At a glance: The Overview dashboard gives advertisers a real-time window into the LTV performance of user acquisition and retargeting campaigns.
In-depth video tutorials
View types video tutorial
Filters video tutorial
Templates video tutorial
Charts video tutorial
Table video tutorial
Overview dashboard
Use the Overview dashboard to view campaign performance and app health. Advertisers new to AppsFlyer and veterans use the dashboard alike. For many, it's the Overview dashboard where they start the day.
The dashboard contains user acquisition and retargeting campaign performance data enriched with data points like clicks, cost, and revenue. Most metrics update continuously in real-time.
Dashboard view types
Data in the dashboard is presented via view types Unified, User acquisition, and Retargeting as described in the figure that follows.
View types contain LTV data as follows:
- User acquisition: attributed to a user acquisition media source including LTV occurring during re-engagement windows.
- Retargeting: attributed to a retargeting media source for vents occurring:
- During a re-engagement window
- As a result of re-attributions
- Unified: display data under the last touch media source bringing the user according to AppsFlyer double attribution rules. Meaning that LTV occurring during re-engagements displays under the retargeting media source and not under the UA media source.
Tip for using this article
- If you don't yet run retargeting campaigns, disregard references to view types, and use the Unified view.
- If you are familiar with the V1.0 dashboard, go to the quick-start guide in this article.
Terminology
- Attributions, consist of one or more of the following, depending on the context:
- Install: The install of an app by a user.
- Re-attributions: AKA retargeting reinstall.
- Re-engagements: User engaging with a retargeting campaign.
- Organic: Attribution not attributed to a media source.
- Non-organic: Attribution attributed to a media source.
Dashboard layout
To open the dashboard:
- In AppsFlyer, go to Dashboard > Overview.
The dashboard opens using the currently selected default report.
Functional areas
(A) My dashboards
(B) Selection panel
(C) Headline metrics
(D) Charts
(E) Table
Dashboard features
My dashboards
Two foundation dashboards, Overview lite and Overview 2.0 are available. They differ in relation to the number and style of charts they contain. They don't differ in relation to the data or metrics available. Observe the differences in the layout figure that follows.
My dashboards selector
To select a foundation dashboard:
- Click ▼ (My reports) in the preceding figure.
- The list of dashboards displays.
- Default Overview or Overview Lite
Foundation dashboard layout and comparison
The images that follow are for illustration purposes. They indicate the number and placement of charts.
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Dashboard name: Lite overview Charts available: 2 donut/horizontal performance comparison bar charts and 1 trend over time charts. A compact view highlighting what really matters.
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Dashboard name: Extended overview Charts available: 7 donut/horizontal performance comparison charts and 3 trend over time charts providing a deep-dive into the metrics.
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Saving My dashboards
When you select an existing dashboard, the dashboard opens and displays the most recent data available.
The following options are available for My dashboards:
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Option |
Description |
|---|---|
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Dashboard list options |
Use the icons to:
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Selection panel
Select the view type, attribution dates, and display filters.
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Options |
Description |
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(A) View type |
Attributions included by view type.
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(B) Attribution dates |
Date the attribution occurred |
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| (C) Filters |
Default filters available:
Click + to add one or more of the following filters:
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Headline metrics
Headline metrics that display are in the context of the selected view type.
Metric component layout
(A) Metric type
(B) Tooltip
(C) Trend: Change in % compared to the previous adjacent period. Hover-over to view the trend period.
| Metric | Example | During the selected period... |
|---|---|---|
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User acquisition |
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The number of users installing the app.
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Retargeting |
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The number of users engaging with a retargeting campaign who re-attribute or re-engage. |
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Revenue |
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Revenue generated by users according to view type: User acquisition: Revenue is LTV-based, meaning revenue starting from the install attribution until the present. Retargeting revenue is also included according to retargeting attribution rules. Retargeting: Revenue generated by users re-attributing and from users re-engaging for the duration of the re-engagement window. Unified view: Revenue displays according to the last touch media source according to retargeting attribution rules. |
| Cost |
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Campaign cost reported by ad networks. |
Charts
Trend over time and performance comparison charts
| Chart type | Description |
|---|---|
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Trend over time |
Stacked bar chart Line chart Display settings: (A) Dimension and metric |
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Performance comparison donuts |
Set of 3 metric comparison donuts with fixed metrics: Attributions, loyal users, and revenue
Display settings: (A) Dimensions in display: Select dimension |
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Performance comparison selectable format |
Comparisons charts with selectable format (bar/donut) and metrics
Display settings (A) Dimensions and metric |
Table
The table contains row-level metrics and event metrics broken down by dimensions.
