Activity dashboard

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 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).

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 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

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.

• 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.