The Retention Report's install count does not include duplicate installs based on Airbridge Device ID.

If 2 app installs occur with the same Airbridge Device ID on the same date, the retention metric is measured only for the last app install. If 2 app installs occur with the same Airbridge Device ID on different dates, the retention metric is measured for each install date.

The Actuals Report's install count does not exclude duplicate installs. Therefore, the install count in the Retention Report is smaller than that in the Actuals Report.

Airbridge Device ID

Airbridge Device ID is the UUID used to identify unique devices. By default, GAID (Android) and IDFV (iOS) are used as the Airbridge Device ID. In case GAID or IDFV could not be collected or is unavailable due to the restrictions of LAT or ATT, a UUID randomly generated by the Airbridge SDK is used as the Airbridge Device ID.

If you have properly installed the Airbridge SDK, Airbridge tracks the Install(App) event without any additional event settings. However, the Install (App) event is aggregated only when the app is opened after the install. If the app is installed but not opened, it will not be aggregated as an Install (App) event.

The identifiers used to determine whether an event is the first event differ by GroupBys. Refer to the table below.

When selecting Is First Event per User ID as GroupBy, the first event is aggregated for the platform based on User ID. For example, if Event A first occurred in the web environment and the same event occurred in the app environment, the event that occurred in the web environment is aggregated as the first event.

For more details, refer to the developer's guide.

The channel information of data without any channel parameter value is displayed as $$default$$. When creating tracking links using the Airbridge dashboard, the channel parameter is always added. However, when creating tracking links through different methods, the channel parameter may be left out. In such cases, the channel name is displayed as $$default$$.

• Tracking link with channel parameter: https://abr.ge/@your_app_name/ad_channel?campaign=abc

• Tracking link without channel parameter: https://abr.ge/@your_app_name?campaign=abc

For more details on tracking links and parameters, refer to this article.

Here is the list of install-related metrics and their definitions.

Installs (App)

The Installs (App) is collected when a user downloads an app and opens it for the first time. The Installs (App) count is the sum of the First Installs (App) count and Re-installs (App) count or the sum of the Attributed Installs (App) count and Unattributed Installs (App) count.

The first installs that have been collected for the first time after the Airbridge SDK install are grouped as First Installs (App). Ad ID is used to determine unique users.

If a user deletes the app and installs the app again, that install is categorized as Re-installs (App). If this user deletes the app, resets the Ad ID, and installs the same app again, that install is categorized as First Installs (App).

When a user installs an app and installs the app again during a set date range, that install is categorized as Re-installs (App). Ad ID is used to determine unique users.

All installs, except those that have not been attributed to any touchpoint, are grouped as Attributed Installs (App). This category includes installs attributed to campaigns on integrated channels and custom channels, and installs collected through UTM parameter parsing.

You can use the Unattributed Installs (App) as a metric to determine the number of installs that were not attributed to a certain touchpoint. The data is relevant to organic installs.

When a user installs an app after clicking on an ad with an Airbridge tracking link that has deep linking settings, that install is categorized as Deferred Deeplink Installs (App). The user is redirected to the destination configured by the Airbridge user.

Note that when the user does not open the app after downloading it, it is not categorized as the Deferred Deeplink Installs (App).

The data in the Actuals Report may be updated due to the following reasons.

• Data correction to fix missing data issues

• Varying query results based on Date Option settings

Read on for more details.

The major causes for missing data issues are as follows.

• Unstable user network environments: This can lead to delays in event aggregation.

• App backgrounded or closed shortly after event occurrence: The event may be sent to the Airbridge server before the app is sent to the background or closed.

Airbridge performs daily data correction at 9:00 PM UTC to prevent missing data. This correction process adds any missing events from the previous two days (24 hours). As a result, some metrics in the Actuals Report may increase due to data correction.

Therefore, most data will stay unchanged for the query data, while data from two days prior (D-2) may be adjusted.

Example

Let's say you are querying data in the Actuals Report on January 3rd, 11:00 PM (UTC).

• The data from January 1, 3:00 PM (UTC) to January 2, 11:00 PM (UTC) is not finalized yet.

• The data collected before January 1, 3:00 PM is finalized.

The time it takes for the Actuals Report query results to be finalized can vary depending on the Date Option settings. If the Date Option is set to the Target Event Date or Touchpoint Date, the event will be aggregated on the date the Target Event occurred or the Touchpoint occurred, even if it happened in the past.

As a result, the Actuals Report metrics may change based on the query time until the attribution window ends.

Example

Let's say the Date Option is set to Touchpoint Date in the Actuals Report you queried today, which is February 10.

