Analytics overview

  • Updated

You can track key metrics for analyzing your campaign performance in the Analytics dashboard. In this article, you can find the different types of metrics you can see on the dashboard. 

 

About the Analytics dashboard

The Analytics dashboard gives you a number of different analyses you can run and a set of filters you can apply to define the goal and scope of your campaign analyses. This lets you derive detailed insights by creative, inventory, and ad exchange. You can also run cohort analyses to get the ROAS of your campaigns as well as get a sense of user acquisition and retention trends.

 

Export data from the Analytics dashboard

  1. Select your ad account from the drop-down menu on the top left of your screen.

  2. Click Analytics from the left hand side of your screen. This takes you to the Analytics dashboard.

  3. For Predefined analytics, select the analysis type of your choice from the dropdown menu. 

  4. Click Add filter to specify which data and conditions to apply to the analysis. When you are finished, click Apply. Data is displayed under the Overall and Daily sections. 
  5. You can drag and drop any of the column items to change the order they are displayed in.
  6. Click the name of each column to sort the data by ascending or descending order. 
  7. Click CSV in the upper right corner to download the data displayed. Each download can include up to 10K rows of data from at most 90 days. 

Important:  When you make changes to the date range, the data displayed on the dashboard is pulled from the updated date range. Keep in mind that the longer the date range specified, the longer it takes to update the data displayed on the dashboard.

To view and export data from a specific date range, you must apply at lease one of the following data filters and specify a date range to pull data from. 

Item Description
Filter

You can specify conditions to filter data to display on the dashboard. For example, you can filter data to display metrics from only those campaigns spending over $100 per day. 

  • is/is not: Indicates values to include in or exclude from the data to display. Screenshot
  • contains/does not contain: Indicates values to include in or exclude from the data to display for Cohort Analysis. Screenshot
  • Arithmetic operator (>,<,=,>=,=<): Specifies the range of values of include in the data to display. Screenshot
Date range

You can specify a date range to pull data from. Available selections are specific dates as well as past n days from the date you are querying data. Date range can include at most 90 days.___________2022-03-24______2.24.05.png

 

Analysis types

SKAdNetwork analysis

Important: SKAdNetwork data is only included in SKAdNetwork analysis and isn't available in other types of analyses.

You can run SKAdNetwork analyses to derive insights from SKAdNetwork data such as campaign, attribution type, and conversion values

Item Description
Date range
  • Overall: This table displays all metrics for all campaigns during the specified period of time. Results are displayed in descending order by spend amount. 
  • Daily: This table displays a daily breakdown of all metrics for each campaign. Results are displayed in descending order by date and spend amount.
Levels You can display data by the following level(s).
Item Description
App This is the name and ID of the advertised app.
Campaign This is the name and ID of the campaign.
Country This is the three digit country code. See this list for all available country codes.
Metrics

You can select any of the following metrics to view. Use Show null data to include or exclude entire columns with only null values. 

Item Description
Date This is the date metrics were recorded. Timezone is the same as ad account timezone. When Daily is the date range, this metric is included by default and can't be removed.
Spend This is the total amount of ad spend.
Click This is the total number of clicks.
Impression This is the total number of impressions.
Install (MMP) This indicates all installs attributed via MMP.
Install (SKAN) This indicates all SKAdNetwork-attributed installs.
Action (MMP)

This is the sum of all MMP-attributed events selected for the campaign goal. For campaigns optimized for in-app events, this is the sum of all MMP-attributed target events for the in-app event optimization goal. For campaigns optimized for ROAS, this is how many MMP-attributed purchases were made. 

Action (SKAN)

This is the sum of all SKAdNetwork-attributed events selected for the campaign goal. For campaigns optimized for in-app events, this is the sum of all SKAdNetwork-attributed target events for the in-app event optimization goal. For campaigns optimized for ROAS, this is how many SKAdNetwork-attributed purchases were made. 

CTR This is the percentage of impressions that led to a click.
IPM (MMP)

This is the aggregate number of MMP-attributed installs per thousand ad impressions. It is similar to the i2i (i.e., impressions to installs) ratio. A larger number indicates better performance.

IPM (SKAN)

This is the aggregate number of SKAdNetwork-attributed installs per thousand ad impressions. It is similar to the i2i (impressions to installs) ratio. A larger number indicates better performance.

CPC This is the cost per click.
CPI (MMP)

This is the MMP-attributed cost per install.

CPI (SKAN)

This is the SKAdNetwork-attributed cost per install.

CPA (MMP)

This is the MMP-attributed cost per event selected for in-app event optimization goal.

CPA (SKAN)

This is the SKAdNetwork-attributed cost per event selected for in-app event optimization goal.

Revenue (SKAN)

This is the aggregate SKAdNetwork-attributed revenue calculated based on the average revenue of each conversion value registered on Moloco Ads. 

Revenue D1-D2

These are revenue metrics from the first SKAdNetwork postback data.

Revenue D3-D7

These are revenue metrics from the second SKAdNetwork postback data.

Revenue D8-D35

These are revenue metrics from the third SKAdNetwork postback data.

Total event count

This is the aggregate sum of all events recorded in all SKAdNetwork postback data.

Event count D1-D2

This is the number of events recorded in the first SKAdNetwork postback data.

Event count D3-D7

This is the number of events recorded in the second SKAdNetwork postback data.

Event count D8-D35

This is the number of events recorded in the third SKAdNetwork postback data.

Coarse conversion value - high

This is the number of SKAdNetwork postbacks with a "high" coarse-grained conversion value.

Coarse conversion value - medium

This is the number of SKAdNetwork postbacks with a "medium" coarse-grained conversion value.

Coarse conversion value - low

This is the number of SKAdNetwork postbacks with a "low" coarse-grained conversion value. 

Conversion Value Ratio This is the percentage of all postbacks received that include a conversion value.
Conversion Value:None This is the number of SKAdNetwork postbacks that don't include a conversion value.
Conversion Value:0-63 This is the number of SKAdNetwork postbacks for each conversion value.

 

Creative analysis

You can run creative analyses to derive insights from performance by campaign, creative group, and creative. Clicking the wheel icon lets you update the date range, levels, metrics to display, and filters to apply to the data.

Item Description
Date range
  • Overall: This option displays all metrics for all campaigns during the specified period of time. Results are displayed in descending order by spend amount. 
  • Daily: This option displays a daily breakdown of all metrics for each campaign. Results are displayed in descending order by date and spend amount.
Levels

You can display data by the following level(s).

Item Description
Campaign This is the name and ID of the campaign.
Campaign Type

This is the campaign type. Available campaign types are the following.

  • App Installs
  • Re-engagement
Country This is the three digit country code. See this list for all available country codes.
LAT Target Indicates whether the campaign is targeting devices with LAT enabled. On indicates that the campaign is targeting LAT-enabled devices. Off indicates that the campaign is targeting devices where LAT isn't enabled.
OS

This is the OS type. Available OS types are the following.

  • Android
  • iOS
Creative Group This is the name and ID of the creative group.
Creative This is the name of the creative.
Creative Type

This is the creative type. Available creative types are the following.

  • IMAGE: Image banner
  • NATIVE_IMAGE: Native image
  • NATIVE_VIDEO: Native video
  • VIDEO: Video
Inventory Traffic

Indicates either mobile app traffic or mobile web traffic. APP indicates mobile app traffic and WEB indicates mobile web traffic.

Creative Size

This is the creative size. 

e.g.,) 1080x1920

Video Duration

This is the length of a video creative.

e.g.,) 30s

Metrics
Item Description
Date

This is the date metrics were recorded. Timezone is the same as ad account timezone. 

When Daily is the date range, this metric is included by default and can't be removed.

Impression This is the total number of impressions.
Click This is the total number of clicks.
Install This is the total number of installs.
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.  
Conversion This is the number of times the event(s) you have selected as the conversion metric(s) for your campaign was recorded. 
Spend This is the total amount of ad spend.
CTR This is the percentage of impressions that led to a click.
IPM

This is the aggregate number of MMP-attributed installs per thousand ad impressions. It is similar to the i2i (i.e., impressions to installs) ratio. A larger number indicates better performance.

CPC This is the cost per click.
CPI

This is the cost per install.

CPA

This is the cost per action event. 

Cost per Conversion This is the cost per conversion event.
Engaged View This is the total number of engaged views from the date range you have specified.
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 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 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.

Important: On the Analytics dashboard, the campaign and creative group titles and IDs are conjoined, but title and ID appear as separate fields in the CSV file.

 

Inventory analysis

You can run inventory analyses to derive insights about the ad inventories used in your campaigns. Ad inventories are publisher apps where your ads appear. 

Item Description
Date range
  • Overall: This option displays all metrics for all campaigns during the specified period of time. Results are displayed in descending order by spend amount. 
  • Daily: This option displays a daily breakdown of all metrics for each campaign. Results are displayed in descending order by date and spend amount.
Levels

You can display data by the following level(s).

Item Description
Campaign This is the name and ID of the campaign.
Campaign Type

This is the campaign type. Available campaign types are the following.

  • App Installs
  • Re-engagement
Country This is the three digit country code. See this list for all available country codes.
LAT Target Indicates whether the campaign is targeting devices with LAT enabled. On indicates that the campaign is targeting LAT-enabled devices. Off indicates that the campaign is targeting devices where LAT isn't enabled.
OS

This is the OS type. Available OS types are the following.

  • Android
  • iOS
Inventory - App Bundle

This is the ID of the app your ad has appeared on. This is the same as the app's Google Play Store ID and Apple App Store ID. For campaigns with mobile web traffic, the site domain information is also included.

To find out which apps are displaying your ads, append the App Bundle ID to the store URL as in the following.

  •  Google Play Store: https://play.google.com/store/apps/details?id=xxxxxx 
  •  Apple App Store: https://apps.apple.com/app/idxxxxxxx 

Tip: You can create a target to include in or exclude from analysis any any app bundle IDs. To learn how to create targets, see this guide

Inventory - App Title This is the name of the app or publisher that provides the ad inventory. App title is the name for the app that appears in Google Play Store and Apple App Store.
Inventory Traffic

Indicates either mobile app traffic or mobile web traffic. APP indicates mobile app traffic and WEB indicates mobile web traffic.  

Metrics
Item Description
Date

This is the date metrics were recorded. Timezone is the same as ad account timezone. 

When Daily is the date range, this metric is included by default and can't be removed.

Impression This is the total number of impressions.
Click This is the total number of clicks.
Install This is the total number of installs.
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.  
Conversion This is the number of times the event(s) you have selected as the conversion metric(s) for your campaign was recorded.
Spend This is the total amount of ad spend.
CTR This is the percentage of impressions that led to a click.
IPM

This is the aggregate number of MMP-attributed installs per thousand ad impressions. It is similar to the i2i (i.e., impressions to installs) ratio. A larger number indicates better performance.

CPC This is the cost per click.
CPI This is the cost per install.
CPA This is the cost per action event. 
Cost per Conversion This is the cost per conversion event.
D1/D3/D7/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, 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/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, 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/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, 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/D30 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, 7, 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 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.

 

Exchange analysis

You can run exchange analyses to derive insights about ad exchanges your campaigns are relying on. 

Item Description
Date range
  • Overall: This option displays all metrics during the specified period of time for each app bundle and app title. Results are displayed in descending order by spend amount.
  • Daily: This option displays a daily breakdown of all metrics for each app bundle and app title. Results are displayed in descending order by date and spend amount.
Levels

You can display data by the following level(s).

Item Description
Campaign This is the name and ID of the campaign.
Campaign Type

This is the campaign type. Available campaign types are the following.

  • App Installs
  • Re-engagement
Country This is the three digit country code. See this list for all available country codes.
LAT Target Indicates whether the campaign is targeting devices with LAT enabled. On indicates that the campaign is targeting LAT-enabled devices. Off indicates that the campaign is targeting devices where LAT isn't enabled.
OS

This is the OS type. Available OS types are the following.

  • Android
  • iOS
Exchange

This is the ad exchange your campaigns are using. Ad exchanges facilitate ad placement decision processes for buyers and sellers. Ad exchanges around the world have their own rules and restrictions, and you must choose your creative strategies accordingly. See the guidelines specific to the ad exchange you are working with. 

Inventory Traffic

Indicates either mobile app traffic or mobile web traffic. APP indicates mobile app traffic and WEB indicates mobile web traffic.

Metrics
Item Description
Date

This is the date metrics were recorded. Timezone is the same as ad account timezone.

When Daily is the date range, this metric is included by default and can't be removed.

Impression This is the total number of impressions.
Click This is the total number of clicks.
Install This is the total number of installs.
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.  
Conversion This is the number of times the event(s) you have selected as the conversion metric(s) for your campaign was recorded.
Spend This is the total amount of ad spend.
CTR This is the percentage of impressions that led to a click.
IPM

This is the aggregate number of MMP-attributed installs per thousand ad impressions. It is similar to the i2i (i.e., impressions to installs) ratio. A larger number indicates better performance.

CPC This is the cost per click.
CPI This is the cost per install.
CPA This is the cost per action event.
Cost per Conversion This is the cost per conversion event.
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 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 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.

 

Cohort analysis

Cohort analysis lets you track user behavior by grouping users by common characteristics over a specific period of time. For example, if you are running a user acquisition campaign, your cohort can be a group of users who have installed the app during a specific period of time. The cohort analysis for your campaign shows you over time how many of the users who installed the app ended up making a purchase.

 

Cohort ROAS analysis

You can run cohort ROAS analyses for User Acquisition (UA) and Re-engagement (RE) campaigns to get data about the ROAS for each campaign. You can run this analysis only when we are receiving revenue data for your campaigns from MMP postbacks.

Tip: When there are multiple revenue events, select and search only those events that meet your criteria using the data filters.

___________2022-03-24______3.00.33.png

Item

Description
Date range
  • Overall: Calculates the overall ROAS of users acquired or re-engaged during the entire time period selected. 
  • Daily: Calculates the daily ROAS of users acquired or re-engaged during the time period selected.
  • Weekly: Calculates the weekly ROAS of users acquired or re-engaged during the time period selected.
Metrics
Item Description
Date This is the date metrics were recorded. Timezone is the same as ad account timezone.
Week This is the week metrics were recorded, with Monday as the first day of each week. Timezone is the same as ad account timezone.
Campaign This is the name and ID of the campaign.
Country This is the three digit country code. See this list for all available country codes.
LAT Target Indicates whether the campaign is targeting devices with LAT enabled. On indicates that the campaign is targeting LAT-enabled devices. Off indicates that the campaign is targeting devices where LAT isn't enabled.
OS

This is the OS type. Available OS types are the following.

  • Android
  • iOS
Inventory Traffic

Indicates either mobile app traffic or mobile web traffic. APP indicates mobile app traffic and WEB indicates mobile web traffic.

Spend This is the total amount of ad spend.
Install This is the total number of installs, which is also the size of your app install cohort group.
Re-engagement This is the total number of re-engaged clicks, which is also the size of your re-engaged user cohort group.
D1/D3/D7/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, 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/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, 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/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, 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.

D1/D3/D7/D30 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, 7, 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 ROAS amount generated from this user during the period of 12/1/23 to 12/3/23 counts toward the D3 revenue amount, and the ROAS amount generated from this user during the period of 12/1/23 to 12/7/23 counts toward the D7 revenue. 

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

 

Cohort Action analysis

You can run cohort action analyses to get the metrics for actions (i.e., events selected for campaign optimization goal) for each campaign. You can run this analysis only for campaigns optimized for in-app events. 

Item Description
Date range
  • Overall: Calculates the total number of events selected for campaign optimization goal and CPA of users acquired or re-engaged during the entire time period selected.
  • Daily: Calculates the daily number of events selected for campaign optimization goal and CPA of users acquired or re-engaged during the time period selected.
  • Weekly: Calculates the weekly number of events selected for campaign optimization goal and CPA of users acquired or re-engaged during the time period selected.
Metrics
Item Description
Date This is the date metrics were recorded. Timezone is the same as ad account timezone.
Week This is the week metrics were recorded, with Monday as the first day of each week. Timezone is the same as ad account timezone.
Campaign This is the name and ID of the campaign.
LAT Target Indicates whether the campaign is targeting devices with LAT enabled. On indicates that the campaign is targeting LAT-enabled devices. Off indicates that the campaign is targeting devices where LAT isn't enabled.
OS

This is the OS type. Available OS types are the following.

  • Android
  • iOS
Inventory Traffic

Indicates either mobile app traffic or mobile web traffic. APP indicates mobile app traffic and WEB indicates mobile web traffic.

Spend This is the total amount of ad spend.
Install This is the total number of installs, which is also the number of users in your app install cohort group.
Re-engagement This is the total number of re-engaged clicks, which is also the number of users in your re-engaged user cohort group.
D1/D3/D7/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, 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/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, 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.

 

Frequently asked questions

Where can I track ROAS for my campaigns?

There a number of places on Moloco Ads where you can track the return on ad spend (ROAS) on your campaigns. You can go to Analytics and select Cohort ROAS Analysis for your campaign type. For more information, see Analytics overview. Alternatively, you can go to Home > App Home > Campaign Home by selecting an app and then the campaign you would like to track metrics for, and click Highlight setting to specify metrics you would like to track over a specified period of time. For campaigns optimized for ROAS, revenue metrics for cohort analysis are calculated from only those events selected as campaign goals. For all other campaign types, revenue metrics for cohort analysis are calculated from all revenue-tracking events included in MMP postback data. Screenshot

 

How can I see the performance by creative group / publisher level?

Go to the Analytics tab. In the Creative Analysis section, you'll find performance by creative group.

You can also review performance for each inventory in Inventory Analysis. To break down the report using multiple variables, go to the Report tab. Then click Columns and select the fields you want (like creative groups or inventory) from the Levels section.

 

Why can't I see the CPA and Action for campaigns?

We provide CPA and Action metrics only for campaigns having an in-app event optimization goal. 

You can utilize Conversion metrics for campaigns with optimization goals other than in-app events. Conversion can be set by selecting your in-app events from the Additional Settings > Conversion Setting while setting up or editing a campaign. The conversion setting is editable while campaigns are running and the campaign data before the change will be updated with the changed event data as well. Note that it may take up to 24 hours for the changed setting to be reflected in the actual report.

 

How can I transfer Moloco campaign data to our analytics partner / our internal analysis tool?

There are 2 integration methods:
1) Integrate with Moloco report partner: Moloco provides a seamless integration with report partners. Refer to the Report partner integration article to find a detailed integration guide and list of all supported partners.
2) Use Moloco Report API: In addition to our Analytics dashboard, we also offer a Report API that you can use to pull campaign reports for internal analysis. Find more information in the Report API integration article.

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