Analytics overview (English)

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We're preparing a Japanese version of this article. It's currently available only in English.

 

In this article, you'll learn the types and definitions of reports and metrics provided by our predefined Analytics Dashboard to analyze campaign results.

 

What's Analytics Dashboard?

The Analytics Dashboard provides detailed analysis results for each creative, inventory, and ad exchange, in a predefined form. In addition, you can check ROAS and the actions of users who've been acquired during a specific period in the cohort analysis menu.

 

Go to Analytics Dashboard and export data

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

  2. Click Analytics tab.

  3. Select the topics you want to analyze from the Predefined Analysis on the left sidebar menu

  4. By clicking Add filter on an analysis report, you can exclude or include the data with certain conditions.
  5. Drag and drop the displayed columns to change the order of the displayed data.
  6. Click the name of each column to sort the data by ascending or descending order. 
  7. Click the   CSV button in the upper right corner to download the data displayed.

Note: Whenever the duration (date range) of the data are changed, the data will be updated to meet the new time frame under the conditions set. The longer the date range (lookup period), the more time it will take to refresh the data.

Important: The displayed data that is available to download is limited up to 10K rows and up to 31 days.

 

Options within Analytics Dashboard

Term Description
Filter

You can use the filters to find the specific results you want within the data provided in the Analytics. 

  • Contains/Does not contain: Set the conditions for inclusion or exclusion of certain selected components such as campaigns and ad groups.
  • Arithmetic operator (>,<,=,>=,=<): You can set the arithmetic criteria to show data on the report.
    ___________2022-03-24______1.54.43.png

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

Report Period

Select the time period of the data you want to see. You can select a specific day/week/month or the last 7/14/30 days. You may also select the specific duration based on the start and end date of the campaign. The maximum period of time that can be is set is 31 days.___________2022-03-24______2.24.05.png

Types of analysis reports

SKAdNetwork Analysis

Important: Analysis other than SKAdNetwork Analysis does not display data received from SKAdNetwork.

SKAdNetwork Analysis provides an analysis related to SKAdNetwork such as campaign, attribution type(traffic), and Conversion Values received from SKAdNetwork. The metrics that can be checked in SKAdNetwork analysis are as follows:

Menu Description
Analysis by Period
  • Overall: The result of all metrics combined during a selected time period by campaigns. The results are displayed in descending order by the spending amount.
  • Daily: The result of the metrics broken down on a daily basis by campaigns. The results are displayed in descending order by the most recent date and the spending amount.
Metrics
Term Description
Date We'll use the timezone of the ad account
App The name of the app to promote
App ID The ID of the app to promote
Campaign The name of the campaign, followed by its ID
Country 3-letter country code. Search all country codes
Attribution Type
  • MMP: We determine the traffic is attributable via MMP but SKAdNetwork.
  • MMP, SKAN: We determine the traffic is attributable via both MMP and SKAdNetwork.
  • SKAN (MMP N/A): We determine the traffic is attributable via SKAN, but we’re not sure about MMP attribution since we haven’t received the postbacks.
  • SKAN: We determine the traffic is attributable via SKAN, but probabilistic attribution is disabled on MMP.
  • No Attribution: We determine the traffic is not attributable via SKAN, and probabilistic attribution is disabled on MMP.

Note: We classify Attribution Type at the bidding timing. So conversions from MMP can be delivered later on even for the SKAN or SKAN(MMP N/A) cases.

Spend Your total ad spend
Impression The total number of impressions
Click The total number of clicks
Install(MMP) All installs attributed via MMP
CT Install(MMP) All click-through installs attributed via MMP
Install(SKAN) All installs attributed via SKAdNetworks
Action(MMP)

All actions* attributed via MMP

*Action: target event of in-app event optimization goal or selected event as Action Event for Report.

Action(SKAN)

All actions* attributed via SKAdNetworks

*Action: target event of in-app event optimization goal or selected event as Action Event for Report.

CTR Click-Through Rate, the percentage of impressions that end with a click
IPM(MMP)

Installs per mile. This metric measures the number of installs per thousand ad impressions. It's similar to the i2i (impressions to installs) ratio. The higher this number, the better.

IPM(MMP) uses aggregated installs via MMP.

IPM(SKAN)

Installs per mile. This metric measures the number of installs per thousand ad impressions. It's similar to the i2i (impressions to installs) ratio. The higher this number, the better.

IPM(SKAN) uses aggregated installs via SKAN.

