Where to find key performance metrics in Moloco Ads

  • Updated

The overview pages in Moloco Ads are intended to give you a quick snapshot of how your apps, campaigns, and ad groups are performing. Read on to learn what information you can find in each of the overview pages.

App Home

Choosing an app from the left sidebar menu or the list of available apps under Apps from the startup page takes you to the overview page for the app. The app overview page displays key performance metrics for all campaigns under the app such as ad spend, installs, CPI, and more from the date range you have specified. To update the date range, click the calendar icon and specify the dates.

The Highlights section can display up to 10 different metrics and you can plot up to two metrics for visualization. For iOS apps, you can view and compare MMP and SKAN metrics. To add additional metrics to display, click Add Metric or Highlight setting and choose from the list of available metrics. The Overall option plots the aggregate metric(s) across all of your campaigns under the app against the date range you have specified. The Breakdown option plots the metric(s) by each campaign under the app against the date range you have specified.

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Available metrics

Metric Description
Spend

This is the total amount of ad spend from the date range you have specified.

When available, the ad spend amount from the specified date range is compared against the ad spend amount from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Install

This is the total number of installs from the date range you have specified. For iOS apps, Install (MMP) indicates all MMP-attributed installs and Install (SKAN) indicates all SKAN-attributed installs.

When available, the number of installs from the specified date range is compared against the number of installs from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

CPI

This is the cost per install from the date range you have specified. For iOS apps, CPI (MMP) indicates the MMP-attributed cost per install and CPI (SKAN) indicates the SKAN-attributed cost per install.

When available, the cost per install from the specified date range is compared against the cost per install from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Impression

This is the total number of impressions from the date range you have specified. 

When available, the number of impressions from the specified date range is compared against the number of impressions from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Click

This is the total number of clicks from the date range you have specified.

When available, the number of clicks from the specified date range is compared against the number of clicks from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

CTR

This is the percentage of impressions that led to a click from the date range you have specified. 

When available, the CTR from the specified date range is compared against the CTR from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

IPM

This is the aggregate number of installs per thousand ad impressions from the date range you have specified. It is similar to the i2i (i.e., impressions to installs) ratio, with a larger number indicating better performance. For iOS apps, IPM (MMP) indicates the aggregate number of MMP-attributed installs per thousand ad impressions and IPM (SKAN) indicates the aggregate number of SKAN-attributed installs per thousand ad impressions.

When available, the IPM from the specified date range is compared against the IPM from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

CPC

This is the cost per click from the date range you have specified. 

When available, the cost per click from the specified date range is compared against the cost per click from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Revenue

This is the aggregate ad revenue amount from the date range you have specified. For iOS apps, Revenue (MMP) indicates the aggregated MMP-attributed revenue amount and Revenue (SKAN) indicates the aggregate SKAdNetwork-attributed revenue calculated based on the average revenue of each conversion value registered on Moloco Ads. 

When available, the revenue amount from the specified date range is compared against the revenue amount from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

 

Campaign Home

Clicking one of the campaigns from the list of available campaigns under Campaigns from App Home takes you to the overview page for the campaign. In addition to key campaign performance metrics such as ad spend, installs, impressions, and clicks, the campaign overview page also displays cohort metrics such as D1/D3/D7 revenue and ROAS from the date range you have specified. To update the date range, click the calendar icon and specify the dates.  

The Highlights section can display up to 10 different metrics and you can plot up to two metrics for visualization. For iOS campaigns, you can view and compare MMP and SKAN metrics. To add additional metrics to display, click Add Metric or Highlight setting and choose from the list of available metrics. The Overall option plots the aggregate metric(s) across all of your ad groups under the campaign against the date range you have specified. The Breakdown option plots the metric(s) by each ad group under the app against the date range you have specified.

Important: For iOS campaigns, data from SKAN traffic isn't available at the ad group level and you will only see aggregate metrics at the campaign level at this time.

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Available metrics

Metric Description
Spend

This is the total amount of ad spend from the date range you have specified.

When available, the ad spend amount from the specified date range is compared against the ad spend amount from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Install

This is the total number of installs from the date range you have specified. For iOS apps, Install (MMP) indicates all MMP-attributed installs and Install (SKAN) indicates all SKAN-attributed installs.

When available, the number of installs from the specified date range is compared against the number of installs from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

CPI

This is the cost per install from the date range you have specified. For iOS apps, CPI (MMP) indicates the MMP-attributed cost per install and CPI (SKAN) indicates the SKAN-attributed cost per install.

