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Datascape metrics
Datascape lets you pull aggregated data from multiple sources into one report using the Report Service API. This means you can retrieve data from Adjust KPI Service, SKAdNetwork, and Ad Spend.
Conversion metrics
These metrics help you measure your user activity and converstion rates.
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| Avg. DAUs | The average number of unique daily active users (DAU) for your selected timeframe. | (D0 DAU + D1 DAU + DAY N DAU) / the number of days in your timeframe | daus |
| Avg. MAUs | The average number of unique monthly active users (MAU) for your selected timeframe. | (M0 MAU + M1 MAU + MONTH N MAU) / the number of months in your timeframe | maus |
| Avg. WAUs | The average number of unique weekly active users (WAU) for your selected timeframe. | (W0 WAU + W1 WAU + WEEK N WAU) / the number of weeks in your timeframe | waus |
| Base Sessions | The number of user sessions, excluding installs and reattributions. | - | base_sessions |
| Cancels | Transaction is not renewed at the end of the subscription period, because the user unsubscribes or the billing retry renewal fails. Only available with Subscription Recording Growth Solution. | - | cancels |
| Clicks | The number of times a user clicked on a creative. | - | clicks |
| Clicks (Attribution) | The number of times a user clicked on a creative. | - | attribution_clicks |
| Clicks (Network) | The number of clicks reported by the network. | - | network_clicks |
| Click Conversion Rate (CCR) | The average number of clicks it takes for a user to install your app. | Installs/ Clicks | click_conversion_rate |
| Click Through Rate (CTR) | The percentage of clicks you received per impressions served. | Clicks / Impressions | ctr |
| Deattributions | The total number of users that are removed away from the first attribution source to a reattribution source. | - | deattributions |
| Event | Non-cohorted number of times a specific event is triggered per period. | - | {event_slug}_events |
| Total Events | The total number of all triggered events. | - | events |
| First Reinstalls | The number of first time reinstalls per period of time. Only available with Uninstall and Reinstall Growth Solution. | - | first_reinstalls |
| First Uninstalls | The number of first time uninstalls per period of time. Only available with Uninstall and Reinstall Growth Solution. | - | first_uninstalls |
| GDPR Forgets | The total number of users who have exercised their right to be forgotten under the EU's GDPR. Adjust permanently deletes the historical personal data for these users but retains their aggregated data for reports. | - | gdpr_forgets |
| Impressions | The total number of ad impressions measured for your campaigns. | - | impressions |
| Impressions (Network) | Number of impressions reported by the network. | - | network_impressions |
| Impression Conversion Rate (ICR) | The percentage of app installs per ad impressions served. | Installs / Impressions | impression_conversion_rate |
| Installs | The number of installs for your app. | - | installs |
| Installs (Network) | The number of installs reported by the network. | - | network_installs |
| Installs Diff (Network) | Shows an absolute value with the difference between the Attribution and Network sources. | Installs - Network installs | network_installs_diff |
| Installs per Mile (IPM) | Installs per one thousand impressions. | 1000 * Impression conversion rate | installs_per_mile |
| Limit Ad Tracking Installs | The total number of installs coming from devices with limit ad tracking (LAT) enabled. | - | limit_ad_tracking_installs |
| Limit Ad Tracking Rate | The percentage of your total installs coming from devices with LAT enabled. | Limit ad tracking installs/ Installs | limit_ad_tracking_install_rate |
| Limit Ad Tracking Reattributions | The total number of reattributions coming from devices with LAT enabled. | - | limit_ad_tracking_reattributions |
| Limit Ad Tracking Reattribution Rate | The percentage of your total reattributions coming from devices with LAT enabled. | Limit ad tracking reattributions / Reattributions | limit_ad_tracking_reattribution_rate |
| Non-Organic Installs | The number of Installs that are not attributed to an Organic source. | - | non_organic_installs |
| Organic Installs | The number of Installs that are attributed to an Organic source. | - | organic_installs |
| Reattribution | The total number of reattributions that have occurred. See reattribution measurement. | - | reattributions |
| Reattribution Reinstalls | The total number of reinstalls that occurred that also led to a reattribution. | - | reattribution_reinstalls |
| Reinstalls | The total number of reinstalls that have occurred. Only available with Uninstall and Reinstall Growth Solution. | - | reinstalls |
| Renewals | Renewals | renewals | |
| Sessions | The total number of sessions, including installs (first sessions), reinstalls, reattributions, and reattribution reinstalls that have occurred. | base_sessions + installs + reattributions | sessions |
| Uninstalls | Number of uninstalls. Only available with Uninstall and Reinstall Growth Solution. | - | uninstalls |
| Uninstalls (Cohort) | The total number of uninstalls from users who installed your app within your selected timeframe. Only available with Uninstall and Reinstall Growth Solution. | - | uninstall_cohort |
Cohort metrics
These metrics help you measure cohorted data from users who have installed and/or reinstalled your app. N days is a placeholder for your actual cohort period.
Not all cohort days are selectable in Datascape. You can use the Report Service API to view cohort data for any specfic day between 0D - 120D.
