In-Apps Dashboard

Overview and Key Features

The In-Apps Dashboard provides insights into the performance of in-app campaigns, including In-app, In-app LTO, and their A/B versions. Additionally, it includes data from in-app purchases within Mixed and Mixed LTO campaigns, provided these campaigns contain in-app nested campaigns.

The dashboard helps evaluate and optimize campaigns aimed at promoting in-app purchases (excluding subscriptions), offering a comprehensive view of user behavior and revenue generation.

Unlike cohort-based analytics, the dashboard aggregates purchase data on a daily basis for all users (both new and existing), without linking metrics to the install date.

Key Features

Performance Analysis for In-App Campaigns – Tracks metrics for In-app and In-app LTO campaigns, including A/B test variations.
Non-Cohort Data Aggregation – Displays daily purchase statistics for all users, regardless of install date.
Revenue Insights – Provides a detailed breakdown of in-app revenue generated by campaigns.
Campaign Comparison – Enables comparison of A/B test variations to identify the most effective campaign configurations.
Customizable Filters – Allows filtering by campaign type, date, and other dimensions for focused analysis.

The dashboard enables teams to monitor in-app monetization performance, evaluate campaign effectiveness, and make data-driven optimization decisions.

Parent and Nested Campaigns

Structure and Metrics Tracking

In the context of in-app campaigns, there are two campaign levels:

Parent Campaign

The main campaign that serves as a container. A parent campaign can include one or more nested campaigns or operate without nested campaigns.

Nested Campaign

A child campaign within a parent campaign. All purchases are attributed directly to nested campaigns, making them the primary source of transactional data.

Learn more about Parent and Nested Campaigns in the Understanding Parent and Nested Campaigns article.

Example of Campaign Breakdown

Imagine a parent campaign (Campaign A) with 10 total ad impressions. This campaign contains two nested campaigns (Campaign B and Campaign C) with different in-app purchase pricing.

The dashboard displays campaign performance as follows:

Campaign A – Total impressions and aggregated parent campaign metrics.
Campaign B and Campaign C – Individual performance metrics for each nested campaign, including impressions, revenue, and conversions.

This structure provides both a high-level overview of the parent campaign and detailed performance data for each nested campaign, making it easier to compare pricing strategies, campaign configurations, and A/B test variations.

Parent Campaign	Impressions
Parent A	10

Parent Campaign	Nested Campaign	Impressions
Parent A	Nested B	10
Parent A	Nested C	10

Filters and Dimensions

Below is a detailed list of the primary filters and dimensions available in the report, each accompanied by a description to clarify its purpose and usage:

Filter and Dimension	Description
App	The name of the application.
Date	The date of the event (impression, click, purchase).
Week	The week of the event (impression, click, purchase).
Month	The month of the event (impression, click, purchase).
Parent Campaign	The name of the parent campaign. It contains one or multiple nested campaigns. Read more about Parent and Nested Campaigns in the Understanding Parent and Nested Campaigns article.
Nested Campaign	The name of the nested campaign within a Parent Campaign. Purchases are attributed to the Nested Campaign. Read more about Parent and Nested Campaigns in the Understanding Parent and Nested Campaigns article.
In-App Status	The user’s status at the time of an impression, click, or purchase, indicating whether they are a paying user. Can be `Free`, `Paying`, or `Unknown`. Users are initially marked as `Free` until their first purchase.
Device	The device model. On Android, this is represented as the device pixel density.
Event	The name of the event associated with an impression, click, or purchase.
Product ID	The identifier of the in-app product.
Product ID Type	The type of Product ID.
A/B Test	The name of the A/B test associated with the campaign.
A/B Group	The A/B test group to which the campaign belongs.
A/B Status	Indicates the current status of the A/B test. Possible values may include "Running", "Paused", "Draft" or "Archived".
Country	The country of the user.
Media Source	The media source from which the user installed the application.
App Version	The version of the application.
Subscription Status	The user’s subscription status at the time of an impression, click, or purchase, indicating whether they have an active subscription.
Creative	The creative asset used in the campaign.
Parameters	The creative asset used in the campaign. Parameters appear after the event is selected (activated) in the configuration interface.
Exact Day	The precise date when the event (impression, click, or purchase) occurred. Unlike aggregated time dimensions (Week, Month), this field provides event data at a daily granularity.

