Aggregate and analytics reporting overview

At a glance: Aggregate reports described. Comparison of aggregate and analytics tools/APIs

Aggregate/analytics performance reporting—tools and reports

Aggregate and analytics tools in the platform provide advertisers with metrics enabling them to assess the performance of their apps, campaigns, and users.

The tools differ in the way they present and process data. For example, the Overview dashboard provides lifetime value metrics of campaigns, Cohort analytics is used to analyze user engagement over time. 

The tools detailed in this article relate to data available by download/API. Use the tool comparison table that follows to understand the main function and differences between the tools.

About raw-data reporting 

Tool comparison 

Comparison of reporting tools/APIs
Tool LTV/activity Description  Multiple /single app (1) Data freshness Embed in scripts Timezone  Currency
Dashboards in the UI Both Data displaying in dashboards can be downloaded to CSV files for further analysis.  Single Real-time x

App-specific

App-specific
Export data LTV

Aggregate performance reports downloaded via the user interface

Single Real-time  x

App-specific

App-specific
Pull API*-aggregate 

LTV

Aggregate performance reports using URIs in the browser/embedded in scripts

 



Single


Real-time

Selectable
Default:
UTC 

App-specific
Master API P Both  Performance metrics (KPIs) using URIs in the browser/embedded in scripts Multi Daily Selectable
Default:
UTC (2)

Selectable

Default: USD

Pivot P Both Get campaign performance metrics (KPIs) via the user interface Multi Daily x App-specific (2) USD
Cohort

LTV

Cohorted campaign performance analytics via the user interface

 

Multi Daily ✓P API only App-specific (2) App-specific

Notes/abbreviation:
(1) Multiple apps feature means the ability to query data for more than one app at a time

(2) Apps all need to be set to the same app-specific time zone. If not then time is in UTC.
(P) Premium feature
(*) Subject to rate limitations

Limitations
 Limitations Pull API: Aggregate Master API
Data limit (1) 200K lines 
24 calls per day per application and up to 120 calls per day per account
Unlimited file size and unlimited calls per day
Data retention period Lifetime Lifetime
(1) The upper limit may depend on the account package.

 Report descriptions

  • The reports described are available via the Export data page or by using Pull API aggregate.
  • They are Lifetime value (LTV) so that the reporting date range relates to the attribution date being:
    • Install date for UA and Protect360 reports
    • Re-attribution or re-engagement date in the case of retargeting reports
  • The earliest reporting date available is the first app install date.

UA reports

UA LTV aggregate data reports containing non-organic and organic users
Report name Grouped by
Partners (media sources) Agency, media source, campaign
Partners by date Date, agency, media source, campaign
Activity by date Date, agency, media source, campaign
Geo Country, agency, media source, campaign
Geo by date Date, country, agency, media source, campaign
View-through attribution (VTA) KPIs

VTA reports are available by Pull API

Note: If Facebook is the media source selected then additional columns are included: Adgroup ID, Adgroup name, Adset ID, Adset name

Example of aggregate reports in CSV files. 

Date fields in the CSV files have the format yyyy-mm-dd. When you open a CSV file in Excel, date fields are formatted using your computer's date and time settings. Be sure to select the appropriate date display in Excel.

Examples of aggregate reports

Partners (media source) LTV aggregate report

Partner_media_source.png

Partners by date LTV aggregate report

Partner_by_date_source.png

Daily activity LTV aggregate report

Daily.png

Geo LTV aggregate report

Geo.png

Geo (country) by date LTV aggregate report

Geo_by_date.png

Fields in UA aggregate reports
   

Report name

Field

Description

Partner (media source)

Partner by date

Daily

Geo

Geo by date

Country

Install country      

 ✓

Date

Attribution date

 

   

Agency/PMD (af_prt)

Agency/partner name

Media Source (pid)

Media source bringing the user (pid=media source)

Campaign

Campaign name

(c= campaign name)

Campaign ID

Facebook campaign ID 

FB only

FB only

FB only

FB only

FB only

Adgroup ID

Facebook ad group ID

FB only

FB only

FB only

FB only

FB only

Adgroup Name

Facebook ad group

FB only

FB only

FB only

FB only

FB only

Adset ID

Facebook adset ID

FB only

FB only

FB only

FB only

FB only

Adset Name

Facebook adset name

FB only

FB only

FB only

FB only

FB only

ARPU

Average revenue per user

 

Average eCPI

Average eCPI

 

     

Clicks

Number of clicks

Conversion Rate

Number of installs/number of clicks

CTR

Click-through rate

 

   

{your event name}(Unique users)

Number of unique users who performed the event

 

{your event name} (Event counter)

Event counter

 

{your event name} (Sales in XXX)

Event sales in XXX where XXX is the app-selected currency

 

Impressions

Number of impressions

     

Installs

Number of installs

Loyal Users

[default] User who opens the app more than 3 times

Loyal Users/Installs

Loyal users rate

     

ROI

Return on investment

     

Sessions

  • Number of non-organic app opens
  • Organic and non-organic sessions are available in Cohort analytics

Total Cost

-

     

Total revenue

Total revenue generated from the media source and campaign

 

Note: FB only columns are included when selecting Facebook as the media source

Retargeting

  • Retargeting reports consist of users who engaged with a retargeting campaign and performed a re-engagement or re-attribution 
  • In retargeting reports there is no distinction between organic and non-organic users.
  • To get retargeting reports via Pull API, append the &reattr=true parameter to performance reports URIs.
Aggregate LTV retargeting reports 
Report name Grouped by
Partners (media sources) Agency, media source, campaign
Partners by date Date, agency, media source, campaign
Activity by date Date, agency, media source, campaign
Country Country, agency, media source, campaign
Country by date Date, country, agency, media source, campaign
Fields in aggregate retargeting reports
Field Description Partners Daily Partners by date Geo by date Geo
Date Conversion date      
Country      
Agency/PMD (af_prt) Agency/partner name
Media Source (pid)  
Campaign (c)  
Clicks  
Conversions  
Conversion Type Re-attribution or re-engagement
Conversion Rate Conversions/clicks
Sessions  
Loyal Users  
Loyal Users/Installs  
Total Cost  
Average eCPI        
Total Revenue  
ROI  
ARPU    

Blocked fraud Protect360 

PremiumFeature.jpg

  • Blocked fraud aggregate eports provide details of events blocked by Protect360
  • The reports are available via Pull API. These reports aren't available via the Export data page.
  • The date range relates to the install date.
Aggregate Protect360 reports available via Pull API
Report name
Partners (media sources)
Partners by date
Geo
Geo by date
Partner's campaign report

Limitation: The blocking reason Bots displays even in cases where the reason should be app version or missing customer user id.

Was this article helpful?