This glossary fully documents the variety of KPIs offered through the Adjust KPI Service. The following three sections roughly mirror the three sections of your dashboard: App KPIs, Event KPIs and Cohort KPIs. Proper use of these KPIs will give you deep insights into user behavior and how your app is used.

To find out more about the KPI service and the Adjust Pull API in general, check out our KPI Service Doc, where you will find extensive documentation covering their use cases, associated parameters and the full list of query types. Additionally, our Event Tracking documentation will guide you through the process of designing and developing a successful event tracking system suited to your app’s needs. You may also want a quick refresher on the fundamentals of cohort analysis, which you can find in our handy Cohorts Guide.

1App KPIs

These are the most fundamental metrics you can use to understand some of the more basic aspects of your app’s performance. In many instances throughout this doc you will see these KPIs used to calculate some of our more advanced KPIs, so a good understanding is crucial.

  • Installs
    The total number of installs in a given period. We define an install as when a user installs and then opens the app for the first time. The user must open the app for the install to be counted.

  • Uninstalls
    The total number uninstalls in a given period.

  • Uninstall (cohort)
    The total number of uninstalls from users who installed within your selected timeframe.

  • Reinstalls
    The total number of reinstalls in a given period.

  • Reattribution reinstalls
    The total number of reinstalls that also led to a reattribution in a given period.

  • Clicks
    The total number of clicks in a given period. When we speak of clicks, we refer exclusively to clicks on a tracker link.

  • Click Conversion Rate
    The percentage of users that, having clicked the ad, go on to install an app.
    Calculation: CCR = Installs / Clicks

  • CTR (Click Through Rate)
    The ratio of clicks to impressions.
    Calculation: CTR = Clicks / Impressions

  • Impressions
    The number of registered impressions in a given period. These are typically defined as the number of users who have been shown the ad, or viewed a video ad through to the end. The exact definition can vary depending on which network you are working with and how they implement the campaigns.

  • Impression Conversion Rate
    The percentage of users that, having registered an ad impression, go on to install the app within 24 hours.
    Calculation: ICR = Installs / Impressions

  • Sessions
    A session is every time that a user opens the application. There must be a 30 minute break between use, otherwise it is counted as the same session. For example, if a user opens an app every five minutes over a hour long period, this is counted as one session as there was not a sufficient break between any of the uses.

  • Reattributions
    Reattribution is the movement of a user onto a new segment following their return to your app after a period of absence, generally as the result of a retargeting or re-engagement campaign.

  • Deattributions
    The number of users who have been deattributed (i.e., reattributed away from their install tracker).

  • Revenue
    This is any kind of income that a user generates through in-app purchases or otherwise through your app.

  • Revenue Events
    The amount of in-app events triggered that are tracked with an associated revenue value.

  • DAU (Daily Active Users)
    The number of unique users that have opened the app during a given day.

  • WAU (Weekly Active Users)
    For a given day, the number of unique users that have opened the app within the preceding seven days (including the given day).

  • MAU (Monthly Active Users)
    For a given day, the number of unique users that have opened the app within the preceding 30 days (including the given day).

  • Average Daily Active Users (ADAU)
    The average number of DAU in the selected period.
    Calculation: average DAU = (DAU of day1 + DAU of day2 + ... + DAU of dayN)/the number of days

  • Average Weekly Active Users (AWAU)
    The average number of WAU in the selected period.
    Calculation: average WAU = (WAU of day1 + WAU of day2 + ... + WAU of dayN)/the number of days

  • Average Monthly Active Users (AMAU)
    The average number of MAU in the selected period.
    Calculation: average MAU = (MAU of day1 + MAU of day2 + ... + MAU of dayN)/the number of days

  • GDPR Forgets
    The total number of users who have exercised their right to be forgotten. Adjust permanently deletes the historical personal data for all of these users but retains their aggregated data for Dashboard reporting. Their device data will no longer be received by Adjust or appear anywhere in the Adjust Dashboard in the future.

A note on calculating WAU and MAU

DAU, WAU and MAU are measured by counting the number of unique users within a specific time period, i.e. within the last one, seven or 30 days.

If you wish to see the total number of unique active users within a specific week or month, select the last day of that week or month. For example, to see the total number of unique active users in September, select 30/9.

