Before you start
To work with this section you need to first integrate AppsFlyer, MobileAppTracking and/or Adjust.
Here you can read how to do this:
After the integration is done, you can work with this section. To understand how to work with it you can either watch the video or read the article below.
How to work with section
First thing you will see is the common report for all the traffic sources.
- In the Installs column we see the total number of installations of the application, coming from the selected channel.
- In the Installs Cost column we see the total cost of all installs (for free traffic, this column equals to zero).
- The CPI column (Cost Per Install) is calculated as the ratio Installs Cost to Installs and shows the average price of the acquired user (for free users again this column equals to zero).
Also, in this table, you may compare the effectiveness of attraction channels by the following indicators:
- Gross - the total amount of all payments from the users for the period;
- Paying Users - the total number of paying users for the period (paying user is the user who made at least one payment at the selected period);
- ARPU (Average Revenue Per User) - average revenue per user for the period (calculated as Gross, divided by Installs);
- ROI (Return Of Investment) - value showing the percentage of pay back on your investment in paid traffic. ROI is calculated as Gross, divided by Installs Cost. If the indicator of ROI> 100%, it means that the traffic was paid off.
Here you can either see the stats for all the traffic sources or:
- select the traffic type (find the "Type" menu on the top right of the table);
- select the grouping type (find the "Group By" menu on the top right of the table).
Note the filter Campaign date. It is possible that you are comparing the effectiveness of the two campaigns, one of which has already ended, and users already made payments, and the second just begun, and users have not yet made payments.
You can also set the Payment Date filter, then the two campaigns will be compared to each other only for a certain period when the payments are made by users. If the Payment Date filter is not selected, the analysis includes all the user payments from the date of their registration to the date of the the report generating.
If you have a lot of applications integrated, then the "Search" field can be useful for you to find the application you need in the table.
After you select the separate application push its name in the article, and you will be moved to the detailed acquisition report of this application.
This report allows you to select any metrics and groupings for making decisions about traffic distribution.
Press the "Add metric" button to select the metrics you need.
The following metrics are available (by pressing the button Add metric):
day-1 retention - the percentage of users that returned to the application on the day after the first visit. This indicator also shows the quality of the incoming traffic, as it's not the amount of users came that matters, but the amount of users left in the application. Check this indicator to avoid "cheating" from the unfair traffic contractors.
day-7 retention - the percentage of users that returned to the application after 7 days after the visit.
day-28 retention - the percentage of users that returned to the application after 28 days after the visit.
Return N days retention - percentage of users that came back to the app at least once within N days.
Users reached level 1, 5, 10 - number of users from the selected campaign who reached the level in the game during the selected period. This metric can be a good addition to retention, it shows not only how users retained by time but also how they play.
ROI 7, 14, 30, 60, 90 - return on investment on the basis of, respectively, 7, 14, 30, 60, 90 days after the first visit of the user. As you remember, just the ROI indicator (without specifying the number of days) takes into account the revenue received from the user at the time of the report generating, though the periods of the advertising campaigns may vary. Indicators ROI 7, 14, 30, 60, 90 - are fixed intervals, notches, necessary to put advertising campaigns in the same conditions for comparison. Thus, the more time passed since the first entry in the application, the greater the ROI can be trusted, because in the early stages the influence of the statistic outliers is more, especially at the low volumes of traffic.
Revenue - net income, that the developer receives from the application. In fact, this is the Gross, indicator minus all commissions (default commission is 30% of Gross, but this may be changed in the settings).
RROI (Revenue Return On Investment) - the same indicator as ROI, but in the numerator Revenue is taken into account instead of Gross.
ARPPU (Average Revenue Per Paying User) - the average revenue from one acquired paying user for the period.
Transactions - the total amount of payments received from all the acquired users for the period.
Paying Conversion - percentage of users (the total number of the acquired users) who eventually became paying (made at least one payment).
Campaigns could start in different days, and it could be inaccurate to compare the common metrics of such campaigns with each other. To compare different traffic sources with each other we recommend to use relative metrics, such as:
- retention and return retention for some days;
- ROI for some days;
If you need any help with metrics, visit the Metrics page.
Also note the button "Add category". It allows to consider one and the same attraction channel in different cuts: country, publishers, websites, etc.
By analyzing all these indicators, you will be able to compare the effectiveness of attraction channels, choose the most quality channels, attract quality traffic at a good price and thus maximize your revenues. For example, you can divide your incoming traffic by campaign, and then by sub site. So you can select the optimal terms for traffic optimization and apply them in future in your traffic distribution.
To better understand the traffic acquisition process we can recommend you to explore our example of metrics application.