Metrics

A

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.

View in the report:

• Conversions → Metrics by revenue

Actual product cost

View in the report:

• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money

Ad ARPU

The ratio of total revenue from in-app purchases to the number of paying users for the selected period. Learn more about currency conversions.

View in the reports:

• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

Ad revenue

Total revenue from advertising monetization for the selected period.

View in the reports:

• Cohort analysis
• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

Ad Revenue events per user

The ratio of the number of events with advertising revenue (Ad Revenue) to the number of users for the selected period.

View in the reports:

• Remarketing → Ad Revenue
• User Acquisition → Ad Revenue

Ad Revenue events per session

The ratio of the number of events with advertising revenue (Ad Revenue) to the total number of sessions for the selected period.

View in the reports:

• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

Ad Revenue events

The number of events with advertising revenue (Ad Revenue) for the selected period.

View in the reports:

• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

Adds to cart

View in the report:

• E-commerce report → Ecommerce, actions

All installs

View in the report:

• User Acquisition SKAdNetwork → SKAd: default metrics

AOV

The ratio of revenue from all in-app purchases and subscriptions to their number. More about currency conversion.

View in the reports:

• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

Average actual product price

View in the report:

• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money

Average order value

AOV.

View in the reports:

• Conversions → Metrics by revenue
• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money
• Remarketing → E-Commerce
• User Acquisition → E-Commerce

Average original product price

View in the report:

• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money

Average parameter value

The sum of values of the selected event parameter divided by the number of events. A missing value or parameter is interpreted as 0.

View in the reports:

• Events → Events metrics
• In-app and Ad Revenue → Metrics by event parameters

Average product price

View in the report:

• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money

Average revenue per paying user

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

View in the reports:

• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money
• Remarketing → E-Commerce
• User Acquisition → E-Commerce
• User Acquisition SKAdNetwork → SKAd: revenue

Average session length

The total duration of sessions divided by their number (sessions with an undefined duration aren't taken into account).

View in the report:

• Engagement

C

Clicks

The number of clicks that users made on the tracking link or re-engagement deeplink.

View in the report:

• Remarketing → Main metrics

Click-to-deeplink conversion

The conversion rate from click to deeplink.

View in the report:

• Remarketing → Main metrics

Control sample

View in the report:

• Push campaigns

Conversions

View in the report:

• User Acquisition SKAdNetwork → SKAd: default metrics

Conversion from delivered to opened

Ratio of delivered to opened push notifications.

View in the report:

• Push campaigns

Conversions per session

View in the reports:

• Conversions → Metrics by sessions

Conversions per user

View in the reports:

• Conversions → Metrics by conversions

Conversion rate by user

View in the reports:

• Remarketing → Metrics by events,
• User Acquisition SKAdNetwork → SKAd: conversions; SKAd: number of events

Converted sessions

View in the reports:

• Conversions → Metrics by sessions

Crashes/Errors

The number of crashes or errors.

View in the report:

• Crashes and errors

D

Days since installation

The number of days since installation. It is considered from the time when the profile appeared.

View in the report:

• Profiles report

Days since last session

The number of days since the last launch.

View in the report:

• Profiles report

Deeplinks

View in the report:

• Remarketing → Main metrics

Delivered

Number of delivered push notifications. By default, for iOS devices, a push notification is considered delivered if it was opened.

View in the report:

• Push campaigns

Detected in version

The app version where the crash or error was registered for the first time.

View in the report:

• Crashes and errors

Devices

The number of devices that registered a crash or error at least once during the selected reporting period.

View in the report:

• Crashes and errors

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.

View in the report:

• Audience

E

eCPM

The ratio of the total revenue from advertising monetization to the number of events with Ad Revenue for the selected period multiplied by 1000.

View in the reports:

• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

Error sending

View in the report:

• Push campaigns

Events

View in the report:

• Cohort analysis

Events per session

The ratio of the number of events to the number of sessions.

View in the report:

• Events → Session metrics

Events per user

The ratio of the number of events to the total number of app users.

View in the reports:

• Events → User metrics
• Remarketing → Metrics by events
• User Acquisition SKAdNetwork → SKAd: number of events

I

In-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. Learn more about currency conversions.

View in the reports:

• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

In-App ARPPU

The ratio of total revenue from in-app purchases to the number of paying users for the selected period. Learn more about currency conversions.

View in the reports:

• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

Income

View in the reports:

• Conversions → Metrics by revenue
• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money
• Remarketing → E-Commerce
• User Acquisition → E-Commerce

In-App Purchase events

View in the reports:

• Cohort analysis
• Remarketing → In-App Purchase events
• In-app and Ad Revenue → In-App Purchase events
• User Acquisition → In-App Purchase events

In-App purchase events per session

View in the reports:

• Remarketing → In-App Purchase events
• In-app and Ad Revenue → In-App Purchase events
• User Acquisition → In-App Purchase events

In-App Purchase events per user

View in the reports:

• Remarketing → In-App Purchase events
• In-app and Ad Revenue → In-App Purchase events
• User Acquisition → In-App Purchase events

In-App revenue

Total revenue from in-app purchases and in-app subscriptions. Learn more about currency conversions.

