Performance dashboard metrics reference
Review the available metrics to customize the KPIs (key performance indicators) in your User Acquisition reports.
Read time 3 minutesLast updated 2 months ago
Use the following metrics to customize which key performance indicators you use to review your campaign performance.
Default metrics
Use the following default campaign metrics to assess campaign performance.Metric | Description | Notes |
|---|---|---|
| Starts | The number of times a user starts your ad. | Starts are also known as impressions. |
| Installs | The number of users who install your app after watching the ad. | |
| Spend | The advertising budget spent. | Spend is calculated by multiplying the number of Installs by the cost per install (CPI). |
| eCPM | Effective Cost per Mille: The estimated cost per 1000 impressions. | |
| CPI | Cost per Install: the average cost to the advertiser per install. | CPI is calculated by dividing the Spend amount by the number of Installs. |
| CVR | Conversion rate: the percent of users who installed your app after watching the ad. | CVR is calculated by dividing the number of Installs by the number of Starts. |
| Views | The number of times users watched your entire ad. | |
| Target CPI | Targeted cost per install: your targeted bid amount. | Sometimes abbreviated as tCPI. |
| Clicks | The number of times a user clicks the call-to-action button in your ad. | |
| CTR | Click through rate: the percentage of users who clicked the call-to-action button after watching your ad. | CTR is calculated by dividing the number of Clicks by the number of Starts. |
| Installs per Mille | Installs per one thousand impressions. | Sometimes abbreviated as IPM. |
| View Completion Rate | The percentage of users who watch your entire ad. | View Completion Rate is calculated by dividing the number of Starts by the number of Views. |
Metric time intervals
The reporting dashboard supports the following time interval customizations for metrics outside of the Default category:- D0 (Day-zero)
- D1 (Day-one)
- D3 (Day-three)
- D7 (Day-seven)
- D14 (Day-fourteen)
- D21 (Day-twenty-one)
- D28 (Day-twenty-eight)
Metric category | D0 | D1 | D3 | D7 | D14 | D21 | D28 |
|---|---|---|---|---|---|---|---|
| Ad Revenue | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| In-app Purchase | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Retention | No | Yes | Yes | Yes | Yes | Yes | Yes |
| Return on Ad Spend | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Event optimization | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
Ad Revenue metrics
Use the following ad revenue metrics to assess the ad revenue generated by your campaigns.Metric | Description |
|---|---|
| Ad Revenue | Revenue from your ad campaign. |
| Ad Revenue ROAS | Ad revenue return on ad spend, calculated by dividing the revenue earned by the amount spent on advertising. |
In-app Purchase metrics
Use the following in-app purchase metrics to assess the in-app purchase revenue generated by your campaigns.Metric | Description |
|---|---|
| IAP ROAS | In-app purchase revenue return on ad spend, calculated by dividing the IAP revenue earned by the amount spent on advertising. |
| Purchases | In-app transactions made in your app. |
| IAP revenue | Revenue from users purchasing in-app items. |
| Unique purchases | The number of first-time in-app purchases within the selected time interval. Note Unique purchases can be understood as free users converting to paying users. |
Retention metrics
Use the following retention metrics to assess the long term engagement generated by your campaigns.Metric | Description |
|---|---|
| Retained | The number of users continuing to engage with your app for the selected time period. |
| Retention rate | The percentage of users who continue engaging with an app over time. |
Return on Ad Spend metrics
Use the following ROAS metrics to assess the return on ad spend generated by your campaigns.Metric | Description |
|---|---|
| Total ROAS | Return on advertising spend is a revenue-based metric used to calculate the efficiency and performance of digital advertising spend. |
Event Optimization metrics
Use the following event metrics to assess the event engagement generated by your campaigns.Metric | Description |
|---|---|
| Event | The number of events generated by all types of Event optimization. |
| Event Rate | The percentage of events generated by all types of Event Optimization per install. |
| Cost per Event | The average cost per event generated by all types of Event Optimization. |
| Level Complete | The number of users who complete a specified level. |
| Level Complete Rate | The percentage of users who completed a specified level per install. |
| Cost per Level Complete | The average cost for a user who completed a specified level. |
| Payer | The number of users who made a payment. |
| Payer Rate | The percentage of users who made a payment per install. |
| Cost per payer | The average cost of a user who made a payment. |
| Registration | The number of users who completed a registration. |
| Cost per registration | The average cost of a user who completed a registration. |
| Registration rate | The percentage of users who completed a registration. |