If you select more than one day, say from 1/9 to 30/9, you will see the average MAU (AMAU) for that period (AMAU = MAU of 1/9 + MAU 2/9 + … + MAU 30/9)/30).

Adjust calculates MAU on a 30-day basis. If the month you are interested in has 31 days (e.g. January) you will only see the total number of unique users from January 2 to 31 inclusive.

2Cost KPIs

Cost KPIs are only available for accounts with cost data enabled. These KPIs help you to understand your ad spend.

  • Install Cost
    The sum of install costs.

  • Click Cost
    The sum of click costs.

  • Impression Cost
    The sum of impression costs.

  • Cost
    The sum of all engagement costs.
    Calculation: Cost = click_cost + impression_cost + install_cost

  • Paid Installs
    The total number of installs for which there is cost data.

  • Paid Clicks
    The total number of clicks for which there is cost data.

  • Paid Impressions
    The total number of impressions for which there is cost data.

  • Effective Cost Per Click
    The effective cost per click.
    Calculation: ECPC = cost / paid_clicks

  • Effective Cost Per Mille
    The effective cost per mille (thousand impressions).
    Calculation: ECPM = cost / paid_impressions * 1000

  • Effective Cost Per Install
    The effective cost per install.
    Calculation: ECPI = cost / paid_installs

  • Cohort Gross Profit
    The gross profit of your cohort. Calculation: CGP = cohort_revenue - cost

  • Return On Investment
    The return on investment. Calculation: ROI = cohort_gross_profit / cost

  • Revenue-to-cost Ratio
    The revenue-to-cost ratio. Calculation: cohort_revenue/cost

3Event KPIs

Event KPIs are a useful tool for following user progress within your app. Effective event setup is crucial for getting the most out of these KPIs, so we highly recommend reviewing our Event Tracking documentation if you already haven’t. There are additionally cohorted Event KPIs, which are documented in the Event Cohort KPIs section below.

  • Events
    The total number of events triggered.

  • First Events
    The number of events triggered for the first time by a user. The relationship between First Events and Events is similar to the one between Installs and Sessions.

  • Revenue
    The total revenue generated in your app’s reporting currency.

  • Revenue Events
    The total number of revenue events triggered.

  • Revenue Per Event
    The average amount of revenue generated for each in-app event, including non-revenue events.

  • Revenue Per Revenue Event
    The average amount of revenue generated per each Revenue Event. This differs from the Revenue Per Event metric in that it averages only events that trigger revenue and not all Events.
    Calculation: RPRE = Revenue / Revenue Events

4Cohort KPIs

Cohort KPIs are some of the most useful tools you have at your disposal for in-depth investigation into the behavior of your users. Below is a full list of Cohort KPIs and how they are calculated. A full explanation of Cohorts and Cohort KPI use cases can be found on our KPI Service doc and our Guide to Cohorts. You may want to review some of the basic cohort terminology and functions if you haven’t already.

4.1User Cohort KPIs

  • Cohort Size
    The number of users who install your app during the specified period-after-install.

    This is a dynamic KPI when used in the calculation of your cohorted metrics: cohort members are staggered by their present day-after-install. This means that if you are looking at a cohort’s 3 day retention rate on a Monday, no users who installed on Sunday (the previous day) will be included in the calculation as they have not yet completed their third day-after-install.

  • Retained Users
    The total number of unique cohort members who returned to your app following their install day.

  • Retention Rate
    The percentage of unique cohort members that returned to the app in the days following install.
    Calculation: RR = Total Retained Users DWM / Cohort Size

  • Reattributions
    The number of users who have been reattributed during the specific period-after-install.

  • Deattributions
    The number of users who have been deattributed (i.e., reattributed away from their install tracker) during the specified period-after-install.

4.2Paying Users Cohort KPIs

  • Paying Users
    The total number of paying users in a cohort.

  • Paying User Size
    The number of paying users who installed the app at least N periods ago for the N-th period-after-install, with N representing the number of days.

