Activity report

The activity report contains app activity KPIs for events that take place during a selected date range. KPIs are independent of one another. This means that each KPI is stand alone. KPIs are calculated using both organic and non-organic traffic. Activity data freshness is real-time, whilst average KPIs have a data freshness of daily.

The report is divided into two tabs:

Detailed Analysis

High Level

Opening the activity report

To view the Activity dashboard:  Go to Dashboard > Activity.

Activity metric descriptions

Daily active users counts the unique users who performed an app session on a particular day, additional sessions performed on that day are not counted. When calculating the DAU value for a date range (i.e. for more than a single day) - the average value is displayed.


Sunday - 10 daily active users, Mon - 12 daily active users, Tue - 8 daily active users, Avg DAU Sunday to Tue is (10+12+8)/3 = an average of 10 daily active users.

Monthly active users - There are two types of MAU calculation. On the Detailed tab in the dashboard, the MAU calculation is as follows: Each day we count the number of unique users. We sum the number of unique users during the previous 30 days. On the High Level tab, we count the distinct number of users based on a specific calendar month.
Stickiness a snapshot of retention. This KPI presents a view of the rate of your returning users. DAU/MAU rate of 50% would mean that the average user of your app is using it 15 out of 30 days that month.
Total revenue for the selected date range - combined calculation of In-App Purchases (if reported by the application) and Ad Monetization revenue.
The average revenue per daily active user is the sum of the daily user average revenue divided by the number of days.  Daily user average revenue = revenue per day/DAU.

 Example: Calculation of ARPDAU

Day Revenue on day $ DAU Daily user average revenue $
Day 1 10 5 2
Day 2 16 4 4
Day 3 30 5 6
    Total: 12
    Number of days 3
    ARPDAU 4
Total sessions for the selected date range (if reported by the application).
The number of installs within the selected date range.
Activity Trend
Displayed in graphical form. The default presentation shows DAU but you can also select MAU, DAU/MAU Rate, Revenue or Sessions.

Activity report limitations

While working with the Activity Dashboard, you should keep in mind the following:

Data availability

  • Historical Activity data has the earliest date of:

    • High level dashboard: Jul 1, 2017

    • Detailed analysis: January 2016

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

  • The available dimensions prior to 1 March 2017 are limited to Geo and Data only.

Data freshness

In the Activity dashboard, KPI data freshness is as shown in the table that follows. 

  • Sum KPIs: Real-time
  • Average KPIs: Daily. The calculation is performed shortly after midnight using the app-specific time zone. 
    • These KPIs are not calculated in real-time to avoid distorting the average with data from incomplete days. 
    • If the date range is only for the current day: the average results do not display.
    • If the date range is for any other period including the current day: the average is displayed without using data from the current day  

The figure that follows indicates the daily and real-time fields.


Activity dashboard data freshness
KPI type KPI Real-time
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 
  • Ad Monetization (revenue) data is calculated once a day and is available a day later. Hence, the monetization data for a selected day will reflect the data of the day before for UTC +0 and UTC - (minus), and two days before for UTC + (plus) time zone.

Data presentation

  • The data displayed in the Activity Summary table shows media sources with any kind of Activity sessions, including in-app events and installs. However, it is limited to the top 50 media sources, sorted by the number of sessions. To see all the data, you can use Master API or Pivot.

  • Any Activity shown here is related to its primary attribution, i.e all retargeting activity is included but not presented separately.


    A user installs an app after clicking on a Network A’s ad. After a while, she sees a retargeting campaign ad for this app on Network B and clicks on it. Then she makes a purchase through this app.

    In case the purchase is made within Network B’s Re-engagement window, the purchase event would appear under Network B in the Activity report — because Network B gets primary attribution for this purchase.

  • The Activity dashboard doesn’t show uninstalls.

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