What Metrics are included in the Tenjin Dashboard? #
The Tenjin dashboard allows app developers to quickly access common analyses that marketers use to make decisions. The following video explains how we calculate some cohorted and non-cohorted metrics at Tenjin.
(Metric Tooltips) Now you can hover over the metric name at the top of the columns in the dashboard to learn the metric definition and the formula.
(Metric Categories) You can explore metric categories under the Edit Metrics tab to quickly find and organize all available metrics with ease.
Below is a complete list of metrics and common cohorts available in the Tenjin dashboard.
List of metrics #
User-Acquisition Metrics
| report type | abbreviated name | full name | description |
|---|---|---|---|
| UA | IAP Rev | IAP Revenue | Total In App Purchase Amount ($) |
| UA | IAP ARPDAU | IAP Revenue Per Daily Active Users | Average amount of IAP Revenue per DAU ($) |
| UA | In App Purchase LTV | In App Purchase LTV | Average In App Purchase Amount ($) |
| UA | In App Purchase LTV / User | In App Purchase LTV / User | Average In App Purchase LTV per User Amount ($) |
| UA | N-Day IAP LTV | N-Day IAP LTV | Cumulative IAP revenue N days after Install 安装 |
| UA | N-Day IAP LTV / User | N-Day IAP LTV / User | Average N-Day In App Purchase LTV per User Amount ($) |
| UA | N-Day IAP ROAS | N-Day Ad ROAS | Average N-Day ROAS Percentage (%) Amount of cumulative IAP revenue N days after Install 安装 divided by Spend 花费 |
| UA | N-Day IAP ROI 投入产出分析 | N-Day Ad ROI 投入产出分析 | Average N-Day ROI 投入产出分析 Percentage (%) Amount of cumulative profit (IAP revenue N days after Install 安装 – Spend 花费) divided by Spend 花费 |
| UA | Lifetime IAP ROI 投入产出分析 | Lifetime IAP ROI 投入产出分析 | Average In App Purchase ROI 投入产出分析 Percentage (%) |
| UA | IAP Profit Margin | IAP Profit Margin | IAP Revenue – Spend 花费 |
| UA | Ad Revenue (Ad Network) | Ad Revenue (Ad Network) | Total Ad Revenue Amount estimated by Tenjin ($) |
| UA | Ad Revenue (Ad Mediation) | Ad Revenue (Ad Mediation) | Total Ad Mediation Value ($) |
| UA | Ad ARPDAU (Ad Network) | Ad Revenue Per Daily Active Users (Ad Network) | Average amount of Ad Revenue per DAU ($) |
| UA | Ad ARPDAU (Ad Mediation) | Ad Revenue Per Daily Active Users (Ad Mediation) | Average amount of Ad Mediation Revenue per DAU ($) |
| UA | Ad Revenue LTV (Ad Network) | Ad Revenue LTV (Ad Network) | Total Ad Revenue LTV Amount estimated by Tenjin ($) |
| UA | Ad Revenue LTV / User (Ad Network) | Ad Revenue LTV / User (Ad Network) | Total Ad Revenue estimated by Tenjin per User Amount ($) |
| UA | Ad Revenue LTV / User (Ad Mediation) | Ad Mediation LTV / User (Ad Mediation) | N-Day Ad Mediation LTV per user ($) |
| UA | N-Day Ad LTV (Ad Network) | N-Day Ad Revenue LTV (Ad Network) | Cumulative ad revenue N days after Install 安装 |
| UA | N-Day Ad LTV (Ad Mediation) | N-Day Ad Revenue LTV (Ad Mediation) | Cumulative Ad Mediation revenue N days after Install 安装 ($) |
| UA | N-Day Ad LTV / User (Ad Network) | N-Day Ad Revenue LTV / User (Ad Network) | Average N-Day Ad Revenue LTV estimated by Tenjin per User Amount ($) |
| UA | N-Day Ad ROAS (Ad Network ) | N-Day Ad ROAS (Ad Network) | Average N-Day ROAS Percentage (%) Amount of cumulative ad revenue (Ad Network) N days after Install 安装 divided by Spend 花费 |
