Glossary

day-1 retention. Percentage of users who visit the application one day after the first visit. Read more

day-7 retention. Percentage of users who visit the application 7 days after the first visit. Read more

day-28 retention. Percentage of users who visit the application 28 days after the first visit. Read more

ARPPU. Average revenue per paying user, defined as the total gross revenue within a given period divided by the number of paying users within the same period. Read more

ARPU. Average revenue per user, defined as the total gross revenue within a given period divided by the number of active users within the same period. Read more

Average Check. Average gross revenue per payment, defined as the total gross revenue divided by the number of payments. Read more

Average Session Length. Average time spent in the app per user, defined as the sum of the length of all sessions divided by the number of unique users within a given period. Read more

Conversion Funnel. Type of analytical report which shows the conversion from one custom event to another. Read more.

CPI. Cost per Install – final cost per one download of the app for the selected period of advertising campaign. Calculated as the ratio of the cost of all installs (Installs Cost metric) to the number of installs (Installs metric) for the chosen period. Read more

Custom Event. A special signal from the application to devtodev SDK; you can track any special signal you want and then analyze the tracking result. Read more.

DAU. Daily Active Users - number of unique users that have opened the app during a given day. Read more

Game Metrics. Metrics describing the users distributions by level, currency flows and balance, in-app purchases stats and so on. This metrics are especially useful for online games. Read more.

Gross. Total gross revenue (Sales Revenue) within a given period, defined as the sum of all payments within a given period. Read more

Installs. Number of app installs for the selected period of campaign. Read more

Installs Cost. Cost of all application downloads for the chosen period, according to the specified price of on download for the advertising campaign. The price of one download is set in the advertising campaign settings. Read more

LDAU. Loyal Daily Active Users - number of unique loyal (who has opened app at least once after 24h from the first launch) users visiting the app during a given day. Read more

Lifetime. Average number of days since the installation date to the last user activity date. Read more

Lifetime Value. Gross revenue forecast for an average user (including both paying and non-paying ones) for the whole activity period. Read more

LMAU. Loyal Monthly Active Users - number of unique loyal (who has opened app at least once after 24h from the first launch) users visiting the app for the past 30 days. Read more

LWAU. Loyal Weekly Active Users - number of unique loyal (who has opened app at least once after 24h from the first launch) users visiting the app for the past 7 days. Read more

Market ANRs. Number of times an application was not responding (data is taken from account at the app store). Read more.

Market Crashed. Number of times an application has crashed (data is taken from account at the app store). Read more.

Market Log. Report which shows all the data devtodev receives from the applications through the market. Read more.

Market Rating. Application rating (number of stars) in the app store for the chosen date. Read more.

MAU. Monthly Active Users - number of unique users that have opened the app for the past 30 days. Read more

New Users. Total number of registrations within a given period. Read more

Paying Conversion. The ratio of the number of users who made at least one payment to the number of users who first launched the app on given day. Read more

Paying Share. The share of users who have paid at least once per period, defined as the number of paying users within a given period divided by the number of unique users within the same period (DAU, WAU, MAU). Read more

Paying Users. The number of users who have paid at least once within a given period. Read more

Push-notification. Way of communication between the application developer and the end customer when the message from the application is shown on the device screen. Read more.

Return 1, 3, 7, 14, 28 days retention. Proportion of users who came back to the app at least once within N days after the first launch. Read more

Revenue. Total net revenue within a given period, calculated as the product of Gross and Revenue rate (which is usually equal to 0.7). Read more

ROI. Rate of Investment – is the ratio (percentage) of the gross, received from the users, acquired at the selected period of campaign, to the cost of all installs. To calculate this metric you can set a certain period of payments, so that the gross received from the users for the chosen period would be calculated. Read more

ROI 7, 14, 30, 60, 90 days. Rate of Investment during the first N days - is the ratio (percentage) of the gross for the first N days from the moment of install, received from the users, acquired at the selected period of campaign, to the cost of all installs. To calculate this metric you can set a certain period of payments, so that the gross received from the users for the first N days in the app would be calculated for the chosen period. Read more

Rolling Retention. Percentage of users who first entered the application on a particular day and still remain active (have at least one entry during the last 7 days). Read more

RROI. Revenue Rate of Investment – is the ratio (percentage) of the net revenue, received from the users, acquired at the selected period of campaign, to the cost of all installs. To calculate this metric you can set a certain period of payments, so that the net revenue received from the users for the chosen period would be calculated. Read more

SDK. Software Development Kit is a way of integration between application and devtodev when data comes just from the application; it is faster and more flexible than the market integration. Read more.

SDK Log. Report which shows all the data devtodev receives from the applications through SDK. Read more.

Sessions. Total number of sessions (opening or unfolding the application) for the given time period. Read more

Sessions per User. Total number of sessions (opening or unfolding the application) for the given time period per one active users (calculated as Sessions / DAU). Read more

Sticky Factor. Metric which shows the regularity of users' entries (calculated as DAU / MAU). Read more

Test devices. List of devices used for testing the devtodev integration. Users from this devices will not be taken into account when calculating the real metrics values. Read more.

Total Users. Total number of users in database to date, defined as the total number of users registered for all the time since devtodev integration. Read more

Transactions. Total number of transactions made by users within a given period. Read more

Transactions by User. Total number of transactions per one paying users within a given period (calculated as Transactions / Paying Users). Read more

UDID. Unique user identifier which allows devtodev to separate users from each other. Read more.

Users Online. Average number of unique users, from whose devices any event was received in the given timeframe. Calculation is performed with the use of averaged data for the 5 minutes period, days, weeks etc. depending on the period and aggregation taken. Read more

Users reached level 1, 5, 10. Number of users engaged and reached the level N during the selected period; pay your attention that this metric includes also users reached level N+1 and all the following levels. Read more

WAU. Weekly Active Users - number of unique users that have opened the app for the past 7 days. Read more

Raw Data
Real Cases