• If the report shows 10 installs for February 1, it means that the touchpoints that occurred on February 1 contributed to 10 installs.

• The report may show 11 installs for February 1 on the next day, February 11, because if the attribution window is still open, more installs can be collected as a result of the touchpoints that occurred on February 1.

google.adwords and google are different channels.

google.adwords is the display name of Google Ads in Airbridge. Google Ads data is aggregated under google.adwords as channel name. The display names of the ad channels integrated with Airbridge can be found here.

google is not the display name of Google Ads in Airbridge. It is highly likely that a Custom Channel has been given the name google when creating a tracking link for a Custom Channel.

The app install counts in the Touchpoints Analysis Report and the Touchpoints Overlap Report may not be displayed the same due to the following reasons.

• Timezone difference

• Aggregation difference

The reports are based on different time zones.

The timezones for the Touchpoints Analysis Report and the Touchpoints Overlap Report are fixed to KST. The timezone for the Actuals Report, however, is based on the App timezone by default and can be changed to a different timezone by report view.

Therefore, unless the timezone for the Actuals Report is set to KST, the app install count may differ between the Touchpoints Analysis Report or the Touchpoints Overlap Report and the Actuals Report.

When selecting Installs as the analysis target in the Touchpoints Analysis Report and Touchpoints Overlap Report, the Total or Total Conversions shows the number of total installs, which is the first install a unique user has performed during the set date range.

In the Actuals Report, however, when selecting the Installs (App) as a metric, you can view the total number of installs performed during the set date range. Therefore, install count may include multiple installs performed by a single user.

Refer to the example below.

Example

Reports may show a single user's app install count differently. For example, let's say a user performed the following events.

1. App installed on January 1

2. App deleted on January 2

3. App installed on January 3

When the date range is set for January 1 to January 3, the app install count will appear in the respective reports as in the following table.

Certain metrics in the Actuals Report are categorized as unattributed and are displayed as 0 due to the privacy policy of some ad channels depending on the Date Option settings and specific conditions. Touchpoint data such as Campaign, Ad Group, and Ad Creative won't be available as well.

Refer to the following table to understand which metrics may be categorized as unattributed depending on the Date Option settings.

When metric data that may be categorized as unattributed falls into the conditions below, it is displayed as 0.

• Date range: When the attribution was conducted earlier than 180 days from today based on UTC, the metric changes to 0. There may be some delay in time due to the timezone difference.

• Channel: When the winning touchpoint is from Meta ads (facebook.business), Google Ads (google.adwords), or TikTok For Business (tiktok).

• Touchpoint type: When the Touchpoint Generation Type of the winning touchpoint is Self-attributing Network. When the winning touchpoint is from TikTok For Business, and the Touchpoint Generation Type is Tracking Link, the metric is also displayed as 0.

Let's say, based on UTC, 10 Order Complete (App) events attributed to Meta ads were collected 9 months ago from today. These events fall into the conditions described above and, therefore, can be categorized as unattributed depending on the Date Option settings.

When setting Order Complete (App) as a metric, the following data will be displayed depending on the Date Option.

When querying events or touchpoints attributed to Meta ads, Google Ads, or TikTok For Business 180 days earlier than today based on UTC with the Date Option set to Event Date, the number of unattributed users may be larger than the number of unattributed events.

This is because the metrics that include 'Users' in their names are categorized as unattributed when the Date Option is set to Event Date due to the privacy policies of Meta ads, Google Ads, and TikTok For Business.

Let's say 20 users performed the Order Complete (App) event 1 time 9 months ago based on UTC. 10 of the events were attributed to Google Ads, and the other 10 were unattributed. If you change the Date Option to Event Date, the number of users who performed the Order Complete (App) that is unattributed will change as follows.

The results provided by the AI Assistant in the Unattributed Conversion Analysis and the Abnormal Installs Report are not fixed for 48 hours. This is because the data used by the AI Assistant is enriched every day at 0:00 AM (UTC). Let's say, for example, you have queried data on May 3, 0:00 AM, the data of May 1, 0:00 AM to May 3, 0:00 AM may not have been fixed and is subject to change.

“More data is required” means that more data is required for the AI Assistant to function.

"No data to show" indicates that although there is sufficient data for the AI Assistant to function, there is no data to display for the query in the report.

If at least one of the click, impression, or cost metrics used for the unattributed conversion analysis and the Install (App) metric data both increase during a certain period, the unattributed conversion count simulated by the AI Assistant may decrease. This is because the AI Assistant determines a high correlation between the click, impression, cost metrics data, and the Install (App) data.