Report Metrics - Airbridge Help Center

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

Metrics Supported by Airbridge

Keyboard shortcut for searchIn Chrome versions 110 and later, the keyboard shortcuts can help you find information hidden inside a collapsible. Use the keyboard shortcut Cmd-F for Mac and Ctrl-F for Windows for a quicker search.

Basic metrics

Basic metrics are metrics provided by Airbridge by default.

Touchpoint

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
IPM	Installs per one thousand impressions Installs (App) / Impressions * 1,000
IPM (Channel)	Installs per one thousand impressions from Channel Installs (App) / Impressions (Channel) * 1,000

Cost

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

App

Metric Name	Description
IAP PUR (App)	IAP paying user rate, the percentage of unique app users who performed at least one of Order Complete (App) or Subscribe (App) events In App Purchase Users (App) / Unique Users (App) * 100
PUR (App)	Paying user rate, the percentage of unique app users who performed at least one of Order Complete (App), Subscribe (App), Ad Impression (App), or Ad Click (App) events Paying Users (App) / Unique Users (App) * 100
IAP ARPPU (App)	The average IAP revenue per unique IAP user IAP Revenue (App) / In App Purchase Users (App)
IAP ARPU (App)	The average IAP revenue per unique app user IAP Revenue (App) / Unique Users (App)
IAP Revenue (App)	Total revenue generated by Order Complete (App) and Subscribe (App) events Revenue (App) + Subscription Revenue (App)
IAP NPU (App)	New IAP paying users, the number of unique users who performed an Order Complete (App) or Subscribe (App) event for the first time (Data refreshed every hour)
NPU (App)	New paying users, the number of unique users who performed at least one of Order Complete (App), Subscribe (App), Ad Impression (App), or Ad Click (App) events for the first time (Data refreshed every hour)
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-deeplink Opens (App)	The number of total opens, excluding Deeplink opens (App)
Paying Users (App)	The number of unique users who performed at least one of Order Complete (App), Subscribe (App), Ad Impression (App), or Ad Click (App) events (Data refreshed every hour)
Total Revenue (App)	Total revenue generated from the App Revenue (App) + Subscription Revenue (App) + Ad Impression Revenue (App) + Ad Click Revenue (App)
First Order Complete (App)	Number of first Order Complete events in App (based on Airbridge 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. 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

Web

Metric Name	Description
Paying Users (Web)	The number of unique users who performed at least one of Order Complete (Web), Subscribe (Web), Ad Impression (Web), or Ad Click (Web) events (Data refreshed every hour)
Total Revenue (Web)	Total revenue generated from the Web Revenue (Web) + Subscription Revenue (Web) + Ad Impression Revenue (Web) + Ad Click Revenue (Web)
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

App + Web

Metric Name	Description
Total Revenue (App+Web)	Total revenue generated from the App and Web Revenue (App+Web) + Subscription Revenue (App+Web) + Ad Impression Revenue (App+Web) + Ad Click Revenue (App+Web)
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

Cohort metrics can measure retention or revenue for targeted cohorts. For more information about creating cohort metrics, refer to this article.

Sample cohort metrics for retention analysis

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.

Sample cohort metrics for revenue analysis

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

Custom metrics

Custom metrics are defined by formulas using multiple metrics. For more information about creating custom metrics, refer to this article.

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.

Metric display in the Airbridge reports

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.

For more information about data collection, refer to this article.

​Metrics Supported by Airbridge

​Basic metrics

​Cohort metrics

​Custom metrics

​Activating Metrics

Metrics Supported by Airbridge

Basic metrics

Cohort metrics

Custom metrics

Activating Metrics