Tip:
Cumulative cohort metrics
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| N days Ad Impressions Total | The cumulative number of ads served to users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | ad_impressions_total_{cohort_period} |
| N days Ad Impressions Total in Cohort | The cumulative number of ads served to users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | ad_impressions_total_in_cohort_{cohort_period} |
| N days Event (Conversions) | Number of returning users who completed the relevant in-app event on day, week or month N after install. | {event_slug}_{cohort_period}_conversions_cohort | |
| N days Event (Events) | Number of events triggered | {event_slug}_{cohort_period}_events_cohort | |
| N days Event (Revenue) | Amount of in-app revenue, based on revenue events reported by the Adjust SDK or recorded server-to-server. | {event_slug}_{cohort_period}_revenue_cohort | |
| N days Event (Converted User Size) | Number of users who completed the relevant in-app event by day, week or month N and installed your app at least N days, weeks or months ago. | {event_slug}_{cohort_period}_converted_user_size_cohort | |
| N days Events per Conversion (Events) | Number of triggered events divided by the number of conversions. | {event slug} {cohort period} events cohort / {event slug} {cohort period} conversions cohort | {event_slug}_{cohort_period}_events_per_conversion_cohort |
| N days Events per Conversion (Conversion) | Number of triggered events divided by the number of conversions. | {event slug} {cohort period} events cohort / {event slug} {cohort period} conversions cohort | {event_slug}_{cohort_period}_events_per_conversion_cohort |
| N days Events per Conversion (Revenue) | Revenue generated by the chosen event divided by the number of conversions. | {event slug} {cohort period} revenue cohort / {event slug} {cohort period} conversions cohort | {event_slug}_{cohort_period}_revenue_per_conversion_cohort |
| N days Event ( Event Rate) | The number of times the chosen event occurred, divided by the number of installs. The event rate is calculated by taking the total of your selected event and dividing it by the number of people in the cohort. | {event slug} {cohort period} events cohort / Installs | {event_slug}_{cohort_period}_events_rate_cohort |
| N days Event (Conversions Rate) | The number of times a chosen event was triggered for the first time, divided by the number of installs. The conversion rate is calculated by taking the total number of conversions and dividing it by the number of people in the cohort. | {event slug} {cohort period} conversions cohort / Installs | {event_slug}_{cohort_period}_conversions_rate_cohort |
| N days Revenue Total | The cumulative amount of in-app revenue by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | revenue_total_{cohort_period} |
| N days Revenue Total Per User | The cumulative in-app revenue per user for a selected cohort period. | Revenue total N days / Cohort size N days | revenue_total_per_user_{cohort_period} |
| N days Revenue Total In Cohort | (Number of days, weeks, or months) Revenue Total In Cohort | - | revenue_total_in_cohort_{cohort_period} |
| N days Revenue Events Total | (Number of days, weeks, or months) Revenue Events Total | - | revenue_events_total_{cohort_period} |
| N days Revenue Events Total in Cohort | The total revenue events on day N from all the users in the N day cohort who fully completed the Nth day. | - | revenue_events_total_in_cohort_{cohort_period} |
| N days Ad Revenue Total | The cumulative amount of revenue generated by serving in-app ads to users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | ad_revenue_total_{cohort_period} |
| N days Ad Revenue Total Per User | The cumulative ad revenue per user for a selected cohort period. | Ad revenue total N days / Cohort size N days | ad_revenue_total_per_user_{cohort_period} |
| N days Ad Revenue Total in Cohort | The total ad revenue on day N from all the users in the N day cohort who fully completed the Nth day. | - | ad_revenue_total_in_cohort_{cohort_period} |
| N days All Revenue Total | The total cumulative revenue on day N from all the users in the 0 day cohort size. Users do not have to reach day N. | Ad revenue total N days + Revenue total N days | all_revenue_total_{cohort_period} |
| N days All Revenue Total Per User | The cumulative revenue from all revenue sources per user for a selected cohort period. | All revenue total N days / Cohort size N days | all_revenue_total_per_user_{cohort_period} |
| N days All Revenue Total in Cohort | Total revenue on day N from all the users in the N day cohort. Only includes users who fully completed the N day. | Ad revenue total in cohort N days + Revenue total in cohort N days | all_revenue_total_in_cohort_{cohort_period} |
| N days LTV (Ad) All Users | The lifetime value of a user for a specified cohort period, calculated using only revenue from serving ads. | Ad revenue total in cohort N days / Cohort size N days | lifetime_value_ad_{cohort_period} |
| N days LTV (Ad) Paying Users | The lifetime value of a paying user for a specified cohort period, calculated using only revenue from serving ads. | Ad revenue total in cohort N days / Paying user size N days | paying_user_lifetime_value_ad_{cohort_period} |
| N days LTV (All) All Users | The lifetime value of a user, calculated using all revenue sources for a specified cohort period. | All revenue total in cohort N days / Cohort size N days | lifetime_value_{cohort_period} |
| N days ROAS (Ad Revenue) | Return on advertising spend, calculated using only revenue from serving ads, for a specified cohort period. | Ad revenue total N days / Cost | roas_ad_{cohort_period} |
| N days ROAS (All Revenue) | Return on advertising spend, calculated using all revenue sources for a specified cohort period. | All revenue total N days / Cost | roas_{cohort_period} |
| N days ROAS (IAP Revenue) | Return on advertising spend, calculated using only in-app revenue, for a selected cohort period. | Revenue total N days / Cost | roas_iap_{cohort_period} |
| N days LTV (All) Paying Users | The lifetime value of a paying user, calculated using all revenue sources for a specified cohort period. | All revenue total in cohort N days / Paying user size N days | paying_user_lifetime_value_{cohort_period} |
