Datascape metrics

Datascape lets you pull aggregated data from multiple sources into one report using the Report Service API. This means you can retrieve data from Adjust KPI Service, SKAdNetwork, and Ad Spend.

About the API Metric ID

Find the event_slug

Reporting for ROAS and ROI metrics

Conversion metrics

These metrics help you measure your user activity and converstion rates.

	Definition	Formula	API Metric ID
ATT - Authorized Users	The number of users with an authorized ATT status.	-	att_status_authorized
ATT - Not Determined Users	The number of users with a not determined ATT status.	-	att_status_non_determined
ATT - Denied Users	The number of users with a denied ATT status.	-	att_status_denied
ATT - Restricted Users	The number of users with a restricted ATT status.	-	att_status_restricted
ATT Consent Rate	The percentage of users who were shown, and consented to, the ATT prompt.	`ATT Status Authorized` / ( `ATT Status Denied` + `ATT Status Authorized` )	att_consent_rate
Avg. DAUs	The average number of unique daily active users (DAU) for your selected timeframe.	(D0 DAU + D1 DAU + DAY N DAU) / the number of days in your timeframe	daus
Avg. MAUs	The average number of unique monthly active users (MAU) for your selected timeframe.	(D0 MAU + D1 MAU + DAY N MAU) / the number of months in your timeframe	maus
Avg. WAUs	The average number of unique weekly active users (WAU) for your selected timeframe.	(D0 WAU + D1 WAU + DAY N WAU) / the number of weeks in your timeframe	waus
Base Sessions	The number of user sessions, excluding installs and reattributions.	-	base_sessions
Clicks	For SANs: the number of clicks we received from the network. For non-SANs: the number of clicks we measured directly.	-	clicks
Clicks (Attribution)	The total number of clicks measured for your campaigns.	-	attribution_clicks
Clicks (Network)	The number of clicks reported by the network.	-	network_clicks
Click Conversion Rate (CCR)	The average number of clicks it takes for a user to install your app.	`Installs`/ `Clicks` *100	click_conversion_rate
Click Through Rate (CTR)	The percentage of clicks you received per impressions served.	`Clicks` / `Impressions` *100	ctr
Deattributions	The total number of users that are removed away from the first attribution source to a reattribution source.	-	deattributions
Event	Non-cohorted number of times a specific event is triggered per period.	-	{event_slug}_events
Total Events	The total number of all triggered events.	-	events
First Reinstalls	The number of first time reinstalls per period of time. Only available with Uninstall and Reinstall Growth Solution.	-	first_reinstalls
First Uninstalls	The number of first time uninstalls per period of time. Only available with Uninstall and Reinstall Growth Solution.	-	first_uninstalls
GDPR Forgets	The total number of users who have exercised their right to be forgotten under the EU's GDPR. Adjust permanently deletes the historical personal data for these users but retains their aggregated data for reports.	-	gdpr_forgets
Impressions	For SANs: the number of impressions we received from the network. For non-SANs: the number of impressions we measured directly.	-	impressions
Impressions (Attribution)	The total number of ad impressions measured for your campaigns.	-	attribution_impressions
Impressions (Network)	Number of impressions reported by the network.	-	network_impressions
Impression Conversion Rate (ICR)	The percentage of app installs per ad impressions served.	`Installs` / `Impressions` *100	impression_conversion_rate
Installs	The number of installs for your app.	-	installs
Installs (Network)	The number of installs reported by the network.	-	network_installs
Installs Diff (Network)	Shows an absolute value with the difference between the Attribution and Network sources.	`Installs` - `Network installs`	network_installs_diff
Installs per Mile (IPM)	Installs per one thousand impressions.	1000 * `Impression conversion rate`	installs_per_mile
Limit Ad Tracking Installs	The total number of installs coming from devices with limit ad tracking (LAT) enabled.	-	limit_ad_tracking_installs
Limit Ad Tracking Rate	The percentage of your total installs coming from devices with LAT enabled.	`Limit ad tracking installs`/ `Installs`	limit_ad_tracking_install_rate
Limit Ad Tracking Reattributions	The total number of reattributions coming from devices with LAT enabled.	-	limit_ad_tracking_reattributions
Limit Ad Tracking Reattribution Rate	The percentage of your total reattributions coming from devices with LAT enabled.	`Limit ad tracking reattributions` / `Reattributions`	limit_ad_tracking_reattribution_rate
Non-Organic Installs	The number of Installs that are not attributed to an Organic source.	-	non_organic_installs
Organic Installs	The number of Installs that are attributed to an Organic source.	-	organic_installs
Reattribution	The total number of reattributions that have occurred. See reattribution measurement.	-	reattributions
Reattribution Reinstalls	The total number of reinstalls that occurred that also led to a reattribution.	-	reattribution_reinstalls
Reinstalls	The total number of reinstalls that have occurred. Only available with Uninstall and Reinstall Growth Solution.	-	reinstalls
Renewals	Renewals		renewals
Sessions	The total number of sessions, including installs (first sessions), reinstalls, reattributions, and reattribution reinstalls that have occurred.	`base_sessions` + `installs` + `reattributions`	sessions
Uninstalls	Number of uninstalls. Only available with Uninstall and Reinstall Growth Solution.	-	uninstalls
Uninstalls (Cohort)	The total number of uninstalls from users who installed your app within your selected timeframe. Only available with Uninstall and Reinstall Growth Solution.	-	uninstall_cohort

Cohort metrics

These metrics help you measure cohorted data from users who have installed and/or reinstalled your app. N days is a placeholder for your actual cohort period.

Available cohort periods

Not all cohort days are selectable in Datascape. You can use the Report Service API to view cohort data for any specfic day between 0D - 120D.

Tip:

Alongside providing both cumulative and non-cumulative metrics, Adjust offers metrics that are calculated using different definitions of the cohort group. Find out what these are and how cohorts work.

