Aggregated and analytics reporting overview

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Agencies Ad Networks Marketers

Last update: March 22, 2023 06:41

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/API 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 Default: UTC	App-specific
Master API P	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: (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 the time is in UTC. (P) Premium feature (*) Subject to rate limitations

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.

Differences between Cohort flavors
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 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
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	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

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

Fields in UA aggregate reports

Field	Description	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	Meta campaign ID	Meta ads only	Meta ads only	Meta ads only	Meta ads only	Meta ads only
Adgroup ID	Meta ad group ID or Ad ID	Meta ads only	Meta ads only	Meta ads only	Meta ads only	Meta ads only
Adgroup Name	Meta ad group	Meta ads only	Meta ads only	Meta ads only	Meta ads only	Meta ads only
Adset ID	Meta adset ID	Meta ads only	Meta ads only	Meta ads only	Meta ads only	Meta ads only
Adset Name	Meta adset name	Meta ads only	Meta ads only	Meta ads only	Meta ads only	Meta ads 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: Columns showing "Meta ads only" are included when selecting Meta ads 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.

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

Aggregate LTV 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		✓	✓	✓		✓

Feature reports

SKAdNetwork

SKAdNetwork aggregate reports

Protect360—blocked fraud

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.

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.