View in the reports:

• Cohort analysis
• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

Invalid revenue

Total revenue from invalid in-app purchases and subscriptions for the selected period. Invalid in-app purchases aren't counted in other Revenue metrics.

View in the reports:

• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

L

Last reproduction

The app version where the crash or error was last registered.

View in the report:

• Crashes and errors

Loyal users

The percentage of the total number of users who have a certain number of sessions. You can set the number of sessions.
View in the report:

• Remarketing → Usage

M

Median parameter value

The median value of the selected event parameter. A missing value or parameter in the event during the calculation is interpreted as 0.

View in the reports:

• Events → Events metrics
• In-app and Ad Revenue → Metrics by event parameters

N

New installs

View in the report:

• User Acquisition SKAdNetwork → SKAd: default metrics

New users

The number of new users for the specified period. 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.

View in the report:

• Audience

New user share

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

Formula:

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

View in the report:

• Audience

Number of conversions

View in the reports:

• Conversions → Metrics by conversions

Number of events

View in the reports:

• Events → Events metrics
• Remarketing → Events metrics
• User Acquisition SKAdNetwork → SKAd: number of events

Number of users

View in the reports:

• Remarketing → Metrics by events
• User Acquisition SKAdNetwork → SKAd: conversions; SKAd: number of events

O

Opened

Number of opened push notifications.

View in the report:

• Push campaigns

Orders

View in the report:

• E-commerce report → Ecommerce, actions
• Remarketing → E-Commerce
• User Acquisition → E-Commerce

Original product cost

View in the report:

• E-commerce report → Ecommerce, financial metrics; Ecommerce, virtual money

P

Paying Users

The number of users who made at least one in-app purchase or subscription during the selected period.

View in the reports:

• Cohort analysis
• Conversions → Metrics by revenue
• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue
• User Acquisition SKAdNetwork → SKAd: revenue

Percentage of resurrected users

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

Formula:

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

View in the report:

• Audience

Percentage of dormant users

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

Formula:

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

View in the report:

• Audience

Products added to cart

View in the report:

• E-commerce report → Ecommerce, actions

Products bought

View in the report:

• E-commerce report → Ecommerce, actions

Product card views

View in the report:

• E-commerce report → Ecommerce, actions

Product page views

View in the report:

• E-commerce report → Ecommerce, actions

Products removed from cart

View in the report:

• E-commerce report → Ecommerce, actions

Purchases per user

The ratio of the number of in-app purchases and subscriptions to the number of paying users for the selected period.

View in the reports:

• E-commerce report → Ecommerce, actions
• Remarketing → In-App Revenue; E-Commerce
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue; E-Commerce

Purchased products per user

View in the reports:

• E-commerce report → Ecommerce, actions
• Remarketing → E-Commerce
• User Acquisition → E-Commerce

Purchases

The number of in-app purchases and subscription events with positive revenue.

View in the reports:

• Cohort analysis
• Conversions → Metrics by revenue
• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

Push disabled (Android)

View in the report:

• Push campaigns

R

Re-installs

View in the report:

• User Acquisition SKAdNetwork → SKAd: default metrics

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.

View in the report:

• Audience

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. 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%).

View in the reports:

• Remarketing → Usage
• Retention Analysis

Retention Dynamics

The change in the percentage of users who returned to the app on a specific day, week, or month after installation in the specified time period. This metric allows you to track the Retention metric over time.

View in the report:

• Retention Analysis

Revenue

View in the report:

• User Acquisition SKAdNetwork → SKAd: revenue

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.

View in the report:

• Retention Analysis

S

Sent

Number of sent push notifications.

View in the report:

• Push campaigns

Sessions

Number of sessions.

View in the reports:

• Engagement
• Profiles report

Sessions

The number of user sessions for the entire time since re-engagement.

View in the report:

• Remarketing → Usage

Session per user

The number of sessions divided by the number of users with 1+ session per period.

View in the report:

• Engagement

Sessions with Ad Revenue

The number of sessions during which events with advertising revenue (Ad Revenue) were committed for the selected period.

View in the reports:

• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

Sessions with events

The number of sessions in which an event occurred.

View in the report:

• Events → Session metrics

Sessions with In-App Purchase

View in the reports:

• Remarketing → In-App Purchase events
• In-app and Ad Revenue → In-App Purchase events
• User Acquisition → In-App Purchase events

Shown (Android)

View in the report:

• Push campaigns

Sum of parameter values

The sum of values of the selected event parameter. A missing value or parameter in the event during the calculation is interpreted as 0.

