Use the following metrics to customize which key performance indicators you use to review your campaigns' 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. |
Ad Revenue metrics
Use the following ad revenue metrics to assess the ad revenue generated by your campaigns.
Ad revenue metrics are available in day-zero (D0), day-one (D1), day-three (D3), day-seven (D7), and day-fourteen (D14) time intervals.
| 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.
In-app purchase metrics are available in day-zero (D0), day-one (D1), day-three (D3), day-seven (D7), and day-fourteen (D14) time intervals.
| Metric | Description | Notes |
|---|---|---|
| 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. | 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.
Retention metrics are available in day-zero (D0), day-one (D1), day-three (D3), day-seven (D7), and day-fourteen (D14) time intervals.
| 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.
ROAS metrics are available in day-zero (D0), day-one (D1), day-three (D3), day-seven (D7), and day-fourteen (D14) time intervals.
| 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.
Event metrics are available in day-zero (D0), day-one (D1), day-three (D3), day-seven (D7), and day-fourteen (D14) time intervals.
| 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. |