At a glance: Understand why there can be differences and discrepancies when comparing data from different dashboards and reports. Often, this may be because data in one place is lifetime value (LTV) data and in another it's activity data. LTV data is related to installs that occurred during a specified date range. Activity data is events that occurred during a specified date range.
About data differences and discrepancies
When comparing data from different dashboards and reports, the general reason for discrepancies is that you may not be comparing the same data to the same data. The following is a quick checklist to help you make sure you're comparing same to same:
- Are the app platforms the same (Android, iOS, CTV, etc.)?
- Are the app IDs the same?
- Are the dashboard/data filters the same?
- Are the currencies the same?
- Are the timezones the same?
- Is the data freshness the same?
- Is the data aggregate data or raw data?
- Is the data LTV or activity?
One of the most common reasons for differences in data is due to comparing an LTV dashboard or report to an activity dashboard or report. See the following sections to learn more about LTV vs activity.
LTV vs. Activity
There are two methods for analyzing user event data. Event data relates to actions performed by users post-installation, such as in-app purchases, registrations, and level completions. In AppsFlyer, event data is available grouped by the user acquisition date or the event date.
- Post-install event data grouped by user acquisition date is referred to as lifetime value (LTV).
- Post-install event data grouped by event date is referred to as activity.
Note: Installs are neither LTV nor activity.
Advertisers find both types of data useful but for different purposes. For this reason, both are available.
LTV data
- LTV data are the events performed during the lifetime of a user who converted/installed the app in a specific date range. The date range refers to users who installed during the time period and shows how valuable they are during their time as customers. If a user converted/installed the app before the specified date, then even if events occurred during the specified date range, they don't show in LTV dashboards and reports.
- LTV data is a tool that shows the quality of users from different media sources. Campaign optimization depends on LTV data.
Activity data
- Activity data shows what users did during a specified date range. meaning what events were performed by active app users during a specified date range. It doesn't matter if the users converted/installed the app outside of the date range.
- Because activity data shows a breakdown of chronological events, it's useful for measuring the overall performance of media sources during specific date ranges. For example, use activity data to see how many purchase events were performed by all app users during a specific month.
- Use activity data to compare user behavior in the current month relative to a previous month.
The train analogy
This analogy will help you understand the difference between activity and LTV data.
Activity: Imagine you're watching a passing train. As the train passes, you see only the actions performed by the passengers on the train as they pass by. This is activity data.
LTV: Now imagine, that you board a train as an observer. The train is divided into railroad cars.
- You board the car with other passengers at the departure platform. This is the install.
- During the journey, you're able to observe all the actions performed by the passengers in the car. You observe the actions of these passengers until a passenger deboards the train, this is an uninstall.
- You aren't able to view the actions of passengers in other railroad cars because they boarded the train before or after you. This then is LTV.
AppsFlyer dashboards and reports—LTV or activity?
The dashboards enable marketers to optimize their non-organic traffic. Most of the dashboards are LTV-based, as marketers typically measure performance on an LTV basis. All aggregated data reports are LTV-based, and all raw data reports are activity-based.
The following table shows which dashboards and reports are LTV and which are activity.
Data source | Data type |
---|---|
Overview dashboard |
LTV |
My Dashboards |
LTV |
SKAN Overview |
LTV |
Protect360 installs |
LTV |
Protect360 in-app events |
Activity |
Activity dashboard |
Activity |
Events dashboard |
LTV |
Retention |
LTV |
Cohort |
LTV |
Aggregate data performance reports |
LTV |
Raw data reports |
Activity |
Retargeting reports |
LTV |
Protect360 fraud prevention reports |
Activity |
Master API—campaign performance KPIs |
Both |
Pivot table |
Both |
Compare data between different dashboards and reports
The following sections explain how you can compare data between different dashboards and reports while effectively mitigating and troubleshooting the reasons why you might see differences or discrepancies in the data.
Compare LTV and activity data in AppsFlyer
When comparing AppsFlyer data, consider that when comparing LTV data and activity data, there are 2 differences to consider:
- Activity data includes events from installs that happened before the date range.
- LTV data includes events that happened after the date range.
To compare the two types of data correctly we need to neutralize the differences. This can be achieved by retrieving LTV data from activity data or vice versa. Note: Minor differences between similar sources are still possible due to differences in report generation time.
To retrieve LTV data out of raw activity data:
- In AppsFlyer, from the side menu, select Report > Raw Data Export.
- Set the current day as the last day of the date range (difference 2 solved).
- Download the raw in-app events report.
- Use the Install time column to filter out installs prior to the first day of the date range (difference 1 solved).
To retrieve activity data out of LTV data:
-
Select media sources that started sending installs within the specified date range in AppsFlyer (difference 1 solved).
This ensures the activity data does not include events performed within the date range that belong to installs that happened prior to the date range. -
Set the current day as the last day of the date range (difference 2 solved).
This ensures the LTV data does not include events performed after the date range that belong to installs that happened within the date range.
Compare different AppsFlyer aggregated data dashboards and reports
When comparing data between different AppsFlyer aggregated data dashboards and reports, LTV vs, activity may be the reason for discrepancies. However, consider that there may be other reasons as well. See the aggregated reporting method comparison for more information
Compare AppsFlyer data with external data
The vast majority of data sources, including Google and Apple, display activity data, that aren't LTV data. Therefore, to compare data from external sources with AppsFlyer data, you would usually use AppsFlyer activity data available in the raw data reports.
Consider that Meta Ads offers partial LTV data, limited to 28 days following the install.
There may also be other reasons for discrepancies between AppsFlyer data and external data. See also: