Metrics in Adapty UA
Adapty User Acquisition provides comprehensive metrics to measure campaign performance and user behavior. These metrics are available as standard values, with some metrics also offered as cohort metrics for time-based analysis of user groups.
| Metric | Description | Cohort |
|---|---|---|
| Spend | The sum of the cost of each customer tap on your ad. | No |
| Impressions | The number of times your ad was displayed within the selected period. | No |
| Clicks | The number of times users clicked on your ad within the reporting period. | No |
| CPI | CPI (Cost per Install) is the amount you pay for each install. Formula: Spend / Installs | No |
| CPC | CPC (Cost per Click) is the amount you pay for each click on your ad. Formula: Spend / Clicks | No |
| CPM | CPM (Cost per Mille) is the amount you pay per one thousand ad impressions. Formula: Spend / (Impressions / 1000) | No |
| ICR | ICR (Install Conversion Rate) is the percentage of ad clicks that resulted in installs. Formula: (Installs / Clicks) × 100% | No |
| IPM | IPM (Installs per Mille) represents the number of installs per one thousand ad impressions. Formula: (Installs / Impressions) × 1000 | No |
| CTR | CTR (Click-Through Rate) is the percentage of impressions that resulted in clicks. Formula: (Clicks / Impressions) × 100% | No |
| Inline link clicks | The number of times users clicked inline links in your ad creatives or app page. | No |
| Cost per inline link click | The average amount you pay per inline link click. Formula: Spend / Inline Link Clicks | No |
| Inline link click CTR | The percentage of impressions that resulted in inline link clicks. Formula: (Inline Link Clicks / Impressions) × 100% | No |
| Installs | The total number of users who installed your app (including re-installs) within the reporting period. | No |
| Revenue | The total amount of money generated from purchases linked to this campaign (before store commission) within the selected timeframe. | Yes |
| ROAS | ROAS (Return on Ad Spend) is the revenue from your ads divided by ad spend, expressed as a percentage. Formula: (Revenue / Spend) × 100% if Spend > 0, otherwise 0% | Yes |
| ARPU | ARPU (Average Revenue per User) is the average revenue per user in the cohort. Formula: Revenue / Users | Yes |
| LTV | LTV (Lifetime Value) is the average revenue attributed to a user over their lifetime. Formula: Revenue / Installs | No |
| Cost per trial | The average amount you pay per trial started. Formula: Spend / Count trial started | No |
| Cost per subscription | The average amount you pay per subscription product purchased. Formula: Spend / Count subscription started | No |
| Count subscription events | The group of metrics for counting subscription-related events over the reporting period. The metrics are: - Count subscription started -Count subscription renewed -Count subscription renewal cancelled -Count subscription renewal reactivated -Count subscription expired -Count subscription deferred -Count subscription refunded | Yes |
| Count trial events | The group of metrics for counting trial-related events over the reporting period. The metrics are: - Count trial started - Count trial converted - Count trial expired - Count trial renewal reactivated | Yes |
| Count billing issue detected | The number of billing problems detected with the reported period. | Yes |
| Count entered grace period | The number of subscriptions that entered a grace period due to billing issues. | Yes |
| Count non-subscription events | The group of metrics for counting non-subscription-related events over the reporting period. The metrics are: - Count non-subscription purchased -Count non-subscription refunded | Yes |
| Subscription events rate | Metrics showing the rate of subscription-related events relative to app installs during the reporting period. The metrics are: - Rate subscription started -Rate subscription renewed -Rate subscription renewal cancelled -Rate subscription renewal reactivated -Rate subscription expired -Rate subscription deferred -Rate subscription refunded | Yes |
| Trial events rate | Metrics showing the rate of trial-related events relative to app installs during the reporting period. The metrics are: - Rate trial started - Rate trial converted - Rate trial expired - Rate trial renewal reactivated | Yes |
| Rate billing issue detected | The rate of billing problems relative to app installs during the reporting period. | Yes |
| Rate entered grace period | The rate of subscriptions that entered a grace period relative to app installs during the reporting period. | Yes |
| Non-subscription events rate | Metrics showing the rate of non-subscription-related events relative to app installs during the reporting period. The metrics are: - Rate non-subscription purchased -Rate non-subscription refunded | Yes |