| Option | Description |
|---|---|
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Ranked attributions principle |
The table consists of the top values, ranked by the number of attributions, and the primary group by dimension selected. For example, if the group by dimension is media source, and top 25 is selected: the top 25 media sources ranked by attributions are included in the table. Other display options, like column sort, are also governed by this principle. In this context, if you sort a column, it sorts only the media sources already contained in the table. This means that media sources not included in the top list don't display. Export data If you export the table, all media sources are included, meaning the ranked attributions principle is disregarded. |
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Table controls |
(A) Group by:
(B) Row-level metrics (C) Event metrics (D) Export: Click Export, to download the table to a CSV file. Export downloads all rows; not just the top. (F) Horizontal scroll bar: Scroll right to view event metrics (G) Values having N/A (H) Top selector: Select top 25 or 50 rows using ranking principle described previously. |
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Metric selection |
Metric columns in the table are divided between:
To select metrics to display in the table:
Controls: (A) Include all metrics in the table To add and sequence metrics to the table
To add and sequence in-app event metrics:
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Dimensions and metrics
Dimensions
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Dimension |
Remarks |
|---|---|
| Ad | |
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Ad ID |
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Adset |
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Adset ID |
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Agency |
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Attributed touch type |
Click or impression |
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Attribution type |
Installs, re-engagements, or re-attributions. Cost-related metrics are usually not available for this dimension. |
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Campaign |
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Campaign ID |
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Channel |
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Geo |
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Media source |
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Source |
Organic or non-organic |
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In-app events |
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Row-level metrics
Consider:
- When a grouping contains a dimension having both organic and non-organic data, for example, geo, metrics not applicable to organic will reflect as N/A.
- Cost-related metrics: Some group by dimensions can't be fully segmented (broken down) and N/A displays. This occurs due to the granularity and dimensions of the data provided by ad networks. Total cost includes the total cost reported by the network for a given metric including the N/A rows.
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Metric |
Group |
Description/formula |
Table |
Per-formance chart |
Trend over time |
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|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Attributions | Count | Installs, re-attributions, and re-engagements. | Y | Y | Y | ||||||||||||||||||||||||||||||||||||||||
| Installs |
Count |
Number of unique users who install the app. |
Y |
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| Re-attributions |
Count |
Number of unique users who reinstall the app after interacting with a retargeting campaign. |
Y |
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| Re-engagements |
Count |
Number of unique users who open the app after interacting with a retargeting campaign. |
Y |
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| Impressions |
Count |
Number of times an ad was viewed. |
Y |
Y |
Y |
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| Clicks |
Count |
Number of engagements within a media source redirecting the user to the app store to install the app, or to open the app on a specific page. |
Y |
Y |
Y |
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| Click-throughs |
Count |
Number of attributions occurring after a user clicks on an ad (CTA). |
Y |
N |
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| Conversion rate (CVR) |
Count |
For a given row, CVR is calculated if the row data is valid meaning Formula for CVR: Number of attributions/Number of clicks * 100 Example CVR calculation
In some cases, to improve accuracy, the CVR calculation is performed in 2 steps. For example, to avoid taking into account organic installs. Example: To view total CVR at the app level we group by media source, then remove invalid rows, and finally calculate the metric. Example calculation
Media source A and B are disregarded from the calculation. Formula: (300+250)/(600+1000) = 34.3% |
Y |
N |
Y |
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| Loyal users |
Count |
Number of unique users opening the app a minimum number of times or performing a specific action. The default criterion is 3 app opens. (Relevant to UA view.) |
Y |
N |
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| Loyal-users rate |
Count |
Rate (%) of loyal users, as a proportion of the users attributing (meaning installing, re-engaging, or re-attributing). Formula: Loyal Users/Attributions *100 (Relevant to UA view) |
Y |
N |
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| Cost |
Cost |
The campaign cost reported to AppsFlyer via click and/or API.
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Y |
Y |
Y |
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| Avg eCPI |
Cost |
Average Effective Cost per Attribution (Install). Formula: Cost/Attributions |
Y |
Y |
Y |
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| ARPU |
Cost |
Average Revenue per User. Formula: Revenue/Unique Users |
Y |
Y |
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| ROAS |
Cost
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Return On Ad Spend (%).