| N days LTV (IAP) All Users | User lifetime value, calculated using only in-app revenue, for a selected cohort period. | Revenue total in cohort N days / Cohort size N days | lifetime_value_iap_{cohort_period} |
| N days LTV (IAP) Paying Users | The lifetime value for paying users, calculated using only in-app revenue, for a selected cohort period. | Revenue total in cohort N days / Paying user size N days | paying_user_lifetime_value_iap_{cohort_period} |
| N days First-Time Paying Users Total | The cumulative count of users who've made at least their initial purchase within the cohort period. | - | first_paying_users_total_{cohort_period} |
| N days First Reinstalls Total | The total cumulative number of first-time reinstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period. | - | first_reinstalls_total_{cohort_period} |
| N days Reinstalls Total | The cumulative number of users who installed the app in your selected timeframe and also have reinstalled it during a specified cohort period. | - | reinstalls_total_{cohort_period} |
| N days First Uninstalls Total | The total cumulative number of first-time uninstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period. | - | first_uninstalls_total_{cohort_period} |
| N days Uninstalls Total | The cumulative number of users who installed or reinstalled the app in your selected timeframe and also have uninstalled it during a specified cohort period. | - | uninstalls_total_{cohort_period} |
| N days GDPR Forget Users Total | The cumulative number of GDPR Forgets by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | gdpr_forgets_total_{cohort_period} |
Non-cumulative cohort metrics
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| N days Ad Impressions | The number of ads served to users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period. | - | ad_impressions_{cohort_period} |
| N days Ad Revenue | The amount of revenue generated in a selected date range for a selected cohort period. | - | revenue_events_total_in_cohort_{cohort_period} |
| N days Ad RPM | (Number of days, weeks, or months) Ad RPM | (Ad revenue N days / Ad impressions N days) * 1000 | ad_rpm_{cohort_period} |
| N days All Revenue | The total amount of revenue generated by users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period. | - | all_revenue_{cohort_period} |
| N days All Revenue Per User | Revenue per user, calculated using all revenue sources for a specified cohort period. | All revenue N days / Cohort size N days | all_revenue_per_user_{cohort_period} |
| N days Cohort Size | The number of users who installed and/or reinstalled the app in your selected timeframe and have had your app installed and/or reinstalled for at least N days, weeks or months. | - | cohort_size_{cohort_period} |
| N days Deattributions | The number of users who installed and/or reinstalled the app in your selected timeframe and were deattributed during a specified cohort period. | - | deattributions_{cohort_period} |
| N days Cost per Event (Events) | Ad spend divided by the number of triggered events. | Cost / {event slug} {cohort period} events cohort | {event_slug}_{cohort_period}_events_cost_cohort |
| N days Cost per Event (Conversions) | Ad spend divided by the number of conversions. | Cost / {event slug} {cohort period} conversions cohort | {event_slug}_{cohort_period}_conversions_cost_cohort |
| N days Cost Per Paying User | Average ad spend per paying user during the cohort period. | Cost / First Paying Users Total N days | cost_per_paying_user_{cohort_period} |
| N days Deattributions Per User | The number of deattributions per user for selected cohort period. | Deattributions N days / Cohort size N days | deattributions_per_user_{cohort_period} |
| N days Event (Events per Period) | The number of times an event was triggered during the cohort period. | - | {event_slug}_{cohort_period}_events_per_period |
| N days Event (Revenue per Period) | Amount of in-app revenue earned from the event, as reported by the Adjust SDK or recorded server-to-server, within the selected cohort period. | - | {event_slug}_{cohort_period}_revenue_per_period |
| N days First Reinstalls | The total number of first-time reinstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period. | - | first_reinstalls_{cohort_period} |
| N days First Uninstalls | The total number of first-time uninstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period. | - | first_uninstalls_{cohort_period} |
| N days GDPR Forgets | The number of GDPR Forgets by users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period. | - | gdpr_forgets_{cohort_period} |
| N days Non-Install Sessions | The total number of non-install sessions by users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period. | - | non_install_sessions_{cohort_period} |
| N days First-Time Paying Users | Number of users making their initial purchase until a specific cohort period. | - | first_paying_users_{cohort_period} |
| N days First-Time Paying Users Rate | Ratio of first-time purchasers to the number of retained users for a given day post-install. | First Paying Users N days / Retained users N days | first_time_paying_user_conversion_rate_{cohort_period} |
| N days Paying User Size | The total number of users who installed and/or reinstalled your app in your selected timeframe, have had your app installed and/or reinstalled for the duration of a specified cohort period and completed an in-app purchase at any point. | - | paying_user_size_{cohort_period} |
| N days Paying User Conversion Rate | Percentage of the cohorts users who became buyers on a specific day. | First paying users N days / Cohort size N days | paying_user_conversion_rate_{cohort_period} |
| N days Paying Users | The total number of users who completed an in-app purchase on the Nth day/week/month after install or reinstall. | - | paying_users_{cohort_period} |
| N days Paying Users Rate | The share of paying users in a cohort for a specified cohort period. | Paying users N days / Cohort size N days | paying_user_rate_{cohort_period} |
| N days Reattributions | The number of users who installed and/or reinstalled the app in your selected timeframe and were reattributed during a specified cohort period. | - | reattributions_{cohort_period} |
| N days Reattributions per Deattribution | The number of reattributions divided by number of deattributions for selected cohort period. | Reattributions N days / Deattributions N days | reattributions_per_deattribution_{cohort_period} |