Cumulative cohort metrics

	Definition	Formula	API Metric ID
N days Ad Impressions Total	The cumulative number of ads served to users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	ad_impressions_total_{cohort_period}
N days Ad Impressions Total in Cohort	The cumulative number of ads served to users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	ad_impressions_total_in_cohort_{cohort_period}
N days Event (Conversions)	Number of users who completed the relevant in-app event on day, week, or month N after install or reattribution.		{event_slug}_{cohort_period}_conversions_cohort
N days Event (Events)	Number of events completed on day, week, or month N after install.		{event_slug}_{cohort_period}_events_cohort
N days Event (Revenue)	Amount of in-app revenue, based on revenue events reported by the Adjust SDK or recorded server-to-server.		{event_slug}_{cohort_period}_revenue_cohort
N days Event (Converted User Size)	Number of users who completed the relevant in-app event by day, week or month N and installed your app at least N days, weeks or months ago.		{event_slug}_{cohort_period}_converted_user_size_cohort
N days Events per Conversion (Events)	Number of triggered events divided by the number of conversions.	`{event slug} {cohort period} events cohort / {event slug} {cohort period} conversions cohort`	{event_slug}_{cohort_period}_events_per_conversion_cohort
N days Events per Conversion (Revenue)	Revenue generated by the chosen event divided by the number of conversions.	`{event slug} {cohort period} revenue cohort / {event slug} {cohort period} conversions cohort`	{event_slug}_{cohort_period}_revenue_per_conversion_cohort
N days Event ( Event Rate)	The number of times the chosen event occurred, divided by the cohort size. The event rate is calculated by taking the total occurrences of your selected event and dividing it by the number of people in the cohort.	`{event slug} {cohort period} events cohort / cohort size`	{event_slug}_{cohort_period}_events_rate_cohort
N days Event (Conversions Rate)	The number of times a chosen event was triggered for the first time, divided by the cohort size. The conversion rate is calculated by taking the total number of conversions and dividing it by the number of people in the cohort.	`{event slug} {cohort period} conversions cohort / cohort size`	{event_slug}_{cohort_period}_conversions_rate_cohort
N days Revenue Total	The cumulative amount of in-app revenue by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	revenue_total_{cohort_period}
N days Revenue Total Per User	The cumulative in-app revenue per user for a selected cohort period.	`Revenue total N days` / `Cohort size N days`	revenue_total_per_user_{cohort_period}
N days Revenue Total Per Paying User	Cumulative in-app revenue per paying user within the selected cohort period.	`N days Revenue Total / N days First Paying Users Total`	revenue_total_per_paying_user_{cohort_period}
N days Revenue Total In Cohort	(Number of days, weeks, or months) Revenue Total In Cohort	-	revenue_total_in_cohort_{cohort_period}
N days Revenue Events Total	(Number of days, weeks, or months) Revenue Events Total	-	revenue_events_total_{cohort_period}
N days Revenue Events Total in Cohort	The cumulative number of revenue events generated during the selected cohort period. Only users who have completed the entire cohort period after install are included in the calculation.	-	revenue_events_total_in_cohort_{cohort_period}
N days Revenue Events Total per Paying User	Cumulative number of revenue-generating events per paying user within the selected cohort period.	`N days revenue events total in cohort / N days first paying users total`	revenue_events_total_per_paying_user_{cohort_period}
N days Ad Revenue Total	The cumulative amount of revenue generated by serving in-app ads to users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	ad_revenue_total_{cohort_period}
N days Ad Revenue Total Per User	The cumulative ad revenue per user for a selected cohort period.	`Ad revenue total N days` / `Cohort size N days`	ad_revenue_total_per_user_{cohort_period}
N days Ad Revenue Total in Cohort	The total ad revenue on day N from all the users in the N day cohort who fully completed the Nth day.	-	ad_revenue_total_in_cohort_{cohort_period}
N days All Revenue Total	The total cumulative revenue on day N from all the users in the 0 day cohort size. Users do not have to reach day N.	`Ad revenue total N days` + `Revenue total N days`	all_revenue_total_{cohort_period}
N days All Revenue Total Per User	The cumulative revenue from all revenue sources per user for a selected cohort period.	`All revenue total N days` / `Cohort size N days`	all_revenue_total_per_user_{cohort_period}
N days All Revenue Total in Cohort	Total revenue on day N from all the users in the N day cohort. Only includes users who fully completed the N day.	`Ad revenue total in cohort N days + Revenue total in cohort N days`	all_revenue_total_in_cohort_{cohort_period}
N days LTV (Ad) All Users	The lifetime value of a user for a specified cohort period, calculated using only revenue from serving ads.	`Ad revenue total in cohort N days` / `Cohort size N days`	lifetime_value_ad_{cohort_period}
N days LTV (Ad) Paying Users	The lifetime value of a paying user for a specified cohort period, calculated using only revenue from serving ads.	`Ad revenue total in cohort N days` / `Paying user size N days`	paying_user_lifetime_value_ad_{cohort_period}
N days LTV (All) All Users	The lifetime value of a user, calculated using all revenue sources for a specified cohort period.	`All revenue total in cohort N days` / `Cohort size N days`	lifetime_value_{cohort_period}
N days ROAS (Ad Revenue)	Return on advertising spend, calculated using only revenue from serving ads, for a specified cohort period.	`Ad revenue total N days` / `Ad Spend`	roas_ad_{cohort_period}
N days ROAS (All Revenue)	Return on advertising spend, calculated using all revenue sources for a specified cohort period.	`All revenue total N days` / `Ad Spend`	roas_{cohort_period}
N days ROAS (IAP Revenue)	Return on advertising spend, calculated using only in-app revenue, for a selected cohort period.	`Revenue total N days` / `Ad Spend`	roas_iap_{cohort_period}
N days LTV (All) Paying Users	The lifetime value of a paying user, calculated using all revenue sources for a specified cohort period.	`All revenue total in cohort N days` / `Paying user size N days`	paying_user_lifetime_value_{cohort_period}
N days LTV (IAP) All Users	User lifetime value, calculated using only in-app revenue, for a selected cohort period.	`Revenue total in cohort N days` / `Cohort size N days`	lifetime_value_iap_{cohort_period}
N days LTV (IAP) Paying Users	The lifetime value for paying users, calculated using only in-app revenue, for a selected cohort period.	`Revenue total in cohort N days` / `Paying user size N days`	paying_user_lifetime_value_iap_{cohort_period}
N days Total Paying Users	The cumulative count of users who've made at least one purchase within the cohort period.	-	first_paying_users_total_{cohort_period}
N days Paying Users Conversion Rate Total	Cumulative percentage of users who have converted to paying customers up to the selected cohort period.	`First paying users total N days / Cohort size N days`	cumulative_paying_users_conversion_rate_{cohort_period}
N days First Reinstalls Total	The total cumulative number of first-time reinstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period.	-	first_reinstalls_total_{cohort_period}
N days Reinstalls Total	The cumulative number of users who installed the app in your selected timeframe and also have reinstalled it during a specified cohort period.	-	reinstalls_total_{cohort_period}
N days First Uninstalls Total	The total cumulative number of first-time uninstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period.	-	first_uninstalls_total_{cohort_period}
N days Uninstalls Total	The cumulative number of users who installed or reinstalled the app in your selected timeframe and also have uninstalled it during a specified cohort period.	-	uninstalls_total_{cohort_period}
N days GDPR Forget Users Total	The cumulative number of GDPR Forgets by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	gdpr_forgets_total_{cohort_period}

