Page Comparison

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Qualifiers (SKAN)

Metric name in Adloop	Metric name in Source	Definition
Clicks	Clicks	For SANs: the number of clicks we received from the network. For non-SANs: the number of clicks we measured directly.
Sessions	Sessions	The total number of sessions, including installs (first sessions), reinstalls, reattributions, and reattribution reinstalls that have occurred. base_sessions + installs + reattributions
Base sessions	Base sessions	The number of user sessions, excluding installs and reattributions.
Clicks (attribution)	Clicks (attribution)	The total number of clicks measured for your campaigns.
Clicks (network)	Clicks (network)	The number of clicks reported by the network.
Click Conversion Rate CCR	Click Conversion Rate CCR	The average number of clicks it takes for a user to install your app. Installs/ Clicks *100
Impressions	Impressions	For SANs: the number of impressions we received from the network. For non-SANs: the number of impressions we measured directly.
Impressions (attribution)	Impressions (attribution)	The total number of ad impressions measured for your campaigns.
Impressions (network)	Impressions (networ	Number of impressions reported by the network.
Installs	Installs	The number of installs for your app.
Installs (Network)	Installs (Network)	The number of installs reported by the network.
Installs Diff (Network)	Installs Diff (Network)	Shows an absolute value with the difference between the Attribution and Network sources.
Installs per Mile (IPM)	Installs per Mile (IPM)	Installs per one thousand impressions. 1000 * Impression conversion rate
Limit Ad Tracking Installs	Limit Ad Tracking Installs	The total number of installs coming from devices with limit ad tracking (LAT) enabled.
Limit Ad Tracking Rate	Limit Ad Tracking Rate	The percentage of your total installs coming from devices with LAT enabled. Limit ad tracking installs/ Installs
Limit Ad Tracking Reattributions	Limit Ad Tracking Reattributions	The total number of reattributions coming from devices with LAT enabled.
Limit Ad Tracking Reattribution Rate	Limit Ad Tracking Reattribution Rate	The percentage of your total reattributions coming from devices with LAT enabled. Limit ad tracking reattributions / Reattributions
Non-Organic Installs	Non-Organic Installs	The number of Installs that are not attributed to an Organic source.
Organic Installs	Organic Installs	The number of Installs that are attributed to an Organic source.
Reattributions	Reattributions	The total number of reattributions that have occurred. See reattribution measurement.
Reattribution Reinstalls	Reattribution Reinstalls	The total number of reinstalls that occurred that also led to a reattribution.
Deattributions	Deattributions	The total number of users that are removed away from the first attribution source to a reattribution source.
GDPR Forgets	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.
Impression Conversion Rate (ICR)	Impression Conversion Rate (ICR)	The percentage of app installs per ad impressions served. Installs / Impressions *100
ATT - Authorized Users	ATT - Authorized Users	The number of users with an authorized ATT status.
ATT - Not Determined Users	ATT - Not Determined Users	The number of users with a not determined ATT status.
ATT - Denied Users	ATT - Denied Users	The number of users with a denied ATT status.
ATT - Restricted Users	ATT - Restricted Users	The number of users with a restricted ATT status.
ATT Consent Rate	ATT Consent Rate	The percentage of users who were shown, and consented to, the ATT prompt.
Ad Spend	Ad Spend	The amount of money spent on ads. The sum of click_cost + impression_cost + install_cost + event_cost
Ad Spend (Attribution)	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
Ad Spend (Network)	Ad Spend (Network)	Shows ad spend data retrieved using the Network API. The sum of click_cost + impression_cost + install_cost+ event_cost
Ad Spend (Network - SKAdNetwork)	Ad Spend (Network - SKAdNetwork)	The amount of ad spend related to SKAdNetwork campaigns, as reported by the network partner.
Ad Spend Diff (Network)	Ad Spend Diff (Network)	Shows an absolute value with the difference between the Attribution and Network sources. Ad Spend (Attribution) - Ad Spend (Network)
Click Cost	Click Cost	The costs of clicks.