| N days Reattributions Per User | The number of reattributions per user of deattributions for selected cohort period. | Reattributions N days / Cohort size N days | reattributions_per_user_{cohort_period} |
| N days Reinstalls | The number of users who installed the app in your selected timeframe and also have reinstalled it during a specified cohort period. | - | reinstalls_{cohort_period} |
| N days Retained Users | The number of users who installed and/or reinstalled the app in your selected time frame and stayed active for a duration specified in a cohort period. | - | retained_users_{cohort_period} |
| N days Retention Rate All Users | The number of retained users divided by a cohort size. | Retained users N days / Cohort size N days | retention_rate_{cohort_period} |
| N days Retention Rate Paying Users | (Number of days, weeks, or months) Retention rate of paying users. | Paying users N days / Retained users N days | paying_users_retention_rate_{cohort_period} |
| N days Revenue | Amount of in-app revenue by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | revenue_{cohort_period} |
| N days Revenue Events | The number of revenue events that have been triggered by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | revenue_events_{cohort_period} |
| N days Revenue Events Per Active User | Average in-app revenue per paying user for a selected cohort period. | Revenue events N days / Retained users N days | revenue_events_per_active_user_{cohort_period} |
| N days Revenue Events Per Paying User | The number of revenue events divided by a cohort size for a selected cohort period. | Revenue events N days / Paying users N days | revenue_events_per_paying_user_{cohort_period} |
| N days Revenue Events Per User | The number of revenue events divided by a cohort size for a selected cohort period. | Revenue events N days / Cohort size N days | revenue_events_per_user_{cohort_period} |
| N days Revenue Per Paying User | Average in-app revenue per paying user for a selected cohort period. | Revenue N days / Paying users N days | revenue_per_paying_user_{cohort_period} |
| N days Revenue Per User | Average in-app revenue per user for a selected cohort period. | Revenue N days / Cohort size N days | revenue_per_user_{cohort_period} |
| N days Sessions | The number of sessions by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | sessions_{cohort_period} |
| N days Sessions Per User | The average number of sessions per user during selected cohort period. | Sessions N days / Cohort size N days | sessions_per_user_{cohort_period} |
| N days Time Spent | The number of seconds spent in the app by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period. | - | time_spent_{cohort_period} |
| N days Time Spent Per Active User | The average number of seconds each active user in a cohort spent in the app during selected cohort period. | Time spent N days / Retained users N days | time_spent_per_active_user_{cohort_period} |
| N days Time Spent Per Session | The average number of seconds each session took during selected cohort period. | Time spent N days / Non install sessions N days | time_spent_per_session_{cohort_period} |
| N days Time Spent Per User | The average number of seconds each user in a cohort spent in the app during selected cohort period. | Time spent N days / Cohort size N days | time_spent_per_user_{cohort_period} |
| N days Uninstalls | The number of users who installed and/or reinstalled the app in your selected timeframe and also have uninstalled it during a specified cohort period. | - | uninstalls_{cohort_period} |
Ad Spend metrics
These help you measure your ad spend campaigns and identify key trends. Read more about Adjust Ad Spend.
Metric calculations with cost in the formula depend on your selected ad spend source. Read more on how ad spend source affects your data.
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| Ad Spend | The amount of money spent on ads. | The sum of click_cost + impression_cost + install_cost + event_cost | cost |
| Ad Spend (Attribution) | The amount of money spent on ads. Calculated using only data retrieved using Adjust’s ad spend on engagement method. | The sum of click_cost + impression_cost + install_cost + event_cost | adjust_cost |
| Ad Spend (Network) | Shows ad spend data retrieved using the Network API. | The sum of click_cost + impression_cost + install_cost+ event_cost | network_cost |
| Ad Spend (Network - SKAdNetwork) | The amount of ad spend related to SKAdNetwork campaigns, as reported by the network partner. | - | network_ad_spend_skan |
| Ad Spend Diff (Network) | Shows an absolute value with the difference between the Attribution and Network sources. | Ad Spend (Attribution) - Ad Spend (Network) | network_cost_diff |
| Click Cost | The costs of clicks. | - | click_cost |
| Clicks (Paid) | The number of clicks, for which there is cost data. | - | paid_clicks |
| eCPI (All Installs) | Effective cost per install on all installs. | Cost / Installs | ecpi_all |
| eCPI (Network) | Effective cost per install reported by the Network API. | Network cost / Network installs | network_ecpi |
| eCPI (Paid Installs) | Effect cost per install on paid installs. | Ad Spend (Network) / Paid installs | ecpi |
| eCPI (SKAdNetwork) | Effective cost per install on all installs through SKAdNetwork. | Network Ad Spend (SKAdNetwork) / Installs (SKAdNetwork) | skad_ecpi |
| eCPM (Attribution) | Effective cost per mille (one thousand impressions) reported by the Attribution ad spend source. | (Ad Spend / Paid impressions) * 1000 | ecpm |
| eCPM (Network) | Effective cost per mille (one thousand impressions) reported by the Network API. | (Network cost / Network impressions) * 1000 | network_ecpm |
| eCPC | Effective cost per click. | Ad spend / Paid clicks | ecpc |
| Event cost | The costs of events | - | event_cost |
| Impression cost | Cost of impressions. | - | impression_cost |
| Impressions (Paid) | The number of impressions for which there is ad spend data. | - | paid_impressions |
| Install Cost | The costs of installs. | - | install_cost |
| Installs (Paid) | The number of installs, for which there is ad spend data. | - | paid_installs |
Revenue metrics
These let you measure your ad revenue and user spending metrics. Read more about Adjust Ad Revenue.
