AppLovin connection

What it reads

For each connected account, Growth Dept MTA reads spend and clicks by creative set and day, with campaigns and creative sets. AppLovin has no ad set level, and its dates are in UTC.

It also reads hourly rows; AppLovin's purchases and revenue at 0, 1, 2, 3 and 7 days, which fill the AppLovin platform-reported columns; and view-through purchases and revenue, worked out as AppLovin's click-and-view figures less its click-only ones.

A pull runs about once an hour and re-reads the last 7 days, and a nightly pull re-reads the last 30. Each pull replaces the rows for its window, so days that AppLovin restates end up matching AppLovin. Spend is converted to the brand's currency as it arrives, at the European Central Bank rate for each day.

Connecting

AppLovin connects with a reporting key instead of a sign-in screen.

1. In AppLovin Ads Manager, copy the account ID (under Settings) and the Reporting Key (under Account > API keys). Only account admins can see the key.
2. Sign in to Growth Dept MTA as an owner or admin of the brand's organization. Other members can see Settings > Connections but cannot change it.
3. Open Settings > Connections. On the AppLovin card, paste them into Account ID and API Reporting Key, then click Connect.
4. Growth Dept MTA runs a one-day report with the key. If AppLovin accepts it, the key is stored encrypted, the account appears on the card, and a backfill starts over the brand's lookback window (Settings > Lookback window), up to the 90 days of daily data AppLovin keeps. If the check fails, the form shows the error and nothing is saved.

To link another AppLovin account, fill in the form again with that account's ID and key.

If you have been sending AppLovin spend through the spend API or a spreadsheet, remove those rows before you connect. They carry their own account ID, so they would be counted on top of the connected account's spend. Settings > Data Spreadsheets lists each upload. Once the connection is live, the spend API and spreadsheets refuse new AppLovin rows.

Tracking parameters

Axon campaigns need these tracking parameters, or their visits are counted as Other. Settings > UTM guide in Growth Dept MTA shows the same string with a copy button.

utm_source=applovin&utm_medium=paid&utm_campaign=<campaign name>&utm_content=<creative name>

Limits

• There is no campaign status and no creative images. Those come from AppLovin's Campaign Management API, which AppLovin opens only to accounts on its allow list, and Growth Dept MTA does not use it.
• AppLovin keeps 90 days of daily data and 30 days of hourly data, so nothing older can be pulled.
• AppLovin's reported conversions are AppLovin's own credit, under AppLovin's attribution settings. They fill the AppLovin platform-reported columns and are not part of Growth Dept MTA's attribution.

Disconnecting

Each linked account has its own Disconnect button in its row on the AppLovin card. Only owners and admins can use it. After you confirm:

• Syncing for that account stops.
• The stored Reporting Key is deleted.
• Data already pulled stays in your reports.

Connecting the account again later starts a new backfill.