At a glance: Description and comparison of aggregated and analytics attribution reports, tools, and APIs available.
Aggregated and analytics performance reporting—tools and reports
Aggregated analytic 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 data is presented. For example, the Overview dashboard provides lifetime value metrics of campaigns (LTV) whereas Cohort is used to analyze user engagement over time.
The tools detailed in this article relate to data that can be exported from the platform. Use the tool comparison table that follows to understand the main function and differences between the tools.
Related reading: About raw-data reporting
Tool comparison
| Tool | LTV/ activity |
Description | Multi /single app (1) | Data freshness | Timezone | Currency |
|---|---|---|---|---|---|---|
| Dashboards in the UI | Both |
Download dashboard data in a CSV |
Single | Continuous |
App-specific |
App-specific |
| Aggregated data export page | LTV |
Aggregate reports download in a CSV |
Single | Continuous |
App-specific |
App-specific |
| Pull API*-aggregate |
LTV |
Aggregate reports via API
|
Single |
Continuous |
Selectable |
App-specific |
|
|
Both |
Performance metrics (KPIs) |
Multi | Daily | Selectable Default: UTC (2) |
Selectable Default: USD |
|
Pivot P
|
Both | Get campaign performance metrics (KPIs) via the user interface. | Multi | Daily | App-specific (2) | USD |
| Cohort |
LTV |
See the section that follows. It details the Cohort flavors
|
Multi | Daily | App-specific (2) | App-specific |
|
Notes/abbreviation: (2) Apps all need to be set to the same app-specific time zone. If not, then the time is in UTC. |
||||||
Cohort flavors
Cohort is available in a number of different flavors being Cohort dashboard, Cohort API, and Cohort analytics via Data Locker. The table that follows lists the differences.
| Characteristic |
Cohort analytics in Data Locker |
Cohort Dashboard |
Cohort API |
|---|---|---|---|
| Premium feature |  |
No | |
| Multi or single app |
Multi. Data is grouped per app in a single file or segregated into separate files per app. |
Multi. Combined performance or grouped by app options. | Single |
| Currency | USD and app-specific (both) | App-specific | Either USD or app-specific |
| Groupings |
Full campaign hierarchy and event names. Approx. 20 groupings |
4 groupings | 7 groupings |
| Metrics available | All metrics | 1 selectable metric and 4 fixed metrics per view | 1 selectable metric and 4 fixed metrics per call |
| Days post-attribution available (cohort days) | 365 | 180 | 180 |
| Data freshness | Daily. Midnight UTC and avialble at 10:00 UTC. | Continuous (using app-specific timezone) | Continous (using UTC or app-specific timezone) |
| Data export limitations | Entire data set is available | Manual download and settings | Rate and response size limited |
| Transparent agency support | Yes | Yes | Not supported. This means that the media source of agency-driven traffic is always masked. |
| Customizable request | No | Yes | Yes |
User journey reports
- The reports described are available via the Export Data page or by using Pull API aggregate.
- They are Lifetime value (LTV) so 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
| Report name | Grouped by |
|---|---|
| Partners (media sources) | Agency, media source, campaign |
| Partners by date | Date, agency, media source, campaign |
| Daily activity | 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 | |
| Note: If Facebook is the media source selected then additional columns are included: Adgroup ID, Adgroup name, Adset ID, Adset name | |
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
Report examples in a spreadsheet
| Field | Description |
Report name |
||||
|---|---|---|---|---|---|---|
|
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 or Ad 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 |
|
✓ |
✓ |
✓ |
✓ |
✓ |
|
Total Cost |
- |
✓ |
✓ |
|||
|
Total revenue |
Total revenue generated from the media source and campaign |
✓ |
✓ |
✓ |
✓ |
|
|
Note: FB-only columns are included when selecting Facebook as the only 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.
| 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 |
| 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 | ✓ | ✓ | ✓ | ✓ |
Feature reports
SKAdNetwork
Blocked fraud Protect360
- Blocked fraud aggregate reports 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.
| 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.