Conversions

A conversion is a target action performed by a user, such as a sign-up, purchase, or buying a subscription.

The conversion attribution window is calculated as follows:

• For E-commerce, Revenue, Ad Revenue, and custom events, it's the period of time between installing or opening the app (re-engagement) and a conversion.

• For Install and Re-engagement events, it's the period of time between clicking an ad and installing or opening the app.

The report shows all conversions within the attribution window, including the ones that came from organic search.

Using segmentation you can pull out specific users and compare data from different periods and segments.

Tasks that the report helps to solve

• Determine which sources and campaigns bring you conversion actions, such as installs, purchases, or subscriptions.

• Evaluate the overall effectiveness of User Acquisition and re-engagement (remarketing).

• Understand how each type of ad campaign contributes to your results.

• Identify the sources of conversions that occurred during a specific time period.

• Compare the first-touch and last-touch attribution models.

Report period

The report is formed for a specific time period. The default period is one week.

The conversion report is based on the date and time of a target action, unlike the User Acquisition report that uses the app installation date and the Remarketing report that is created cohort-wise based on the date of re-engagement.

Configuring a chart with a choice of metrics

The report contains a visual chart with a choice of metrics. You can select multiple metrics at the same time if they have the same units. If a metric is not available in the list (its name is written in gray), it means that it has a different unit.

Dimensions

Audience

• Operating system.
• Full operating system version.
• Gender. Determined heuristically using Crypta technology. If the prediction accuracy is insufficient , it takes the Undefined value.
• Age intervals. Determined heuristically using Crypta technology. Possible values: <18 | 18-24 | 25-34 | 35-44 | 45-54 | ≥55. If the prediction accuracy is insufficient, it is Undefined.

Geography

• Continent.
• Country.
• District.
• Region.
• City.
• City size.

Conversions

• Conversion.

Conversion date

• Day.
• Week.
• Month.

Sources

• Partners.
• Trackers.
• Parameter.
• All parameters.
• Attributed touch.
• Engagement type.

App

• Version.
• Build number.

Profile attributes

System

• Country.
• District.
• City.
• Version.
• Build number.
• ID.
• SDK version.
• Operation system.
• Operating system version.
• Manufacturer.
• Model.
• Device type.
• Screen resolution.
• Locale.
• "Root" status.

Install

• Day.
• Week.
• Month.
• Trackers.
• Partners.
• Attribution source.
• All parameters.

Metrics

Metrics by conversions

• Number of conversions.

Metrics by users

• Users. The number of users with conversions.
• Conversions per user.
• % of all users.

Metrics by sessions

• Converted sessions.
• Conversions per session.

Metrics by revenue

• Income.
• ARPU. Average revenue per user. Calculated as the ratio of the total revenue from in-app purchases and subscriptions to the total number of app users for the selected period.
• Purchases. The number of in-app purchases and subscription events with positive revenue.
• Paying users. The number of users who made at least one in-app purchase or subscription during the selected period.
• Average order value.

Attribution

When creating a report, you can select one of the following attribution methods:

• First-touch attribution: Attributes conversions to the initial source of user acquisition. For example, if a user installs your app after seeing an ad on the site of Partner 1 and then returns through a re-engagement campaign run by Partner 2 and makes a purchase, the conversion is attributed to Partner 1.

• Last-touch attribution: Attributes conversions to the last source a user interacted with before performing a target action. For example, if a user installs your app after seeing an ad on the site of Partner 1 and then opens the app by following a deeplink on the site of Partner 2 and makes a purchase, the conversion is attributed to Partner 2.

Data export

You can export data from a report.

In the upper-right corner click and select the action:

• Export full report in CSV to export data from the table in CSV format.
• Chart → CSV to export data from the chart in CSV format.
• Chart → PNG to export chart images in PNG format.
• Copy chart API request — Displays the query text for exporting data from the chart using the Reporting API.
• Copy table API request — Displays the query text for exporting data from the table using the Reporting API.

You can use this query to build your own dashboard or create automated data export scripts.

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