View in the reports:

• Events → User metrics
• In-app and Ad Revenue → Metrics by event parameters

Sum of values per session

The ratio of the sum of values of the selected event parameter to the number of sessions with events. A missing value or parameter in the event during the calculation is interpreted as 0.

View in the reports:

• Events → Events metrics
• In-app and Ad Revenue → Metrics by event parameters

Sum of values per user

The ratio of the sum of values of the selected event parameter to the number of users with the event. A missing value or parameter in the event during the calculation is interpreted as 0.

View in the reports:

• Events → User metrics
• In-app and Ad Revenue → Metrics by event parameters

T

Timespent per user

The total duration of sessions divided by the number of users with 1+ session per period (sessions with an undefined duration aren't taken into account. For more information, see A certain number of sessions have no defined duration).

View in the report:

• Engagement

Total APRU

The ratio of the total app revenue from advertising monetization, in-app purchases, and subscriptions for the reporting period to the number of app users for the same period. Learn more about currency conversions.

View in the reports:

• Remarketing → Total Revenue
• In-app and Ad Revenue → Total Revenue
• User Acquisition → Total Revenue

Total revenue

The ratio of the total app revenue from advertising monetization, in-app purchases, and subscriptions for the reporting period to the number of app users for the same period. Learn more about currency conversions.

View in the reports:

• Cohort analysis
• Remarketing → Total Revenue
• In-app and Ad Revenue → Total Revenue
• User Acquisition → Total Revenue

Total timespent

The total duration of all sessions (sessions with undefined duration aren't taken into account; for more information, see A certain number of sessions have no defined duration).

View in the report:

• Engagement

U

Unique parameter values

The number of unique values of the selected event parameter.

View in the report:

• Events → Events metrics
• In-app and Ad Revenue → Metrics by event parameters

Unique values per session

The ratio of the number of unique values of the selected event parameter to the number of sessions with the event. A missing value or parameter in the event during the calculation is interpreted as 0.

View in the reports:

• Events → User metrics
• In-app and Ad Revenue → Metrics by event parameters

Unique values per user

The ratio of the number of unique values of the selected event parameter to the number of users with the event. A missing value or parameter in the event during the calculation is interpreted as 0.

View in the reports:

• Events → User metrics
• In-app and Ad Revenue → Metrics by event parameters

Users

The number of app usersfor the specified period. An app user who has at least one foreground session over the selected period.

View in the reports:

• Audience
• Cohort analysis
• Profiles report

Users

The number of users with conversions.

View in the reports:

• Conversions → Metrics by users

Users

The number of users with the event.

View in the report:

• Events → User metrics

Users

The number of users that followed the tracking link or re-engagement deeplink.

View in the report:

• Remarketing → Main metrics

Users who added product to cart

View in the report:

• E-commerce report → Ecommerce, actions

Users who made purchases

View in the report:

• E-commerce report → Ecommerce, actions
• Remarketing → E-Commerce
• User Acquisition → E-Commerce

Users who removed product from cart

View in the report:

• E-commerce report → Ecommerce, actions

Users who viewed a product card

View in the report:

• E-commerce report → Ecommerce, actions

Users who viewed a product page

View in the report:

• E-commerce report → Ecommerce, actions

Users with Ad Revenue

The number of users with advertising revenue (Ad Revenue) events for the selected period.

View in the report:

• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

Users with in-app events

View in the report:

• Cohort analysis

Users with In-App Purchase

View in the reports:

• Remarketing → In-App Purchase events
• In-app and Ad Revenue → In-App Purchase events
• User Acquisition → In-App Purchase events

Users with invalid revenue

The number of users with invalid in-app purchases and subscriptions over the selected period. Invalid in-app purchases aren't counted in other Revenue metrics.

View in the reports:

• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

%

% of all devices

The percentage of devices that registered the crash or error out of the total number of devices running the app during the selected time period.

View in the report:

• Crashes and errors

% of all users

View in the reports:

• Conversions → Metrics by users

% of all users

The percentage of users with the event out of the total number of app users.

View in the report:

• Events → User metrics

% of paying users

The ratio of the number of users making in-app purchases or subscribing to all users for the selected period.

View in the reports:

• Remarketing → In-App Revenue
• In-app and Ad Revenue → In-App Revenue
• User Acquisition → In-App Revenue

% of users with Ad Revenue

The ratio of the number of users with advertising revenue (Ad Revenue) events to all users for the selected period.

View in the reports:

• Remarketing → Ad Revenue
• In-app and Ad Revenue → Ad Revenue
• User Acquisition → Ad Revenue

% users with In-App Purchase

View in the reports:

• Remarketing → In-App Purchase events
• In-app and Ad Revenue → In-App Purchase events
• User Acquisition → In-App Purchase events

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