Terminology, metrics, and dimensions

Note:
  • Revenue is reported in USD $
  • Time is reported in UTC

Metrics   

Metric Description
Daily active users Users who visit your app per day
New users Users who visit your app for the first time
New users (%) Percentage of users who use your app for the first time per day
Retention (%) Percentage of users who return to your app
Retention (Count) Number of users who return to your app
Playtime Time users spend in your app per user
Sessions Total number of sessions made by all users
Session length Time users spend in your app per session
ARPDAU Revenue from ads and in-app purchases per active user
ARPPU Revenue from ads and in-app purchases per paying user
Revenue Revenue from ads and in-app purchases
Ad revenue Expected revenue from ads
IAP Revenue Revenue from in-app purchases
Transactions Number of in-app purchases made by users
Average purchase (USD) Average revenue from in-app purchases per transaction
Converted users Number of users who made their 1st purchase
Conversion Rate Percentage of users out of active users, who made their first purchase
Impressions Number of ads viewed by all users
Average impressions per user Number of ads viewed divided by DAU
Level attempts Number of levels users started
Level completions Number of levels users completed
Level failures Number of levels users failed
Wins (%) Number of levels users completed, divided by number of levels users attempted
Paying users Average number of users who made a purchase
Engagement rate Percentage of users who engaged with in-app ads or made a purchase per day
Impressions per engaged user Impressions per engaged user

Dimensions

Dimension Description
Country The country where the user is located during the session
Platform The mobile phone platform that was used during the session
Manufacturer The device manufacturer the user used during the session
Device model The model of the device that the user used during the session
OS version The OS version of the device the user used during the session
App version The version of the app that was installed on the user’s device during the session
Paying users Users who made a purchase in the last 7 days
Retained user Users who installed the app (or opened the app with App Analytics for the first time) before the current day of the session
Consent status The data sharing consent status of the user during the session
Age The age of the user during the session
Gender The gender of the user during the session
Login Method The login method the user used during the session
Ad unit The ad unit the user watched (may be multiple) 

This list represent the user properties, that allows you to slice and dice your user’s data by applying filters, changing graph’s dimension and breaking the data accordingly