Overview dashboard—user acquisition and retargeting LTV

View types

The dashboard contains user acquisition and retargeting campaign data. The View type filter is used to filter between Unified, User Acquisition, and Retargeting. The same view types are implemented in the Cohort dashboard—power users are familiar with them. 

Attribution and attribution period

• An attribution is an install, re-attribution, or re-engagement, based on the view type.
  • 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 the User Acquisition view, it means the install date. In the Unified view, it means any of the attribution types. 
  
  Note: The retargeting view doesn't contain any cost-related metrics. Use the User Acquisition and Unified views to get the cost-related metrics. 

Settings and filters

You must set a view type and attribution period in the settings and filters panel. The remaining filters are optional. Use the filters for a detailed analysis of your data.

Charts

• Bar/line over time chart. For example, installs per day.
• Donut/horizontal bar performance comparison. For example, revenue by geo.

In each chart, select a dimension and a metric.

Table

• The table contains the top 25 or 50 media sources ranked by attributions.
• You can sort the table using the displayed metrics by clicking on the metric. The sort includes ranked media sources only.
• Drill down to view campaign performance at the ad level.
• Group by Source to view organic and non-organic data. Use Source to suppress organic data or to group by organic vs non-organic.
• To select the metrics you want to view in the table, click the settings icon .  
• N/A results: Occur primarily in cost-related metrics. This limitation relates to the granularity of data provided by ad networks. Total values include N/A rows based on the total reported by ad networks. 

The CTV dashboard gives app advertisers LTV insights for non-organic and organic users. Insights are based on subscription, in-app purchases, and ad monetization.

View types

The dashboard contains user acquisition data. The View type should always be set to CTV.

Settings and filters

You must set a view type and attribution period in the settings and filters panel. The remaining filters are optional. Use the filters for a detailed analysis of your data. Filters available for CTV apps include the standard filters, plus State, DMA, and Ad placement filters. 

Headline metrics

Headline metrics: User acquisition and Revenue. 

Charts

• Trend over time
• Performance comparison donuts for Attributions and Revenue. 
• Performance comparison with selectable format and metrics.

Chart formats:

• Bar/line over time chart. For example, installs per day.
• Donut/horizontal bar performance comparison. For example, revenue by geo.

In each chart select a dimension and metric.

Table

• The table contains the media sources ranked by attributions.
• You can sort the table using the displayed metrics by clicking on the metric. The sort includes ranked media sources only.
• Drill down to view campaign performance at the ad level.
• Group by Source to view organic and non-organic data. Use Source to suppress organic data or to group by organic versus non-organic.
• Event dimensions are the in-app event names.
• To select the metrics you want to view in the table, click the settings icon .  

 

Data in the dashboard is presented via view types Unified, User acquisition, and Retargeting as described in the figure that follows.

 

These view types contain LTV data as follows:

• 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. 
  • Shows all event data: new installs (organic and non-organic), re-engagements, re-attributions.
  • Re-engagements and re-attributions events are attributed to the retargeting media source and their parallel user acquisition events are deduped.
• User acquisition: attributed to a user acquisition media source including LTV occurring during re-engagement windows.
  • Includes new installs (organic and non-organic), and re-engagements (attributed to the original install media source).
• Retargeting: attributed to a retargeting media source for events occurring:
  • During a re-engagement window.
  • As a result of re-attributions.

The dashboard opens using your currently selected default dashboard view.

By default, two predefined views, Extended overview, and Lite overview are available.

To learn how to change default views, see Dashboard views.

The dashboard contains the following functional areas:

A: Dashboard views
B: Filter bar
C: Headline metrics
D: Charts
E: Table

 

 

 

Two predefined layouts, Extended overview, and Lite overview are available. They have the same data and metrics but the number and style of charts they contain differ. Following are some of the layout differences. 

My reports layout and comparison

The images that follow are for illustration purposes. They indicate the number and placement of charts. 