Paid Clicks	Clicks (Paid)	The number of clicks, for which there is cost data.
eCPI (All Installs)	eCPI (All Installs)	Effective cost per install on all installs. Ad Spend/ Installs
eCPI (Network)	eCPI (Network)	Effective cost per install reported by the Network API. Ad Spend (Network) / Network installs
eCPI (Paid Installs)	eCPI (Paid Installs)	Effect cost per install on paid installs. Ad Spend (Network) / Paid installs
eCPI (SKAdNetwork)	eCPI (SKAdNetwork)	Effective cost per install on all installs through SKAdNetwork. Ad Spend (Network - SKAdNetwork) / Installs (SKAdNetwork)
eCPM (Attribution)	eCPM (Attribution)	Effective cost per mille (one thousand impressions) reported by the Attribution ad spend source. (Ad Spend / Paid impressions) * 1000
eCPM (Network)	eCPM (Network)	Effective cost per mille (one thousand impressions) reported by the Network API. (Ad Spend (Network)/ Network impressions) * 1000
eCPC	eCPC	Effective cost per click. Ad spend / Paid clicks
Impression cost	Impression cost	Cost of impressions.
Impressions (Paid)	Impressions (Paid)	The number of impressions for which there is ad spend data.
Install Cost	Install Cost	The costs of installs.
Installs (Paid)	Installs (Paid)	The number of installs, for which there is ad spend data.
Ad Impressions	Ad Impressions	The number of ads served to end-users.
Ad Revenue	Ad Revenue	The revenue generated by serving in-app ads.
Ad RPM	Ad RPM	Ad Revenue per Mille Impressions. Your ad revenue per thousand ad impressions. (Ad revenue / Ad impressions) * 1000
Conversion Bit 1 (SKAN)	Conversion Bit 2 1 (SKAN) Conversion Bit 3 (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 Bit 4 2 (SKAN)	Conversion Bit 5 2 (SKAN)	Conversion Bit 6 (SKAN)	Conversion Value 0 (SKAN)	Conversion Value greater than 0 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 Bit 3 (SKAN)	Conversion Value Null Bit 3 (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 Value Total Bit 4 (SKAN)	Conversion Value Null Rate Bit 4 (SKAN)	Coarse conversion value null (1st Postback)	Coarse conversion value low (1st Postback)	Coarse conversion value medium (1st Postback)	Coarse conversion value high (1st Postback)	Coarse conversion value null (2nd Postback)	Coarse conversion value low (2nd Postback)	Coarse conversion value medium (2nd Postback)	AdjustCoarse conversion value high (2nd Postback)	Coarse conversion value null (3rd Postback)	Coarse conversion value low (3rd Postback)	Coarse conversion value medium (3rd Postback)	Coarse conversion value high (3rd Postback)	Installs (SKAN)	Invalid Payloads (SKAN)	Reinstalls (SKAN)	Total conversions (SKAN)	Valid Conversions (SKAN)	Ad Spend (SKAN)	ROAS (SKAN) - Min	ROAS (SKAN) - Avg	ROAS (SKAN) - Max	ROI (SKAN) - Min	ROI (SKAN) - Avg	ROI (SKAN) - Max	RPU - Ad Rev (SKAN) - Min	RPU - Ad Rev (SKAN) - Avg	RPU - Ad Rev (SKAN) - Max	RPU - IAP (SKAN IAP) - Min	RPU - IAP (SKAN) - Avg	RPU - IAP (SKAN) - Max	Total RPU (SKAN) - Min	Total RPU (SKAN) - Avg	Total RPU (SKAN) - Max	eCPI (SKAN)	Ad Revenue (SKAN) - Min	Ad Revenue (SKAN) - Avg	Ad Revenue (SKAN) - Max	In-App Revenue (SKAN) - Min	In-App Revenue (SKAN) - Avg	In-App Revenue (SKAN) - Max	Total Revenue (SKAN) - Min	Total Revenue (SKAN) - Avg	Total Revenue (SKAN) - Max	Invalid Signature Rejected Install Rate	Rejected Installs	Rejected Install Rate	Rejected Installs Anonymous IP	Rejected Installs Anonymous IP Rate	Rejected Installs Click Injection	Rejected Installs Click Injection Rate	Rejected Installs Distribution Outlier	Rejected Installs Distribution Outlier Rate	Rejected Installs SDK Signature	Rejected Installs Too Many Engagements	Rejected Installs Too Many Engagements Rate	Rejected Reattribution	Rejected Reattribution Rate	Rejected Reattributions Anonymous IP	Rejected Reattributions Anonymous IP Rate	Rejected Reattributions Click Injection	Rejected Reattributions Click Injection Rate	Rejected Reattributions Distribution Outlier	Rejected Reattributions Distribution Outlier Rate	Rejected Reattributions Too Many Engagements	Rejected Reattributions Too Many Engagements Rate	Custom events	Ad Impressions	Cohorts	Revenue total	Revenue events total	Revenue events total per paying user	Ad revenue total per user	All revenue total	