  • Paying User Rate
    The percentage of cohort members who are paying users.
    Calculation: PUR = Paying Users / Cohort Size

  • Paying Users Retention Rate
    The number of unique paying users who return to your app in the days following install.
    Calculation: PURR = Paying Users / Retained Users

4.3Session Cohort KPIs

  • Sessions Per User
    The average amount of sessions per unique user in the given period.
    Calculation: SPU = Sessions / Retained Users

  • Sessions Per Day
    Total number of sessions recorded for all users within specified cohort period.
    Calculation: SPU = Total Sessions Per DWM / Total Retained Users DWM

4.4Time Spent Cohort KPIs

  • Time Spent
    The total sum of time users spent in-app during the cohort period. Time spent is measured in seconds.

  • Time Spent Per User
    Average amount of time spent within specified cohort period. Note that this metric uses the full cohort size as dividend.
    Calculation: TSPU = Total Time Spent / Cohort Size

  • Time Spent Per Session
    Average amount of time spent by users on install day and days following, per session, within specified cohort period.
    Calculation: TSPS = Total Time Spent / Sessions Note: For day 0, week 0, or month 0 cohort calculations, ensure you subtract any install sessions

4.5Revenue Cohort KPIs

  • Revenue
    The amount of revenue a cohort generates per period.

  • Revenue Per Day
    The amount of revenue a cohort generates per day.

  • Revenue Total
    The accumulated revenue for a cohort’s current and all previous periods

  • Revenue Per Paying User
    The average amount of revenue a paying user generates.
    Calculation: RPPU = Revenue / Paying User Size

  • Revenue to Cost ratio
    The revenue generated by users who installed within your selected timeframe as a percentage of your ad spend Calculation: RCR = cohort_revenue / cost

  • LTV (Lifetime Value)
    The average revenue a cohort member generates for the duration of their usage.
    Calculation: LTV = Revenue Total in Cohort / Cohort Size

  • Paying User LTV (Lifetime Value)
    The average revenue a paying cohort member generated for the duration of their usage.
    Calculation: PULTV = Revenue Total in Cohort / Paying User Size

4.6Event Cohort KPIs

  • Events
    The total number of events triggered in a given period.

  • Events Per Day
    The total number of events triggered in a given day.

  • Converted Users
    The number of unique users who triggered a given event in the specified period-after-install. One user might contribute to multiple days-after-install.

  • Converted User Size
    In a given period-period-after-install, the number of users who converted that many periods ago.

  • Conversion Per User
    The amount of conversion events triggered.
    Calculation: CPU = Converted Users / Cohort Size

  • Conversions Per Active User
    The average number of conversion events triggered by retained users.
    Calculation: CPAU = Converted Users / Retained Users

  • Events Per Converted User
    The average number of events converted users trigger in a given period.
    Calculation: EPCU = Events / Converted Users

  • Events Per User
    The average number of events triggered by a cohort member.
    Calculation: EPU = Events / Cohort Size

  • Events Per Active User
    The average number of events retained users trigger.
    Calculation: EPAU = Events / Retained Users

4.7Event Revenue Cohort KPIs

  • Revenue Total
    The total amount of revenue generated.

  • Revenue Total In Cohort
    The total revenue accumulated in a certain period from users who installed at least that many periods ago.

  • Revenue Per User
    The average amount of revenue generated by each cohort member.
    Calculation: RPU = Revenue / Cohort Size

  • Revenue Events
    The number of revenue events triggered in a period.

  • Revenue Events Total in Cohort
    Total number of revenue events triggered by all users in the cohort leading up to and including the latest time period (D/W/M); this is cumulative, so it will only remain the same or increase over time.

  • Revenue Per Event
    The average amount of revenue generated per each event.
    Calculation: RPE = Revenue / Events

  • Revenue Events Per User
    The average number of revenue events generated per cohort member.
    Calculation: REPU = Revenue Events / Cohort Size

  • Revenue Events Per Active User
    The average number or revenue events triggered by retained users.
    Calculation: REPAU = Revenue Events / Retained Users

  • Revenue Events Per Paying User
    The average number of revenue events triggered by paying users.
    Calculation: REPPU = Revenue Events / Paying Users

4.8Uninstall Cohort KPIs

  • Uninstalls Per Day The total number of uninstalls per day

  • Uninstalls Total The total number of uninstalls for a cohort’s current and all previous periods

4.9Reinstall Cohort KPIs

  • Reinstalls Per Day The total number of reinstalls per day

  • Reinstalls Total The total number of reinstalls for a cohort’s current and all previous periods