[Legacy] Overview dashboard—user acquisition real-time LTV

At a glance: The Overview dashboard (V1) displays real-time LTV user acquisition (UA) performance. 


 Video about the dashboard

Overview dashboard (user acquisition)

The Overview (V1) dashboard is currenlty being replaced by Overview V2. We plan to remove V1 from the platform late in 2021. 

Language and help


  • Language: Click the language selector to change the user interface language.
  • Help: Click Help. 
    The Help window opens.


  • Do one of the following:
    • To search the AppsFlyer knowledge base, enter a search term. 
    • To contact support, click Submit a support ticket.

About the Overview dashboard

The Overview dashboard displays UA campaign performance updated in real-time. The information is Lifetime Value (LTV) filtered by UA date.

LTV means that metrics in the dashboard relate the activities of users who installed the app during the selected UA period. This includes post-installation events from the installation date until the present.

Headline KPIs


The headline KPIs update in real-time and include:

The percentage values below the KPI, represent the KPI trend. That is the change between the current time period relative to the equivalent preceding period. For example, if the view is the last week, the trend is calculated relative to the week prior.

Using filters


Use filters to refine the information displayed.

  • Media sources: The media source list contains media sources having a click, impression, or install during the selected date range. Note! The date range is LTV.
    • By default, all media sources are selected.
    • Select at least one media source
    • Geo (countries)
      • By default, all countries are selected.
      • Select at least one country.
    • LTV date range selector: The dates relate to the app install date.
      • Select the app install date range

Advanced filtering options

  • For additional filters, click advanced filtering ( mceclip1.png ). If advanced filters are active, the advanced filter control is colored green (mceclip0.png).
  • Agency: To show the traffic brought by selected agencies; The media source of non-transparent agencies is the agency itself.
  • Campaign: To filter by specific campaigns, select only one media source.
  • Channel: The media source through which ads are distributed.

Trend charts

User acquisition trend has the following trends available: Impressions, clicks, organic installs, and non-organic installs.

  • To select the trends to display, select the trend icons, at the bottom of the chart. 

Breakdown by media source

  • Click on a media source, to drill down to the campaign level. You can continue to drill down through the advertising hierarchy. Meaning, media source, campaign, adset, ad.

Installs, lifetime loyal users, lifetime revenue pie charts 

Use the pie charts to gain a deeper understanding of the quality of users.

Aggregated Performance Report


  • Use the aggregate performance report to compare traffic source KPIs.
  • Initially, the top 20 media sources, by the number of installs display in descending order. To change the number displayed use the control on the lower-right side. Select 10, 20, or 50. 
  • In some columns, the source performance relative to the median is indicated by colored circles. See the ARPU column in the preceding figure to view the colors in sequence. 
  • To sort the table, click on a column header. Click again to reverse the sort order.
  • Some columns, like Conversion Rate, Loyal Users/Installs, and ARPU, have numbers or percentage values in the column header. The percentages are weighted averages comprised of the values displayed in the table. 
  • The weighting factor of conversion rate is the number of installs.
  • Organic installs sessions counter always shows N/A. To get session data of organic installs use Cohort analytics. 
  • Click on a specific media source, to drill-down.
  • You can drill down deeper to the campaign, adset, and finally, reach the ad level.
  • The same campaign name appears multiple times when used with more than one campaign ID.
  • You can select one or more (multi-select) In-App Events to view in the table. By default, the table displays the top three performing In-App Events.


Additional insights


  • Chart of top events
  • Breakdown by media source of assists and installs
  • Geographical distribution of installs
  • Top countries/regions chart with selectable KPIs like, clicks and installs 

The advertising hierarchy

About the advertising hierarchy

  • 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 
  • Adsetsadset1, adset2

The following information relating to the media source is displayed.

Hierarchy: All Media Sources > media_eg
Campaign Cost Installs
campaign_eg $100 100
campaign_yy $200 1000
campaign_zz $300 2000

Drilling down into campaign_eg, the adset level is shown. 

Hierarchy: All Media Sources > media_eg > campaign_eg 
Adset Cost Installs
None $100  
adset_1 N/A 30
adset_2 N/A 70

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. 

Hierarchy: All Media Sources > media_eg > campaign_eg
Adset Cost Installs
adset_1 $100 100

Why do campaign names display multiple times?

  • If you use the same campaign name, with multiple campaign IDs, then the campaign name displays in the dashboard multiple times. This also occurs if the campaign ID is blank.
  • This gives the impression of duplicate data. This is not the case. Assign campaign IDs unique campaign names to avoid this.

 Example: The same campaign name displays more than once


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