Metrics are used in the Airbridge reports to visualize the data collected through tracking links, the Airbridge SDK, the ad channel API, and other sources. Some metrics can be calculated using only a single data type, while others require several data types. You can use the metrics provided by Airbridge or create custom metrics to build the report view you need.
The key values of all metrics can be looked up using the Metric API. The basic metrics provided by Airbridge can be found in the metric tabs for different Airbridge reports in the data spec sheet.
Metric API Documents: Actuals Report | Revenue Report | Active Users Report
Data Spec Sheet: Actuals Report | Revenue Report | Active Users Report
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Basic metrics are metrics provided by Airbridge by default.
Metric Name | Description |
|---|---|
Touchpoints (Impression+Click) | Sum of Impressions and Clicks Impressions (Channel), Clicks (Channel), and touchpoints from SAN not included |
Impressions | Impression count |
Clicks | Click count |
CTR | Click-through rate (%) Clicks / Impressions * 100 |
Impressions (Channel) | Impression count received from Channel (Data refreshed every 4 hours via API) |
Clicks (Channel) | Click count received from Channel (Data refreshed every 4 hours via API) |
CTR (Channel) | Click-through rate of the Channel (%) Clicks (Channel) / Impressions (Channel) * 100 |
Metric Name | Description |
|---|---|
Cost (Channel) | Ad spend data from Channel (Data refreshed every 4 hours) |
CPC (Channel) | Cost per Click Cost (Channel) / Clicks (Channel) |
CPI (Channel) | Cost per Install Cost (Channel) / Installs (App) |
CPP (App) | Cost per Purchase Cost (Channel) / Order Complete (App) |
CPP (Web) | Cost per Purchase Cost (Channel) / Order Complete (Web) |
CPP (App+Web) | Cost per Purchase Cost (Channel) / Order Complete (App+Web) |
Total ROAS (Channel) | Return on Ad Spend (%) Total Revenue (App+Web) / Cost (Channel) * 100 |
Metric Name | Description |
|---|---|
Events (App) | The number of app events |
Event Value (App) | The sum of app event values |
Attributed Events (App) | The number of events that are attributed to Integrated Channels or Custom Channels |
Installs (App) | The number of installs driven organically or by advertising |
First Installs (App) | The number of first Install (App) events that are tracked by new ADIDs |
Re-Installs (App) | The number of Install (App) events that are not first-time installs |
Attributed Installs (App) | The number of installs attributed to Integrated Channels or Custom Channels |
Unattributed Installs (App) | Number of installs that are not attributed to any Channel |
Deferred Deeplink Installs (App) | The number of installs that were driven by deferred deep links |
Uninstalls (App) | The number of Uninstall (App) events |
Total Opens (App) | Total App Open event count, including Deeplink Opens and Non-deeplink Opens |
Deeplink Opens (App) | The number of opens that occurred through a deep link |
Non-eeplink Opens (App) | The number of total opens, excluding Deeplink opens (App) |
First Order Complete (App) | Number of first Order Complete events in App (based on Device ID) |
First Revenue (App) | Total revenue of first purchases (local currency), out of all purchase events in App |
Re-order Complete (App) | Number of re-purchase events, out of all purchase events in App |
Re-revenue (App) | Total revenue generated by Order Complete (App) events that are not first-time events |
Attributed Order Complete (App) | The number of Order Complete (App) events that are attributed to Integrated Channels or Custom Channels |
Attributed Revenue (App) | The revenue generated by the Order Complete (App) events that are attributed to Integrated Channels or Custom Channels |
Unattributed Order Complete (App) | The number of Order Complete (App) events that are not attributed to any Channel |
Unattributed Revenue (App) | Total revenue generated by events that are not attributed to any Channel |
Order Complete (App) | The number of Order Complete (App) events |
Revenue (App) | Revenue generated by the Order Complete (App) event |
Sign-Up (App) | The number of Sign-up (App) events |
Sign-In (App) | The number of Sign-in (App) events |
Sign-Out (App) | The number of Sign-out (App) events |
Home Screen (App) | The number of Home Screen (App) events; the number of home screen views in the App |
Product Catalog (App) | The number of Product Catalog (App) events; the number of product list views in the App |
Search Results (App) | The number of Search Results (App) events; the number of search result views in the App |
Product View (App) | The number of Product View (App) events |
Add to Cart (App) | The number of Add to Cart (App) events |
Revenue (App) | Revenue from App events (local currency) |
Order Cancel (App) | Number of Order Cancel events in App |
Refund Amount (App) | Refund Amount from App events (local currency) |
SKAN Installs (App) | The number of Install events by SKAdNetwork of iOS |
SKAN Re-installs (App) | The number of Re-install events from the install event of SKAdNetwork |
SKAN Assisted Install (App) | Contributed to the install but was not recognized as a winning touchpoint by SKAN. <br> Up to five channels can be credited for contributing to each install attributed by SKAN. |
