Activity dashboard

At a glance: The Activity dashboard contains app activity KPIs for events that take place during the specified calendar date range. Current day counters update in real-time. 

Activity dashboard

  • Contains organic and non-organic traffic
  • Date range relates to the event date
  • KPI data freshness:
    • Current day: real-time. Like, DAU, sessions, revenue
    • Average: Daily. Example: MAU, Average DAU, Average MAU
  • Geo filter relates to the user location at time of install

KPI definitions and Activity dashboard layout

KPI definitions

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


Daily active users being the number of unique users who opened the app at least once during the day.  AppsFlyer ID is used to identify unique users. 

Average DAU

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

Example: Calculating average DAU

  Sunday  Monday Tuesday
Daily active unique users 10 12 8

Average DAU= (10+12+8)/3= 10. 


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 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 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 31 days.
  • The DAU/MAU rate is a measure of user stickiness and provides a snapshot of user retention. 


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


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


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


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. 



  • 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
    • 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 for the currently selected time period. An addtional comparison trend line can be added by enabling the compare with the previous time frame being day, week, month, quarter, year. If you select for example month, it means that for a given day in the chart the comparison is the same day of month in the previous month.  

Example trend line with comparison trend line


Chose an activity trend from one of the following:

  • DAU
  • MAU
  • Revenue
  • 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: previous twelve-months 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

Data 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 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).

Different data freshness in the Activity dashboard - Daily and real-time


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

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.

Historical data limitations

  • 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.

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