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Airbridge collects various data while tracking events, such as ad clicks, app installs, and purchases, through tracking links and SDKs. Metrics visualize the collected data for analyzing ad performance in the Airbridge reports. Airbridge supports metrics that visualize a single type of data or a combination of multiple data types. For example, when tracking “Order Complete” events that occur on your app, Airbridge can aggregate the number of events occurred, the number of users who performed the event, or the sales revenue. You can use metrics such as Order Complete Users or Revenue to visualize a single type of aggregated data, or metrics such as ARPU (Average Revenue Per User) that uses multiple types of aggregated data to visualize the data you need for ad performance analysis. To view the key metrics supported by Airbridge, go to this page. For comprehensive details on all metrics supported by Airbridge, refer to the Airbridge data specification sheet.

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Metric Types

Airbridge supports various types of metrics, including those provided by default and those that can be customized for specific reporting needs.

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Basic metrics

basic metrics are provided by default in Airbridge. There are four types based on what they measure.

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Number of events

The metrics that appear as event names aggregate the number of events. Such events are the events collected in line with your event taxonomy design. For example, when selecting Installs (App) as a metric in the Airbridge report, the number of Installs (App) events performed during the set date range will be shown. Information indicating the data collection environment can be appended to metric names. Metrics with (App) appended represent data collected from the app environment. Metrics with (Web) appended represent data collected from the web environment, and metrics with (App+Web) appended represent data collected from both app and web environments.

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Number of users that performed the event

The metrics that appear as event names appended with “Users” aggregate the number of users that performed the events. For example, when selecting Install Users (App) as a metric in the Airbridge report, the number of unique users who installed the app during the set date range will be shown. This type of metric data is refreshed every hour. For example, the number of unique users who completed orders in the app between 12:00 PM and 1:00 PM can be visualized by selecting the “Order Complete (App)” metric after 1 PM.
Metrics with “(App)” in their name are calculated based on the Airbridge Device ID or Airbridge Device ID (User Count), while metrics with “(Web)” are based on User ID and Cookie ID. For more details on the identifiers used in Airbridge, refer to this article.

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Event value data

Metrics like Revenue measure the event value collected. For example, when selecting Revenue (App) as a metric, the revenue amount collected when the Order Complete (App) event is performed within the set date range will be shown. To use such metrics, the event value must be defined when setting up the event taxonomy.
The table below lists the key metrics that measure the event value. The event value data is displayed in the configured App Standard Currency.

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Self-serve metrics for data defined by uploading

Self-serve metrics are metrics that Airbridge users can define and add to Airbridge by uploading their data to Airbridge for specific reporting needs. For more information about how to define and use self-serve metrics, refer to this article.

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Cohort metrics for retention and revenue analysis

Cohort metrics can measure retention or revenue of targeted cohorts. For example, when selecting Day 1 Retention (#) as a metric, which is a sample cohort metric provided by default, the number of users who installed the app within the set date range and returned to the app on Day 1 will be shown. Airbridge users can define new cohort metrics and use them across all apps within the organization in the Overview Dashboard, Actuals Report, and Trend Report. For more information about creating cohort metrics, refer to this article.

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Custom metrics for values defined by multiple metrics

Custom metrics are defined by formulas using multiple metrics. For example, the CPI (Channel) metric, which is a default Airbridge metric, is a custom metric that is defined as Cost (Channel) divided by Installs (App). Airbridge users can define new custom metrics using all metrics, including default Airbridge metrics and self-serve metrics defined by the Airbridge user. For more information about creating custom metrics, refer to this article.

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Activating Metrics

NoteStarting February 4, 2025, the Overview Dashboard, Actuals Report, Trend Report, Retention Report, Revenue Report, Active Users Report, and Audience Manager will only display events and metrics measurable using the collected data.
The metric selector only shows metrics that are measurable using the data collected in Airbridge. This means that some metrics may not be available if the relevant data has not been collected yet or the SDK is not configured to collect certain data. Refer to the example below.
If you configured to collect user count and revenue data along with the “Order Complete” event, when the event data is collected, metrics that rely on this data such as Order Complete, Order Complete Users, and Revenue will appear together in the metric selector. Additionally, other related metrics that reflect the user count data from the “Order Complete” event, such as Paying Users, will also appear.Conversely, if Airbridge has not collected “Order Complete” event, metrics that rely on this data, such as Order Complete, Order Complete Users, and Revenue will not appear in the metric selector.Metrics like Order Complete (App+Web) appear in the metric selector when either “Order Complete (App)” or “Order Complete (Web)” event data has been collected.