The dashboard's overview page is the entrance point to clearly view all your app data.
The information displayed at the top of the dashboard is the KPIs for Impressions and Clicks, total 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.
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 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.
What does it mean one level above the drill down?
Let's look at some examples:
- You're in the overview dashboard and your group the data by Media Source / Campaign. In that case, the data in the header columns is calculated at the app level. So conversion rate is calculated by dividing all installs by all clicks, regardless of media source or campaign.
- In the Aggregated Performance Report you click on a media source to view only data related to it. The data is then calculated at the media source level, rather than at the app level. So for example, the Loyal Users/Installs ratio is calculated by taking the number of loyal users that come from this media source, and dividing it by the number of installs that come from this media source.
Some columns also 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.
You can click on a particular media source, to drill-down to retrieve more specific data.
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.
You can use the dashboard sidebar to navigate to the various functions of the AppsFlyer dashboard.