CPC Cost per click
CPI(MMP)

Cost per install attributed via MMP

CPI(SKAN)

Cost per install attributed via SKAN

CPA(MMP)

Cost per action* attributed via MMP

*Action: target event of in-app event optimization goal or selected event as Action Event for Report.

CPA(SKAN)

Cost per action* attributed via SKAN

*Action: target event of in-app event optimization goal or selected event as Action Event for Report.

Revenue(SKAN)

Aggregated revenues attributed via SKAN. Calculated based on the max revenue of each Conversion Value registered on Moloco Cloud DSP. 

Conversion Value Ratio The percentage of all received postbacks that have a conversion value
Conversion Value:None The number of SKAN postbacks that don't have a conversion value
Conversion Value:0-63 The number of SKAN postbacks for each conversion value

 

Creative Analysis

Creative Analysis is broken down by campaign, creative group, and each creative to provide creative insights. The metrics that can be checked in Creative Analysis are as follows:

Menu Description
Analysis by Period
  • Overall: The result of all metrics combined during a selected time period by campaigns. The results are displayed in descending order by the spending amount.
  • Daily: The result of the metrics broken down on a daily basis by campaigns. The results are displayed in descending order by the most recent date and the spending amount.
Metrics
Term Description
Date We'll use the timezone of the ad account
Campaign The name of the campaign, followed by its ID
Campaign Type
  • App Installs
  • Re-engagement
Country 3-letter country code. Search all country codes
OS
  • Android
  • iOS
Creative Group The name of the creative group, followed by its ID
Creative The name of the creative
Type
  • IMAGE: Image Banner
  • NATIVE: Native Logo, Native Image, or Native Video
  • VIDEO:  Video
Impressions The total number of impressions
Clicks The total number of clicks
Installs The total number of installs
Spend Your total ad spend
CTR Click-Through Rate, the percentage of impressions that end with a click
IPM

Installs per mile. This metric measures the number of installs per thousand ad impressions. It's similar to the i2i (impressions to installs) ratio. The higher this number, the better.

IPM(MMP) uses aggregated installs via MMP.

CPC Cost per click
CPI

Cost per install 

Currency The currency of the ad account. All metrics involving cost (including Spend, CPI, CPC, and more) will appear in this currency.

Note: The campaign and creative group are displayed in the combined form of the title and ID on the dashboard report. However, when downloading a CSV file, the title and ID columns will be separated.

 

Inventory Analysis

Inventory Analysis provides the data related to ad inventories used in campaigns. Ad inventory is referred to as a "publisher app" where your ad can appear. The metrics that can be checked in Inventory Analysis are as follows:

Menu Description
Analysis by Period
  • Overall: The result of all metrics combined during a selected time period by campaigns. The results are displayed in descending order by the spending amount.
  • Daily: The result of the metrics broken down on a daily basis by campaigns. The results are displayed in descending order by the most recent date and the spending amount.
Metrics
Term Description
Date We'll use the timezone of the ad account
Campaign The name of the campaign, followed by its ID
Campaign Type
  • App Installs
  • Re-engagement
Country 3-letter country code. Search all country codes
OS
  • Android
  • iOS
App Bundle

The ID of an app where your ad appeared. It's the same as the Google Play Store and Apple App Store ID for each app.

Tip: To find out the app where your ads are being displayed, enter the App Bundle value to the store URL as follows.

 https://play.google.com/store/apps/details?id=xxxxxx (Google Play Store)

 https://apps.apple.com/app/idxxxxxxx (Apple App Store)

Tip: You can create a target to exclude / include any app bundles found in the Inventory Analysis.

Target Settings 

App Title The name of the app (or publisher) that provides ad inventory. The App Title is the name that appears in both the Google Play Store and the Apple App Store.
Impressions The total number of impressions
Clicks The total number of clicks
Installs The total number of installs
Spend Your total ad spend
CTR Click-Through Rate, the percentage of impressions that end with a click
IPM

Installs per mile. This metric measures the number of installs per thousand ad impressions. It's similar to the i2i (impressions to installs) ratio. The higher this number, the better.

CPC Cost per click
CPI Cost per install
Currency The currency of the ad account. All metrics involving cost (including Spend, CPI, CPC, and more) will appear in this currency.

