My Dashboards

The metrics available for widgets (tables, KPIs, and charts) are described in the following table.

A period is the timeframe you want a particular metric to measure. Period options are described in the following table.

For cohort data, you can select from the following calculation options:

• Cumulative: The cumulative or running total of the metric. Meaning Cohort D3 shows totals for Cohort periods 0-3.
• On day: The value of the metric for that day only. Meaning Cohort D3 shows only the metrics that occurred on D3 post-install; not counting what happened in the days before.

The attribution method determines which data contribute to a metric. Meaning, the metric will display data for attributions that were attributed via your selected attribution method. There are 3 attribution methods to select from:

The dimensions available to filter and group metrics by are described in the following table.

Note: Filters are available at both the dashboard level and individual widget level. Filters at the widget level also take into account filters set at the dashboard level. If there’s a conflict, data doesn’t display.

Custom dimensions can also be used to group and filter widget data. Custom dimensions are created from existing dimensions and appear in widget settings after they’re saved.

SSOT supported dimension metrics.

Not all metrics in My Dashboards support all groupings. Metric compatibility depends on the metric configuration, including period, time breakdown, and the attribution method.
See below which groupings are supported for each metric set.
 

Installs, Re-attributions, Re-engagements

Cost, impressions, clicks, CTR, Click-to-install rate, IPM, eCPI

Click Through, View Through

Total revenue, ROAS, ROI, ARPU, gross-profit, Sessions

Total revenue, ROAS, ROI, ARPU, gross-profit, Sessions, Retention rate

Note: Retention rate is available only for cohort-based metrics.

In-app events: Unique users, Count, Revenue, eCPI, Conversion rate, Average count

Active users

Active users last 31 days

DAU/MAU

Uninstalls

Assisted installs

SKAN duplicates

Multiple metrics in a table

• If some metrics aren’t supported by the selected grouping, only those metrics display N/A.
  Supported metrics continue to show data.
• If a metric isn’t applicable for the selected configuration, the following message appears:
  “This metric isn’t applicable for the selected groupings or filters.”

 Multiple groupings in a table

When using two groupings:

• The primary grouping determines which data producer is used.
• If the secondary grouping belongs to a different data producer, no data is shown for the secondary grouping.

Users can configure the date range at both the dashboard level and widget level.

Dashboard level

• By default, the dashboard follows the Per widget date range. In this mode, each widget displays data according to its individual settings.
• The selected time range for each widget is always displayed as a secondary title.
• When applying a date range other than Per widget, all widgets in the dashboard update to reflect the chosen time frame.

 Widget level

• Each widget has an independent date picker, allowing users to define custom time ranges for specific visualizations.

• Each widget has an independent view type selector, allowing users to define a custom view type for specific visualizations.

• After saving widget settings, the selected date range is preserved and will appear as Per widget when returning to the dashboard.

• After saving widget settings, the selected view type is preserved and appears as Per widget when returning to the dashboard.

• Each widget can be grouped by a different time breakdown: daily, weekly, or monthly.

Stacked area charts let you see how different segments contribute to a total metric over time. Use them when you group a time-based chart by a dimension such as Media source, Campaign, Geo, or Revenue type.

For each point in time, the chart stacks the values of all segments to show the total metric and how it’s distributed across segments. This helps you quickly answer questions like:

• Which media sources contribute most to Cost over time?
• How does the mix of ad revenue vs. in-app purchase revenue change over time?

Stacked area charts support two display modes:

• Absolute (#) - Shows the raw values of the selected metric over time. The height of the stacked area represents the total metric value, and each colored layer shows the segment’s contribution.
• Percentage (%) - Normalizes each point in time to 100%. The chart shows the share of each segment out of the total metric, making it easy to see how the distribution changes over time, even if overall volume is increasing or decreasing.

To use a stacked area chart:

1. In Chart settings, select a metric (for example, Cost or Revenue).
2. In Group by, select a dimension such as Media source, Campaign, or Geo.
3. In the chart type dropdown, select **Stacked area**.
4. Use the # / % toggle to switch between Absolute and Percentage views, depending on whether you want to focus on volume or on proportional breakdown.

For bar, column, line, and combo charts, you can add multiple metrics.

In general, metrics fall into 1 of 3 types: 

• Number (#), for example, sessions or in-app event count.
• Currency ($), for example, cost or revenue.
• Percentage (%), for example, conversion rate.

When there are multiple metrics, then by default:

• If they are all of the same type, all metrics are displayed using a single Y axis.
• If the metrics are of different types, an additional Y axis is added to the right.
  • Each Y axis's scale is defined by the minimum and maximum values of the metrics it represents.
  • If the chart has 2 metric types, each Y axis represents one of the metric types. For example, if you select eCPI ($) and Attributions (#), the left Y axis displays eCPI values in dollars with the range defined by the lowest and highest eCPI values. And the right Y axis displays Attributions in numbers with its respective range. See example image above.
  • If the chart has 3 metric types, Currency and Number metrics share the same Y axis. Percentage metrics are displayed on a separate Y axis.