Non-cumulative cohort metrics

	Definition	Formula	API Metric ID
N days Ad Impressions	The number of ads served to users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period.	-	ad_impressions_{cohort_period}
N days Ad Revenue	The amount of ad revenue generated in a selected date range for a selected cohort period.	-	ad_revenue_{cohort_period}
N days Ad RPM	(Number of days, weeks, or months) Ad RPM	(`Ad revenue N days` / `Ad impressions N days`) * 1000	ad_rpm_{cohort_period}
N days All Revenue	The total amount of revenue generated by users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period.	-	all_revenue_{cohort_period}
N days All Revenue Per User	Revenue per user, calculated using all revenue sources for a specified cohort period.	`All revenue N days` / `Cohort size N days`	all_revenue_per_user_{cohort_period}
N days Cohort Size	The number of users who were attributed to the given source (first install or last source) for at least N days, weeks or months, within in your selected timeframe.	-	cohort_size_{cohort_period}
N days Deattributions	The number of users who installed and/or reinstalled the app in your selected timeframe and were deattributed during a specified cohort period.	-	deattributions_{cohort_period}
N days Cost per Event (Events)	Ad spend divided by the number of triggered events.	`Ad Spend / {event slug} {cohort period} events cohort`	{event_slug}_{cohort_period}_events_cost_cohort
N days Cost per Event (Conversions)	Ad spend divided by the number of conversions.	`Ad Spend / {event slug} {cohort period} conversions cohort`	{event_slug}_{cohort_period}_conversions_cost_cohort
N days Cost Per Paying User	Average ad spend per paying user during the cohort period.	`Ad Spend / First Paying Users Total N days`	cost_per_paying_user_{cohort_period}
N days Deattributions Per User	The number of deattributions per user for selected cohort period.	`Deattributions N days` / `Cohort size N days`	deattributions_per_user_{cohort_period}
N days Event (Events per Period)	The number of times an event was triggered during the cohort period.	-	{event_slug}_{cohort_period}_events_per_period
N days Event (Revenue per Period)	Amount of in-app revenue earned from the event, as reported by the Adjust SDK or recorded server-to-server, within the selected cohort period.	-	{event_slug}_{cohort_period}_revenue_per_period
N days First Reinstalls	The total number of first-time reinstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period.	-	first_reinstalls_{cohort_period}
N days First Uninstalls	The total number of first-time uninstalls by users who installed the app in a selected date range and have had the app installed for a selected cohort period.	-	first_uninstalls_{cohort_period}
N days GDPR Forgets	The number of GDPR Forgets by users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period.	-	gdpr_forgets_{cohort_period}
N days Non-Install Sessions	The total number of non-install sessions by users who installed and/or reinstalled the app in a selected date range and have had the app installed and/or reinstalled for a selected cohort period.	-	non_install_sessions_{cohort_period}
N days First-Time Paying Users	Number of users making their initial purchase until a specific cohort period.	-	first_paying_users_{cohort_period}
N days First-Time Paying Users Rate	Ratio of first-time purchasers to the number of retained users for a given day post-install.	`First Paying Users N days / Retained users N days`	first_time_paying_user_conversion_rate_{cohort_period}
N days Paying User Size	The total number of users who installed and/or reinstalled your app in your selected timeframe, have had your app installed and/or reinstalled for the duration of a specified cohort period and completed an in-app purchase at any point.	-	paying_user_size_{cohort_period}
N days Paying User Conversion Rate	Percentage of the cohorts users who became buyers on a specific day.	`First paying users N days / Cohort size N days`	paying_user_conversion_rate_{cohort_period}
N days Paying Users	The total number of users who completed an in-app purchase on the Nth day/week/month after install or reinstall.	-	paying_users_{cohort_period}
N days Paying Users Rate	The share of paying users in a cohort for a specified cohort period.	`Paying users N days` / `Cohort size N days`	paying_user_rate_{cohort_period}
N days Reattributions	The number of users who installed and/or reinstalled the app in your selected timeframe and were reattributed during a specified cohort period.	-	reattributions_{cohort_period}
N days Reattributions per Deattribution	The number of reattributions divided by number of deattributions for selected cohort period.	`Reattributions N days` / `Deattributions N days`	reattributions_per_deattribution_{cohort_period}
N days Reattributions Per User	The number of reattributions per user of deattributions for selected cohort period.	`Reattributions N days` / `Cohort size N days`	reattributions_per_user_{cohort_period}
N days Reinstalls	The number of users who installed the app in your selected timeframe and also have reinstalled it during a specified cohort period.	-	reinstalls_{cohort_period}
N days Retained Users	The number of users who installed and/or reinstalled the app in your selected time frame and stayed active for a duration specified in a cohort period.	-	retained_users_{cohort_period}
N days Retention Rate All Users	The number of retained users divided by a cohort size.	`Retained users N days` / `Cohort size N days`	retention_rate_{cohort_period}
N days Retention Rate Paying Users	(Number of days, weeks, or months) Retention rate of paying users.	`Paying users N days` / `Retained users N days`	paying_users_retention_rate_{cohort_period}
N days Revenue	Amount of in-app revenue by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	revenue_{cohort_period}
N days Revenue Events	The number of revenue events that have been triggered by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	revenue_events_{cohort_period}
N days Revenue Events Per Active User	Average in-app revenue per paying user for a selected cohort period.	`Revenue events N days` / `Retained users N days`	revenue_events_per_active_user_{cohort_period}
N days Revenue Events Per Paying User	The number of revenue events divided by a cohort size for a selected cohort period.	`Revenue events N days` / `Paying users N days`	revenue_events_per_paying_user_{cohort_period}
N days Revenue Events Per User	The number of revenue events divided by a cohort size for a selected cohort period.	`Revenue events N days` / `Cohort size N days`	revenue_events_per_user_{cohort_period}
N days Revenue Per Paying User	Average in-app revenue per paying user for a selected cohort period.	`Revenue N days` / `Paying users N days`	revenue_per_paying_user_{cohort_period}
N days Revenue Per User	Average in-app revenue per user for a selected cohort period.	`Revenue N days` / `Cohort size N days`	revenue_per_user_{cohort_period}
N days Sessions	The number of sessions by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	sessions_{cohort_period}
N days Sessions Per User	The average number of sessions per user during selected cohort period.	`Sessions N days` / `Cohort size N days`	sessions_per_user_{cohort_period}
N days Time Spent	The number of seconds spent in the app by users who installed and/or reinstalled the app in a selected date range and have had the app installed or reinstalled for a selected cohort period.	-	time_spent_{cohort_period}
N days Time Spent Per Active User	The average number of seconds each active user in a cohort spent in the app during selected cohort period.	`Time spent N days` / `Retained users N days`	time_spent_per_active_user_{cohort_period}
N days Time Spent Per Session	The average number of seconds each session took during selected cohort period.	`Time spent N days` / `Non install sessions N days`	time_spent_per_session_{cohort_period}
N days Time Spent Per User	The average number of seconds each user in a cohort spent in the app during selected cohort period.	`Time spent N days` / `Cohort size N days`	time_spent_per_user_{cohort_period}
N days Uninstalls	The number of users who installed and/or reinstalled the app in your selected timeframe and also have uninstalled it during a specified cohort period.	-	uninstalls_{cohort_period}

Ad Spend metrics

These help you measure your ad spend campaigns and identify key trends. Read more about Adjust Ad Spend.

