Reported Metrics and Dimensions

The following information explains each of the available fields in our dashboard's Reporting module. Additional context is provided to explain where the data comes from and what the calculations are if applicable.

Dimensions

App

  • The application name.
  • Pulled from both the ad networks and the attribution provider.

Source

  • The name of the source where the data comes from. i.e Facebook.
  • Pulled from both the ad networks and the attribution provider.

OS

  • The operating system version (IOS/Android/Windows/etc) of the app.
  • Pulled from both the ad networks and the attribution provider.

Platform

  • The device type (iPhone/iPad/etc…) of the app.
  • Pulled from both the ad networks and the attribution provider. *Note: Android is not commonly identified by device type by ad networks due to the large variety of devices and screen sizes.

Country

  • The targeted country.
  • Pulled from both the ad networks and the attribution provider.

Keyword

  • The keyword as reported by the Ad Network.
  • Applicable to Apple Search Ads, Bing, Adwords, Yahoo, etc.

Campaign

  • The name of the campaign.
  • Pulled from the ad networks only.

SubAd Network

  • The name of the used Sub Ad Network as reported by the ad network (when applicable).
  • Pulled from the ad networks only.
  • Ex: For AdWords this could be Youtube, Shopping, etc

Original Currency

  • The currency of the campaign, as reported by the ad network.
  • Pulled from the ad networks only.

Account ID

  • The account id of the campaign, as reported by the ad network (when applicable).
  • Pulled from the ad networks only.
  • Ex: Facebook or AdWords might have multiple ad Account IDs

Campaign URL

  • The reported URL of the campaign (when applicable).
  • Pulled from the ad networks only.

Sub Campaign

  • Any sub-campaign name (when applicable).
  • Pulled from the ad networks only.
  • Also know as "Ad-Set" or "Ad-Group" for different networks.

Status

  • The campaign status (enabled/disabled) as reported by the network (when applicable).
  • Pulled from the ad networks only.

Click Type

  • The click type as reported by the network (applicable to Google Search campaigns).
  • Pulled from the ad networks only.

Tracker Name

  • The campaign name configured on the attribution tracker side used in the tracking link.
  • Pulled from the attribution provider only.

Campaign ID

  • The campaign’s ID in the Ad Network.
  • Pulled from the ad networks only.

Metrics

CTR

  • The Click-through rate.
  • Formula: Clicks/Impressions.

CVR

  • The Conversion rate.
  • Formula: Install/Clicks.

eCPI

  • The effective cost per installs rate.
  • Formula: Cost/Installs.

oCVR

  • The ratio between installs and impressions.
  • Formula: Installs/Impressions.

eCPM

  • The effective Cost per Milli-Impressions.
  • Formula: (Cost/Impressions)*1000.

eCPC

  • The effective cost per clicks rate.
  • Formula: Cost/Clicks.

FAQ

When metrics exist in both ad networks and trackers, what is the default metric that is reflected in our reports?

The default number we take number is from the tracker because it’s seen as the less biased of the two. That being said, if you have a preference to make the numbers default to the ad network, we can set up your account configuration to support this.

What metrics come from the ad networks?

Impressions*, Clicks*, Cost, CTR** Data is pulled from attribution provider as well, but default reported numbers come from ad networks.

What metrics come from attribution providers?

Clicks*, Installs, Revenue, CVR, ARPU

* Data is pulled from attribution provider as well, but default reported number is from ad networks

What metrics are a combination of both?

CVR, ROI, Cohort Revenue

How are each of the metrics calculated?

ARPU - Average Revenue per Install

ROI - Revenue / Cost

  • ROI Cohorts - ROI / Time (based on IAP)
  • Custom KPI - most ad trackers support custom events (events can be anything from first cab ride, completed registration to first-time deposit. These events are pulled directly from the attribution provider and presented within our dashboard and are used to calculate various ratios (such as conversion rates between installs to registrations or first-time deposits for example)

What do the date range selections (on the calendar) indicate in my results?

You are selecting the install date(s) of the app (standard for all industry dashboards)

How often is the data refreshed?

Data is pulled every day at Midnight PST. It takes us between 5 to 8 hours to fully process the data in our system and for your dashboard to be completely updated.

How do you compare stats when ad networks reports are all on different time zones?

We default to PST and we also try to change the flexible ad networks and attribution providers to PST. Some ad networks allow you to configure time zones. For those that don’t let you choose (most won’t) – there’s really no immediate solution, but most performance marketers today are not doing hourly analysis so our current solution has been sufficient.

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