Lifetime value ad	Paying user lifetime value ad	Lifetime value	ROAS ad	ROAS	Paying user lifetime value	Lifetime value IAP	First paying users total	Paying users conversion rate total	First reinstalls total	Reinstalls total	First uninstalls total	Uninstalls total	GDPR users forget total	Ad impressions	Cohorts non-cumulative metrics	Ad revenue	Ad RPM	Cohort size	Deattribution	Cost per paying user	Deattribution per user	First reinstalls	First uninstalls	GDPR forgets	Non install sessions	First paying user	First time paying user conversion rate	Paying user size	Paying users	Paying users rate	Reattributions	Reattributions per deattribution	Reattributions per user	Reinstalls	Retained users	Retention rate	Paying users retetention rate	Sessions	Sessions per user	Time spent	Time spent per active user	Time spent per session	Time spent per user	UninstallsReturns 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 Bit 5 (SKAN)	Conversion Bit 5 (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 Bit 6 (SKAN)	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 Value 0 (SKAN)	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 greater than 0 (SKAN)	Conversion Value greater than 0 (SKAN)	Returns the count of valid SKAN postbacks where the conversion value is greater than 0 (install).
Conversion Value Null (SKAN)	Conversion Value Null (SKAN)	The number of postbacks received with a conversion value of null divided by the number of SKAN conversions. Conversion Value Null (SKAN) / Total Conversions (SKAN)
Conversion Value Total (SKAN)	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 Null Rate (SKAN)	Conversion Value Null Rate (SKAN)	The number of postbacks received with a conversion value of null divided by the number of SKAN conversions. Conversion Value Null (SKAN) / Total Conversions (SKAN)
Coarse conversion value null (1st Postback)	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.
Coarse conversion value low (1st Postback)	Coarse conversion value low (1st Postback)	The number of 1st postbacks received with a coarse conversion value of low. P1 low always = Install.
Coarse conversion value medium (1st Postback)	Coarse conversion value medium (1st Postback)	The number of 1st postbacks received with a coarse conversion value of medium.
Coarse conversion value high (1st Postback)	Coarse conversion value high (1st Postback)	The number of 1st postbacks received with a coarse conversion value of high.
Coarse conversion value null (2nd Postback)	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.
Coarse conversion value low (2nd Postback)	Coarse conversion value low (2nd Postback)	The number of 2nd postbacks received with a coarse conversion value of low.
Coarse conversion value medium (2nd Postback)	Coarse conversion value medium (2nd Postback)	The number of 2nd postbacks received with a coarse conversion value of medium.
AdjustCoarse conversion value high (2nd Postback)	Coarse conversion value high (2nd Postback)	The number of 2nd postbacks received with a coarse conversion value of high.
Coarse conversion value null (3rd Postback)	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.
Coarse conversion value low (3rd Postback)	Coarse conversion value low (3rd Postback)	The number of 3rd postbacks received with a coarse conversion value of low.
Coarse conversion value medium (3rd Postback)	Coarse conversion value medium (3rd Postback)	The number of 3rd postbacks received with a coarse conversion value of medium.
Coarse conversion value high (3rd Postback)	Coarse conversion value high (3rd Postback)	The number of 3rd postbacks received with a coarse conversion value of high.
Installs (SKAN)	Installs (SKAN)	Returns the count of valid SKAN postbacks where redownload = false. SKAN postbacks are valid when the attribution signature is correct.
Qualifiers (SKAN)	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.
Invalid Payloads (SKAN)	Invalid Payloads (SKAN)	Count of SKAN postbacks (install/reinstall) that were invalid after verification of the attribution signature.
Reinstalls (SKAN)	Reinstalls (SKAN)	Returns the count of valid SKAN postbacks where redownload = true. SKAN postbacks are valid when the attribution signature is correct.