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| Ad Impressions | The number of ads served to end-users. | - | ad_impressions |
| Ad Revenue | The revenue generated by serving in-app ads. | - | ad_revenue |
| Ad Revenue (Cohort) | The total ad revenue generated from users who installed or reinstalled your app within your selected timeframe up to the current date. It is cumulative and based on ad revenue reported by the Adjust SDK or recorded server-to-server. Example: If the selected time frame is Jan 1-31, and today is May 1st, the revenue is counted up to May 1st. | - | cohort_ad_revenue |
| Ad RPM | Ad Revenue per Mille Impressions. Your ad revenue per thousand ad impressions. | (Ad revenue / Ad impressions) * 1000 | ad_rpm |
| Revenue | The revenue your app has generated within a selected timeframe based on revenue events reported by the Adjust SDK or as recorded server-to-server. | - | revenue |
| Revenue (Cohort) | The total in-app revenue generated from users who installed or reinstalled your app within your selected timeframe up to the current date. It is cumulative and based on events reported by the Adjust SDK or server-to-server. Example: If the selected time frame is Jan 1-31, and today is May 1st, the revenue is counted up to May 1st. | - | cohort_revenue |
| All Revenue | The amount of revenue generated by an app, calculated using all revenue sources. | Ad Revenue + Revenue | all_revenue |
| All Revenue (Cohort) | The total amount of in-app revenue and ad revenue generated from users who installed or reinstalled your app within your selected timeframe up to the current date. It is cumulative and based on events reported by the Adjust SDK or server-to-server. Example: If the selected time frame is Jan 1-31, and today is May 1st, the revenue is counted up to May 1st. | Cohort Revenue + Cohort Ad Revenue | cohort_all_revenue |
| ARPDAU (All) | Average revenue per daily active user, calculated using all sources of revenue. | All Revenue Total / Total DAU in the date range | arpdau |
| ARPDAU (Ad) | Average revenue per daily active user, calculated using only revenue from serving ads. | Ad Revenue / Total DAU in the date range | arpdau_ad |
| ARPDAU (IAP) | Average revenue per daily active user, calculated using in-app purchase revenue. | In-app Revenue / Total DAU in the date range | arpdau_iap |
| Gross profit | Revenue minus ad spend. | All revenue - Cost | gross_profit |
| Gross profit (Cohort) | The cohorted gross profit. | Cohort revenue - Cost | cohort_gross_profit |
| Return On Investment (ROI) | The cohorted gross profit divided by ad spend. | Cohort gross profit / Cost | return_on_investment |
| Revenue Events | The total number of revenue events that have been triggered. | - | revenue_events |
| Revenue To Cost Ratio (RCR) | The revenue-to-cost ratio. | Cohort revenue / Cost | revenue_to_cost |
| ROAS (All Revenue) | Return on ad spend, calculated using all sources of revenue. | (Cohort revenue + Cohort ad revenue) / Cost | roas |
| ROAS (Ad Revenue) | Return on ad spend, calculated using only ad revenue. | Cohort ad revenue / Cost x 100 | roas_ad |
| ROAS (IAP Revenue) | Return on ad spend, calculated using only in-app revenue. | Cohort revenue / Cost | roas_iap |
SKAdNetwork metrics
These metrics are related to Apple's SKAdNetwork. Read more about Adjust's SKAdNetwork solutions.
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| Conversion Bit 1 - Conversion Bit 6 (SKAN) | Returns the count of valid SKAN postbacks where the corresponding conversion event has been triggered. These metrics only have meaning when you are using the conversion events model. | - | conversion_1 to conversion_6 |
| Conversion Value 0 (SKAN) | Returns the count of valid SKAN postbacks where the conversion value is equal to 0 (install). A conversion value of 0 is returned when the user has installed the app but not triggered any mapped conversion value criteria. | - | conversion_value_0 |
| Conversion Value 1 - Conversion Value 63 (SKAN) | Returns the count of valid SKAN postbacks with the corresponding conversion value. (1-63) | - | conversion_value_1 to conversion_value_63 |
| Conversion Value greater than 0 (SKAN) | Returns the count of valid SKAN postbacks where the conversion value is greater than 0 (install). | Valid Conversions (SKAN) - Conversion Value 0 | skad_conversion_value_gt_0 |
| Conversion Value Null | The number of SKAN 3 postbacks and SKAN 4 1st postbacks received with a nulled conversion value. Null means an install took place, but further data has been hidden due to Apple's privacy framework. | (Installs (SKAN) + Reinstalls (SKAN)) - Valid conversions | skad_conversion_value_null |
| Conversion Value Total (SKAN) | Returns the sum of all conversion values as a single integer. The count of each conversion value is multiplied by its conversion value. For example: for conversion value 40 the total number of recorded occurrences is multiplied by 40 to give the resulting total conversion value. | ['conversion_value_0'... 'conversion_value_63'] * (0, 1, ... 63) | conversion_value_total |
| Conversion Value Null Rate (SKAN) | The number of postbacks received with a conversion value of null divided by the number of SKAN installs. | Conversion Value Null (SKAN) / Installs (SKAN) | skad_conversion_value_null_rate |
| Coarse conversion value null (1st Postback) | The number of 1st postbacks received with a nulled coarse conversion value. Null means an install took place, but further data has been hidden due to Apple's privacy framework. | sk_coarse_conversion_values_null_0 | |
