Dashboard overview explained

The dashboard overview page is the entry point to viewing your attribution data. 

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

Life Time Value (LTV) is the data relating to installs occurring within the selected date range.

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.

To refine your search, the first thing to do is use the Language Selector at the top of the screen to choose which language you want to view your information. Currently, the dashboard is available in English, Chinese, Japanese, Spanish, French, German, Russian, Korean and Portuguese.

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 a 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 Aggregated 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. These numbers and percentages are calculated at one level above the drill down. 

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. 

What does it mean one level above the drill down?


  • In Dashboard > Overview, you group the data by Media Source/Campaign. In this case, the data in the header columns is calculated at the app level. So the conversion rate is calculated by dividing  installs by clicks, regardless of media source or campaign.
  • In the Aggregated Performance Report you select a media source to view only data related to that media source. The data is then calculated at the media source level, rather than at the app level. For example, the Loyal Users/Installs ratio is calculated by taking the number of loyal users attributed to the media source divided by the number of installs attributed to the media source.

Some columns indicate the level of the source compared with the average value.
Dark green circles represent the highest figures compared with the other sources.
Light green circles represent higher than average, light red lower than average and dark red are the lowest.

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

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.




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