Metric calculations with Ad Spend in the formula depend on your selected ad spend source. Read more on how ad spend source affects your data.

	Definition	Formula	API Metric ID
Ad Spend	The amount of money spent on ads.	The sum of `click_cost` + `impression_cost` + `install_cost` + `event_cost`	cost
Ad Spend (Attribution)	The amount of money spent on ads. Calculated using only data retrieved using Adjust’s ad spend on engagement method.	The sum of `click_cost` + `impression_cost` + `install_cost` + `event_cost`	adjust_cost
Ad Spend (Network)	Shows ad spend data retrieved using the Network API.	The sum of `click_cost` + `impression_cost` + `install_cost`+ `event_cost`	network_cost
Ad Spend (Network - SKAdNetwork)	The amount of ad spend related to SKAdNetwork campaigns, as reported by the network partner.	-	network_ad_spend_skan
Ad Spend Diff (Network)	Shows an absolute value with the difference between the Attribution and Network sources.	`Ad Spend (Attribution)` - `Ad Spend (Network)`	network_cost_diff
Click Cost	The costs of clicks.	-	click_cost
Clicks (Paid)	The number of clicks, for which there is cost data.	-	paid_clicks
eCPI (All Installs)	Effective cost per install on all installs.	`Ad Spend`/ `Installs`	ecpi_all
eCPI (Network)	Effective cost per install reported by the Network API.	`Ad Spend (Network)` / `Network installs`	network_ecpi
eCPI (Paid Installs)	Effect cost per install on paid installs.	`Ad Spend (Network)` / `Paid installs`	ecpi
eCPI (SKAdNetwork)	Effective cost per install on all installs through SKAdNetwork.	`Ad Spend (Network - SKAdNetwork) / Installs (SKAdNetwork)`	skad_ecpi
eCPM (Attribution)	Effective cost per mille (one thousand impressions) reported by the Attribution ad spend source.	(`Ad Spend` / `Paid impressions`) * 1000	ecpm
eCPM (Network)	Effective cost per mille (one thousand impressions) reported by the Network API.	(`Ad Spend (Network)`/ `Network impressions`) * 1000	network_ecpm
eCPC	Effective cost per click.	`Ad spend` / `Paid clicks`	ecpc
Event cost	The costs of events	-	event_cost
Impression cost	Cost of impressions.	-	impression_cost
Impressions (Paid)	The number of impressions for which there is ad spend data.	-	paid_impressions
Install Cost	The costs of installs.	-	install_cost
Installs (Paid)	The number of installs, for which there is ad spend data.	-	paid_installs

Revenue metrics

These let you measure your ad revenue and user spending metrics. Read more about Adjust Ad Revenue.

	Definition	Formula	API Metric ID
Ad Impressions	The number of ads served to end-users.	-	ad_impressions
Ad Revenue	The revenue generated by serving in-app ads.	-	ad_revenue
Ad Revenue (Cohort)	The total ad revenue generated from users who installed or reinstalled your app within your selected timeframe up to the current date. It is cumulative and based on ad revenue reported by the Adjust SDK or recorded server-to-server. Example: If the selected time frame is Jan 1-31, and today is May 1st, the revenue is counted up to May 1st.	-	cohort_ad_revenue
Ad RPM	Ad Revenue per Mille Impressions. Your ad revenue per thousand ad impressions.	(`Ad revenue` / `Ad impressions`) * 1000	ad_rpm
Revenue	The revenue your app has generated within a selected timeframe based on revenue events reported by the Adjust SDK or as recorded server-to-server.	-	revenue
Revenue (Cohort)	The total in-app revenue generated from users who installed or reinstalled your app within your selected timeframe up to the current date. It is cumulative and based on events reported by the Adjust SDK or server-to-server. Example: If the selected time frame is Jan 1-31, and today is May 1st, the revenue is counted up to May 1st.	-	cohort_revenue
All Revenue	The amount of revenue generated by an app, calculated using all revenue sources.	`Ad Revenue` + `Revenue`	all_revenue
All Revenue (Cohort)	The total amount of in-app revenue and ad revenue generated from users who installed or reinstalled your app within your selected timeframe up to the current date. It is cumulative and based on events reported by the Adjust SDK or server-to-server. Example: If the selected time frame is Jan 1-31, and today is May 1st, the revenue is counted up to May 1st.	`Cohort Revenue` + `Cohort Ad Revenue`	cohort_all_revenue
ARPDAU (All)	Average revenue per daily active user, calculated using all sources of revenue.	`All Revenue Total` / `Total DAU` in the date range	arpdau
ARPDAU (Ad)	Average revenue per daily active user, calculated using only revenue from serving ads.	`Ad Revenue` / `Total DAU` in the date range	arpdau_ad
ARPDAU (IAP)	Average revenue per daily active user, calculated using in-app purchase revenue.	`In-app Revenue` / `Total DAU` in the date range	arpdau_iap
Gross profit	Revenue minus ad spend.	`All revenue` - `Ad Spend`	gross_profit
Gross profit (Cohort)	The cohorted gross profit.	`Cohort revenue` - `Ad Spend`	cohort_gross_profit
Return On Investment (ROI)	The cohorted gross profit divided by ad spend.	`Cohort gross profit` / `AdSpend`	return_on_investment
Revenue Events	The total number of revenue events that have been triggered.	-	revenue_events
Revenue To Cost Ratio (RCR)	The revenue-to-cost ratio.	`Cohort revenue` / `Ad Spend`	revenue_to_cost
ROAS (All Revenue)	Return on ad spend, calculated using all sources of revenue.	(`Cohort revenue` + `Cohort ad revenue`) / `AdSpend`	roas
ROAS (Ad Revenue)	Return on ad spend, calculated using only ad revenue.	`Cohort ad revenue` / `Ad Spend`	roas_ad
ROAS (IAP Revenue)	Return on ad spend, calculated using only in-app revenue.	`Cohort revenue` / `Ad Spend`	roas_iap

SKAdNetwork metrics

These metrics are related to Apple's SKAdNetwork. Read more about Adjust's SKAdNetwork solutions.