| UA | N-Day Ad ROAS (Ad Mediation ) | N-Day Ad ROAS (Ad Mediation) | Average N-Day ROAS Percentage (%) Amount of cumulative ad revenue (Ad Mediation) N days after Install 安装 divided by Spend 花费 |
| UA | N-Day Ad ROI 投入产出分析 (Ad Network) | N-Day Ad ROI 投入产出分析 (Ad Network) | Average N-Day ROI 投入产出分析 Percentage (%) Amount of cumulative profit (ad revenue (Ad Network) N days after Install 安装 – Spend 花费) divided by Spend 花费 |
| UA | N-Day Ad ROI 投入产出分析 (Ad Mediation) | N-Day Ad ROI 投入产出分析 (Ad Mediation) | Average N-Day ROI 投入产出分析 Percentage (%) Amount of cumulative profit (ad revenue (Ad Mediation) N days after Install 安装 – Spend 花费) divided by Spend 花费 |
| UA | Lifetime Ad ROI 投入产出分析 (Ad Network) | Lifetime Ad ROI 投入产出分析 (Ad Network) | Average Ad network revenue ROI 投入产出分析 Percentage (%) |
| UA | Lifetime Ad ROI 投入产出分析 (Ad Mediation) | Lifetime Ad ROI 投入产出分析 (Ad Mediation) | Average Ad mediation revenue ROI 投入产出分析 Percentage (%) |
| UA | Ad Revenue Profit Margin (Ad Mediation) | Ad Revenue Profit Margin (Ad Mediation) | Ad Revenue (Ad Mediation) – Spend 花费 |
| UA | Ad Revenue Profit Margin (Ad Network) | Ad Revenue Profit Margin (Ad Network) | Ad Revenue (Ad Network) – Spend 花费 |
| UA | All Revenue (Ad Network + IAP) | All Revenue (Ad Network + IAP) | All Revenue Amount (IAP + Ad Network) ($) |
| UA | All ARPDAU (Ad Revenue + IAP) | All Revenue per Daily Active Users (Ad Revenue + IAP) | Average amount of All Revenue (IAP + Ad Network) per DAU ($) |
| UA | All ARPDAU (Ad Mediation + IAP) | All Revenue Per Daily Active Users All ARPDAU (Ad Revenue + IAP) | Average amount of All Ad Revenue (Ad Mediation + IAP) per DAU |
| UA | N-Day All LTV (Ad Network + IAP) | N-Day All LTV (Ad Network + IAP) | Cumulative all revenue (IAP + Ad Network) N days after the Install 安装 |
| UA | N-Day All LTV (Ad Mediation + IAP) | N-Day All LTV (Ad Mediation + IAP) | Cumulative all revenue (IAP + Ad Mediation) N days after the Install 安装 |
| UA | N-Day All LTV / User (Ad Network + IAP) | N-Day All LTV / User (Ad Network + IAP) | Cumulative all revenue (IAP + Ad Network) N days after Install 安装 divided by total users on 0-Day |
| UA | N-Day All LTV / User (Ad Mediation + IAP) | N-Day All Ad Mediation LTV / User (Ad Mediation + IAP) | Cumulative all revenue (IAP + Ad Mediation) N days after Install 安装 divided by tracked installs |
| UA | All LTV (Ad Network + IAP) | All LTV (Ad Network + IAP) | All LTV (IAP + Ad Revenue) |
| UA | All LTV (Ad Mediation + IAP) | All LTV (Ad Mediation + IAP) | All LTV (Ad Mediation + IAP) |
| UA | All LTV / User (Ad Network + IAP) | All LTV / User (Ad Network + IAP) | All Revenue (IAP + Ad Network) per User Amount ($) |
| UA | All LTV / User (Ad Network + IAP) | All LTV / User (Ad Network + IAP) | All Revenue (IAP + Ad Network) per User Amount ($) |
| UA | N-Day All ROAS (Ad Network + IAP) | N-Day All ROAS (Ad Network + IAP) | Average N-Day ROAS Percentage (%) Amount of cumulative all revenue (Ad Network + IAP) N days after Install 安装 divided by Spend 花费 |
| UA | N-Day All ROAS (Ad Mediation + IAP) | N-Day All ROAS (Ad Mediation + IAP) | Average N-Day ROAS Percentage (%) Amount of cumulative Ad Mediation revenue + IAP N days after Install 安装 divided by Spend 花费 |