Total conversions (SKAN)	Total conversions (SKAN)	The total number of conversions (installs and reinstalls) reported by SKAN. Installs (SKAN) + Reinstalls (SKAN)
Valid Conversions (SKAN)	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
Ad Spend (SKAN)	Ad Spend (SKAN)	The amount spent on ads for SKAN campaigns as reported by the network API.
ROAS (SKAN) - Min	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)
ROAS (SKAN) - Avg	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)
ROAS (SKAN) - Max	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)
ROI (SKAN) - Min	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
ROI (SKAN) - Avg	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
ROI (SKAN) - Max	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
RPU - Ad Rev (SKAN) - Min	RPU - Ad Rev (SKAN) - Min	The minimum ad revenue per user from SKAN. SKAN Ad Revenue - Min / Valid conversions
RPU - Ad Rev (SKAN) - Avg	RPU - Ad Rev (SKAN) - Avg	The average ad revenue per user from SKAN. SKAN Ad Revenue - Est / Valid conversions
RPU - Ad Rev (SKAN) - Max	RPU - Ad Rev (SKAN) - Max	The maximum ad revenue per user from SKAN. SKAN Ad Revenue - Max / Valid conversions
RPU - IAP (SKAN IAP) - Min	RPU - IAP (SKAN IAP) - Min	The minimum in-app purchase revenue per user from SKAN.
RPU - IAP (SKAN) - Avg	RPU - IAP (SKAN) - Avg	The average in-app revenue purchase per user from SKAN.
RPU - IAP (SKAN) - Max	RPU - IAP (SKAN) - Max	The maximum in-app purchase revenue per user from SKAN.
Total RPU (SKAN) - Min	Total RPU (SKAN) - Min	The minimum total revenue per user from SKAN.
Total RPU (SKAN) - Avg	Total RPU (SKAN) - Avg	The average total revenue per user from SKAN.
Total RPU (SKAN) - Max	Total RPU (SKAN) - Max	The maximum total revenue per user from SKAN.
eCPI (SKAN)	eCPI (SKAN)	Effective cost per SKAN install, calculated by dividing ad spend by installs. Ad Spend (SKAN) / Installs (SKAN)
Ad Revenue (SKAN) - Min	Ad Revenue (SKAN) - Min	The minimum ad revenue generated according to the range of the triggered conversion value.
Ad Revenue (SKAN) - Avg	Ad Revenue (SKAN) - Avg	The average ad revenue generated according to the range of the triggered conversion value.
Ad Revenue (SKAN) - Max	Ad Revenue (SKAN) - Max	The maximum ad revenue generated according to the range of the triggered conversion value.
In-App Revenue (SKAN) - Min	In-App Revenue (SKAN) - Min	The minimum in-app revenue earned from your conversion value ranges as reported from SKAN postbacks.
In-App Revenue (SKAN) - Avg	In-App Revenue (SKAN) - Avg	The average in-app revenue earned from your conversion value ranges as reported from SKAN postbacks.
In-App Revenue (SKAN) - Max	In-App Revenue (SKAN) - Max	The maximum in-app revenue earned from your conversion value ranges as reported from SKAN postbacks.
Total Revenue (SKAN) - Min	Total Revenue (SKAN) - Min	The minimum total revenue unpacked from Conversion Value revenue buckets, including all revenue sources.
Total Revenue (SKAN) - Avg	Total Revenue (SKAN) - Avg	The average total revenue unpacked from Conversion Value revenue buckets, including all revenue sources.
Total Revenue (SKAN) - Max	Total Revenue (SKAN) - Max	The maximum total revenue unpacked from Conversion Value revenue buckets, including all revenue sources.
Invalid Signature Rejected Install Rate	Invalid Signature Rejected Install Rate	Rate of rejected installs due to invalid Signature. rejected_installs_invalid_signature / (installs + rejected_installs)
Rejected Installs	Rejected Installs	The total number of installs that Adjust identified and rejected as fraudulent.
Rejected Install Rate	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 Installs Anonymous IP	Rejected Installs Anonymous IP	The total number of installs that Adjust rejected because they came from anonymous IPs.
Rejected Installs Anonymous IP Rate	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 Installs Click Injection	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 Rate	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 Installs Distribution Outlier	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 Rate	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 Installs SDK Signature	Rejected Installs SDK Signature	The total number of installs Adjust rejected for containing an invalid or missing SDK Signature.
