App Analytics Overview Dashboard | AppsFlyer

Overview Dashboard

Understand Your Performance At A Glance

Get In The Driver’s Seat

The overview dashboard is designed to empower marketers to make strategic decisions about their mobile marketing performance. This is a mobile marketer’s go-to address to get a snapshot their performance of their paid media sources as well as their organic activity, in real time.


At A Glance

The top of the Overview Dashboard contains a summary of the most important, high-level data: impressions, click, total installs, conversion rates and total revenue. Revenue figures throughout the dashboard can be displayed in the marketer’s preferred currency on a per-app basis and reporting timezones are similarly configurable on a per-app basis.

While the summary data is important, this is just the start. The UA Trend chart highlights the important install trend data & app analytics such as how many new users came from organic and non-organic campaigns. That data is overlaid with impression and click data to deliver a clear and comprehensive picture.

This now introduces the inevitable question: Which media sources drove these installs? Scrolling down a bit further provides a closer look at installs by media source.

The Daily Installs chart is helpful for an overall perspective, but this interactive chart also allows marketers to easily focus-in on specific media sources. Simply click on a media source in the key at the bottom of the chart to toggle it on or off in the chart display. This simple toggle is a great way to start diving into media-source specific performance.

Retention and user loyalty are typically the next metric marketers consider. By default, AppsFlyer defines loyal users as any user who had three active sessions, but this parameter is customizable based on each marketer’s preferences. Alongside lifetime loyal users, we present the next most important metric – attributed revenue by media source.

With this data in hand, we move on to the heart of mobile app marketing analytics – the hard data in the Aggregated Report. The Aggregated Report lists of all active media sources – both integrated partners and OneLink sources – alongside an in depth view of each media source’s performance. This includes a number of core KPIs, such as Impressions, Clicks, Installs, Conversion Rate, Sessions, Loyal Users, Loyal Users/Installs, Cost, Revenue, ROI, ARPU, Average eCPA, Uninstalls and Uninstall Rate. All of this data is exportable via CSV for further offline analysis, and is included in our robust Push and Pull APIs.

Automated Cost and ROI reporting are supported across many of the world’s most popular media sources including Facebook and Google (both exclusive to AppsFlyer). Advanced integrations with Facebook and Google provide marketers with automated cost and ROI attribution in one cohesive dashboard, so marketers never need to switch between browser tabs or export and try to match complex and inconsistent data sets in massive spreadsheets.

The Overview Dashboard also features insights on the app’s top in-app events and assisted installs, as well as geographic insights.


Drilling Down Into The Data

The app analytics Overview Dashboard is highly interactive. Hovering over any graphic displays more detailed information, charts are sortable and many graphics are clickable. The entire dashboard can be filtered based on multiple dimensions via the easy-to-use dropdown menus at the top of the screen or by clicking on specific elements of certain charts. These filters provide marketers with the ability to dive deep into their data, without losing any context of the bigger picture. Filters include campaign, country, media source, site ID, date range and more. All data in the Overview Dashboard will automatically update based on the applied filters, making it easy to compare performance based on different variables.


Dashboards That Speak Your Language

All AppsFlyer dashboards are available in English, Spanish, French, Portuguese, Russian, German, Chinese, Japanese and Korean.

Localized language options combined with localized timezone and currency support are a big deal. For example, timezone localization actually helps to minimize discrepancies in marketing data. Whereas in the past marketers frequently wrote off discrepancies in their data to timezone differences between reporting platforms, AppsFlyer’s timezone localization capabilities provide marketers with stronger data clarity both in the AppsFlyer dashboards and across platforms.