SKAN Revenue | The revenue measured by SKAN. It is the sum of the values calculated by multiplying the median value of the set revenue range with the number of users that fall into the range. Learn more |
SKAN Order Complete User | The number of users who performed at least 1 Order Complete (App) event, measured by SKAN |
SKAN Number of Order Complete | The number of Order Complete (App) events, measured by SKAN. If only event value is configured as conversion value, the user count and event count are the same. If only the event count is configured as conversion value, the event count may be larger than the user count. |
SKAN Sign-up (App) | The number of Sign-up (App) events measured by SKAN |
SKAN Sign-in (App) | The number of Sign-in (App) events measured by SKAN |
SKAN Sign-out (App) | The number of Sign-out (App) events measured by SKAN |
SKAN Home Screen (App) | The number of Home Screen (App) events measured by SKAN |
SKAN Product Catalog (App) | The number of Product Catalog (App) events measured by SKAN |
SKAN Search Results (App) | The number of Search Results (App) events measured by SKAN |
SKAN Product View (App) | The number of Product View (App) events measured by SKAN |
SKAN Add to Cart (App) | The number of Add to Cart (App) events measured by SKAN |
SKAN Order Cancel (App) | The number of Order Cancel (App) events measured by SKAN |
SKAN {custom_goal_category} (App) | The number of {custom_goal_category} events measured by SKAN |
App Custom Event (App) | Custom App metric |
Metric Name | Description |
|---|---|
Events (Web) | The number of web events |
Event Value (Web) | The sum of Web event values |
Attributed Events (Web) | The number of web events that are attributed to Integrated Channels or Custom Channels |
Opens (Web) | The number of Opens (Web) events |
Redirections (Web) | The number of Redirection (Web) events |
Sign-Up (Web) | The number of Sign-up (Web) events |
Sign-In (Web) | The number of Sign-in (Web) events |
Sign-Out (Web) | The number of Sign-our (Web) event |
Home Screen (Web) | The number of Home Screen (Web) events; the number of home screen views in web |
Product Catalog (Web) | The number of Product Catalog (Web) events; the number of product list views in the App |
Search Results (Web) | The number of Search Results (Web) events; the number of search result views in the App |
Product View (Web) | The number of Product View (Web) events |
Add To Cart (Web) | The number of Add to Cart (Web) events |
Order Complete (Web) | The number of Order Complete (Web) events |
Revenue (Web) | The revenue generated by the Order Complete (Web) event |
Order Cancel (Web) | The number of Order Cancel (Web) events |
Refund Amount (Web) | The refund amount generated by Web events |
Web Custom Event (Web) | Custom web metric |
Metric Name | Description |
|---|---|
Sign-Up (App+Web) | The sum of Sign-up (App) and Sign-up (Web) events |
Sign-In (App+Web) | The sum of Sign-in (App) and Sign-in (Web) events |
Sign-Out (App+Web) | The sum of Sign-out (App) and Sign-out (Web) events |
Home Screen (App+Web) | The sum of Home Screen (App) and Home Screen (Web) events |
Product Catalog (App+Web) | The sum of Product Catalog (App) and Product Catalog (Web) events |
Search Results (App+Web) | The sum of Search Results (App) and Search Results (Web) events |
Product View (App+Web) | The sum of Product View (App) and Product View (Web) events |
Add to Cart (App+Web) | The sum of Add to Cart (App) and Add to Cart (Web) events |
Order Complete (App+Web) | The sum of Order Complete (App) and Order Complete (Web) events |
Revenue (App+Web) | The revenue generated by Order Complete (App) and Order Complete (Web) events |
Order Cancel (App+Web) | The sum of Order Cancel (App) and Order Cancel (Web) events |
Refund Amount (App+Web) | The refund amount generated by App and Web events |
Cohort metrics can measure retention or revenue for targeted cohorts. For more information about creating cohort metrics, refer to this article.
Metric | Description |
|---|---|
[Sample] Day 1 Retention (#) | This metric calculates the number of users who, after performing the Start Event during the set date range, performed a Return Event 1 day(s) later. |
[Sample] Day 1 Retention (%) | This metric calculates the percentage of users who, among those who performed the Start Event during the set date range, performed a Return Event 1 day(s) later. |
Metric | Description |
|---|---|
[Sample] Day 1 Revenue (Cumulative) | This metric calculates the cumulative revenue generated by users who performed the Start Event during the set date range and performed the Revenue Event up to Day 1. |
[Sample] Day 1 Ad Revenue (Cumulative) | This metric calculates the cumulative ad revenue generated by users who performed the Start Event during the set date range and performed the Revenue Event up to Day 1. |
[Sample] Day 1 ROAS (Cumulative) | This metric calculates the ROAS based on the cumulative revenue generated by users who performed a Revenue Event up to Day 1 after performing the Start Event during the set date range. (Cumulative revenue up to Day 1 / Ad spend) * 100 |
Calculated metrics are defined by formulas using multiple metrics. For more information about creating calculated 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.
For more information about data collection, refer to this article.
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