Rejected Installs Too Many Engagements	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 Rate	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 Reattribution	Rejected Reattribution	The total number of reattributions Adjust identified and rejected as fraudulent.
Rejected Reattribution Rate	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 Reattributions Anonymous IP	Rejected Reattributions Anonymous IP	The total number of reattributions that Adjust rejected because they came from an anonymous IP.
Rejected Reattributions Anonymous IP Rate	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 Reattributions Click Injection	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 Rate	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 Distribution Outlier	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 Rate	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 Reattributions Too Many Engagements	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 Rate	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)
Custom events	Custom events
Ad Impressions	Ad Impressions	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.	Cohorts
Revenue total	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 events total	Revenue events total	Amount of in-app revenue, based on revenue events reported by the Adjust SDK or recorded server-to-server.
Revenue events total per paying user	Revenue events total per paying user	Cumulative number of revenue-generating events per paying user within the selected cohort period. N days revenue events total in cohort / N days first paying users total
Ad revenue total per user	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
All revenue total	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
Lifetime value ad	Lifetime value ad	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
Paying user lifetime value ad	Paying user lifetime value ad	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
Lifetime value	Lifetime value	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
ROAS ad	ROAS ad	Return on advertising spend, calculated using only revenue from serving ads, for a specified cohort period. Ad revenue total N days / Ad Spend
ROAS	ROAS	Return on advertising spend, calculated using all revenue sources for a specified cohort period. All revenue total N days / Ad Spend
Paying user lifetime value	Paying user lifetime value	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
Lifetime value IAP	Lifetime value IAP	User lifetime value, calculated using only in-app revenue, for a selected cohort period. Revenue total in cohort N days / Cohort size N days
First paying users total	First paying users total	The cumulative count of users who've made at least one purchase within the cohort period.
Paying users conversion rate total	Paying users conversion rate total	Cumulative percentage of users who have converted to paying customers up to the selected cohort period. First paying users total N days / Cohort size N days
First reinstalls total	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.
Reinstalls total	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.
First uninstalls total	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.
Uninstalls total	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.
GDPR users forget total	GDPR users forget 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.
Ad impressions	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.	Cohorts non-cumulative metrics
Ad revenue	Ad revenue	The amount of ad revenue generated in a selected date range for a selected cohort period.
Ad RPM	Ad RPM	(Number of days, weeks, or months) Ad RPM (Ad Revenue per Mille Impressions. Your Ad Revenue per thousand impressions) (Ad revenue N days / Ad impressions N days) * 1000
Cohort size	Cohort size	The number of users who were attributed to the given source (first install or last source) for at least N days, weeks or months, within in your selected timeframe.
Deattribution	Deattribution	The number of users who installed and/or reinstalled the app in your selected timeframe and were deattributed during a specified cohort period.
Cost per paying user	Cost per paying user	Average ad spend per paying user during the cohort period. Ad Spend / First Paying Users Total N days
Deattribution per user	Deattribution per user	The number of deattributions per user for selected cohort period. Deattributions N days / Cohort size N days
First reinstalls	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 uninstalls	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.
GDPR forgets	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.
Non install sessions	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.
First paying user	First time paying user	Number of users making their initial purchase until a specific cohort period.
First time paying user conversion rate	First time paying user 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
Paying user size	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 users	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 rate	Paying users rate	The share of paying users in a cohort for a specified cohort period. Paying users N days / Cohort size N days
Reattributions	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 per deattribution	Reattributions per deattribution	The number of reattributions divided by number of deattributions for selected cohort period. Reattributions N days / Deattributions N days
Reattributions per user	Reattributions per user	The number of reattributions per user of deattributions for selected cohort period. Reattributions N days / Cohort size N days
Reinstalls	Reinstalls	The number of users who installed the app in your selected timeframe and also have reinstalled it during a specified cohort period.
Retained users	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.
Retention rate	Retention rate	The number of retained users divided by a cohort size. Retained users N days / Cohort size N days
Paying users retetention rate	Paying users retetention rate	(Number of days, weeks, or months) Retention rate of paying users. Paying users N days / Retained users N days
Sessions	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 per user	Sessions per user	The average number of sessions per user during selected cohort period. Sessions N days / Cohort size N days
Time spent	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 per active user	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 session	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 user	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
Uninstalls	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.

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