Glossary

Active user/user

An app user who has at least one foreground session over the selected period.

Sample report.

Validating purchases

Confirming a purchase and payment on Google Play Market or Apple App Store. Validation lets you filter purchases made from hacked apps. With validation enabled, all In-App Revenue metrics are counted based on validated purchases and purchases sent without validation parameters. For invalid purchases, Invalid revenue and Users with invalid revenue metrics are counted.

For more information about setting up validation, see Sending revenue on Android and on iOS.

App version

The version of the application that the user has installed, including the build number. Sample report.

Age

This metric is detected using Crypta technology. Sample report.

Revenue

App revenue. App revenue can be divided into two types: IAP (in-app purchase) and Ad (Advertising). To track revenue in reports, you should configure sending in the library. For more information, see Sending Revenue on Android and on iOS.

Geography

The region of the user's location is detected using GPS, LBS. Sample report.

Guest access

Allows you to give another user access to your app statistics. For more information, see Managing app access.

Session length

The time difference between the first and last event in the session. The session starts when the app is opened, and ends when the app is closed, a new session is force started, the app crashes, or the user is inactive for a prolonged period (session timeout). By default, the timeout is 10 seconds. You can change this value using the extended library configuration. Sample report.

Identification

For device identification, the AppMetrica SDK uses various types of identifiers available in the system depending on the platform, or combines them for increased accuracy. For this purpose, the Google AID is collected on Android devices, and the Apple IDFA and IFV are collected on iOS devices.

More information about identifiers

Google AID

:   An advertising ID assigned by Google Play services. The advertiser can use it to identify a unique user, display targeted ads, and track the number of click-throughs from an ad to a website. If desired, the user can reset the ID or disable ad personalization.

Apple IDFA

:   An advertising ID. The advertiser can use it to identify a unique user, display targeted ads, and track the number of click-throughs from an ad to a website. If desired, the user can reset the ID.

IFV

:   An ID issued to the app's advertiser. The same IFV is used for all apps from the same developer.

Traffic source

The source for an app install. The source may be an advertising campaign that engages users, or organic installs (directly from the app store). Sample report.

Crash

A critical error that leads to emergency shutdown of the app. Collected and sent automatically. To disable collecting and sending errors, call the setReportCrashesEnabled method in the SDK API. Sample report.

Cohort analysis

Allows you to group users by the app install date and track changes over time for each cohort in the percentage of users who return to the app, or the percentage of users who complete a target event (event conversion). You can also compare these cohorts with each other. For more information, see Cohort analysis. Sample report.

Cohort

A group of users who share a characteristic and the date of completing a target event. The shared characteristic may be an app install or a target event.

Event conversion

The percentage of the total number of users who completed a target event during the selected time period.

Median

The value of data samples which means that half of sample items are greater than this value and the other half are less.

For example, for the {23, 32, 24, 26, 40} sample the median is equal to 26.

To obtain the median value, arrange the sample items in ascending or descending order and take the middle item: {23, 24, 26, 32, 40}. If the sample has an even number of items, the median is half the sum of the two middle items.

New user

A user who installed and launched the app at least once during the selected time period. If a user performed multiple installations during this period, only the first installation is counted. If a user removed the app and then re-installed it, this user is considered a new user.

Operator

The mobile carrier that the device uses to connect to mobile internet. Determined based on the MCC (Mobile Country Code) and MNC (Mobile Network Code). Sample report.

Organic

All app installs that users make themselves (for example, from the app store), as well as installs that weren't attributed to a partner or advertising campaign.

Deferred deeplink

A link that transfers specified data to the application at the first start. A valid deferred deeplink example: sampleapp://samplepath?sampleparam1=samplevalue1.

The maximum number of characters that can be transferred in the deferred deeplink parameters is 7475.

Error

Any error (not a crash) that occurred in the app. It can be sent by calling the ReportError method in the SDK API. Sample report.

Platform

The platform that the app is running on (for example, iOS, Android, or WindowsPhone). Sample report.

Gender

This metric is detected using Crypta technology. Sample report.

Remarketing campaign

An ad campaign aimed at getting users to come back to an app they previously installed. For more information, see Creating a remarketing tracker.

Segment

A subset of users filtered by a formal attribute (for example, by the OS name).

Sampling

Controls the accuracy of report data. If generating a report requires a large amount of data, collecting this information might take a long time. In order to generate the report faster, the service can use just part of the data (for example, 10%). You can control sampling manually.

Session

In AppMetrica, a session is the period of time a user interacts with the app.