	Definition	Formula	API Metric ID
Conversion Bit 1 - Conversion Bit 6 (SKAN)	Returns the count of valid SKAN postbacks where the corresponding conversion event has been triggered. These metrics only have meaning when you are using the conversion events model.	-	`conversion_1` to `conversion_6`
Conversion Value 0 (SKAN)	Returns the count of valid SKAN postbacks where the conversion value is equal to 0 (install). A conversion value of 0 is returned when the user has installed the app but not triggered any mapped conversion value criteria.	-	conversion_value_0
Conversion Value 1 - Conversion Value 63 (SKAN)	Returns the count of valid SKAN postbacks with the corresponding conversion value. (1-63)	-	`conversion_value_1` to `conversion_value_63`
Conversion Value greater than 0 (SKAN)	Returns the count of valid SKAN postbacks where the conversion value is greater than 0 (install).	`Valid Conversions (SKAN)` - `Conversion Value 0`	skad_conversion_value_gt_0
Conversion Value Null	The number of SKAN 3 postbacks and SKAN 4 1st postbacks received with a nulled conversion value. Null means an install took place, but further data has been hidden due to Apple's privacy framework.	(`Installs (SKAN)` + `Reinstalls (SKAN)`) - `Valid conversions`	skad_conversion_value_null
Conversion Value Total (SKAN)	Returns the sum of all conversion values as a single integer. The count of each conversion value is multiplied by its conversion value. For example: for conversion value 40 the total number of recorded occurrences is multiplied by 40 to give the resulting total conversion value.	['conversion_value_0'... 'conversion_value_63'] * (0, 1, ... 63)	conversion_value_total
Conversion Value Null Rate (SKAN)	The number of postbacks received with a conversion value of null divided by the number of SKAN conversions.	`Conversion Value Null (SKAN)` / `Total Conversions (SKAN)`	skad_conversion_value_null_rate
Coarse conversion value null (1st Postback)	The number of 1st postbacks received with a nulled coarse conversion value. Null means an install took place, but further data has been hidden due to Apple's privacy framework.		skad_coarse_conversion_values_null_0
Coarse conversion value none (1st Postback)	The number of 1st postbacks received with a coarse conversion value of none. None is sent by Apple whenever none of the conditions that are set for low, medium, and high were met.		skad_coarse_conversion_values_none_0
Coarse conversion value low (1st Postback)	The number of 1st postbacks received with a coarse conversion value of low. P1 low always = Install.		skad_coarse_conversion_values_low_0
Coarse conversion value medium (1st Postback)	The number of 1st postbacks received with a coarse conversion value of medium.		skad_coarse_conversion_values_medium_0
Coarse conversion value high (1st Postback)	The number of 1st postbacks received with a coarse conversion value of high.		skad_coarse_conversion_values_high_0
Coarse conversion value null (2nd Postback)	The number of 2nd postbacks received with a nulled coarse conversion value. Null means a session took place, but further data has been hidden due to Apple's privacy framework.		skad_coarse_conversion_values_null_1
Coarse conversion value none (2nd Postback)	The number of 2nd postbacks received with a coarse conversion value of none. None is sent by Apple whenever none of the conditions that are set for low, medium, and high were met.		skad_coarse_conversion_values_none_1
Coarse conversion value low (2nd Postback)	The number of 2nd postbacks received with a coarse conversion value of low.		skad_coarse_conversion_values_low_1
Coarse conversion value medium (2nd Postback)	The number of 2nd postbacks received with a coarse conversion value of medium.		skad_coarse_conversion_values_medium_1
Coarse conversion value high (2nd Postback)	The number of 2nd postbacks received with a coarse conversion value of high.		skad_coarse_conversion_values_high_1
Coarse conversion value null (3rd Postback)	The number of 3rd postbacks received with a nulled coarse conversion value. Null means a session took place, but further data has been hidden due to Apple's privacy framework.		skad_coarse_conversion_values_null_2
Coarse conversion value none (3rd Postback)	The number of 3rd postbacks received with a coarse conversion value of none. None is sent by Apple whenever none of the conditions that are set for low, medium, and high were met.		skad_coarse_conversion_values_none_2
Coarse conversion value low (3rd Postback)	The number of 3rd postbacks received with a coarse conversion value of low.		skad_coarse_conversion_values_low_2
Coarse conversion value medium (3rd Postback)	The number of 3rd postbacks received with a coarse conversion value of medium.		skad_coarse_conversion_values_medium_2
Coarse conversion value high (3rd Postback)	The number of 3rd postbacks received with a coarse conversion value of high.		skad_coarse_conversion_values_high_2
Event eCR (SKAN) - Min	The effective minimum conversion rate per action from SKAN for a given event.	`{event slug} Events Min` / `Valid conversions`	{event_slug}_skan_event_ecr_min
Event eCR (SKAN) - Avg	The effective average conversion rate per action from SKAN for a given event.	`{event slug} Events Est` / `Valid conversions`	{event_slug}_skan_event_ecr_est
Event eCR (SKAN) - Max	The effective maximum conversion rate per action from SKAN for a given event.	`{event slug} Events Max` / `Valid conversions`	{event_slug}_skan_event_ecr_max
Installs (SKAN)	Returns the count of valid SKAN postbacks where redownload = false. SKAN postbacks are valid when the attribution signature is correct.	Count of valid SKAN postbacks with redownload = `false`	skad_installs
Qualifiers (SKAN)	Returns the number of installs that had a touchpoint with the network, but did not win the final SKAN attribution. This means the SKAN postback returned a `did-win: false` flag.	-	skad_qualifiers
Invalid Payloads (SKAN)	Count of SKAN postbacks (install/reinstall) that were invalid after verification of the attribution signature.	Calculated as the count of SKAN postbacks that didn’t have the correct attribution-signature.	invalid_payloads
Reinstalls (SKAN)	Returns the count of valid SKAN postbacks where redownload = true. SKAN postbacks are valid when the attribution signature is correct.	Count of valid SKAN postbacks with redownload = `true`	skad_reinstalls
Total conversions (SKAN)	The total number of conversions (installs and reinstalls) reported by SKAN.	`Installs (SKAN)` + `Reinstalls (SKAN)`	skad_total_installs
Valid Conversions (SKAN)	Counter of SKAN postbacks (install/reinstall) that have a valid conversion value (0-63) attached. It shows the number of postbacks where the conversion value was not null.	`Installs (SKAN)` + `Reinstalls (SKAN)` - `Conversion Value Null`	valid_conversions
