These are the terms and calculations used to describe the metrics in the user acquisition pages and reports.
| Term/Metric | Description |
|---|---|
| Impressions | Total number of times the ad was shown |
| Clicks | Total number of times users clicked on the ad |
| Reported installs | Total number of new app installs received. An install is reported when the user downloads and opens the app |
| Reported spend | Total campaign spend |
| CTR (Click Through Rate) | Clicks divided by impressions. It represents the percentage of users who clicked on the ad out of the total number who viewed it. |
| CVR (Conversion Rate) | Installs divided by clicks. It represents the percentage of users who installed the app after clicking on the ad. |
| IPM (Installs Per Mille) | The number of installs generated per one thousand impressions. This is the combination of CTR and CVR, and represents the creative’s overall effectiveness and users’ desire to install your app. Calculation: Installs/Impressions*1000 |
| eCPM | The spend per one thousand impressions. This represents the marketability of your campaign within the ironSource Ads network. Calculation: Spend/Impressions*1000 |
| eCPI (Effective Cost Per Install) | Spend divided by installs. This represents the average CPI for the measured timeframe |
| Ad revenue | The amount of revenue generated from users viewing ads in your app |
| IAP revenue | The amount of revenue generated from users making purchases in your app |
| Total revenue | The sum of ad revenue and IAP revenue |
| ARPU | The average revenue generated per user within the defined cohort range. Calculation: Total Revenue from Day 0 through Day X divided by installs on Day 0 |
| ROAS (Return On Ad Spend) | The percentage of total revenue generated within the defined cohort range out of total campaign spend. Calculation: Total revenue from Day 0 through Day X divided by the total spend on Day 0 |
| Unique purchasers | Number of users who have installed the app and also completed an in-app purchase within the defined cohort range |
| eCPP | Cost per unique purchaser. It represents the amount spent to acquire each user who makes a purchase within the app. |
| Purchasers rate | The percentage of new users who have made an in-app purchase within the defined cohort range. Calculation: Unique Purchases from Day 0 – Day X divided by installs on Day 0 |
| Retention | The percentage of users that return to your app on a specific day after their first app launch within the defined cohort range. Calculation: Retained users on day X divided by the number of new installs on day 0 |
| Unique events | The number of installed users who have also completed the in-app event within the defined cohort range. The following event types are supported: Custom, Finish Tutorial, App Registered |
| Event eCPE | The average cost per user who completed the in-app event within the specified cohort range |
| Event rate | The percentage of users who completed the in-app event within the specified cohort range |
| Total tCPA events | The total number of optimized events that users achieved, within the optimization window period |
| Unique tCPA events | The number of unique users who achieved the optimized event, within the optimization window period |
| Optimizer eCPA (total) | The effective cost per total optimized events (Spend / Total tCPA events) |
| Optimizer eCPA (unique) | The effective cost per unique optimized events (Spend / Unique tCPA events) |
| Cohort | The time span in which to analyze users based on when they installed your app and triggered an app launch. D0 is considered the first day the user opened the app. You will thus be able to track user activity and how users develop over time from the day they installed your app within this timeframe. We currently support the following cohort ages – D0, D1, D3, D7, D14, D30 |