At a glance: The Lifetime Value (LTV) Overview dashboard displays user acquisition (UA) performance in realtime. Apply filters to display precise and relevant data.
Using AppsFlyer header tabs
The My apps, Help, and English (language selection drop-down) tabs are easily accessible from all AppsFlyer pages. [**red box around all 3 tabs]
Click Help to open a dialog box with three options:
Using the LTV Overview dashboard
The LTV Overview dashboard displays UA campaign performance that is updated in realtime.
The dashboard metrics relate to the installs of a given app within a set date range. The data includes LTV events, those that occur from installation until the present.
A* Checking key performance indicators
The key performance indicators (KPI) update in realtime and include the following:
- Touchpoints: Impressions and clicks
- Total installs: Non-organic (NOI) and organic
- Conversion rate: NOI/clicks
- Total revenue: NOI and organic
The KPI percentage values represent the KPI trend. The KPI trend is the change between the current time period relative to the preceding and equivalent time period.
Example: If the current view represents the week of 12-18 January 2020, then the trend is calculated relative to the previous week which was 5-11 January 2020.
Using LTV filter and group options
A* Standard filters
The default status of the standard filters is the 7 days prior to the current day, and all media sources and countries (Geo).
|LTV standard filters||Description|
|Date range (7 days)||
A* Group options
The default setting of the Group by drop-down is Media source / campaign. One Group by option must always be selected.
|LTV group options||Description|
Example: If Google and Facebook target the same audience, then it is possible to measure which media source is more successful.
A* Advanced filters
Use advanced filters to further refine the data.
- Click the filter icon to show/hide advanced filters [**update icon]
- If advanced filters are active, the icon changes color
|LTV advanced filters||Description|
Graph and pie charts
The UA trend and Breakdown by media source/campaign/ad set/ad group graphs present data in a number of ways.
A* User acquisition trend
UA trends are represented as both bar and line graphs.
Vertical bar graph: NOI and organic installs
- The x-axis shows dates.
- The left y-axis shows the number of organic and NOI installs (in thousands).
- Click a legend icon-name to remove/return data.
Line graph: Clicks and impressions
- The x-axis shows dates.
- The right y-axis shows the number of clicks and impressions (in hundreds, thousands, and millions).
- Click a legend icon-name to remove/return data.
A* Breakdown by media source
The data is shown in the form of bar graphs and pie charts.
AB* Vertical bar graphs: Breakdown by media source > campaign > ad set > ad group
The x-axis shows dates, while the y-axis shows the number of daily installs (in thousands).
Hover over the bar-graph panel for a media source and a pop-up appears. The pop-up displays the total number of installs for that day, as well as their percentage of the daily total.
At all drill-down stages, to return to the original Breakdown by media source data, remove the filter found in the Media source filter title.
To drill down through the advertising hierarchy:
- Click on the bar-graph panel for a media source to drill down to bar graphs and pie charts for Breakdown by campaign. Click a legend item (colored square/name) to remove/add a data panel.
- Click on the bar-graph panel for a campaign to drill down to bar graphs and pie charts for Breakdown by ad set.
- Click on the bar-graph panel for an ad set to drill down to bar graphs and pie charts for Breakdown by ad group.
AB* Pie charts: Breakdown by media source > campaign > ad set
Pie chart results for LTV installs, LTV users, and LTV revenue indicate the quality of users.
To drill down through the LTV hierarchies:
- Click on the pie-chart slice for a media source to drill down to bar graphs and pie charts for Breakdown by campaign. Click a legend item (colored square/name) to remove/add a data slice.
- Click on the pie slice for a campaign to drill down to bar graphs and pie charts for Breakdown by ad set.
Aggregated performance report
The aggregated performance report includes data relating to all media sources. It can be used to compare traffic source KPIs.
- Use the standard, group, and advanced filters found at the top of the page.
- [Default] Top 3 in-app events appear in the table. Select an in-app event from the drop-down list to hide all other in-app events.
Export the report to a CSV file.
A* Table functionalities
|Headers with values||
A* Additional insights
This section features 2 data panels: Top events and Assisted installs
|Top events (globally)||
(per media source)
A* Geographical distribution
This section features 2 data panels: Map preview and Top countries/regions (for installs)
- The advertising hierarchy consists of the following levels, Media source, Campaign, Adset, and Ad.
- The media source level is mandatory.
- Levels below the media source are optional and contain one or more records.
In the user interface, you can drill-down from the highest level in the hierarchy to the lowest populated level. The values shown at the current level are rolled-up from the lower levels. In the lowest populated level, you see the component values of the level.
The diagram that follows illustrates how the impressions KPI rolls-up from the adset level (the lowest level in this case) to the highest level being the media source. Similarly, you can drill-down to the adset level to see the number of impressions that a specific adset generated.
As ad cost can be reported separately from other attribution information an advertising hierarchy discrepancy can occur. The discrepancy occurs when the ad spend is reported at a level higher in the hierarchy relative to the attribution event. For example, an advertiser runs a campaign using attribution links where the media source, campaign, and adset are specified. The ad network provides the ad spend by integration at the campaign level only.
In this case, the total campaign ad spend is reported correctly. But the spend can't be broken down to the component level in the lowest level of the hierarchy. In this case, the Adset. To display ad spend data when drilling down, the spend is carried-down and displayed at the lower level. Doing so enables you to drill down in the advertising hierarchy and still view the ad spend in the appropriate context. In this case, the spend is carried-down from the campaign level to the adset level. The Adset value shown will be None. The example that follows details this.
Similarly, when Grouping by fields like channel and partner, the spend is carried-down and will show as None.
Example: Carry-down with multiple ad sets
An advertiser runs a campaign. The advertising hierarchy is as follows:
- Media source: media_eg
- Campaign: campaign_eg cost
- Adsets: adest1, adset2.
The following information relating to the media source is displayed
Drilling down into campaign_eg, the adset level is shown.
In this case, the ad spend of campaign_eg is $100 and is provided at the campaign level. When drilling down to the adset level, the cost can not be broken down by adset. This is because the Media Source provided the ad spend data with a low level of granularity.
To overcome this, AppsFlyer carries down the ad spend from the campaign level and displays it in a separate row. In this case, the adset is shown as none and the installs field left blank.
Example: Carry-down the ad spend with a single adset
Where the component level consists of only one adset, as shown below, a separate carry down-row is not created and the cost is associated with the adset.
Why can campaign names appear multiple times?
- If a campaign name is used with multiple campaign IDs, then the campaign name will appear more than once in the dashboard. This also occurs if the campaign ID is blank. However, this does not create duplicate data.
- To ensure clarity, assign campaign IDs to different campaigns.
Example: The same campaign name appears more than once