Activity dashboard

At a glance: See app activity, engagement, and in-app metrics during a given period. Current day metrics update in real-time. 


Activity dashboard

  • Contains organic and non-organic traffic
  • Date range relates to the event date and isn't LTV-based. 
  • Data freshness:
    • Current day: Continous. Example: DAU, sessions, revenue
    • Average: Daily. Example: MAU, Average DAU, Average MAU
  • Geo filter relates to the user location at install time

Dashboard features and layout

Metric definitions

Metric Description


  • Daily active users (in other words, the number of unique users who opened the app at least once during the day). 
  • AppsFlyer ID is used to identify unique users

Average DAU

Average number of daily active users, per day, during the selected period.

Example: Calculating average DAU

  Sunday  Monday Tuesday
Daily active unique users 10 12 8

Average DAU = (10+12+8)/3= 10. 


Monthly active users displays on both the detailed and high-level tabs

  • Detailed: Number of unique users (counted only once) who opened the app at least once during the previous 31 days. 
  • High-level: Number of unique users (counted only once) who opened the app at least once during the calendar month.

DAU/MAU rate

  • This metric presents a view of the rate of returning users. A DAU/MAU rate of 50% means that the average user opened the app on 15 out of the previous 31 days.
  • The DAU/MAU rate is a measure of user stickiness and provides a snapshot of user retention. 


Revenue generated for the selected period. Revenue consists of in-app purchases (if reported) and ad revenue. 


Average revenue per daily active user.
Formula: Sum of (Revenue on day [n] / DAU on day [n])]/Number of days.

 Example: Calculation of ARPDAU

Day Revenue ($) on day  DAU Average daily user revenue ($)
Day 1 10 5 2
Day 2 16 4 4
Day 3 30 5 6
    Total: 12
    Number of days 3
    ARPDAU 4


Sessions during the selected date range (if reported by the app)


Number of installs during the specified date range

Detailed tab

The detailed analysis tab is divided into sections: headline metrics, activity trend, and activity summary. 

Headline metrics




Average active users

  • Average DAU: the average number of daily active users in the specified time range.
  • Average MAU: the average number of monthly active users in the specified time range. This is calculated as a moving average of the days in the selected range where each day looks back 31 days. Note: To see a given month's MAU value, like March, set the date range to the first day after that month (for example, April 1) and look at the Average MAU value.
  Total installs: Number of installs divided into organic and non-organic installs
  Total sessions: Number of sessions divided into sessions by organic and non-organic users
  Total revenue: Revenue, divided into revenue attributable to organic and non-organic users

Activity trends


 Trend line with comparison


  • Trend chart displays KPIs or in-app-event-related measurements.
  • An optional comparison trend line can be added by enabling the Compare with the previous time frame (day, week, month, quarter, year). 
  • For example, if you select "month", it means that for a given day in the chart, the comparison is to the same day of the previous month. 

KPIs available are:

  • DAU
  • MAU
  • Revenue
  • Sessions
  • DAU/MAU rate

In-app event measures available are: 

  • Count
  • Unique users
  • Revenue

Activity summary table

  • Refine the data displayed by using the Filter by and Group by fields.
  • Table columns can be sorted by clicking on a column header.
  • Filter by In-app events to limit the display to specific in-app events.
  • Switch between different view types:
    • Summary: The total for all in-app events selected
    • In-App events: Broken down by in-app event
  • The table is also a good way to see how many of the DAU are new and how many are existing users (DAU minus Installs).

High-level tab: previous twelve-months


The tab contains a twelve-month historical overview of app activity performance and has the following charts: 

  • Active users and revenue
  • Monthly gross profit: revenue, cost, gross profit

Data freshness and limitations

Data freshness

Data freshness is as follows:

  • Metric (sum) Metrics: Real-time
  • Average Metrics: Daily. Note: Average Metrics are not calculated in real-time to avoid distorting the average with data from incomplete days. If the date range includes the current day, then the following occurs: 
    • If the date range is for the current day only: average results are not displayed. 
    • If the date range is for a period that includes the current day: the average is calculated without including data from the current day. 
  • Ad revenue is recorded with a lag:
    • The data is available in the dashboard 40 hours after the end of day UTC on which the ad displays.
    • This means for example, that ad revenue for ads displayed on Day 0, displays on Day 2. 
  • Ad revenue is reported under the following date:
    • Aggregate-level data: under Day 1 (the day the data is pulled). 
    • User-level data: under Day 0 (the day the ad displays).

Data freshness rates in the Activity dashboard - Daily and real-time


Data freshness rate
Metric type Metric Data freshness
Metric Impressions Real-time
Metric Clicks Real-time
Metric Installs Real-time
Metric Sessions Real-time
Metric Conversion rate Real-time
Metric Cost Real-time
Metric Activity revenue Real-time 
Average eCPI Daily
Average DAU Daily
Average MAU Daily
Average DAU/MAU rate Daily
Average ARPDAU Daily 

Data presentation limitations

The data presentation limitations are described in this section. 

  • Activity Summary table:

    • displays up to 50 media sources with data relating to impressions, clicks, installs, etc (to get all data use Master API or Pivot.)

    • sorted by the number of sessions. 

    • ability to drill down to the campaign level (it is not possible to drill down beyond this level.) 

  • Activity shown relates to the primary attribution media source. This means that retargeting activity is included but not presented separately.

     Example Re-engagement primary attribution 

    A user clicks on a Network A ad and installs the app. Some days later, the user clicks on a retargeting ad on Network B and makes an in-app purchase. 

    If the purchase is made within the Network B re-engagement window, Network B is the primary attribution source and the purchase event is shown under Network B in the Activity report. 

  • The Activity dashboard doesn't contain retargeting sessions.

  • The Activity dashboard doesn't contain uninstalls.

Historical data limitations

  • The earliest date available for historical data in the dashboard is: 

    • High-level tab: 12 months before the current month. Meaning, if the current month is July, 12 months is August of the previous year. 

    • Detailed tab: January 2016

  • Maximum display range: two months. If a longer period is specified, the range is reduced to two months and a message is displayed.

  • Geo and Date dimensions are the only dimensions with historical data from before March 1, 2017.

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