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Report overview

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You can view and download reports on a variety of metrics to analyze campaign performance. 

 

About the Report dashboard

Moloco Ads lets you view a set of key metrics for campaigns by level of specification (e.g., app, ad group, creative, etc.) to help analyze campaign performance over different periods of time. You can generate and download reports with different combinations of metrics and levels.  

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Item Description
Date range

Specify a date range for pulling up data. You can specify a range of dates or you may choose from the available selections in the left sidebar. Date range can include at most 180 days. Clicking Show comparison shows, when available, data from the specified date range compared against data from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

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Dimension Specify the dimension(s) to list campaigns by. Available options are the following. Clicking +Add split lets you specify additional dimension(s) (e.g., date range, creative group, location, etc.) to group data by.
Metrics

Click the wheel icon and specify the key metrics to include in the report. Available options are the following.

Metric Description
Impression This is the total number of impressions recorded during the specified time period.
Click This is the total number of clicks recorded during the specified time period.
Engaged View This is the total number of Engaged Views recorded during the specified time period.
Engaged Click This is the total number of Engaged Clicks recorded during the specified time period.
Install This is the total number of installs recorded during the specified time period.
Action This is the total number of actions recorded during the specified time period. An action is an event that has been selected as the goal for a campaign optimized for in-app event. 
Conversion This is the number of times the event(s) you have selected as the conversion metric(s) for your campaign was recorded during the specified time period.
Spend This is the total amount of ad spend (i.e., cost) during the specified time period.
CTR This is the percentage of clicks to impressions, calculated as number of clicks/number of impressions*100, recorded during the specified time period.
IPM Similar to i2i (i.e., Impression to Install), this is the number of times the advertised app has been installed per 1,000 ad impressions during the specified time period. A larger number indicates better performance.
CPC This is the cost per click, calculated as amount of ad spend/number of clicks, during the specified time period.
CPI  This is the cost per install, calculated as amount of ad spend/number of installs, during the specified time period. 
CPA This is the cost per action, calculated as amount of ad spend/number actions, during the specified time period. An action is an event that has been selected as the goal for a campaign optimized for in-app event. 
Cost per Conversion This is the cost per conversion event, calculated as amount of ad spend/number of conversions.
VTR This is the percentage of users who watched a video ad from beginning to end, calculated as the number of completed views divided by the number of impressions.
CPCV This is the cost per completed view.
1Q (25%) View  This is the number of impressions from users who viewed 25% of a video ad.
2Q (50%) View This is the number of impressions from users who viewed 50% of a video ad.
3Q (75%) View This is the number of impressions from users who viewed 75% of a video ad.
Completed View This is the number of impressions from users who viewed an entire video ad from beginning to end.
D1/D3/D7/D14/D30 Purchase

This is the total number of times a purchase was made by users who engaged with your Moloco-run campaign during the date range you have specified, accumulated over 1, 3, 7, 14, or 30 consecutive days starting from their date of first engagement. 

Let's say a user first engaged with your Moloco-run campaign on 12/1/23 and this falls within the date range of 12/1/23 to 12/4/23 that you have specified. The number of purchases made by this user during the period of 12/1/23 to 12/3/23 counts toward the D3 purchase count, and the number of purchases made by this user during the period of 12/1/23 to 12/7/23 counts toward the D7 purchase count.  
D1/D3/D7/D14/D30 Purchaser

This is the total number of users who engaged with your Moloco-run campaign during the date range you have specified and eventually made a purchase, accumulated over 1, 3, 7, 14, or 30 consecutive days starting from their date of first engagement.

Let's say a user first engaged with your Moloco-run campaign on 12/1/23 and this falls within the date range of 12/1/23 to 12/4/23 that you have specified. Any purchase made by this user during the period of 12/1/23 to 12/3/23 qualifies the user to count toward the D3 purchasing user count, and any purchase made by this user during the period of 12/1/23 to 12/7/23 qualifies the user to count toward the D7 purchasing user count. 
D1/D3/D7/D14/D30 Revenue

This is the total revenue generated from users who engaged with your Moloco-run campaign during the date range you have specified, accumulated over 1, 3, 7, 14, or 30 consecutive days starting from their date of first engagement. 

Let's say a user first engaged with your Moloco-run campaign on 12/1/23 and this falls within the date range of 12/1/23 to 12/4/23 that you have specified. The revenue amount generated from this user during the period of 12/1/23 to 12/3/23 counts toward the D3 revenue amount, and the revenue amount generated from this user during the period of 12/1/23 to 12/7/23 counts toward the D7 revenue amount. 
D1/D3/D7/D14/D30 ROAS

This is the return on ad spend (ROAS) showing how much revenue was generated from the selected revenue goal event used as the campaign optimization target for the ROAS optimized campaign during the date range you have specified, accumulated over 1, 3, 7, 14, or 30 consecutive days starting from date of first user engagement.

