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: Continuous. 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 sessions.
  • Learn more about 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.
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
Average eCPI Average cost per install. Note: Installs are UA installs and cost is unified (UA and retargeting).
Conversion rate Rate of installs from clicks. Note: Installs are UA installs and clicks are unified (UA and retargeting).

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. 
  • Data processing for previous day: Data processing initiates at midnight UTC for the preceding day's data. For applications operating in time zones behind UTC (UTC-), this means that their local day may still be in progress when processing begins, potentially leading to initially incomplete data. The remaining data is processed and incorporated the following 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

As of February 1, 2025, all activity metrics are unified data (UA and retargeting together). However, prior to February 1, 2025, the following metrics include only UA traffic data:

  • Total sessions
  • DAU
  • MAU
  • DAU/MAU
  • ARPDAU
  • Cost
  • Clicks
  • Impressions
  • Conversion rate
  • eCPI

Unified is the only view available; users aren't able to switch to just UA or retargeting.
ARPDAU There may be discrepancies between ARPDAU in the Activity dashboard and Pivots.
Historical data
  • 3 years
  • High-level tab: 1 year
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
  • Aggregation by geo is based on the geo where the install occurred.
  • Displays up to 62 geos (ranked by top activity sessions).
Group by campaign This grouping is only available after selecting specific media sources.
Dimension values Values for dimensions such as media source, campaign name, and asset name are case-sensitive. For example, this means that "Facebook" and "facebook" will be treated as separate entities when filtering results. To view results without considering case sensitivity, utilize the Pivot table.
Agencies Agencies don't have access to the Activity dashboard. Learn more
Average DAU and Average MAU Average DAU and Average MAU metrics may count the same user under multiple groupings. For example, if a user installs an app via Network A and later engages with it through Network B, they will appear under both networks when grouping by Media Source or Campaign. As a result, summing these values directly may lead to duplication. To obtain the accurate total Average DAU or Average MAU, refer to the KPI metric instead of aggregating the table values.
Ad networks For certain ad networks, the Activity Table may display two rows instead of one. In such cases:
  • Impressions, Clicks, Cost, and Conversions should be calculated as the sum of both rows.
  • Activity Sessions, Activity Revenue, Average DAU, Average MAU, Average DAU/MAU Rate, and ARPDAU should be taken from only one of the rows.