Formula: Revenue/Cost * 100
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Y |
Y |
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| Gross profit |
Cost |
Profit after deducting campaign cost. Formula: Revenue - Cost |
Y |
Y |
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| ROI |
Cost |
Return On Investment (%). Formula: (Revenue - Cost)/Cost * 100 |
Y |
Y |
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| Revenue |
Revenue |
Lifetime revenue reported to AppsFlyer. |
Y |
Y |
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| Sessions |
Count |
Number of times the app is launched, or other measurement method set by the app developer. Limitation: Sessions aren't available for organic users. |
Y |
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| Uninstalls | Count |
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Y |
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| Uninstall rate |
Count |
Rate (%) of users uninstalling the app, as a proportion of the users attributing (meaning installing, re-engaging, or re-attributing). Formula: Uninstalls/Attributions *100 (Relevant to User Acquisition) |
Y |
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| View-throughs |
Count |
Number of attributions occurring after a user views an ad (VTA). |
Y |
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Event metrics
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Event metric |
Description |
Table | Per-formance chart |
|---|---|---|---|
| Event conversion |
Rate (%) of unique users performing the event, as a proportion of the users attributing (meaning installing, re-engaging, or re-attributing). Formula: Unique users performing the event/Attributions *100 |
Y |
Y |
| (Event) Unique users |
Number of unique users performing an event. |
Y |
Y |
| Event occurrences |
Number of times an event was performed. |
Y |
Y |
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Event revenue |
Revenue generated by an event. |
Y |
Y |
| Event eCPA |
Effective Cost Per Action (event). Formula: Cost/Unique users performing the event |
Y |
Y |
| Event ratio |
Rate (%) of users performing an event, as a proportion of the users attributing (meaning installing, re-engaging, or re-attributing). Formula: Events/Attributions *100. |
Y |
Y |
Quick-start guide to Overview dashboard V2
For power users
View types
The dashboard contains user acquisition and retargeting campaign data. The View type setting is used to switch between Unified, User acquisition, and Retargeting. The same view types are implemented in the Cohort dashboard—and many power users are familiar with them.
Attribution and attribution period
- An Attribution is an install, re-attribution, or re-engagement. Interpret the term in the context of the view as follows:
- Unified: Installs, re-attributions, and re-engagements
- User acquisition: Installs
- Retargeting: Re-engagements and re-attributions
- The attribution period (dates) relates to the date a user performed an Attribution. For example, in user acquisition view it means the install date whereas in the unified view it means any of the attribution types listed.
Settings and filters
In the settings and filters panel, the view type, and attribution period are required. The remaining filters are optional. Use them to achieve a detailed analysis of the data on display.
Charts
Chart types available are:
- Bar/line over time chart. For example, installs per day.
- Donut/horizontal bar performance comparison. For example, revenue by geo.
In each of the charts, select a dimension and metric as required.
Table
- The table contains the top 25 or 50 media sources ranked by attributions.
- You can sort the table using the metrics that display, click on the metric name to do so. The sort includes only ranked media sources.
- Drill-down to understand the campaign performance down to the ad level.
- Source dimension has the value organic or non-organic. Use it as a filter to suppress organic data or to group by organic vs non-organic.
- Select the metrics that display in the table. To do so, click
(configure) in the table. - N/A results: This occurs primarily in the case of cost-related metrics and is a limitation relating to the granularity of data provided by ad networks. Note that total values include the N/A rows based on the total reported by ad networks.
Feature comparison V1 vs. V2
| Feature | V1 | V2 |
|---|---|---|
| Dashboard population | User acquisition | User acquisition, retargeting, and a unified view combining both |
| Filters | Date, media source, geo, channel, agency, campaign (in the context of a given media source) |
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| Filter display to include/exclude organic data | N/A | Use the source filter to select organic, non-organic, both data sets. |
| Table export output | Top 50 stored by total installs | Top 100K and others row summing the remaining rows |
| Headline metrics | Touchpoints, installs, conversion rates, revenue |
Headline metrics display according to view type:
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| Group by | Group by applies to the entire dashboard | Each display element has an individual group by control |
| Charts | Fixed configuration | Metrics and dimensions are configurable. |
| Table | Fixed columns set by dashboard group by control. Drill through available for campaign hierarchy. | Order and scope configurable. Drill through option and expand/collapse options with total and other rows. |
| Saved views | Not available | Available |
| Additional metrics | ROAS, gross profit, event conversion |
Additional information
Traits and limitations
| Trait | Details |
|---|---|
| Ad network access | No |
| Agency access | Yes. Starting June 17, 2021. |
| Agency transparency | Yes |
| App-specific time zone supported | Yes |
| App-specific currency supported | Yes |
| Organic data | Yes |
| Non-organic data | Yes |
| Data freshness |
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| Historical data | Unrestricted |
Changelog
| Update | Change |
|---|---|
| 2020-12-15 | Initial release to beta |
| 2021-06-17 | Available to agencies |
| 2021-13-09 | Change to data freshness rate of attributions and in-app events. Data updates with a latency of 15-60 minutes. |