| UA | N-Day All ROI 投入产出分析 (Ad Network + IAP) | N-Day All ROI 投入产出分析 (Ad Network + IAP) | Average N-Day ROI 投入产出分析 Percentage (%) Amount of cumulative total profit (all revenue (Ad Network + IAP) N days after Install 安装 – Spend 花费) divided by Spend 花费 |
| UA | N-Day All ROI 投入产出分析 (Ad Mediation + IAP) | N-Day All Ad Mediation ROI 投入产出分析 (Ad Mediation + IAP) | Average N-Day ROI 投入产出分析 Percentage (%) Amount of cumulative Ad Mediation + IAP Revenue (Total Revenue 总收入 N days after Install 安装 – Spend 花费) divided by Spend 花费 |
| UA | Lifetime All ROI 投入产出分析 (Ad Network + IAP) | Lifetime All ROI 投入产出分析 (Ad Network + IAP) | Average Lifetime ROI 投入产出分析 (Ad Network + IAP) Percentage (%) |
| UA | Lifetime All ROAS (Ad Network + IAP) | Lifetime All ROAS (Ad Network + IAP) | Average Lifetime All ROAS Percentage (%) |
| UA | Lifetime All ROI 投入产出分析 (Ad Mediation + IAP) | Lifetime All ROI 投入产出分析 (Ad Mediation + IAP) | Lifetime All ROI 投入产出分析 (Ad Mediation + IAP) |
| UA | Lifetime All ROAS (Ad Mediation + IAP) | Lifetime All ROAS (Ad Mediation + IAP) | Lifetime All ROAS (Ad Mediation + IAP) |
| UA | (Ad Mediation + IAP), 也就是N日总预测广告变现LTV | (Ad Mediation + IAP), 也就是N日总预测广告变现LTV | Cumulative predicted revenue (IAP + Ad Mediation Revenue) N-Days after Install 安装 (Currently up to 30-Days cohorts supported) |
| UA | N-Day All pROAS (Ad Mediation + IAP) | N-Day All pROAS (Ad Mediation + IAP) | Average N-Day Predicted ROAS Percentage (%) Amount of cumulative All pLTV (Ad Mediation + IAP) N days after Install 安装 divided by Spend 花费 (Currently up to 30-Days cohorts supported) |
| UA | N-Day All pROI (Ad Mediation + IAP) | N-Day All pROI (Ad Mediation + IAP) | Average N-Day Predicted ROI 投入产出分析 Percentage (%) Amount of cumulative (All pLTV (Ad Mediation + IAP) N days after Install 安装 – Spend 花费) divided by Spend 花费 (Currently up to 30-Days cohorts supported) |
| UA | All Profit Margin (Ad Mediation + IAP) | All Profit Margin (Ad Mediation + IAP) | All Revenue (Ad Mediation + IAP) – Spend 花费 |
| UA | All Profit Margin (Ad Network + IAP) | All Profit Margin (Ad Network + IAP) | All Revenue (Ad Network + IAP) – Spend 花费 |
| UA | DAU | Daily Active Users | Number of unique users (advertising_id) per day |
| UA | N-Day Users | N-Day Retained Users | Total number of users retained after N-Day of installing the app |
| UA | Lifetime Ret | Lifetime Retention | Cohorted N-day 留存率 |
| UA | N-Day Ret % | N-Day 留存率 | Average N-Day 留存率 Percentage (%) |
| UA | Total Fraud Events | Total Fraud Events | Sum of blocked clicks and fradulent purchases |
| UA | Blocked Clicks | Blocked Clicks | The number of clicks we blocked based on mean time to Install 安装(MTTI). We currently use 1 second for the MTTI threshold as default. |
| UA | Blocked Device Events | Blocked Device Events | Number of test device events |
| UA | Fradulent Purchases | Fraudulent Purchases | Number of purchases marked as fradulent |
| UA | Blocked Fradulent Rev | Blocked Fraudulent Revenue | Total Blocked Fraudulent Revenue Amount ($) |
| UA | Reported Clicks 报告点击 | Reported Clicks 报告点击 | Number of times the ad was clicked reported by 广告网络 |
| UA | Clicks Diff | Clicks Difference | Total Clicks Difference. Formula : Reported Clicks – Tracked Clicks |
| UA | Clicks Difference Percent | Clicks Difference Percent | Average Clicks Difference Percentage (%) Formula : 100 – 100 * Tracked Clicks / Reported Clicks |
