Activity report

  • Advertisers

The activity report contains app activity KPIs for events that take place during a selected date range. The KPIs are independent of one another. This means that each KPI is stand alone. KPIs are calculated using both organic and non-organic traffic.

The report is divided into two tabs:

Detailed Analysis

High Level

Opening the activity report

To open the activity report:  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

  • Activity data is available from the first date of the app definition on AppsFlyer or from January 2016. For the High Level dashboard, data is available from 1 July 2017 only.

  • The maximum displayed date range for the activity report is two months. When selecting a wider date range the range is automatically narrowed down 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

  • Ad Monetization 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.

  • The data is aggregated on a daily basis. For users in time zone UTC -, it may take up to 48 hours and for users in time zone UTC + it may take up to 24 hours for the report to be populated with data.

  • MAU data is supported based on UTC +0 only.

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.

  • Activity dashboard doesn’t show uninstalls.

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