When available, the cost per install from the specified date range is compared against the cost per install from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Impression

This is the total number of impressions from the date range you have specified. 

When available, the number of impressions from the specified date range is compared against the number of impressions from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Click

This is the total number of clicks from the date range you have specified.

When available, the number of clicks from the specified date range is compared against the number of clicks from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Engaged View

This is the total number of engaged views from the date range you have specified.

When available, the number of engaged views from the specified date range is compared against the number of engaged views from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

CTR

This is the percentage of impressions that led to a click from the date range you have specified. 

When available, the CTR from the specified date range is compared against the CTR from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

IPM

This is the aggregate number of installs per thousand ad impressions from the date range you have specified. It is similar to the i2i (i.e., impressions to installs) ratio, with a larger number indicating better performance. For iOS apps, IPM (MMP) indicates the aggregate number of MMP-attributed installs per thousand ad impressions and IPM (SKAN) indicates the aggregate number of SKAN-attributed installs per thousand ad impressions.

When available, the IPM from the specified date range is compared against the IPM from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

CPC

This is the cost per click from the date range you have specified. 

When available, the cost per click from the specified date range is compared against the cost per click from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Conversion

This is the number of times the event(s) you have selected as the conversion metric(s) for the campaign was recorded during the date range you have specified. 

When available, the conversion from the specified date range is compared against the conversion from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Revenue

This is the aggregate ad revenue amount from the date range you have specified. For iOS apps, Revenue (MMP) indicates the aggregated MMP-attributed revenue amount and Revenue (SKAN) indicates the aggregate SKAdNetwork-attributed revenue calculated based on the average revenue of each conversion value registered on Moloco Ads. 

When available, the revenue amount from the specified date range is compared against the revenue amount from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

Cost per Conversion

This is the cost per conversion event, calculated as ad spend divided by number of conversions.

When available, the cost per conversion from the specified date range is compared against the cost per conversion from the immediately preceding date range of the same length and the difference is displayed as a percentage change.

D1/D3/D7 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, or 7 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 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, or 7 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 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, or 7 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 ROAS

This is the 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, or 7 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 ROAS amount generated from this user during the period of 12/1/23 to 12/3/23 counts toward the D3 ROAS amount, and the ROAS amount generated from this user during the period of 12/1/23 to 12/7/23 counts toward the D7 ROAS amount. 

ROAS amount is calculated as revenue divided by ad spend, multiplied by 100. The number displayed is a percentage value.

 

Ad Group Home

Clicking one of the ad groups from the list of available ad groups under Ad Groups from Campaign Home takes you to the overview page for the ad group. The ad group overview page displays creative group performance metrics for all creative groups under the ad group such as impressions, clicks, installs, and more from the date range you have specified as an aggregate sum or by each creative group or creative type. To update the date range, click the calendar icon and specify the dates.

You can use the Add button and the minus icon to add and remove creative groups. To display a subset of data, click Add filter and apply any of the available filters. Clicking Report under Actions takes you to the Report page where you can choose which metrics to view and can see all metrics across all creative groups. To learn more about the Report page, see Report overview

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Available filters

Filter Description
Title You can filter data by specific keywords included in the creative group title. 
Spend You can filter data by the range of ad spend amount.
Impression You can filter data by the range of number of impressions.
Click You can filter data by the range of number of clicks.
Install  You can filter data by the range of number of installs.
Action You can filter data by the range of actions. 
CPC You can filter data by the range of cost per click.
CTR You can filter data by the range of CTR (i.e., percentage of impressions that led to a click).

 

Available metrics

Metric  Description
Spend This is the total amount of ad spend from the date range you have specified.
Impression This is the total number of impressions from the date range you have specified. 
Click This is the total number of clicks from the date range you have specified.
Install This is the total number of installs from the date range you have specified.
Action This is the number of times the events selected for the campaign goal happened. For campaigns optimized for in-app events, this is the sum of all target events for the in-app event optimization goal. For campaigns optimized for ROAS, this is how many purchases were made.
CPC This is the cost per click from the date range you have specified. 
CTR This is the percentage of impressions that led to a click from the date range you have specified. 
IPM This is the aggregate number of installs per thousand ad impressions from the date range you have specified. It is similar to the i2i (i.e., impressions to installs) ratio, with a larger number indicating better performance.
CPI This is the cost per install from the date range you have specified.
CPA This is the cost per action event.

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