Data visualization is certainly a plus in AppsFlyer. Once you're able to understand the difference across all the reports is easy to rapidly mine insights about traffic quality, deployment issues
It is very difficult to explain the difference between reports, I am aware that each one has a different purpose and data processing rules, but using LTV as a main data visualization has been a challenge since a lot of people tend to missunderstand the information shown in the graphics.
There is a time when the business is mature enough to start re-engagement campaigns, but, with AppsFlyer this next comes with a "double attribution" problem, since the re-targeting events are attributed both to the user accquisition campaign and retargeting campaing, this (quite often) leads the company been obligated to paid for the same event to more than one partner.
Response from AppsFlyer
Thanks for being a valued AppsFlyer customer and providing your feedback. I reached out to our Product Team to get some clarification for you:
LTV is our primary (but not only metric) since understanding the LTV is the key to understanding the ROI on marketing initiatives and this the biggest challenge that our customers asked us to help with. So this is the default.
As for "double attribution" we have configurable postbacks and engagement windows which can be used to control attribution and postbacks for Acquisition and re-engagement campaigns.
These Help Center articles may be helpful on the second point:
I hope this helps!