Background session

A background session starts with the AppMetrica SDK initialization.

If, during a background session, AppMetrica receives the onResume() system event for Android or the UIApplicationDidBecomeActiveNotification system event for iOS, a user session begins.

Any events sent before these system events refer to background sessions.

A background session can refer to:

• A period of time between clicking an app icon and displaying the app's interface.
• Start of services that accept push notifications.

User session

A user session starts when AppMetrica receives the following system events:

• For Android: onResume().
• For iOS: UIApplicationDidBecomeActiveNotification.

A user session ends when the session timeout expires. The session timeout is counted from the moment the user minimizes the app.

Any events sent after the system events mentioned above refer to user sessions.

By default, AppMetrica considers a session new if a user returns to the app after a significant period of time after the app switched to background mode (the user minimized the app or opened system settings).

Event

Programming code used for transmitting information about user activity that you want to track, such as app installs.

You can use the AppMetrica SDK to transmit event messages and events with additional parameters.

You can pass any data structure in JSON for calculations:

• object — A tree branch is created for each object key, and the algorithm is called recursively for each value.
• string — Counts the number of times each different value of the string occurs.
• number — Calculates the total and average value of all numbers. true, false, or null — Calculates the number of times each value occurs.
• array — Creates a [Parameters] tree branch and calculates the number of times when the value is an array. The algorithm is run recursively for each item in the array.

Sample report. For more information about how data is presented in reports, see Events.

Connection

Type of internet connection (for example, Wifi, Hspa+, LTE, HSDPA). Sample report.

Tracker

Warning

The post-click landing option is no longer supported.

A container with URLs and settings for tracking and collecting statistics about app installs via partners as part of an ad campaign. You can set the destination URL, deeplink, or post-click landing and get a tracking URL. When users go to the URL (and then install or open the app), it's reflected in the report.

Device

Names of device models. Sample report.

Destination URL

Leads to the app store or a page where the user can install the app.

Screen

The screen resolution in pixels (such as 1280x720). Orientation is not considered. Sample report.

Interface language

The system locale (such as ru-RU or tr-TR). Sample report.

Ad revenue

Revenue from advertising placements in the app.

ARPU

Average revenue per user. Calculated as the ratio of the total revenue from in-app purchases and subscriptions to the total number of app users for the selected period.

ARPPU

The ratio of total revenue from in-app purchases to the number of paying users for the selected period.

Deeplink

A link that opens an app installed on the device and transmits the specified data to it. It has the general format myapp://some_data.

IAP Revenue

Revenue from purchases made by the user in the app. For example, game improvements, goods in stores, subscriptions.

Postback URL

A link for sending an event message (about an install or a target event). The event recipient is a partner. You can send additional parameters to the postback URL.

Postback

A GET request to the specified URL (the postback URL), which certain parameters can be sent to. You can add up to 5 requests per campaign. For more information, see the postback policy.

Retention

The percentage of users who installed the app during a given day, week, or month (the reference period) and then returned to the app (opened it) on a specific day, week, or month after installing.

This metric is calculated as the ratio of the number of users running the app during the Nth day, week, or month to the number of users who installed the app in the reference period (this number is taken as 100%).

Rolling Retention

The percentage of users who installed the app during a given day, week, or month (the reference period) and then returned to the app during a specific day, week, or month, assuming they could have potentially returned during the preceding time period. These users are not interpreted as lost (inactive) until the last time they start the app.

To better understand how Rolling Retention works, imagine a user who first opened the app on the day of installation (the reference day), and next opened it on the fourth day after installing. This user is counted as active on the fourth day and for all the previous days, as well. Even though it took the user four days to come back to the app, this was always a possibility during that time.

Post-click landing

Warning

The post-click landing option is no longer supported.

The page that will be opened in the user's browser after clicking the link to install the app. You can enter it when you configure the tracker.

Re-engagement

User's return to the installed application as a result of an advertising campaign. The return is usually made via deeplink.

Root status

Whether the device has root access. Root access is used on a device for deleting system applications, making unauthorized changes, or installing apps that only work in this mode. Sample report.

Silent push notification

A message that is processed by the application in the background without displaying to the user. You can transfer additional data to the application via silent push messages or check the delivery of notifications.

Tracking URL

A link in the https://appmetrica.yandex.com/serve/* format that takes the user to the app store for installing the app. If the app is already installed, it opens the app (if a deeplink is specified). Created when setting up the tracker. For more information, see What is tracking?.