DataVault

What Is DataVault?

DataVault is Tenjin's proprietary data warehousing product, built specifically for mobile marketers who need more than aggregated metrics. It is designed for teams that want to run their own analysis, build custom reports, or feed attribution and performance data into their own business intelligence tools and data pipelines.

Most marketing dashboards show you summarized data. DataVault gives you the underlying records that those summaries are built from. That distinction matters when you are trying to answer questions that a standard dashboard view cannot address on its own.

DataVault is particularly valuable for gaming studios and app developers who are scaling their operations and need a reliable, structured data source to support decisions across product, marketing, and finance teams.

NOTE: To learn in detail about the different use-cases, schema and setup for DataVault, please refer to this page.

What Does DataVault Do?

DataVault collects, stores, and makes available the raw data that flows through Tenjin's attribution and analytics infrastructure. This includes data from ad networks, SDK events, in-app purchases, and user-level attribution records.

Specifically, DataVault:

• Aggregates raw data from all connected ad networks and campaigns
• Stores attribution data, in-app event data, and cost data in a structured format
• Makes that data available for direct querying via SQL or export to third-party BI tools
• Keeps historical data accessible so you can run longitudinal analysis across cohorts and time periods
• Normalizes data from multiple sources into a consistent schema so you are not reconciling different formats manually

The result is a single, reliable source of raw marketing data that your team can query, export, and analyze however your workflow requires.

Who Is DataVault For?

DataVault is built for teams that have outgrown dashboard-only reporting and need direct access to their underlying data. This typically includes:

Data Analysts and BI Teams

Teams who want to query raw data directly using SQL, build custom dashboards in tools like Looker, Tableau, or BigQuery, or run statistical models that require event-level granularity.

UA Managers and Performance Marketers

Marketers who need to go beyond top-line ROAS and CPI figures to understand cohort-level LTV, churn patterns, and campaign quality at a level that aggregated reports cannot provide.

Product and Finance Teams

Teams that need reliable, structured data to support revenue forecasting, budgeting, and product decisions based on real user behavior rather than summarized metrics.

Growing Studios Without Dedicated Data Infrastructure

DataVault removes the need to build and maintain your own data pipeline from scratch. Tenjin handles the collection, normalization, and storage so your team can focus on analysis rather than infrastructure.

What Data Does DataVault Include?

DataVault gives you access to the full range of data that flows through Tenjin's MMP infrastructure. This includes:

All of this data is stored historically, which means you can run analysis across time periods and compare how cohorts from different campaigns have performed over weeks, months, or years.

Why Raw Data Access Matters

Summarized dashboard metrics are useful for day-to-day monitoring. But they have limits. When you need to answer more specific questions, aggregated data often obscures the details that matter most.

For example:

• A dashboard might show you overall Day 30 retention. DataVault lets you calculate Day 30 retention separately for every acquisition cohort, campaign, and creative to understand which sources are driving users who actually stick.
• A dashboard might show you total revenue. DataVault lets you build a revenue model that accounts for churn curves, session frequency, and LTV progression at the user level.
• A dashboard might show you ROAS at the campaign level. DataVault lets you model ROAS over time, factoring in how revenue from a given cohort evolves beyond the attribution window.

Raw data access is what makes the difference between reporting on what happened and actually understanding why it happened.

DataVault and Mobile Attribution

As an MMP, Tenjin sits at the center of your mobile marketing data. Every install, in-app event, and revenue signal that passes through Tenjin's attribution infrastructure is available in DataVault in its raw form.

This means your DataVault data is not just a collection of marketing metrics. It is a fully attributed dataset where every event is connected back to the campaign, network, creative, and country that drove it. That attribution layer is what makes DataVault genuinely useful for performance analysis rather than just data storage.

For teams running churn rate analysis, cohort LTV modeling, or pLTV forecasting, having attributed raw data in one place removes the need to manually join data from multiple sources, which is typically where errors and gaps occur.

DataVault vs. Standard Dashboard Reporting

Both are useful. The dashboard gives you fast, visual access to performance metrics. DataVault gives you the depth to go further when the dashboard view is not enough.

How DataVault Works with Tenjin

DataVault is available as part of Tenjin's platform and connects directly to your existing Tenjin setup. There is no separate data pipeline to build. Once enabled, your raw data is continuously written to DataVault as events flow through Tenjin's attribution infrastructure. Since DataVault allows users to get access to raw data, it can also help them connect and compare Tenjin data to data from other sources such as Firebase, GameAnalytics or Mediation data etc. You can either join the data yourself or use services like Growth Fullstack to have it done for you.

You can access DataVault data by:

• Connecting your preferred BI tool directly to your DataVault instance
• Running SQL queries against your raw data tables
• Exporting datasets for use in external modeling or reporting tools

DataVault pricing scales with your data volume, which means it grows with your operation rather than front-loading costs before you have the scale to justify them. 

Related Terms

• Granular / Raw Data
• Attribution
• Mobile Measurement Partner (MMP)
• Cohort Analysis
• Lifetime Value (LTV)
• Churn Rate
• Return On Ad Spend (ROAS)

Frequently Asked Questions

What is DataVault?

DataVault is Tenjin's marketing data warehouse product. It gives mobile marketers and data teams direct access to raw, event-level campaign data including attribution records, cost data, in-app events, and revenue, all in a structured and queryable format.

What does DataVault do?

DataVault collects and stores the raw data that flows through Tenjin's MMP infrastructure, normalizes it into a consistent schema, and makes it available for SQL querying or export to third-party BI tools. It gives you access to the underlying data behind your dashboard metrics.

Who should use DataVault?

DataVault is most useful for teams that need to go beyond dashboard reporting. This includes data analysts running custom models, UA managers doing cohort-level churn and LTV analysis, and finance or product teams that need reliable raw data for forecasting and decision-making.

How is DataVault different from the Tenjin dashboard?

The Tenjin dashboard surfaces summarized, aggregated metrics for day-to-day monitoring. DataVault gives you access to the raw, event-level data behind those metrics so you can run your own analysis, build custom reports, and integrate with your own BI tools.