago, respectively, will show up in the Localytics dashboard with Facebook/Twitter Redacted as their acquisition campaign.
Raw data implications
Localytics provides access to "raw data" feeds for Enterprise customers and other customers with a raw data subscription. The raw data includes a field for acquisition_source and a field for acquisition_campaign. These fields are populated with the originating source and campaign for every source other than Facebook or Twitter. For Facebook and Twitter, Localytics is prohibited from connecting campaign-specific data to individual users or devices. Therefore, users that you acquire from Facebook or Twitter will not have an associated acquisition_campaign.
Additionally, while Twitter and Facebook allow acquisition source data to be provided at the device level, this data must be deleted after 6 months, which we do not support for raw data feeds. As a result, any users originating from a Twitter or Facebook campaign will not have an associated acquisition_source in the raw data feed.
Caveats and policy changes
Facebook and Twitter policies have evolved over time and may change again in the future. Localytics only writes raw data once and we do so in accordance with the governing policy at the time the data is written.