Using the LTV Overview dashboard

At a glance: The Lifetime Value (LTV) Overview dashboard displays user acquisition (UA) performance in realtime. Apply filters to display precise and relevant data.


 Video: Learn more about the Overview dashboard

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]


Header tab Description
My apps
  1. Click My apps to go to your app landing page.
  2. Click the action button on any app.
  3. Select Overview to go to the app's Overview dashboard.

Click Help to open a dialog box with three options:

  • Search field: Suggests articles based on your entry.
  • Go to Help Center: Direct link to the Knowledge-base landing page.
  • Submit a support ticket: Option to create and send a support ticket.


  • [Default] English
  • Language options: Chinese, English, French, German, Japanese, Korean, Portuguese, Russian, and Spanish
  • Click the language drop-down to select your preferred language.

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)
Media sources
  • [Default] All
  • [Mandatory] Select at least one media source. Selected media sources appear in the filter title.
  • Drop-down includes media sources that had a click, impression, or install during the selected date range.
Geo (countries)
  • [Default] All
  • [Mandatory] Select at least one country to view app-related activities for that location.
  • Drop-down includes a complete list of countries.


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
Media source/campaign
  • Default setting of the drop-down
  • Only available if a media source supplies data.
  • Use to compare user acquisition data between media sources.
  • For in-depth campaign data, click a campaign name to drill-down to ad set, then ad level.

Example: If Google and Facebook target the same audience, then it is possible to measure which media source is more successful.

Site ID
  • Uses the AppsFlyer af_siteid parameter to indicate the publisher who drove an install.
  • Shows the following:
    • Publishers that bring high-quality users
    • Traffic quality and legitimacy
    • Site IDs with a low conversion rate
  • Shows the best traffic by country.
  • Directly impacts investment considerations per country.
  • Shows data per channel.
  • Examples:
    • Facebook channels: Facebook, Instagram, Audience Network, and Messenger
    • Google channels: Search, UAC, mGDN, etc.
  • Shows data per agency.
  • If there is no agency data, the Agency title displays Unknown.

A* Advanced filters

Use advanced filters to further refine the data. 

  • Click the filter icon to show/hide advanced filters mceclip1.png [**update icon]
  • If advanced filters are active, the icon changes color mceclip0.png
LTV advanced filters Description
  • [Default] All
  • If used, select only one agency.**
  • Drop-down of agencies that had traffic during the selected date range.
  • Media source of a non-transparent agency is the agency itself.**
  • [Default] All
  • If used, select only one campaign.
  • Drop-down of campaigns that had traffic during the selected date range.
  • [Default] All
  • If used, select only one channel.**
  • Drop-down list The media source through which ads are distributed.


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.

A* Filters

  • 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. 

A* Export

Export the report to a CSV file. 


A* Table functionalities

Table features Description
Media sources
  • Listed in descending order based on the total number of installs.
  • [Default] Lists the top 20 media sources based on the number of installs. To change the number of media sources shown, go to Show top: 10 | 20 | 50 and select a new number. 
  • Click on a media source row to drill down to Campaign report details, as well as Breakdown by campaign bar graphs and pie charts. A campaign name that is used with more than 1 campaign ID will appear multiple times.
  • Click on a campaign row to drill down to Ad set report details, as well as Breakdown by ad set bar graphs and pie charts.
  • Click on an ad set row to drill down to Ad (group) report details, as well as Breakdown by ad group bar graphs and pie charts.
  • Media source, organic, always shows N/A under the Sessions column. To get organic sessions data, use Cohort analytics.
Median notations
  • Colored circles: shades of green and red
  • Indicate media source performance relative to the median.
  • ARPU column, above, shows the colors in sequence. 
  • [Default] Sorted by the largest number of total installs.
  • Click a column header to sort in descending order, then click again to sort in ascending order.
Headers with values
  • Headers with numbers or percentage values
  • Conversion rate, Loyal users/installs, and ARPU have numbers or percentage values in the column header.
  • Percentages are weighted averages taken from values shown in the table. 
  • Conversion rate is weighed per the number of installs.

A* Additional insights

This section features 2 data panels: Top events and Assisted installs 


Additional insights Description
Top events (globally)
  • Horizontal bar graph
    • x-axis: Number of events (in thousands) 
    • y-axis: Top 5 in-app events for the set time range
  • Click TOP EVENTS to redirect to the Events dashboard
Assisted installs
(per media source)
  • Vertical bar graph
    • x-axis: Media source names 
    • y-axis: Percentage of Assists (assisted installs) and Installs (NOI) per media source for the set time range

A* Geographical distribution

This section features 2 data panels: Map preview and Top countries/regions (for installs) 


Geographical distribution Description
Map preview
  • Map view of installs by country
  • Hover over a country and a pop-up shows (in numbers and percentages):
    • Total number of installs from the global total
    • Number of NOI and organic installs
Top countries/regions
  • [Default KPI] Installs
  • Vertical bar graph
    • x-axis: Country code name
    • y-axis: Number of NOI and organic installs (in thousands)
  • Other y-axis KPI options: Clicks, impressions, sessions, loyal users, and revenue 

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 
  • Adsetsadest1, 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 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


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