| UA | Lifetime Cost / User | Lifetime Cost per Retained User | Cohorted 每 N 天留存用户的成本 |
| UA | CPC | Cost-Per-Click (CPC) | Average CPC Amount ($) Spend 花费/reported clicks |
| UA | CPI | Cost-Per-Install 安装 (CPI) | Average CPI Amount ($) Spend 花费/Reported installs 报告安装 |
| UA | CPM | Cost-Per-1000-Impressions (CPM) | Average CPM Amount ($) 1000 * Spend 花费/reported impressions |
| UA | CPR | Completion Rate (CPR) | Average CPR Percentage (%) 100 * Reported installs 报告安装 / reported impressions |
| UA | CTR | Click-Through-Rate (CTR) | Average CTR Percentage (%) 100* reported clicks / reported impressions |
| UA | CVR | Conversion 转化 Rate (CVR) | Average CVR Percentage (%) 100 * Reported installs 报告安装 / reported clicks |
| UA | Impressions | Reported Impressions 报告展示 | Number of times your ad was displayed |
| UA | Reported installs 报告安装 | Reported installs 报告安装 | Number of installs reported by 广告网络 |
| UA | Installs Diff | Installs Difference | Total Installs Difference. Reported installs 报告安装 – Tracked Installs |
| UA | Installs Difference Percent | Installs Difference Percent | Average Installs Difference Percentage (%). 100 – 100 * Tracked Installs / Reported installs 报告安装 |
| UA | Impressions (Ad Mediation) | Total impressions in the given time period | Total impressions in the given time period |
| UA | IMPDAU (Ad Mediation) | Average impressions per user in the given time period | Total Impressions divided by Total Daily Active Users |
| UA | Lifetime Active Days / User | Lifetime Active Days per User 单用户活跃天数 | Average number of active days for a user |
| UA | Sessions | Sessions | Average Sessions |
| UA | Lifetime Sess / User | Lifetime Sessions Per User | Average Sessions per User |
| UA | Spend 花费 | Spend 花费 | Amount spent to acquire users (in USD) |
| UA | tCPI | Cost-Per-追踪安装 (tCPI) | Average tCPI Amount ($) Spend 花费 / tracked installs |
| UA | Tracked Clicks | Tracked Clicks | Number of times your ad was clicked (Tenjin tracked) |
| UA | Tracked CVR | Tracked Conversion 转化 Rate (CVR) | Average CVR Percentage (%) 100 * tracked installs / tracked clicks |
| UA | Tracked Impressions | Tracked Impressions | Number of impressions tracked by Tenjin |
| UA | 跟踪激活 | 跟踪激活 | Number of Installs tracked by Tenjin |
| UA | Tracked Reinstalls | Tracked Reinstalls | Number of Reinstalls tracked by Tenjin |
| UA | CP N-Day User | 每 N 天留存用户的成本 | Cost per users that comes back N days after Install 安装 (installs here are reported by the ad network). Formula – Spend 花费 * (users_0d/Reported installs 报告安装) / users_Nd |
| UA | N-Day Sess | N-Day Sessions | Number of times an app was opened after post Install 安装 on the day of Install 安装 (N day) |
| UA | CP K N-Day Sessions | Cost per 1000 N-Day Sessions | Average Cost per 1000 N-Day Sessions Amount ($) |
| UA | Purchasers | Unique Purchasers | Number of the unique purchasers |
| UA | Transactions | Purchase Transactions | Number of the total purchase counts |
| UA | N-Day Cost / Purchase | N-Day Cost Per Purchase Transactions | Cost divided by cumulative total purchase counts N days after the Install 安装 |
| UA | N-Day Cost / Purchaser | N-Day Cost Per Returning Purchaser | Cost divided by returning purchase user N days after the Install 安装 |
| UA | N-Day Cumul Revenue | N-Day Cumulative Purchase Revenue | Cumulative purchase revenue N days after the Install 安装 |