eCPA (SKAN)	The Effective Cost per Action of a specific event.	(`Ad Spend (SKAN)` * `Valid Conversions (SKAN)`) / (`Unpacked Event (SKAN)` * `Installs (SKAN)`)	{event_slug}_skan_ecpa
Ad Spend (SKAN)	The amount spent on ads for SKAN campaigns as reported by the network API.	-	network_ad_spend_skan
ROAS (SKAN) - Min	Minimum return on ad spend, calculated using only revenue and spend data from SKAN.	`(Total Revenue (SKAN Min) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions)`	skad_revenue_min_roas
ROAS (SKAN) - Avg	Average return on ad spend, calculated using only revenue and spend data from SKAN.	`(Total Revenue (SKAN Avg) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions)`	skad_revenue_est_roas
ROAS (SKAN) - Max	Maximum return on ad spend, calculated using only revenue and spend data from SKAN.	`(Total Revenue (SKAN Max) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions)`	skad_revenue_max_roas
ROI (SKAN) - Min	The minimum return on investment for SKAN campaigns, calculated using only SKAN postback data and network ad spend data.	`(Revenue (SKAN Min) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions) - 1`	skad_revenue_min_roi
ROI (SKAN) - Avg	The average return on investment for SKAN campaigns, calculated using only SKAN postback data and network ad spend data.	`(Revenue (SKAN Avg) * Installs (SKAN)) / (Ad Spend (SKAN)) * Valid Conversions) - 1`	skad_revenue_est_roi
ROI (SKAN) - Max	The maximum return on investment for SKAN campaigns, calculated using only SKAN postback data and network ad spend data.	`(Revenue (SKAN Max) * Installs (SKAN)) / (Ad Spend (SKAN) * Valid Conversions) - 1`	skad_revenue_max_roi
RPU - Ad Rev (SKAN) - Min	The minimum ad revenue per user from SKAN.	`SKAN Ad Revenue - Min` / `Valid conversions`	skan_ad_rpu_min
RPU - Ad Rev (SKAN) - Avg	The average ad revenue per user from SKAN.	`SKAN Ad Revenue - Est` / `Valid conversions`	skan_ad_rpu_est
RPU - Ad Rev (SKAN) - Max	The maximum ad revenue per user from SKAN.	`SKAN Ad Revenue - Max` / `Valid conversions`	skan_ad_rpu_max
RPU - IAP (SKAN IAP) - Min	The minimum in-app purchase revenue per user from SKAN.		skan_iap_rpu_min
RPU - IAP (SKAN) - Avg	The average in-app revenue purchase per user from SKAN.		skan_iap_rpu_est
RPU - IAP (SKAN) - Max	The maximum in-app purchase revenue per user from SKAN.		skan_iap_rpu_max
Event RPU (SKAN) - Min	The minimum revenue per user from SKAN for a given event.	`{event slug} Revenue - Min` / `Valid conversions`	{event_slug}_skan_event_rpu_min
Event RPU (SKAN) - Avg	The average revenue per user from SKAN for a given event.	`{event slug} Revenue - Est` / `Valid conversions`	{event_slug}_skan_event_rpu_est
Event RPU (SKAN) - Max	The maximum revenue per user from SKAN for a given event.	`{event slug} Revenue - Max` / `Valid conversions`	{event_slug}_skan_event_rpu_max
Total RPU (SKAN) - Min	The minimum total revenue per user from SKAN.	`SKAN Total Revenue - Min` / `Valid conversions`	skan_total_rpu_min
Total RPU (SKAN) - Avg	The average total revenue per user from SKAN.	`SKAN Total Revenue - Est` / `Valid conversions`	skan_total_rpu_est
Total RPU (SKAN) - Max	The maximum total revenue per user from SKAN.	`SKAN Total Revenue - Max` / `Valid conversions`	skan_total_rpu_max
eCPI (SKAN)	Effective cost per SKAN install, calculated by dividing ad spend by installs.	`Ad Spend (SKAN) / Installs (SKAN)`	skad_ecpi
Ad Revenue (SKAN) - Min	The minimum ad revenue generated according to the range of the triggered conversion value.	-	skad_ad_revenue_min
Ad Revenue (SKAN) - Avg	The average ad revenue generated according to the range of the triggered conversion value.	-	skad_ad_revenue_est
Ad Revenue (SKAN) - Max	The maximum ad revenue generated according to the range of the triggered conversion value.	-	skad_ad_revenue_max
In-App Revenue (SKAN) - Min	The minimum in-app revenue earned from your conversion value ranges as reported from SKAN postbacks.	-	iap_revenue_revenue_min
In-App Revenue (SKAN) - Avg	The average in-app revenue earned from your conversion value ranges as reported from SKAN postbacks.	-	iap_revenue_revenue_est
In-App Revenue (SKAN) - Max	The maximum in-app revenue earned from your conversion value ranges as reported from SKAN postbacks.	-	iap_revenue_revenue_max
Total Revenue (SKAN) - Min	The minimum total revenue unpacked from Conversion Value revenue buckets, including all revenue sources.	-	skan_total_revenue_min
Total Revenue (SKAN) - Avg	The average total revenue unpacked from Conversion Value revenue buckets, including all revenue sources.	-	skan_total_revenue_est
Total Revenue (SKAN) - Max	The maximum total revenue unpacked from Conversion Value revenue buckets, including all revenue sources.	-	skan_total_revenue_max
Event (SKAN) - Min	The number of events calculated from the SKAN postback, using the events count condition for a specific named event.	-	{event_slug}_events_min
Event (SKAN) - Max	The number of events calculated from the SKAN postback, using the events count condition for a specific named event.	-	{event_slug}_events_max
Event (SKAN) - Avg	The number of events calculated from the SKAN postback, using the events count condition for a specific named event.	-	{event_slug}_events_est
Event Revenue (SKAN) - Min	The revenue from SKAN postbacks based on the revenue earned from a particular event.	Example: If Conversion Value 42 corresponds to a Purchase event, triggered 10–20 times, then the metric is going to be equal to 10.	{event_slug}_revenue_min
Event Revenue (SKAN) - Max	The revenue from SKAN postbacks based on the revenue earned from a particular event.	Example: If Conversion Value 42 corresponds to a Purchase event, triggered 10–20 times, then the metric is going to be equal to 20.	{event_slug}_revenue_max
Event Revenue (SKAN) - Avg	The revenue from SKAN postbacks based on the revenue earned from a particular event.	Example: If Conversion Value 42 corresponds to a Purchase event, triggered 10–20 times, then the metric is going to be equal to 15.	{event_slug}_revenue_est
Total Revenue Events (SKAN) - Min	Total revenue events include the following revenue event types: In-App purchases and Ad Revenue. This metric returns the lowest number of total revenue events triggered within your conversion value ranges.	-	general revenue_events_min
Total Revenue Events (SKAN) - Avg	Total revenue events include the following revenue event types: In-App purchases and Ad Revenue . This metric returns the average number of total revenue events triggered within your conversion value ranges.	-	general revenue_events_est
Total Revenue Events (SKAN) - Max	Total revenue events include the following revenue event types: In-App purchases and Ad Revenue. This metric returns the highest number of total revenue events triggered within your conversion value ranges.	-	general revenue_events_max

