Overview dashboard—user acquisition and retargeting LTV

At a glance: The Overview dashboard gives advertisers a real-time window into the LTV performance of user acquisition and retargeting campaigns.

Overview

Use the Overview dashboard to view campaign performance and app health. The dashboard contains user acquisition and retargeting campaign performance data enriched with data points like click, cost, and revenue. Most metrics update continuously in real-time. 

 

Tip

  • If you don't run retargeting campaigns, use the Unified view
  • If you are familiar with the V1.0 dashboard, you can skip to the quick-start guide below.

Terminology

  • Attributionsconsist of one or more of the following: 
    • Install: The installation 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.

See the AppsFlyer Help Glossary for an in-depth list of all terms.

Quick-start guide

Power Users

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 gears.png.  
  • 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. 

For CTV users

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 gears.png.  

Dashboard view types and layout

View types

 

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

OV.png

 

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.

Layout

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

OverviewV2.png

 

Dashboard features

Dashboard views

 

 

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.

 

OverviewLayoutLite_us-en.jpg

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. 

 

OverveiwFull_us-en.jpg

 

Dashboard view selector

To select a report:

OverviewReportHeader.png

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

 Icons on the dashboard view dropdown

MyReports.jpg

  • 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.

    OverviewSwitchTimeZone.png

  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

mceclip0.png

  • 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.

Filter bar

 

Select the view type, attribution dates, and display filters.

View type

Attributions included by view type

View type Unified UA  Retargeting
Installs Yes Yes -
Re-attributions Yes - Yes
Re-engagements Yes - Yes

 

Attribution dates

Date the attribution occurred

Filters

Default filters available:

  • Media source
  • Campaign
  • Geo

Click + to add one or more of the following filters: 

  • Ad
  • Adset 
  • Agency (not available for CTV)
  • Source: Organic or non-organic
  • Geo-related filters available for CTV apps: State, DMA, Ad placement

 

Customizing dashboards

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

Headline metrics are provided in the context of the selected view type.

Metric component layout

HeadlineMetric.png

A: Metric type
B: Tooltip
C: Trend: Change in % compared to the previous adjacent period. Hover over to view the trend period.
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.

Headline metrics available

Charts

 

Trend over time and performance comparison charts

Chart type Description

Trend over time

Stacked bar chart

OverviewStackedBar_us-en.jpg

Line chart

OverviewLine.jpg

Display settings:

(A) Dimension and metric 
(B) Chart type: Bar or Line
(C) Dimensions in display: Select as required. 
(D) Number of dimensions: Top 5 or All. In the case of All, the top 10 display separately and the remainder are grouped together.

Performance comparison donuts

Set of 3 metric comparison donuts with fixed metrics: Attributions, loyal users, and revenue

OverviewTopPerformingDonuts_us-en.jpg

Display settings:

(A) Dimensions in display: Select dimension 

Performance comparison selectable format

Comparisons charts with selectable format (bar/donut) and metrics

Overview2chart_us-en.jpg

Display settings

(A) Dimensions and metric
(B) Chart type: Donut, Horizontal bar
(C) Dimensions in display: Select as required 

Table

 

kiiii

 

The table contains row-level metrics and event metrics broken down by dimensions.

Option Description

OverviewTable.jpg

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 a media source, and the top 25 are selected: the top 25 media sources ranked by attributions are included in the table.

This applies to other display options such as the column sort.

For example, 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 won't be displayed. 

Export data

If you export the table, all media sources are included, meaning the ranked attributions principle is disregarded. 

Table controls

(A) Group by:

  • Select primary and secondary groups by dimensions.
  • Expand using >. Doing so displays the top secondary results of the value expanded.
  • Select a row to drill down to the next level of the hierarchy.

(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.
(E) Column configuration: Row-level and event metrics

(F) Horizontal scroll bar: Scroll right to view event metrics

(G) Values having N/A 

(H) Top selector: Select the top 25 or 50 rows using the ranking principle described previously.

Note: The number of events that can be added to the table is limited to 20.  More information can be found in Traits and limitations

Metric selection

Metric columns in the table are divided between:

  • Summary metrics at the row-level
  • In-app event metrics per in-app event.

To select metrics to display in the table:

  • Click gears.png (configure).
    The list of metrics displays.

OverviewMetricsSelection.jpg

Controls:

(A) Include all metrics in the table
(B) Remove all metrics from the table
(C) Display the metrics glossary 
(D) Set to default

To add and sequence metrics to the table

  • Select metrics to include in the table. Selected metrics display on the right-hand side of the panel.
  • To remove a metric, click it.
  • To change the sequence of the metrics in the table drag as required.

To add and sequence in-app event metrics:

  1. Select an In-app event
    The list of in-app events displays. 
  2. Select one or more metrics.
    The metric is added to the list of displayed metrics.

Dimensions and metrics

Dimensions

Dimension

Remarks

Ad  

Ad ID

 

Adset

 

Adset ID

 

Agency

 

Attributed touch type

Click or impression.

Attribution type

Installs, re-engagements, or re-attributions. 