Metrics

Below is a detailed list of the primary metrics available in the report, each accompanied by a description to clarify its purpose and usage:

Metric	Description
Impressions	The total number of impressions recorded for campaigns.
Clicks	The total number of clicks on the campaign.
Purchases	The total number of in-app purchases.
Revenue	The total revenue generated from in-app purchases.
CTR, %	Click-through rate (CTR) = Clicks / Impressions * 100.
CVR, %	Conversion rate (CVR) = Purchases * 100 / Clicks.
I2I, %	Install-to-impression ratio (I2I) = Purchases * 100 / Impressions.
eCPM	Effective cost per mille (eCPM) = Revenue / Impressions * 1000.
Active Users	The number of unique client IDs participating in the selected campaign.
IMPAU	Impressions per active user (IMPAU) = Impressions / Active Users.
CRp, %	Conversion rate per active user (CRp) = Purchases * 100 / Active Users.
Paying Users	Users who have made at least one in-app purchase.
Average Check	The average revenue per purchase = In-App Revenue / Purchases.
IAPPU	In-app purchases per paying user = Purchases / In-App Paying Users.
Rev/Active User	Revenue per active user. Calculated as total revenue divided by the number of active users in the selected campaign.

Configuration Examples and Data Interpretation in the Report

Understanding how to configure filters and dimensions correctly allows for more precise analysis of user behavior and monetization performance. Below is an example of how to set up and interpret the data in the report.

Filters:

Country: US + UK
In-App Status: Free

Dimensions:

By Product ID
By Event

Screenshot 2021-03-12 at 12.17.08-20241018-123925.png

Result Interpretation:

Each Product ID is broken down by the Event through which it was displayed or purchased, allowing for an assessment of the effectiveness of each Product ID - Event combination.
Each Event is further expanded with a breakdown by Device for a more granular analysis.
If Product ID is listed first in the breakdown order, followed immediately by Event, the Product ID breakdown will automatically expand to show the associated Events.

In-App Dashboard

The In-Apps Dashboard provides real-time insights into in-app campaign performance, tracking revenue, engagement, and A/B test variations for In-App, In-App LTO, as well as Mixed and Mixed LTO campaigns if they contain in-app nested campaigns. Unlike cohort-based reports, it aggregates daily purchase data for all users, allowing for immediate analysis of monetization trends and campaign effectiveness.

Filters

The dashboard includes a single filter: App, allowing selection of only one app at a time:

Filter	Description
App	The name of the application.

Metrics

Below is a detailed list of the metrics available in the dashboard, each accompanied by a description to clarify its purpose and usage:

Metric	Description
Impressions	The number of campaign impressions.
Clicks	The number of clicks on the campaign.
In-Apps	The number of purchases within the campaign.
Revenue	The total revenue generated by the campaign.
Impressions per DAU	The ratio of impressions to daily active users (Impressions/DAU).
Clicks per DAU	The ratio of clicks to daily active users (Clicks/DAU).
In-Apps per DAU	The ratio of in-app purchases to daily active users (In-Apps/DAU).
eCPM	Effective Cost Per Mille, calculated as 1000 * Revenue / Impressions.

In-Apps Dashboard

Overview and Key Features

Key Features

Parent and Nested Campaigns

Structure and Metrics Tracking

Example of Campaign Breakdown

Filters and Dimensions

Metrics

Configuration Examples and Data Interpretation in the Report

In-App Dashboard

Filters

Metrics

Ads Monetization Report and Dashboard

Monetization Insights Report and Dashboard

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