| UA | N-Day Revenue / User | N-Day Cumulative Purchase Revenue per Acquired User | Cumulative purchase revenue N days after the Install 安装, divided by the number of acquired users |
| UA | N-Day Cumul Txns | N-Day Cumulative Purchase Transactions | Cumulative purchase counts N days after the Install 安装 |
| UA | N-Day Txns per User | N-Day Cumulative Purchase Transactions per Acquired User | Cumulative purchase counts N days after the Install 安装, divided by the number of acquired users |
| UA | N-Day Participation | N-Day Purchaser Participation | Percent of unique purchasers N days after the Install 安装 out of the number of acquired users |
| UA | N-Day Purchasers | N-Day Unique Purchasers | Cumulative unique purchasers N days after the Install 安装 |
| UA | Average | Average Purchase Value per Transaction | Total purchase revenue, divided by total purchase counts |
| UA | Revenue 收入 | Purchase Revenue | Total purchase revenue |
广告变现Ad Monetization 衡量标准
| report type | abbreviated name | full name | description |
|---|---|---|---|
| AM | Reported Ad Revenue 报告广告收入 | Reported Ad Revenue 报告广告收入 | Total Ad Revenue reported by Ad Network ($) |
| AM | eCPC | Effective Cost per Click (eCPC) | Ad Revenue per Click ($) |
| AM | 什么是移动营销里的eCPM，以及如何计算？ | Effective 什么是CPM千次展示成本 ？如何计算？ (什么是移动营销里的eCPM，以及如何计算？) | Ad Revenue per 1000 Impressions ($) |
| AM | Reported Clicks 报告点击 | Reported Clicks 报告点击 | Total Clicks reported by Ad Network |
| AM | Impressions | Reported Impressions 报告展示 | Total Impressions reported by Ad Network |
SKAdNetwork 衡量标准
| report type | abbreviated name | full name | description |
|---|---|---|---|
| SKAN | Conversions | Conversions | Number of Conversion 转化 postbacks forwarded by 广告网络 (includes redownloads and first downloads) |
| SKAN | Conversion 转化 Value Average | Conversion 转化 Value Average | Average of Conversion 转化 Values forwarded by 广告网络 (includes redownloads and first downloads) |
| SKAN | Conversion 转化 Value Total | Conversion 转化 Value Total | Sum of Conversion 转化 Values forwarded by 广告网络 (includes redownloads and first downloads) |
| SKAN | Ad Network SKAN Installs | Ad Network SKAN Installs | Number of Conversion 转化 postbacks received for first downloads forwarded by 广告网络 |
| SKAN | First Download CV Avg | First Download Conversion 转化 Value Average | Average Conversion 转化 Value for first downloads forwarded by 广告网络 |
| SKAN | First Download CV Total | First Download Conversion 转化 Value Total | Sum of Conversion 转化 Values for first downloads forwarded by 广告网络 |
| SKAN | Redownloads | Redownloads | Number of Conversion 转化 postbacks received for redownloads forwarded by 广告网络 |
| SKAN | Redownload CV Avg | Redownload Conversion 转化 Value Average | Average Conversion 转化 Value for redownloads forwarded by 广告网络 |
| SKAN | Redownload CV Total | Redownload Conversion 转化 Value Total | Sum of Conversion 转化 Values for redownloads forwarded by 广告网络 (includes redownloads and first downloads) |
| SKAN | Assists | Assists | Ad network forwarded ad impressions that were shown to a user that ultimately downloaded the app, but were not awarded with an 归因. Introduced in SKAdNetwork 3.0, this corresponds to postbacks with did-win=false. |
| SKAN | Redownload Assists | Redownload Assists | Number of Assist postbacks received for redownloads forwarded by 广告网络 |