You can also manually assign each metric to either the left or right Y axis. For example, you can assign “Impressions” (#) to the left Y axis and “Revenue” ($) to the right Y axis. Note: Metrics added to a chart after a custom assignment default to the left Y axis unless reassigned.

The "Compare to" feature is available in line charts. It allows you visualize and identify trends, changes, patterns, or anomalies by displaying the selected data and its historical counterpart side by side for easy comparison.

You can choose compare the selected chart metrics with data from a previous day, week, month, quarter, year, or a custom timeframe.

The current data is shown as a solid line and data from the previous period is shown as a dashed line.

The comparison in tables feature is available in table widgets. When used, the table displays the previous period’s value next to the current value, together with the percentage change. This makes it easy to see how performance is trending across segments.

The comparison adds:

• A Previous column showing the metric value in the comparison period

• A % Change indicator showing the difference between the two periods

• Green/red coloring based on whether the change is positive or negative for the selected KPI

You can also sort the table by percentage change to quickly surface segments with the largest increases or decreases.

Comparison period options

Depending on the selected date range, the following comparison periods are available:

• Rolling window: Compares the selected period to the immediately preceding period of the same length.

• Previous day: Compares yesterday to the day before.

• Previous week: Compares the last 7 days to the previous 7-day period.

• Previous month: For a last-month range, compares each date to the date exactly 4 weeks earlier (same number of days, not necessarily calendar month).

• Custom: When selecting a custom end date, the previous period automatically matches the same number of days.

How to add a compare to in tables

1. In a table widget, go to Edit table.
2. In the widget settings header, click Compare to.
3. Select a period. The compared period should be chosen according to the selected period.
4. Save changes.

Use case example

For customers who optimize according to the ROAS D7 KPI:
Add a comparison to the previous week and sort by % Change DESC to see which segments had the largest ROAS D7 increase or decrease relative to the previous week.

Conditional formatting helps visualize performance trends in your dashboard at a glance. By applying color-based indicators directly on your table widgets, you can quickly identify patterns, outliers, and values that require attention, without manually scanning through numbers.

Available formatting types

You can apply one of the following formatting options to your table cells:

• Heatmap: Colors each cell on a 2-color gradient (for example, white to blue) based on its value relative to other cells in the same column. This makes it easy to quickly identify high and low values.

• Traffic light: Uses a 3-color gradient (for example, red, yellow, green) to indicate performance status across metrics, making it easy to identify areas that meet, approach, or fall below defined goals.

• Rule-based coloring lets you define your own conditions using operators such as "between," "greater than or equal to", or "less than." Set the numeric values for each rule and assign specific colors to visualize your business logic.

  For example, when analyzing ROAS, you might create the following rule-based conditions

  • ROAS ≥ 40% → Green (strong performance).
  • ROAS between or equal to 25–39% → Yellow (on track).
  • ROAS < 25% → Red (below expectations).

  This approach highlights which activities deliver strong results, allowing faster, data-driven decisions on campaign optimization and budget allocation.

  

How to apply conditional formatting

1. Go to your dashboard and open the relevant table.
2. Hover over the metric column that you want to apply coloring to.
3. Click the three dots menu and select Conditional formatting.
4. Choose your preferred formatting type (Heatmap, Traffic light, or Rule-based) and edit the conditions if needed.
   

Data in the dashboard is presented via view types Unified, User acquisition, and Retargeting as described in the figure that follows.

These view types contain LTV data as follows:

• Unified: display data under the last touch media source bringing the user according to AppsFlyer double attribution rules. Meaning that LTV occurring during re-engagements displays under the retargeting media source and not under the UA media source. 
  • Shows all event data: new installs (organic and non-organic), re-engagements, re-attributions.
  • Re-engagements and re-attributions events are attributed to the retargeting media source and their parallel user acquisition events are deduped.
• User acquisition: attributed to a user acquisition media source including LTV occurring during re-engagement windows.
  • Includes new installs (organic and non-organic), and re-engagements (attributed to the original install media source).
• Retargeting: attributed to a retargeting media source for events occurring:
  • During a re-engagement window.
  • As a result of re-attributions.

Note: The retargeting view doesn't contain any cost-related metrics. Use the User Acquisition and Unified views to get the cost-related metrics

Understand event dates and late events

Some dashboard widgets aggregate data using a daily processing service that runs once a day, at around 02:00 UTC. Because of this, in-app events that arrive shortly after midnight UTC can display an event date that differs from the date you expect in the dashboard.

What are late events?

Late events are in-app events arriving to AppsFlyer between 00:00 and 02:00 UTC.

How dashboards determine the event date

Dashboard event dates are affected by:

• Event arrival time (when AppsFlyer receives the event)

• Dashboard time zone view (for example, UTC or a selected local time zone)

Events that arrive between 00:00–02:00 UTC can be displayed with the previous UTC date.

