Airbridge can collect various information while tracking events, such as ad clicks, app installs, and purchases, through tracking links and SDKs. Metrics are necessary to 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 (App)” or “Revenue (App)” to visualize a single type of aggregated data, or metrics such as “ARPU (App)” 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.
Airbridge supports various types of metrics, including those provided by default and those that can be customized for specific reporting needs.
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.
Note that events appended with (App) refer to app events, and those with (Web) refer to web events. Events appended with (App+Web) refer to both app and web events.
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.
In Airbridge, unique users are determined using different identifiers depending on the environment in which the data is collected. Among metrics that measure the number of users, those appended with (App) use the Airbridge Device ID to determine unique users, whereas those appended with (Web) use the Cookie ID.
For example, when selecting Add to Cart Users (App) as a metric, the number of unique users who performed the Add to Cart event in the app, the Airbridge Device ID is used to determine unique users.
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 cannot 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.
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.
App Metric | Web Metric | Description |
---|---|---|
Revenue (App) | Revenue (Web) | Revenue generated by the Order Complete event |
First Revenue (App) | First Revenue (Web) | The revenue generated by the Order Complete events performed for the first time per ADID |
Re-revenue (App) | Re-revenue (Web) | Total revenue generated by Order Complete events that are not first-time events |
Attributed Revenue (App) | Attributed Revenue (Web) | The revenue generated by the Order Complete events that are attributed to Integrated Channels or Custom Channels |
Unattributed Revenue (App) | Unattributed Revenue (Web) | The canceled revenue amount generated by Unsubscribe events |
Contribution Margin Revenue (App) | Contribution Margin Revenue (Web) | The sum of the contribution margin revenue |
Refund Amount (App) | Refund Amount (Web) | The refund amount generated by events |
Subscription Revenue (App) | Subscription Revenue (Web) | The revenue generated by Subscribe events |
Unsubscription Amount (App) | Unsubscription Amount (Web) | The canceled revenue amount generated by Unsubscribe events |
Ad Impression Revenue (App) | Ad Impression Revenue (Web) | The revenue generated by Ad Impression events |
Ad Click Revenue (App) | Ad Click Revenue (Web) | The revenue generated by Ad Click events |
Total Ad Revenue (App) | Total Ad Revenue (Web) | The total revenue generated by ad clicks and ad impressions |
Calculated metrics are defined by formulas using multiple metrics. For example, the CPI (Channel) metric, which is a default Airbridge metric, is a calculated metric that is defined as Cost (Channel) divided by Installs (App).
Airbridge users can define new calculated metrics using all metrics, including default Airbridge metrics and self-serve metrics defined by the Airbridge user. For more information about creating calculated metrics, refer to this article.
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.
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.
Note
Starting 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 Airbridge has not collected "Order Complete (App)" event data, metrics that rely on this data, such as Order Complete (App), Order Complete Users (App), Revenue (App), and Paying Users (App), 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.
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