Activity by date dashboard

The Activity dashboard contains app activity KPIs for events that take place during the specified calendar date range.


Activity dashboard

The KPIs include organic and non-organic traffic. KPI metrics for the current day are updated in real-time. Average KPIs update daily

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

KPI definitions and Activity dashboard layout

KPI definitions

KPIs found in the dashboard have the meaning as defined here. 

DAU

Daily active users being the number of unique users (users are counted once) who opened the app at least once during the day.

Average DAU

Average number of daily active users per day during the specified calendar date range.

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 display in 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 30 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 KPI 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 30 days.
  • The DAU/MAU rate is a measure of user stickiness and provides a snapshot of user retention. 

Revenue

Total revenue for the specified date range consisting of in-app purchases (if reported) and ad monetization. 

ARPDAU

Average revenue per daily active user calculated as follows:
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

Total sessions during the specified date range (if reported by the app).

Installs

Total number of installs during the specified date range.

Detailed tab: KPIs of the selected data range

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

KPIs

Metrics.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 (each day holds the active users of its own previous 30 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
    • Non-organic installs: in the specified date range
    • Organic installs: in the specified date range
  • Sessions
    • Non-organic installs: in the specified date range
    • Organic installs: in the specified date range
  • Revenue
    • Non-organic installs: in the specified date range
    • Organic installs: in the specified date range

Activity trends

Trend chart displays the results of the chosen KPI. 

Chose an activity trend from one of the following:

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

For an explanation of each Activity Metric, click here.

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: twelve-month overview of users, revenue, and profit

 The tab contains a twelve-month historical overview of app activity performance. The tab contains two charts: 

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

Freshness and limitations

Data freshness

Data freshness is as follows:

  • Metric (sum) KPIs: Real-time
  • Average KPIs: Daily. Note: Average KPIs 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 Monetization (revenue) is recorded with a lag.
    • This means for example, that ad revenue for ads displayed on November 1, display under November 2. 
    • The data is available in the dashboard 40 hours after 00:01 UTC on November 2, which is 16:00 UTC on November 3.

The figure that follows contains an indication of the daily and real-time KPIs.

Whats_realtime.png

 

Activity dashboard KPI 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 

Data presentation limitations

Data presentation

  • Activity Summary table shows up to 50 media sources with activity sessions, including in-app events, and installs sorted by the number of sessions. To see all data use Master API or Pivot.

  • 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: July 1, 2017

    • 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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