Metric Definitions

The total amount mobile apps spend on acquiring new users through paid channels.

The total amount mobile apps spend on re-engaging existing users via paid channels.

The number of times an app is installed regardless of the source. The install is triggered when the app launches for the first time on a user's device.

The number of installs that occur without influence from paid or owned marketing efforts.

The number of installs directly attributed to paid marketing campaigns, excluding installs from owned media. On iOS, AppsFlyer's Single Source of Truth (SSOT) deduplicates SKAN and non-SKAN data into a unified view.

The number of times existing users re-open an app after engaging with a paid remarketing ad. Installs from owned media are excluded. A conversion is counted when a user clicks a remarketing ad and re-launches the app.

The number of times existing users re-engage with an app coming from owned channels, including email, SMS, push notifications, websites, and more.

The total number of times the app is opened, regardless of install date.

Revenue earned by displaying ads within the app.

The percentage of users who opened the app 1, 7, or 30 days after installing it within a given quarter.

The amount paid to a media source for each attributed install. Calculated as total spend divided by number of attributed installs.

The number of installs generated per 1,000 ad impressions. IPM reflects both click-through and conversion performance, offering a unified view of campaign effectiveness.

The percentage of users who made at least one in-app purchase within 30 days of installing the app.

The percentage of users who made at least two in-app purchases within 30 days of installing the app.

The ratio of daily active users to monthly active users, indicating the stickiness or engagement level of the app.

The share of non-organic installs which AppsFlyer identified as fraudulent. Calculated as the number of fraudulent installs divided by the number of non-organic installs.