| Coarse conversion value low (1st Postback) | The number of 1st postbacks received with a coarse conversion value of low. P1 low always = Install. | sk_coarse_conversion_values_low_0 | |
| Coarse conversion value medium (1st Postback) | The number of 1st postbacks received with a coarse conversion value of medium. | sk_coarse_conversion_values_medium_0 | |
| Coarse conversion value high (1st Postback) | The number of 1st postbacks received with a coarse conversion value of high. | sk_coarse_conversion_values_high_0 | |
| Coarse conversion value null (2nd Postback) | The number of 2nd postbacks received with a nulled coarse conversion value. Null means a session took place, but further data has been hidden due to Apple's privacy framework. | sk_coarse_conversion_values_null_1 | |
| Coarse conversion value low (2nd Postback) | The number of 2nd postbacks received with a coarse conversion value of low. | sk_coarse_conversion_values_low_1 | |
| Coarse conversion value medium (2nd Postback) | The number of 2nd postbacks received with a coarse conversion value of medium. | sk_coarse_conversion_values_medium_1 | |
| Coarse conversion value high (2nd Postback) | The number of 2nd postbacks received with a coarse conversion value of high. | sk_coarse_conversion_values_high_1 | |
| Coarse conversion value null (3rd Postback) | The number of 3rd postbacks received with a nulled coarse conversion value. Null means a session took place, but further data has been hidden due to Apple's privacy framework. | sk_coarse_conversion_values_null_2 | |
| Coarse conversion value low (3rd Postback) | The number of 3rd postbacks received with a coarse conversion value of low. | sk_coarse_conversion_values_low_2 | |
| Coarse conversion value medium (3rd Postback) | The number of 3rd postbacks received with a coarse conversion value of medium. | sk_coarse_conversion_values_medium_2 | |
| Coarse conversion value high (3rd Postback) | The number of 3rd postbacks received with a coarse conversion value of high. | sk_coarse_conversion_values_high_2 | |
| Installs (SKAN) | Returns the count of valid SKAN postbacks where redownload = false. SKAN postbacks are valid when the attribution signature is correct. | Count of valid SKAN postbacks with redownload = false | skad_installs |
| Qualifiers (SKAN) | Returns the number of installs that had a touchpoint with the network, but did not win the final SKAN attribution. This means the SKAN postback returned a did-win: false flag. | - | skad_qualifiers |
| Invalid Payloads (SKAN) | Count of SKAN postbacks (install/reinstall) that were invalid after verification of the attribution signature. | Calculated as the count of SKAN postbacks that didn’t have the correct attribution-signature. | invalid_payloads |
| Reinstalls (SKAN) | Returns the count of valid SKAN postbacks where redownload = true. SKAN postbacks are valid when the attribution signature is correct. | Count of valid SKAN postbacks with redownload = true | skad_reinstalls |
| Total Installs (SKAN) | Number of installs and reinstalls reported by SKAN. | Installs (SKAN) + Reinstalls (SKAN) | skad_total_installs |
| Valid Conversions (SKAN) | Counter of SKAN postbacks (install/reinstall) that have a valid conversion value (0-63) attached. It shows the number of postbacks where the conversion value was not null. | Installs (SKAN) + Reinstalls (SKAN) - Conversion Value Null | valid_conversions |
| eCPA (SKAN) | The Effective Cost per Action of a specific event. | (Ad Spend (SKAN) * Valid Conversions (SKAN)) / (Unpacked Event (SKAN) * Installs (SKAN)) | {event_slug}_skan_ecpa |
| Ad Spend (SKAN) | The amount spent on ads for SKAN campaigns as reported by the network API. | - | network_ad_spend_skan |
| ROAS (SKAN) - Min | Minimum return on ad spend, calculated using only revenue and spend data from SKAN. | (Total Revenue (SKAN Min) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions) | skad_revenue_min_roas |
| ROAS (SKAN) - Avg | Average return on ad spend, calculated using only revenue and spend data from SKAN. | (Total Revenue (SKAN Avg) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions) | skad_revenue_est_roas |
| ROAS (SKAN) - Max | Maximum return on ad spend, calculated using only revenue and spend data from SKAN. | (Total Revenue (SKAN Max) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions) | skad_revenue_max_roas |
| ROI (SKAN) - Min | The minimum return on investment for SKAN campaigns, calculated using only SKAN postback data and network ad spend data. | (Revenue (SKAN Min) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions) - 1 | skad_revenue_min_roi |
| ROI (SKAN) - Avg | The average return on investment for SKAN campaigns, calculated using only SKAN postback data and network ad spend data. | (Revenue (SKAN Avg) * Installs (SKAN)) / (Ad Spend (SKAN)) * Valid Conversions) - 1 | skad_revenue_est_roi |
| ROI (SKAN) - Max | The maximum return on investment for SKAN campaigns, calculated using only SKAN postback data and network ad spend data. | (Revenue (SKAN Max) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions) - 1 | skad_revenue_max_roi |
| eCPI (SKAN) | Effective cost per SKAN install, calculated by dividing ad spend by installs. | Ad Spend (SKAN) / Installs (SKAN) | skad_ecpi |
| Ad Revenue (SKAN) - Min | The minimum ad revenue generated according to the range of the triggered conversion value. | - | skad_ad_revenue_min |
| Ad Revenue (SKAN) - Avg | The average ad revenue generated according to the range of the triggered conversion value. | - | skad_ad_revenue_est |
