Audience

You can use the Audience report data to find out which type of audience the ad campaign has drawn, and how changes to the app affect traffic from a certain region.

The report allows you to pull out certain users by defining data segments.

To build a report, you need to choose the time period, the audience segment, and the dimension. By default, the report shows the number of active and new users over a one-week period, grouped by date.

The report will help you:

1. Evaluate your audience.

   Determine the structure of your audience, including both new users and those who returned after being inactive. Estimate the number of dormant users who might have been your app's active users.

   Interacting with each user group requires an individual approach. For many businesses, re-engagement of dormant users is more cost-effective than attracting new users.

   More importantly, you need to proactively engage with users who are at risk of becoming dormant to keep them active. That's why it's crucial to understand who your dormant users are, what causes them to lose interest, and how to prevent it.

2. Use parameter-based dimensions to analyze dependencies.

   Group users by various parameters such as country, traffic source, gender, or age to identify key patterns. For example, you might discover that women use your app more frequently than men, or that Android users are more likely to become dormant than iOS users. These insights can help you identify areas for growth. For example, the problem may be related to technical issues or how users interact with your app on certain devices.

3. Select an acceptable inactivity period for a user.

Working with the report

General settings

1. Choose the time period and audience segment. By default, the report shows data for the week grouped by days.

   The time in the report is the beginning of the session on the user's device in the time zone specified in the app settings.

   Note

   To set a custom reporting period, use the element . The selected time interval can be grouped by hours, days, weeks, or months.

2. You can select specific users for the report using segmentation.

3. You can set up dimensions and metrics in the report.

Configuring a chart with a choice of metrics

The report contains a visual chart with a choice of metrics. You can select no more than three metrics at a time. The selected metrics must have the same units. If a metric is not available in the list (its name is written in gray), it means that it has a different unit.

If the period on the chart, such as a month, is longer than the inactivity period, such as a week, we might see instances where a user becomes new (installs the app), then dormant (doesn't use it for 7 days), then resurrected (starts using it again).

Selecting dimensions and metrics

The report contains metrics grouped into dimensions.

To set up dimensions and metrics:

1. Click the buttons one by one.

2. In each window, add dimensions and metrics you want to use to build the report.

3. Configure the order of metrics and dimensions.

   The order of metrics determines the order of columns, the order of dimensions determines the nesting of rows in the table.

Dimensions

Audience

• Operating system.
• OS version.
• Gender. Determined heuristically using Crypta technology. If the prediction accuracy is insufficient , it takes the Undefined value.
• Age. Determined heuristically using Crypta technology. Possible values: <18 | 18-24 | 25-34 | 35-44 | 45-54 | ≥55. If the prediction accuracy is insufficient, it is Undefined.

Geography

• Continent.
• Country.
• District.
• Region.
• City.
• City size.

Event date

• Month.
• Week.
• Day.

Application

• Version.
• Build number.

Metrics

The following metrics are available for analysis:

Users

The number of app users for the specified period.

New users

The number of new users for the specified period.

New user share

The percentage of new users relative to the total number of users for the specified period.

Formula: $(\text{New users} / \text{Users}) * 100$.

Dormant users

The number of inactive users for the specified period.

Dormant users are those who used a mobile app in the past, but didn't show any activity over the specified period.

Resurrected users

The number of returning users for the specified period.

Resurrected users are those who showed no activity during the specified period, then returned to the app.

Percentage of dormant users

The share of inactive users relative to the total number of users for the specified period.

Formula: $(\text{Dormant users} / \text{Users}) * 100$.

Percentage of resurrected users

The share of returning users relative to the total number of users for the specified period.

Formula: $(\text{Resurrected users} / \text{Users}) * 100$.

Days of inactivity

You can specify the period of inactivity to gain insights into dormant and resurrected users.

It shows the number of days during which the user didn't use the app. The default period is 7 days, but you can adjust it based on how your app is used.

Every app has its own appropriate inactivity period. For instance, you might order tea once a month, take a taxi once a week, and play a game every couple of days.

How the inactivity period is calculated

Let's consider an example with a 7-day inactivity period.

In the report, check out the Dormant users metric for the following dates:

• September 27 shows the number of users whose last activity in the app was 7 days ago, on September 20.
• September 28 shows the number of users whose last activity in the app was 7 days ago, on September 21.

The number of such users doesn't add up daily, but is calculated only for newly acquired users.

See also

• The report shows events and sessions, but not installations

Data export

You can export data from a report. To do that, click → Export in the upper-right corner. The data is exported based on the selected report settings: segmentation, dimension, and time period.

The dropdown list contains the following elements:

• Export full report in CSV to export data from the table in CSV format.

• Chart→ CSV to export data from the chart in CSV format.

• Chart→ PNG to export chart images in PNG format.

• Copy table API request — Displays the query text for exporting data from the table using the Reporting API. You can use this query to build your own dashboard or create automated data export scripts.

  Note

  If you are getting the text of the query for the first time, make sure that the browser doesn't block the pop-up authorization window. In the authorization window, allow AppMetrica to access the data.

• Copy chart API request — Displays the query text for exporting data from the chart using the Reporting API. You can use this query to build your own dashboard or create automated data export scripts.

  Note

  If you are getting the text of the query for the first time, make sure that the browser doesn't block the pop-up authorization window. In the authorization window, allow AppMetrica to access the data.

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