Layout name: Lite overview Charts available: Two donut/horizontal performance comparison bar charts and one trend over time chart. A compact view highlighting what really matters.

Layout name: Extended overview Charts available: Seven donut/horizontal performance comparison charts and three trends over time charts providing a deep dive into the metrics.

 

Dashboard view selector

To select a report:

1. Click ▼ (My reports).
2. Select a dashboard: The dashboard displays using the report settings and current data.

 Icons on the dashboard view dropdown

• Delete: Delete a report.
• Favorite: Set as the report that displays when you first open the dashboard.
• Edit: Change the current report settings.
• Save current view: The report is saved for your future use.

• Dashboards having the AppsFlyer logo are foundation dashboards and can't be changed.
• The dashboard with the blue star is the current default dashboard.

 

To switch between UTC and app-specific time zone [option available only to ad networks]:

1. Hover over the current time zone.

   

2. Click Switch time zone.
   The switch time zone option displays. You can switch the data display in the dashboard between UTC and the app-specific time zone. 

Unsaved changes

• You will be notified that your dashboard has been changed and not saved by the orange dot.
• To save the changes, click Save dashboard at the top-right of the page.

The dashboard is made up of widgets that include headline metrics, charts, and tables.

Customize your dashboard by resizing and moving your widgets for a personalized view of your data:

• To move a widget, hover over the top and then drag and drop it.
• To resize a widget, expand the widget to the desired size from the bottom-right corner.
  Note: KPI metrics are located at the top of the dashboard and can't be moved lower down. You can view up to six KPIs in one view. To view all your KPIs, click Show all KPIs.
• To save the changes, click Save dashboard at the top-right of the page.

Headline metrics are provided 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.

Headline metrics available

Metric	During the selected period...
User Acquisition	The number of users installing the app.
Retargeting	The number of users engaging with a retargeting campaign who re-attribute or re-engage.
Revenue	Revenue LTV is measured by calculating the total of non-organic installs, organic installs, re-attributions, and re-engagements.   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 to retargeting attribution rules.
Cost	The campaign cost relating to non-organic installs, re-attributions, and re-engagements. Reported to AppsFlyer by API or by clicks and impressions. User acquisition: Displays cost data of active campaigns (meaning campaigns with at least one install). Retargeting: Not available Unified view: Displays all cost data of active and inactive campaigns (meaning data from campaigns without any installs.) This includes the costs of retargeting campaigns.
Non-organic installs	New installs that are attributed to a non-organic media source that engaged the user by click or impression.
Organic installs	New installs made by users without engaging with a media source.
Total installs	The total number of new installs during the selected attribution range. Total installs = non-organic installs + organic installs.
eCPI	Formula for eCPI: Total cost / non-organic attributions. eCPI excludes organic installs and calculates the cost per non-organic attributions, which includes non-organic installs, re-attributions, and re-engagements. Campaigns without Cost data, but with Installs, impact the accuracy of the eCPI, as installs with zero cost are accounted for.
Non-organic revenue	Lifetime revenue generated by an install that was attributed to a user acquisition media source. Measured from the install date until today. Does not include retargeting revenue.
Organic revenue	Lifetime revenue generated by organic installs, from install date until today.
Clicks	The number of engagements within a media source redirecting the user to the app store or to a specific page in the app.
Impressions	The number of times an ad was viewed.
Re-engagements	Users who have the app installed and open the app after engaging with a retargeting campaign.
Re-attributions	Users who previously uninstalled the app, and after engaging with a retargeting campaign reinstall the app.
Total retargeting	Total retargeting = re-attributions + re-engagements. Measures how many previously acquired users opened the app after engaging with a retargeting campaign.
Re-attributions revenue	Lifetime revenue generated by re-attributions, which were attributed to the media source engaging the user with a retargeting campaign.
Re-engagements revenue	Lifetime revenue generated by re-engagement attributions, who are users which were attributed to the media source engaging the user with a retargeting campaign.