Note:

The following SKAN metrics are only available on request. Reach out to your Technical Account Manager or support@adjust.com for access.

	Description	Formula	API Metric ID
Direct Total Installs (SKAN)	Number of installs and reinstalls reported directly by SKAdNetwork.	`Direct Installs + Direct Reinstalls`	skad_direct_total_installs
Direct Installs (SKAN)	Returns the count of valid postbacks sent directly from SKAdNetwork where redownload = false.		skad_direct_installs
Direct Reinstalls (SKAN)	Returns the count of valid postbacks sent directly from SKAdNetwork where redownload = true.		skad_direct_reinstalls
Direct Invalid Payloads (SKAN)	Count of postbacks (install/reinstall) sent directly from SKAdNetwork that were invalid after verification of the attribution signature.		skad_direct_invalid_payloads
Direct Valid Conversions (SKAN)	Count of postbacks (install/reinstall) sent directly from SKAdNetwork that have a valid conversion value (0-63) attached. This shows the number of postbacks where the conversion value was not null.		skad_direct_valid_conversions
Direct Conversion Value Null (SKAN)	Returns the count of all valid postbacks sent directly from SKAdNetwork where the conversion value is null, or the count of all installs and reinstalls minus those with a conversion value not greater than or equal to 0.	`(Direct Installs + Direct Reinstalls) - Direct Valid Conversions`	skad_direct_conversion_value_null
Direct Conversion Value Greater Than 0 (SKAN)	Returns the count of valid postbacks sent directly from SKAdNetwork where the conversion value is greater than 0 (install).	`Direct Valid Conversions - Direct Conversion Value 0`	skad_direct_conversion_value_gt_0
Direct Conversion Bit 1 - Direct Conversion Bit 6 (SKAN)	Returns the count of valid postbacks sent directly from SKAdNetwork where the corresponding conversion event has been triggered.		skad_direct_conversion_1 to skad_direct_conversion_6
Direct Conversion Value 0 - Direct Conversion Value 63 (SKAN)	Returns the count of valid postbacks sent directly from SKAdNetwork with the corresponding conversion value. (1-63)		skad_direct_conversion_value_0 to skad_direct_conversion_value_63

Subscription metrics

Metric	Definition	Formula	API Metric ID
Events
Activations	Number of times users activated subscriptions.	-	`subscrevnt_activation_events`
(iOS only) Billing retry	Number of times where a trial has expired and is not canceled (the user did not unsubscribe from the product), and no billing issues occurred.	-	`subscrevnt_billing_retry_events`
Cancellations	Number of times users cancelled subscriptions.	-	`subscrevnt_cancellation_events`
Discounted offers	Number of times users activated subscriptions using discounted offers.	-	`subscrevnt_discounted_offer_events`
Expirations	Number of times where a subscription has expired.	-	`subscrevnt_expiration_events`
First conversion For previous version of subscriptions	Number of times users triggered the first conversion event.	-	`subscrevnt_first_conversion_events`
Grace period	Number of times where a subscription has entered grace period.	-	`subscrevnt_grace_period_events`
(Android only) On hold	Number of times where a subscription has entered account hold.	-	`subscrevnt_on_hold_events`
(Android only) Paused	Number of times where a subscription has been paused.	-	`subscrevnt_paused_events`
Price accepted	Number of times where a user successfully confirmed subscription price change.	-	`subscrevnt_price_accepted_events`
(iOS only) Price declined	Number of times where a user declined subscription price change.	-	`subscrevnt_price_declined_events`
Reactivations	Number of times users reactivated subscriptions.	-	`subscrevnt_reactivation_events`
Renewals	Number of times users renewed subscriptions.	-	`subscrevnt_renewal_events`
Renewals from billing retry	Number of times where a user successfully renewed the transaction after a billing issue was resolved.	-	`subscrevnt_renewal_from_billing_retry_events`
(iOS only) Refunds	Number of times where the transaction for a subscription has been refunded.	-	`subscrevnt_refund_events`
Revoked	Number of times where a user revoked a subscription before expiration date.	-	`subscrevnt_revoked_events`
Trials started	Number of times users started trials.	-	`subscrevnt_trial_started_events`
Revenue
Activation revenue	Revenue from events where users activated a subscription product for the first time.	-	`subscrevnt_activation_revenue`
Discounted offer revenue	Revenue from events where a new subscription was purchased at a reduced price.	-	`subscrevnt_discounted_offer_revenue`
Reactivation revenue	Revenue from events where users who subscribed through a trial, offer, or activation, then cancelled it, and then reactivated it.	-	`subscrevnt_reactivation_revenue`
(iOS only) Refund revenue	Revenue from refunded transactions.	-	`subscrevnt_refund_revenue`
Renewal revenue	Revenue from events where users successfully renewed the subscription.	-	`subscrevnt_renewal_revenue`
Renewal from billing retry revenue	Revenue from events where users successfully renewed the transaction after a billing issue was resolved.	-	`subscrevnt_renewal_from_billing_retry_revenue`
Subscription revenue	Total revenue from all events.	`Activation revenue + Discounted offer revenue + Reactivation revenue + Refund revenue + Renewal revenue + Renewal from billing retry revenue + Unknown revenue`	`subscrevnt_revenue`
Unknown revenue	Revenue from undefined events.	-	`subscrevnt_unknown_revenue`