 

Exchange Analysis

Exchange Analysis provides the data by ad exchanges. The metrics that can be checked in Exchange Analysis are as follows:

Menu Description
Analysis by Period
  • Overall: The result of all metrics combined during a selected time period by App Bundle and App Title. The results are displayed in descending order by the spending amount. 
  • Daily: The results of the metrics broken down on a daily basis by App Bundle and App Title. The results are displayed in descending order by the most recent date and the spending amount. 
Metrics
Term Description
Date We'll use the timezone of the ad account
Campaign The name of the campaign, followed by its ID
Campaign Type
  • App Installs
  • Re-engagement
Country 3-letter country code. Search all country codes
OS
  • Android
  • iOS
Exchange

Exchanges facilitate ad placements between buyers and sellers. Exchanges operate in different countries and have different rules, which could affect your strategy and creatives.

Creative and Exchange Guidelines

Impressions The total number of impressions
Clicks The total number of clicks
Installs The total number of installs
Spend Your total ad spend
CTR Click-Through Rate, the percentage of impressions that end with a click
IPM

Installs per mile. This metric measures the number of installs per thousand ad impressions. It's similar to the i2i (impressions to installs) ratio. The higher this number, the better.

CPC Cost per click
CPI Cost per install
Currency The currency of the ad account. All metrics involving cost (including Spend, CPI, CPC, and more) will appear in this currency.

 

Cohort Analysis

What's Cohort Analysis?

Cohort Analysis refers to a data analysis method that tracks users' actions by grouping user groups with common characteristics over a specific period of time. For example, in the case of a user acquisition campaign, a cohort is a group of users who have installed the app during a specific period of time. And a cohort report for the user acquisition campaign tracks and shows how much the app installers purchase over time, as time goes by — D1, D3, D7, and D30.

 

Cohort ROAS Analysis

In the Cohort ROAS Analysis section, you can check the ROAS of each campaign. The metrics that can be checked in Cohort ROAS Analysis are as follows.

Important: Cohort ROAS Analysis is available only when revenue data is delivered through MMP postbacks.

Tip: If there are multiple revenue events, select and search only the events that meet your criteria using the filter.

___________2022-03-24______3.00.33.png

Menu Description 
Analysis by Period
  • Overall: Calculates the overall ROAS of users acquired or re-engaged for the entire selected time period
  • Daily: Calculates the daily ROAS of users acquired or re-engaged for the selected time period
  • Weekly: Calculates the weekly ROAS of users acquired or re-engaged for the selected time period
Analysis Type D1, D3, D7, and D30 ROAS are provided
Metrics
Term Description
Date We'll use the timezone of the ad account
Week Weeks begin on Mondays. We'll use the timezone from the ad account.
Campaign The name of the campaign, followed by its ID
Country 3-letter country code. Search all country codes
OS
  • Android
  • iOS
Spend Your total ad spend
Install The total number of installs. This refers to the size of app install cohort groups.
Re-engagement The total number of re-engaged clicks. This refers to the size of re-engagement cohort groups.
Purchase The total number of selected revenue events (e.g. Purchase)
Revenue The total revenue created by selected revenue events (e.g. Purchase)
ROAS

Return On Ad Spend (which equals Revenue divided by Spend, multiplied by 100). This metric shows how much revenues are generated in return on ad spend and is expressed as a percentage.

Currency The currency of the ad account. All metrics involving cost (including Spend, CPI, CPC, and more) will appear in this currency.

 

Cohort Action Analysis

In the Cohort Action Analysis section, you can check the cohorted action metrics of each campaign. Here, action refers to an event selected as an in-app event optimization goal or an event set for Action event for Report. The metrics that can be found in Cohort ROAS Analysis are as follows.

Menu Description 
Analysis by Period
  • Overall: Calculates the total action counts and CPA of users acquired or re-engaged for the entire selected time period
  • Daily: Calculates the daily action counts and CPA of users acquired or re-engaged for the selected time period
  • Weekly: Calculates the weekly action counts and CPA of users acquired or re-engaged for the selected time period
Analysis Type D1, D3, D7, and D30 action counts and CPA are provided
Metrics
Term Description
Date We'll use the timezone of the ad account
Week Weeks begin on Mondays. We'll use the timezone from the ad account.
Campaign The name of the campaign, followed by its ID
Country 3-letter country code. Search all country codes
OS
  • Android
  • iOS
Spend Your total ad spend
Install The total number of installs. This refers to the size of app install cohort groups.
Re-engagement The total number of re-engaged clicks. This refers to the size of re-engagement cohort groups.
Action The total number of selected actions
CPA
Cost per selected action event

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