| SKAN | First Download Assists | First Download Assists | Number of Assist postbacks received for first downloads forwarded by 广告网络 |
| SKAN | Apple Conversions | Apple Conversions | Number of Conversion 转化 postbacks forwarded by Apple (includes redownloads and first downloads) |
| SKAN | Apple Conversion 转化 Value Average | Apple Conversion 转化 Value Average | Average of Conversion 转化 Values forwarded by Apple (includes redownloads and first downloads) |
| SKAN | Apple Conversion 转化 Value Total | Apple Conversion 转化 Value Total | Sum of Conversion 转化 Values forwarded by Apple |
| SKAN | Apple SKAN Installs | Apple SKAN Installs | Number of Conversion 转化 postbacks received for first downloads forwarded by Apple |
| SKAN | Apple First Download CV Avg | Apple First Download CV Avg | Average Conversion 转化 Value for first downloads forwarded by Apple |
| SKAN | Apple First Download CV Total | Apple First Download CV Total | Sum of Conversion 转化 Values for first downloads forwarded by Apple |
| SKAN | Apple Redownloads | Apple Redownloads | Number of Conversion 转化 postbacks received for redownloads forwarded by Apple |
| SKAN | Apple Redownload CV Avg | Apple Redownload CV Avg | Average Conversion 转化 Value for redownloads forwarded by Apple |
| SKAN | Apple Redownload CV Total | Apple Redownload Conversion 转化 Value Total | Sum of Conversion 转化 Values for redownloads forwarded by Apple |
| SKAN | Apple Assists | Apple Assists | Apple forwarded ad impressions that were shown to a user that ultimately downloaded the app, but were not awarded with an 归因. Introduced in SKAdNetwork 3.0, this corresponds to postbacks with did-win=false. |
| SKAN | Apple Redownload Assists | Apple Redownload Assists | Number of Assist postbacks received for redownloads forwarded by Apple |
| SKAN | Apple First Download Assists | Apple First Download Assists | Number of Assist postbacks received for first downloads forwarded by Apple |
- report type:
- UA: User Acquistion
- AM: 广告变现Ad Monetization
- SKAN: SKAdNetwork
All N-Day metrics are cohorted metrics and grouped by Acquisition Date. All other non-cohorted metrics are grouped by calendar date. Details below.
Common cohorts in the Tenjin dashboard #
Since a set of users can be defined as a cohort, Tenjin’s dashboard looks at the most common cohorts to analyze marketing data.
Here are the following common cohorts that marketers usually want to understand:
- Acquisition date – segmenting and grouping users by acquisition date is one of the most important things app marketers do. It allows marketers to calculate metrics like x-Day retention and x-Day LTV.
- User dimensions – segmenting and grouping users by channel, campaign, country, and creative allows marketers to see metrics on different dimensions. Analyzing users by these dimensions reveals insights about which users want your app and which ones don’t.
For all custom cohort analyses and optimizations, DataVault 数据仓库 is a powerful tool that can provide these insights. DataVault 数据仓库 marketers build custom cohorts based on various dimensions and metrics that are only accessible with raw data. As an example, downloading advertising_id level data allows marketers to build lookalike audiences for continuous campaign optimization.
