Bulletin: Unified data in the Activity dashboard

For:
Marketers
Last update:
What's newActivity data is unified, meaning all data includes both UA and retargeting data.
Update dateFebruary 1, 2025
WhereActivity and Pivot dashboards, and Master API.
What you need to know
  • Until now, some activity metrics, for example, sessions and DAU, were based on only UA data.
  • Now, all activity metrics include both UA and retargeting data. Note: Only unified view is available; you can't split the data to view only UA or retargeting.
  • For some ad networks, events previously attributed to UA campaigns may now be attributed to retargeting campaigns. 
  • Metrics such as DAU and MAU may increase due to this change, as retargeting traffic is now included in the calculations.
  • For data from before February 1, 2025, the following metrics include only UA traffic data:
    • In Activity dashboard:
      • Total sessions
      • DAU
      • MAU
      • DAU/MAU
      • ARPDAU
      • Cost
      • Clicks
      • Impressions
      • Conversion rate
      • eCPI
    • In Pivot dashboards and Master API: Activity KPIs