Activity dashboard

For:
Marketers
Last update:

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

 Tip

Want to know more about the Activity dashboard? Check out this short, informative course on the AppsFlyer Learning Portal.

Dashboard features and layout

Metric definitions

Metric Description

DAU
  • Daily active users: The number of unique users who opened the app at least once during the day.
  • DAU is based on in-app events and sessions. Note: Retargeting sessions aren't included in the DAU count, but retargeting in-app events are.
  • 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. 

MAU

Monthly active users: 

  • 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.

Note: Retargeting sessions aren't included in the MAU count, but retargeting in-app events are.

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
 

The 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.)

  • Is sorted by the number of sessions. 

  • Gives you the ability to drill down to the campaign level (it's not possible to drill down beyond this level.)

  • Is a good way to see how many DAUs are new and how many are existing users (DAUs minus Installs).

To use the 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

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

Specifications and limitations

Spec

Remarks

Data freshness
  • Metrics: Real-time. See image that follows.
  • Average metrics: Daily. See image that follows. Note: Average metrics aren't 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: Recorded with a lag and 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).

Whats_realtime.png

Uninstalls

Not supported

Retargeting
  • For DAU and MAU, retargeting sessions aren't included in the count, but retargeting in-app events are.
  • Retargeting clicks and impressions aren't counted.

ARPDAU

 There may be discrepancies between ARPDAU in the Activity dashboard and Pivots.

Historical data

  • 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

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

Display range
  • Maximum 2 months. If a longer period is specified, the range is reduced to two months and a message is displayed.

Group by geo

Displays up to 62 geos (ranked by top activity sessions).