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Activity dashboard

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Gray Goldstein
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  • Marketers

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

ActivityDB.png

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

DAU
  • 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

DAU
  Sunday  Monday Tuesday
Daily active unique users 10 12 8

Average DAU = (10+12+8)/3= 10. 

MAU

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

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

ARPDAU

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

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

Installs

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
 

ActivityHeadLines_us-en__1_.png

 

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

TrendLinWithComp_us-en.png

  • 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
  • ARPDAU
  • 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

ActivityHiLevel.png

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

Whats_realtime.png

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 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 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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