Overview dashboard - real-time user acquisition LTV

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

Overview dashboard

The Overview dashboard displays UA campaign data in real-time. The data displayed is LTV based and filtered by UA date. This means that metrics in the dashboard relate to users who installed the app during the selected UA period and post-installation events until the present. 

The information at the top of the dashboard are the KPIs for impressions, clicks,  non-organic and organic installs, the conversion rate of clicks to installs, and total revenue from non-organic and organic installs.

The percentages represent the trend between the time period currently displayed and the equivalent preceding time frame. For example, if you are viewing the last week, the trend displayed shows the difference in KPIs with the week prior to the currently selected time frame.

Use the Language Selector at the top of the screen to choose which language you want to view your information. 

Click Support to take you to the AppsFlyer Help Center.


AppsFlyer offers you a number of filtering options to enable you to refine your search and view the information most relevant to you.


Media sources filter

Use the menu bar at the top of the page to select one or more media sources, for which you want to observe data.

By default, all media sources are selected.


This list is populated only by media sources which AppsFlyer has received a click, impression or install from during the stated date range.

Countries filter

Use the Geo dropdown to select one or more specific countries to view the data for.

By default, all countries are selected.

Date range selector

Use the date range selector to refine your search to specific dates. You can select your own custom date range or use one of the preset date range buttons.

By default, the last 7 days are selected.

For details on advanced filtering and grouping options, click here.

The Data

The User Acquisition Trends graph displays, by default impressions, clicks and organic and non-organic installs for the app according to the filters selected. Click the icons (at the bottom of the graph) to toggle between the different values on the graph. 

The next graph breaks-down the data by leading Media Source or Campaign if you have drilled-down after clicking on a media source.

You are then shown the breakdown of Installs, Lifetime Loyal Users and Lifetime Revenue into graphical form for the selected time range.

Continue to scroll down and the next section of the dashboard displays the Aggregated Performance Report - based on the Partners Report. By default, the top 20 media sources are displayed. You can select to show either the top 10 or top 50.


Comparing source performance

The Aggregate Performance Report is very useful for comparing the KPIs of your traffic sources.

By default the table is sorted in descending order by the total number of installs, displaying the sources with the highest portion of installs first. Clicking on any column header sorts the table according to that column in descending order. Further clicks alternate between descending and ascending orders.

Some columns, like Conversion Rate, Loyal Users/Installs and ARPU, have numbers or percentage values in the column header. The percentages are weighted averages, with the conversion rate being used as the weight. 

Note: In the case of organic installs the value for sessions is shown as N/A. To get sessions data of organic installs use Cohort analytics. 

Some columns indicate the level of the source compared with the median value.
Dark green circles represent the highest values relative to other sources.
Light green circles represent values greater than the median, light red less than the median and dark red are the lowest below the median value. 

Click on a specific media source, to drill-down. 
Afterward you can further drill down into specific campaigns and ad sets down to the single ad level.

The same campaign name can appear multiple times if the same campaign name is used with different campaign IDs.

From the top of the Aggregated Performance Table, you can select one or more (multi-select) In-App Events to view in the table. By default, the table shows the top three performing In-App Events.


The next element of the dashboard is the information displayed in the Additional Insights section below the table. This information is divided into Top Events and Assisted Installs.

The bottom of the dashboard handles the Geographical Distribution of the app data. The data is divided into geographical distribution and top countries.


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 can also occur 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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