Aggregated and analytics reporting overview

At a glance: Description and comparison of aggregated and analytics attribution reports, tools and APIs avaialble. 

Aggregated and analytics performance reporting—tools and reports

Aggregated 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 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 

Comparison of reporting tools/APIs
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 time is in UTC.
(P) Premium feature
(*) Subject to rate limitations

 

Cohort flavors

Cohort is avaialble 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 seperate 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 avaialble (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 No. Agency 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 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

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

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

  • 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 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
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    

Feature reports

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.
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.

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