Example: Event date differences between UTC and UTC-8

Note: If your selected time zone is behind UTC (for example, UTC-8), the dashboard can display the event date as Day-1 compared to the UTC view, especially around midnight and during late-event processing.

Dashboard templates are a starting point if you don't have your own customized dashboards (with customized names) yet. The templates have concise layouts that can be customized further with all My Dashboards widgets, dimensions, and metrics, including cohort and retention.

The templates available are:

• Performance Analysis: Designed for everyday marketing decisions, Performance Analysis is ideal for Android apps or other apps that don't have SKAN/SSOT data and use classic AppsFlyer attribution methods.
• Single Source of Truth. Designed for everyday marketing decisions, the Single Source of Truth dashboard is ideal for:
  • iOS apps that enabled SSOT.
  • Multi-app analysis where all iOS apps enabled SSOT.
• Marketing Overview. Designed for team leads, CMOs, or other account-level personas who need to analyze data at a less granular level. The template showcases the multi-app analysis features and high-level metrics available.
• Activity View. Designed for high-level monitoring, the Activity view template helps marketers quickly assess app performance, spot engagement trends, analyze revenue, and detect issues early, enabling faster, data-driven decisions across campaigns and platforms.
• Cross-platform. Designed to provide unified, user-based insights across devices and platforms, the Cross-platform dashboard helps you analyze the full customer journey using Customer User IDs (CUIDs), with metrics deduped across apps and platforms for accurate, user-level attribution.
• Owned media. Designed to help marketers measure the performance of their owned channels, such as email, social media, and web. The template provides an out-of-the-box view of key KPIs, including user activity, retention, and lifetime revenue, enabling clear comparison and optimization across owned media efforts.
  To view owned media insights:
  1. Add a Media source filter.
  2. Select your owned media sources.

• Remarketing vs. New Installs. Designed to compare retargeting and user acquisition performance side by side, this template helps you evaluate re-engagement efficiency separately from acquisition performance.

• Remarketing Optimization. Designed for daily retargeting campaign monitoring, this template helps you view performance KPIs, optimize by media source, and improve overall retargeting campaign efficiency.

See also view dashboards.

My Dashboards replaces the legacy Events, Overview, and Activity dashboards. Use My Dashboards to view the same analytics data with more flexible templates, filters, groupings, custom metrics, enhanced tables, and shared or private views.

After June 30, 2026, the legacy Events, Overview, and Activity dashboards will no longer be accessible.

Match legacy dashboards to My Dashboards

Open the replacement template or view

To open the replacement template or view:

1. Go to My Dashboards from the left navigation menu.
2. Open the relevant template or view:
   • For Events data, open the Events template.
   • For Overview data, open the Performance Analysis or Marketing Overview template.
   • For Activity data, open the Activity view.
3. Select the date range, metrics, filters, and groupings you want to use.
4. Save the dashboard as a shared or private view.

You can export large data from your dashboard to a CSV file for further analysis or to share insights with your team. Enabling complete, high-volume reports for your weekly, monthly, or quarterly analyses.

• Tables containing up to 100,000 rows can be downloaded.
• Data is ready for download within 15 minutes.

How it works

1. Select Export from your dashboard.
2. The export runs asynchronously in the background.
3. The file will be ready within 15 minutes.
4. When ready, download the CSV from the Files drawer.
5. Exported files remain available for 24 hours, after which they’re automatically deleted.
6. The file drawer can be minimized or dismissed at any time.

The KPIs available in My Dashboards depend on the permissions granted by the advertiser to agencies and ad networks. These permissions control which data sources, metrics, and attribution views partners can access.

Agency access

When advertisers grant Agency permissions, agencies can view performance data attributed to the campaigns they manage. Access to in-app events and revenue is available by default. Depending on additional permissions, agencies may also see organic and aggregated data.

Based on the permissions granted, agencies can view the following KPI categories in My Dashboards:

• LTV, Cohort, and Retention metrics

• Activity (Actual) metrics, including revenue, in-app events, and active users

• SSOT (Single Source of Truth) metrics, when enabled

• SKAN metrics, when applicable

  Note: Agencies can view only the KPIs included in the permissions granted by the advertiser.

Ad network access

When advertisers grant ad network permissions, ad networks can view performance data related to the traffic they deliver. Unlike agencies, visibility into in-app events and revenue depends on the specific permissions enabled by the advertiser.

Based on the permissions granted, ad networks can view:

• LTV, Cohort, and Retention metrics

• Activity (Actual) metrics, including revenue, in-app events, and active users

• SSOT (Single Source of Truth) metrics, when enabled

• SKAN metrics, when applicable

Note: Advertisers control whether in-app events and revenue are available. Ad networks can see data of traffic associated with their media source.

Configure settings

Advertisers manage agency and ad network access in the Permissions tab in the Active integration page.