Overview dashboard V2

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. 

OV.png

View types video tutorial

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:

Dashboard features

My dashboards

My dashboards video tutorial

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

OverviewReportHeader.jpg

To select a foundation dashboard:

  1. Click ▼ (My reports) in the preceding figure.
  2. The list of dashboards displays.
  3. 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. 

Dashboard name: Overview lite

Charts available: 2 donut/horizontal performance comparison bar charts and 1 trend over time charts.

 

OverviewLayoutLite_us-en.jpg

Dashboard name: Overview 2.0

Charts available: 7 donut/horizontal performance comparison charts and 3 trend over time charts.

 

OverveiwFull_us-en.jpg

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:

Option

Description

Dashboard list options 

MyReports.jpg

  • Dashboards having the AppsFlyer logo are foundation dashboards and can't be changed.
  • Select a dashboard: The dashboard displays using the report settings and current data

Use the icons to: 

  • 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

Selection panel

Filters video tutorial

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

OverviewSelectionPanel_us-en.png

Options

Description

(A) View type

Attributions included by view type.

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

(B) Attribution dates

Date the attribution occurred

(C) Filters

Default filters available:

  • Media source
  • Campaign
  • Geo

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

  • Ad
  • Adset 
  • Agency
  • Source: Organic or non-organic

Headline metrics

Headline metrics that display are in the context of the selected view type. 

Metric component layout

OverviewHeadlingMetric.jpg

(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...

User acquisition

OverviewUA.jpg

The number of users installing the app.

 

Retargeting

OverviewRetargeting.jpg

The number of users engaging with a retargeting campaign who re-attribute or re-engage.

Revenue

OverviewReveneu_us-en.jpg

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

OverviewCost.jpg

Campaign cost reported by ad networks.
Headline metrics available

Charts

Charts video tutorial

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

Table video tutorial 

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 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. 

Table controls

(A) Group by:

  • Select primary and secondary group 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 top 25 or 50 rows using ranking principle described previously.

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

 

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. 

Metric

Group

Description/formula

Table

Per-formance 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 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

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.
  • Limitation: Uninstall metrics aren't available in retargeting view. 

Y

 

 

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

 

 

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

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 gears.png (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)
  • Additional filters: source, adset, ad
  • Filters are independent one from the other
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:

  • UA: attributions, revenue, cost, touchpoints
  • Retargeting: attributions revenue, cost
  • Unified: UA attributions, retargeting attributions, revenue, cost
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

Overview dashboard 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
  • 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

Changelog 

Overview dashboard changelog 
Update   
2020-12-15 Initial release to beta
2021-06-17 Available to agencies
2021-13-9 Change to data freshness rate of attributions and in-app events. Updated data freshness: 15-70 minutes. 

 

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