Cost-related metrics are usually not available for this dimension.

Campaign

 

Campaign ID

 

Channel

 

Geo

 

Media source

 

Source

Organic or non-organic.

In-app events

 

Install app store

Populated in the context of multi-store Android attribution. If you don't see the dimension, ask your CSM to enable the SFDC feature for you. 

Store product page

iOS apps only.

Row-level metrics

  • When a grouping contains a dimension having both organic and non-organic data, metrics not applicable to organic will reflect as N/A. An example of this is geo. 
  • Some groups 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.
  • Cost-related metrics:
    • Total cost includes the total cost reported by the network for a given metric including the N/A rows. 
    • Aren't available in the retargeting view. They are available in the User Acquisition and Unified views.
      • The Unified view, has both User Acquisition and retargeting costs. 

Metric

Group

Description/formula

Table

Performance chart

Trend over time

Attributions Count Installs, re-attributions, and re-engagements. Y Y Y
Installs

Count

Number of unique users who install the app.

Y

 

 

Re-attributions

Count

Number of unique users who reinstall the app after interacting with a retargeting campaign.

Y

 

 

Re-engagements

Count

Number of unique users who open the app after interacting with a retargeting campaign.

Y

 

 

Impressions

Count

Number of times an ad was viewed.

Y

Y

Y

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

Click-throughs

Count

Number of attributions occurring after a user clicks on an ad (CTA).

Y

N

 

Conversion rate (CVR)

Count

For a given row, CVR is calculated if the row data is valid meaning clicks > installs.

Formula for CVR: Number of attributions/Number of clicks * 100

Example CVR calculation

Media source

Attributions

Clicks 

CVR

A

100

NA

NA

B

200

20

NA

C

300

600

50%

D

250

1000

25%

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 a media source, then remove invalid rows, and finally calculate the metric. 

Example calculation

Media source

Attributions

Clicks 

CVR

A

100

NA

NA

B

200

20

NA

C

300

600

50%

D

250

1000

25%

Media source A and B are disregarded from the calculation.

Formula: (300+250)/(600+1000) = 34.3%

Y

N

Y

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

 

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

 

Cost

Cost

The campaign cost reported to AppsFlyer via click and/or API.

  • In general, cost data can be segmented in the advertising hierarchy by media source, geo, site ID, and channel. Some segmented data returns N/A if there is no breakdown information available.
  • Limitation: Can't group by attribution type.

Y

Y

Y

Avg eCPI

Cost

Average Effective Cost per Attribution (Install).

Formula: Cost/Attributions

  • The eCPI is displayed when the Total Attributions column is showing only Non Organic traffic.
  • eCPI is not displayed when Organic installs are part of the attributions metric. For example: group by Date and GEO
  • eCPI is displayed when a fliter with Non Organic traffic is applied.

Y

Y

Y

ARPU

Cost

Average Revenue per User.

Formula: Revenue/Unique Users

Y

Y

 

ROAS
Cost
Return On Ad Spend (%).
Formula: Revenue/Cost * 100

Y

Y

 
Gross profit

Cost

Profit after deducting campaign cost.

Formula: Revenue - Cost

Y

Y

 
ROI

Cost

Return On Investment (%).

Formula: (Revenue - Cost)/Cost * 100

Y

Y

 
Revenue

Revenue

Lifetime revenue reported to AppsFlyer.

Y

Y

 
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

 

 

Uninstalls Count
  • Number of app users installing the app who subsequently uninstall (delete) the app.
  • Uninstall measurement must be turned on to obtain this metric.
  • Note! Uninstall metrics are available in the user acquisition view only. 

UA view only

 

 

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)

UA view only 

 

 

View-throughs

Count

Number of attributions occurring after a user views an ad (VTA).

Y

 

 

Metric availability by display method

Event metrics

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

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

Additional information

Traits and limitations

Overview dashboard traits and limitations
Trait Details
Ad network access Yes. However, SKAN metrics are not available.
Agency access Yes. However, SKAN metrics are not available.
Agency transparency Yes
App-specific time zone supported Yes. Note! Ad networks can switch between UTC and the app-specific time zone.
App-specific currency supported Yes
Campaign name changes

Ad spend data displays using the most recent campaign name reported. Note: This is for the display of aggregate data; not the raw data itself.

CTV CTV dimensions are not available for mobile apps.
Organic data Yes
Non-organic data Yes
Data freshness
  • Attributions and in-app events: Continuous
  • Cost: 6 times a day on average 4 times a day. Data is final after the 7th day. 
  • Ad revenue: Lag of ~48 hours
Historical data Unrestricted
In-app events
  • The number of events can be added or displayed in the table is limited to 20.
    • For each event, all metrics (count, ratio, unique users, conversion, revenue, CPA and SKAN event occurrences) can be added and displayed.
Uninstall numbers Uninstall numbers can only be seen in the User Acquisition view. If you are in the Unified view, it will show as N/A.

Changelog 

Overview dashboard changelog 
Update  Change
2022-08-01  
2021-12-31 GA
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