| Ad Revenue (SKAN) - Max | The maximum ad revenue generated according to the range of the triggered conversion value. | - | skad_ad_revenue_max |
| In-App Revenue (SKAN) - Min | The minimum in-app revenue earned from your conversion value ranges as reported from SKAN postbacks. | - | iap_revenue_revenue_min |
| In-App Revenue (SKAN) - Avg | The average in-app revenue earned from your conversion value ranges as reported from SKAN postbacks. | - | iap_revenue_revenue_est |
| In-App Revenue (SKAN) - Max | The maximum in-app revenue earned from your conversion value ranges as reported from SKAN postbacks. | - | iap_revenue_revenue_max |
| Total Revenue (SKAN) - Min | The minimum total revenue unpacked from Conversion Value revenue buckets, including all revenue sources. | - | skan_total_revenue_min |
| Total Revenue (SKAN) - Avg | The average total revenue unpacked from Conversion Value revenue buckets, including all revenue sources. | - | skan_total_revenue_est |
| Total Revenue (SKAN) - Max | The maximum total revenue unpacked from Conversion Value revenue buckets, including all revenue sources. | - | skan_total_revenue_max |
| Event (SKAN) - Min | The number of events calculated from the SKAN postback, using the events count condition for a specific named event. | - | {event_slug}_events_min |
| Event (SKAN) - Max | The number of events calculated from the SKAN postback, using the events count condition for a specific named event. | - | {event_slug}_events_max |
| Event (SKAN) - Avg | The number of events calculated from the SKAN postback, using the events count condition for a specific named event. | - | {event_slug}_events_est |
| Event Revenue (SKAN) - Min | The revenue from SKAN postbacks based on the revenue earned from a particular event. | Example: If Conversion Value 42 corresponds to a Purchase event, triggered 10–20 times, then the metric is going to be equal to 15. | {event_slug}_revenue_min |
| Event Revenue (SKAN) - Max | The revenue from SKAN postbacks based on the revenue earned from a particular event. | Example: If Conversion Value 42 corresponds to a Purchase event, triggered 10–20 times, then the metric is going to be equal to 15. | {event_slug}_revenue_max |
| Event Revenue (SKAN) - Avg | The revenue from SKAN postbacks based on the revenue earned from a particular event. | Example: If Conversion Value 42 corresponds to a Purchase event, triggered 10–20 times, then the metric is going to be equal to 15. | {event_slug}_revenue_est |
| Total Revenue Events (SKAN) - Min | Total revenue events include the following revenue event types: In-App purchases and Ad Revenue. This metric returns the lowest number of total revenue events triggered within your conversion value ranges. | - | general revenue_events_min |
| Total Revenue Events (SKAN) - Avg | Total revenue events include the following revenue event types: In-App purchases and Ad Revenue . This metric returns the average number of total revenue events triggered within your conversion value ranges. | - | general revenue_events_est |
| Total Revenue Events (SKAN) - Max | Total revenue events include the following revenue event types: In-App purchases and Ad Revenue. This metric returns the highest number of total revenue events triggered within your conversion value ranges. | - | general revenue_events_max |
Note:
| Description | Formula | API Metric ID | |
|---|---|---|---|
| Direct Total Installs (SKAN) | Number of installs and reinstalls reported directly by SKAdNetwork. | Direct Installs + Direct Reinstalls | skad_direct_total_installs |
| Direct Installs (SKAN) | Returns the count of valid postbacks sent directly from SKAdNetwork where redownload = false. | skad_direct_installs | |
| Direct Reinstalls (SKAN) | Returns the count of valid postbacks sent directly from SKAdNetwork where redownload = true. | skad_direct_reinstalls | |
| Direct Invalid Payloads (SKAN) | Count of postbacks (install/reinstall) sent directly from SKAdNetwork that were invalid after verification of the attribution signature. | skad_direct_invalid_payloads | |
| Direct Valid Conversions (SKAN) | Count of postbacks (install/reinstall) sent directly from SKAdNetwork that have a valid conversion value (0-63) attached. This shows the number of postbacks where the conversion value was not null. | skad_direct_valid_conversions | |
| Direct Conversion Value Null (SKAN) | Returns the count of all valid postbacks sent directly from SKAdNetwork where the conversion value is null, or the count of all installs and reinstalls minus those with a conversion value not greater than or equal to 0. | (Direct Installs + Direct Reinstalls) - Direct Valid Conversions | skad_direct_conversion_value_null |
| Direct Conversion Value Greater Than 0 (SKAN) | Returns the count of valid postbacks sent directly from SKAdNetwork where the conversion value is greater than 0 (install). | Direct Valid Conversions - Direct Conversion Value 0 | skad_direct_conversion_value_gt_0 |
| Direct Conversion Bit 1 - Direct Conversion Bit 6 (SKAN) | Returns the count of valid postbacks sent directly from SKAdNetwork where the corresponding conversion event has been triggered. | skad_direct_conversion_1 to skad_direct_conversion_6 | |
| Direct Conversion Value 0 - Direct Conversion Value 63 (SKAN) | Returns the count of valid postbacks sent directly from SKAdNetwork with the corresponding conversion value. (1-63) | skad_direct_conversion_value_0 to skad_direct_conversion_value_63 |
Fraud metrics
These are fraud-related metrics, that help you maintain overview of KPIs such as the number of rejected installs. Read more about Adjust's fraud solution.