Let's say a user first engaged with your Moloco-run campaign on 12/1/23 and this falls within the date range of 12/1/23 to 12/4/23 that you have specified. The ROAS amount for the selected revenue goal event generated from this user during the period of 12/1/23 to 12/3/23 counts toward the total D3 ROAS amount, and the ROAS amount for the selected revenue goal event generated from this user during the period of 12/1/23 to 12/7/23 counts toward the total D7 ROAS amount. 

ROAS amount is calculated as revenue generated from selected revenue goal event divided by ad spend, and multiplied by 100. The number displayed is a percentage value.
D1/D3/D7/D14/D30 Total ROAS

This is the total return on ad spend (ROAS) showing how much revenue was generated from purchase events made by users who engaged with your Moloco-run campaign during the date range you have specified, accumulated over 1, 3, 7, 14, or 30 consecutive days starting from their date of first engagement.

Let's say a user first engaged with your Moloco-run campaign on 12/1/23 and this falls within the date range of 12/1/23 to 12/4/23 that you have specified. The total ROAS amount generated from this user during the period of 12/1/23 to 12/3/23 counts toward the total D3 ROAS amount, and the total ROAS amount generated from this user during the period of 12/1/23 to 12/7/23 counts toward the total D7 ROAS amount. 

Total ROAS amount is calculated as total revenue divided by ad spend, multiplied by 100. The number displayed is a percentage value.
D1/D3/D7/D14/D30 Action

This is the total number of times that users who engaged with your Moloco-run campaign during the date range you have specified performed actions you have specified as the campaign goal, accumulated over 1, 3, 7, 14, or 30 consecutive days starting from their date of first engagement. For campaigns optimized for in-app events, action refers to the target event for the in-app event optimization goal. For campaigns optimized for ROAS, action refers to the purchase event.

Let's say a user first engaged with your Moloco-run campaign on 12/1/23 and this falls within the date range of 12/1/23 to 12/4/23 that you have specified. The number of actions performed by this user during the period of 12/1/23 to 12/3/23 counts toward the D3 action count, and the number of actions performed by this user during the period of 12/1/23 to 12/7/23 counts toward the D7 action count.
D1/D3/D7/D14/D30 CPA

This is the cost per action event from users who engaged with your Moloco-run campaign during the date range you have specified, accumulated over 1, 3, 7, 14, or 30 consecutive days starting from their date of first engagement.

Let's say a user first engaged with your Moloco-run campaign on 12/1/23 and this falls within the date range of 12/1/23 to 12/4/23 that you have specified. CPA from this user during the period of 12/1/23 to 12/3/23 counts toward the D3 CPA, and CPA from this user during the period of 12/1/23 to 12/7/23 counts toward the D7 CPA.
D1/D3/D7/D14/D30 Retention

This is the percentage of users who engaged with your Moloco-run campaign during the date range you have specified that have performed non-install conversion actions 1, 3, 7, 14, or 30 days following initial install.

For example, D7 retention for August 14th is the percentage of non-install conversion actions on August 21st from the installs that took place August 14th.

 

Filter

Item Description
Add filter

You can apply filters to the data using +Add filter to view a subset of data. Available filters include but aren't limited to the available dimensions, metrics, and events.

Tip: Use the advanced search settings to see the results of applying specific conditions such as campaigns with over 10 daily installs or campaigns that spend over $100 per day.

 

View or download campaign data 

  1. Select the ad account you would like to view campaign data for.
  2. Click Report from the left sidebar. This takes you to the page where you can specify data to view. 
  3. Select the timezone and date range. Then, click the dimensions and metrics to view.  
  4. If you like, you can apply filters to view a subset of data using + Add filter.   
  5. You can drag and drop any of the columns displayed to change the order of presentation. For each column, you can click one of the arrows to sort data by ascending or descending order. 
  6. To download the data displayed, click Download and select your desired options from the available options. 

Important: The data displayed is updated in real time every time you make changes to the configurations. Time to display varies depending on the size of data to display as well as any filters you have applied. 

 

Receive data reports by email

  1. Click Schedule. This opens a page where you can configure settings for generating your data reports. 
  2. Under Selected columns and filters, be sure to check for all the metrics and filters you would like to include in the report. Screenshot 2025-02-27 at 11.41.29 PM.png

  3. Fill out all the required fields.

    Field Description
    Time span of reports Specify the date range to pull data from. Choose from the available options.
    Frequency of reports Specify how often you would like to receive data reports by email. Choose from the available options.
    Time of report delivery Specify the time of day to receive data reports by email.
    Email recipients Enter one or more email addresses where you would like to receive data reports. Click Select to add existing email addresses.
  4. Click Set schedule to save changes. The configurations you have saved should appear the next time you click Schedule. Screenshot 2025-02-27 at 11.52.01 PM.png

 

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