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| Invalid Signature Rejected Install Rate | Rate of rejected installs due to invalid Signature. | rejected_installs_invalid_signature / (installs + rejected_installs) | rejected_install_invalid_signature_rate |
| Rejected Installs | The total number of installs that Adjust identified and rejected as fraudulent. | - | rejected_installs |
| Rejected Install Rate | The percentage of your total number of installs that Adjust has identified and rejected as fraudulent. The calculation for the Total row excludes installs under Organic and Untrusted Devices. | (rejected_installs - Organic rejected_installs) / (installs - Organic installs - Untrusted Devices installs + rejected_installs - Organic rejected_installs) | rejected_install_rate |
| Rejected Installs Anonymous IP | The total number of installs that Adjust rejected because they came from anonymous IPs. | - | rejected_installs_anon_ip |
| Rejected Installs Anonymous IP Rate | The percentage of your total number of installs that Adjust has rejected because they came from an anonymous IP. | Rejected installs anon ip / (Installs + Rejected installs) | rejected_install_anon_ip_rate |
| Rejected Installs Click Injection | The total number of installs Adjust rejected for falsified clicks sent between an app download and install. | - | rejected_installs_click_injection |
| Rejected Installs Click Injection Rate | The percentage of your total number of installs that Adjust rejected for falsified clicks sent between an app download and install. | Rejected installs click injection / (Installs + Rejected installs) | rejected_install_click_injection_rate |
| Rejected Installs Distribution Outlier | The total number of installs Adjust rejected for falling outside the threshold set by our distribution modeling analysis. | - | rejected_installs_distribution_outlier |
| Rejected Installs Distribution Outlier Rate | The percentage of your total number of installs that Adjust rejected for falling outside the threshold set by our distribution modeling analysis. | Rejected installs distribution outlier / (Installs + Rejected installs) | rejected_install_distribution_outlier_rate |
| Rejected Installs Malformed Advertising ID | The total number of installs that Adjust rejected because they had a malformed advertising ID. | - | rejected_install_malformed_advertising_id |
| Rejected Installs Malformed Advertising ID Rate | The percentage of your total number of installs that Adjust rejected because of the malformed advertising ID. | - | rejected_install_malformed_advertising_id_rate |
| Rejected Installs SDK Signature | The total number of installs Adjust rejected for containing an invalid or missing SDK Signature. | - | rejected_installs_invalid_signature |
| Rejected Installs Too Many Engagements | The total number of installs that Adjust rejected for registering too many engagements within the attribution window. | - | rejected_installs_too_many_engagements |
| Rejected Installs Too Many Engagements Rate | The percentage of your total number of installs that Adjust rejected for registering too many engagements within the attribution window. | Rejected installs too many engagements / (Installs + Rejected installs) | rejected_install_too_many_engagements_rate |
| Rejected Reattribution | The total number of reattributions Adjust identified and rejected as fraudulent. | - | rejected_reattributions |
| Rejected Reattribution Rate | The percentage of your total number of reattributions that Adjust has identified and rejected as fraudulent. The calculation for the Total row excludes rejected installs under Organic and Untrusted Devices. | Rejected reattributions / (Reattributions + Rejected reattributions) | rejected_reattribution_rate |
| Rejected Reattributions Anonymous IP | The total number of reattributions that Adjust rejected because they came from an anonymous IP. | - | rejected_reattributions_anon_ip |
| Rejected Reattributions Anonymous IP Rate | The percentage of your total number of reattributions that Adjust has rejected because they came from an anonymous IP. | Rejected reattributions anon ip / (Reattributions + Rejected reattributions) | rejected_reattribution_anon_ip_rate |
| Rejected Reattributions Click Injection | The total number of reattributions rejected for falsified clicks between an app download and install for a user who previously had your app installed and had that install attributed within Adjust. | - | rejected_reattributions_click_injection |
| Rejected Reattributions Click Injection Rate | The percentage of your total number of reattributions that Adjust has rejected for falsified clicks sent between an app download and install for a user who previously had your app installed and had that install attributed within Adjust. | Rejected reattributions click injection / (Reattributions + Rejected reattributions) | rejected_reattributions_click_injection_rate |
| Rejected Reattributions Distribution Outlier | The total number of reattributions rejected for falling outside the threshold set by our distribution modeling analysis. | - | rejected_reattributions_distribution_outlier |
| Rejected Reattributions Distribution Outlier Rate | The percentage of your total number of reattributions that Adjust has rejected for falling outside the threshold set by our distribution modeling analysis. | Rejected reattributions distribution outlier / (Reattributions + Rejected reattributions) | rejected_reattribution_distribution_outlier_rate |
| Rejected Reattributions Too Many Engagements | The total number of reattributions rejected for registering too many engagements within the reattribution window. | - | rejected_reattributions_too_many_engagements |
| Rejected Reattributions Too Many Engagements Rate | The percentage of your total number of reattributions that Adjust has rejected for registering too many engagements within the attribution window. | Rejected reattributions too many engagements / (Reattributions + Rejected reattributions) | rejected_reattribution_too_many_engagements_rate |
Assist metrics
These Adjust metrics help to measure the role different engagements play in assisting app installs.
| Definition | Formula | API Metric ID | |
|---|---|---|---|
| Assisted Installs | The number of app installs that qualified for attribution but were not selected. Organic users do not have any engagement with an Adjust link, therefore are not considered as assisting an install. | assisted_installs | |
| Assisting Engagements | All of the user touchpoints that were considered, but not awarded the attribution. These can be clicks or impressions, but must fall within the link's attribution window. | qualifiers | |
| Assisting Impressions | All of the user impressions that were considered, but not awarded the attribution. | impression_based_qualifiers | |
| Assisting Clicks | All of the user clicks that were considered, but not awarded the attribution. | click_based_qualifiers | |
| Average Engagements per Assisted Install | The average number of engagements that assisted an install. | Assisting Engagements / Assisted Installs | qualifiers_per_assisted_installs |
| Average Impressions per Assisted Install | The average number of impressions that assisted an install. | Assisting Impressions / Assisted Installs | impression_based_qualifiers_per_assisted_installs |
| Average Clicks per Assisted Install | The average number of clicks that assisted an install. | Assisting Clicks / Assisted Installs | click_based_qualifiers_per_assisted_installs |
| Assisting Clicks for Reattributions | All of the user clicks that were considered, but not awarded the reattribution. | click_based_reattribution_qualifiers | |
| Assisting Impressions for Reattributions | All of the user impressions that were considered, but not awarded the reattribution. | impression_based_reattribution_qualifiers | |
| Assisting Engagements for Reattributions | All of the user touchpoints that were considered, but not awarded the reattribution. These can be clicks or impressions, but must fall within the link's reattribution window. | reattribution_qualifiers | |
| Assisted Reattributions | The number of app installs that qualified for reattribution but were not selected. | assisted_reattributions | |
| Non-Assisted Installs | The number of app installs that had no qualifying touchpoints within the attribution window prior to the attributed engagement. Organic users do not have any engagement with an Adjust link, therefore are not considered as assisting an install. | Installs - Assisted installs | non_assisted_installs |