Cumulative subscription cohort metrics

Metric	Definition	Formula	API Metric ID
Events
N days Activations Total	Cumulative number of times users activated subscriptions during the selected cohort period.	-	`subscription_activation_events_total_{cohort_period}`
(iOS only) N days Billing retry Total	Cumulative number of times where a trial has expired and is not canceled (the user did not unsubscribe from the product), and no billing issues occurred during the selected cohort period.	-	`subscription_billing_retry_events_total_{cohort_period}`
N days Cancellations Total	Cumulative number of times users cancelled subscriptions during the selected cohort period.	-	`subscription_cancellation_events_total_{cohort_period}`
N days Discounted offers Total	Cumulative number of times users activated subscriptions using discounted offers during the selected cohort period.	-	`subscription_discounted_offer_events_total_{cohort_period}`
N days Expirations Total	Cumulative number of times subscriptions ended during the selected cohort period.	-	`subscription_expiration_events_total_{cohort_period}`
N days First conversion Total For previous version of subscriptions	Cumulative number of times users triggered the first conversion event during the selected cohort period.	-	`subscription_first_conversion_events_total_{cohort_period}`
N days Grace period Total	Cumulative number of times where a subscription has entered the grace period during the selected cohort period.	-	`subscription_grace_period_events_total_{cohort_period}`
(Android only) N days On hold Total	Cumulative number of times where a subscription has entered account hold during the selected cohort period.	-	`subscription_on_hold_events_total_{cohort_period}`
(Android only) N days Paused Total	Cumulative number of times where a subscription has been paused during the selected cohort period.	-	`subscription_paused_events_total_{cohort_period}`
N days Price accepted Total	Cumulative number of times where a user successfully confirmed subscription price change during the selected cohort period.	-	`subscription_price_accepted_events_total_{cohort_period}`
(iOS only) N days Price declined Total	Cumulative number of times where a user declined subscription price change during the selected cohort period.	-	`subscription_price_declined_events_total_{cohort_period}`
N days Reactivations Total	Cumulative number of times users reactivated subscriptions during the selected cohort period.	-	`subscription_reactivation_events_total_{cohort_period}`
(iOS only) N days Refunds Total	Cumulative number of times subscriptions ended immediately and the users were refunded during the selected cohort period.	-	`subscription_refund_events_total_{cohort_period}`
N days Renewals Total	Cumulative number of times users renewed subscriptions during the selected cohort period.	-	`subscription_renewal_events_total_{cohort_period}`
N days Renewal from billing retry Total	Cumulative number of times where a user successfully renewed the transaction after a billing issue was resolved during the selected cohort period.	-	`subscription_renewal_from_billing_retry_events_total_{cohort_period}`
N days Revoked Total	Cumulative number of times where a user revoked a subscription before expiration date during the selected cohort period.	-	`subscription_revoked_events_total_{cohort_period}`
N days Trials started Total	Cumulative number of times users started trials during the selected cohort period.	-	`subscription_trial_started_events_total_{cohort_period}`
Revenue
N days Revenue total (activations)	Cumulative revenue from events where users activated a subscription product for the first time during the selected cohort period.	-	`subscription_activation_revenue_total_{cohort_period}`
N days Revenue total (discounted offers)	Cumulative revenue from events where a new subscription was purchased at a reduced price during the selected cohort period.	-	`subscription_discounted_offer_revenue_total_{cohort_period}`
N days Revenue total (reactivations)	Cumulative revenue from events where users who subscribed through a trial, offer, or activation, then cancelled it, and then reactivated it during the selected cohort period	-	`subscription_reactivation_revenue_total_{cohort_period}`
(iOS only) N days Revenue total (refunds)	Cumulative revenue from refunded transactions during the selected cohort period.	-	`subscription_refund_revenue_total_{cohort_period}`
N days Revenue total (renewals)	Cumulative revenue from events where users successfully renewed the subscription during the selected cohort period.	-	`subscription_renewal_revenue_total_{cohort_period}`
N days Revenue total (retries)	Cumulative revenue from events where users successfully renewed the transaction after a billing issue was resolved during the selected cohort period.	-	`subscription_renewal_from_billing_retry_revenue_total_{cohort_period}`
N days Revenue total (other)	Cumulative revenue from undefined events during the selected cohort period.	-	`subscription_unknown_revenue_total_{cohort_period}`
N days Revenue total	Cumulative revenue during the selected cohort period.	`{cohort_period} Revenue total (activations) + {cohort_period} Revenue total (discounted offers) + {cohort_period} Revenue total (reactivations) + {cohort_period} Revenue total (refunds) + {cohort_period} Revenue total (renewals) + {cohort_period} Revenue total (retries) + {cohort_period} Revenue total (other)`	`subscription_revenue_total_{cohort_period}`

Non-cumulative subscription cohort metrics

Metric	Definition	Formula	API Metric ID
Events
N days Activations	Number of times a user activated the paid subscription N days after the install or reattribution during the selected cohort period.	-	`subscription_activation_events_{cohort_period}`
(iOS only) N days Billing retry	Number of times where a trial has expired and is not canceled (the user did not unsubscribe from the product), and no billing issues occurred during the selected cohort period.	-	`subscription_billing_retry_events_{cohort_period}`
N days Cancellations	Number of times a user canceled their paid subscription N days after installation or reattribution during the selected cohort period.	-	`subscription_cancellation_events_{cohort_period}`
N days Discounted offers	Number of times users activated subscriptions using discounted offers during the selected cohort period.	-	`subscription_discounted_offer_events_{cohort_period}`
N days Expirations	Number of times a subscription is expired N days after installation or reattribution during the selected cohort period.	-	`subscription_expiration_events_{cohort_period}`
N days First conversion For previous version of subscriptions	Number of times users triggered the first conversion event during the selected cohort period.	-	`subscription_first_conversion_events_{cohort_period}`
N days Grace period	Number of times where a subscription has entered grace period during the selected cohort period.	-	`subscription_grace_period_events_{cohort_period}`
(Android only) N days On hold	Number of times where a subscription has entered account hold during the selected cohort period.	-	`subscription_on_hold_events_{cohort_period}`
(Android only) N days Paused	Number of times where a subscription has been paused during the selected cohort period.	-	`subscription_paused_events_{cohort_period}`
N days Price accepted	Number of times where a user successfully confirmed a subscription price change during the selected cohort period.	-	`subscription_price_accepted_events_{cohort_period}`
(iOS only) N days Price declined	Number of times where a user declined a subscription price change during the selected cohort period.	-	`subscription_price_declined_events_{cohort_period}`
N days Reactivations	Number of times a user reactivated their paid subscription N days after installation or reattribution during the selected cohort period. Reactivation occurs if a user previously had a paid subscription that expired.	-	`subscription_reactivation_events_{cohort_period}`
(iOS only) N days Refunds	Number of times a user refunded their paid subscription N days after installation or reattribution during the selected cohort period. A refund is different from a cancellation because it takes effect immediately.	-	`subscription_refund_events_{cohort_period}`
N days Renewals	Number of times a user renewed their paid subscription N days after installation or reattribution during the selected cohort period.	-	`subscription_renewal_events_{cohort_period}`
N days Renewals from billing retry	Number of times where a user successfully renewed the transaction after a billing issue was resolved during the selected cohort period.	-	`subscription_renewal_from_billing_retry_events_{cohort_period}`
N days Revoked	Number of times where a user revoked a subscription before expiration date during the selected cohort period.	-	`subscription_revoked_events_{cohort_period}`
N days Trials started	Number of times a user started the free trial period N days after the install or reattribution during the selected cohort period.	-	`subscription_trial_started_events_{cohort_period}`
Revenue
N days Activation revenue	Revenue from events where users activated a subscription product for the first time during the selected cohort period.	-	`subscription_activation_revenue_{cohort_period}`
N days Discounted offer revenue	Revenue from events where a new subscription was purchased at a reduced price during the selected cohort period.	-	`subscription_discounted_offer_revenue_{cohort_period}`
N days Reactivation revenue	Revenue from events where users who subscribed through a trial, offer, or activation, then cancelled it, and then reactivated it during the selected cohort period.	-	`subscription_reactivation_revenue_{cohort_period}`
(iOS only) N days Refund revenue	Revenue from refunded transactions during the selected cohort period.	-	`subscription_refund_revenue_{cohort_period}`
N days Renewal revenue	Revenue from events where users successfully renewed the subscription during the selected cohort period.	-	`subscription_renewal_revenue_{cohort_period}`
N days Renewal from billing retry revenue	Revenue from events where users successfully renewed the transaction after a billing issue was resolved during the selected cohort period.	-	`subscription_renewal_from_billing_retry_revenue_{cohort_period}`
N days Unknown revenue	Revenue from undefined events during the selected cohort period.	-	`subscription_unknown_revenue_{cohort_period}`
N days Subscription Total Revenue	Total revenue from all subscription events for the selected cohort period.	`{cohort_period} Activation revenue + {cohort_period} Discounted offer revenue + {cohort_period} Reactivation revenue + {cohort_period} Refund revenue + {cohort_period} Renewal revenue + {cohort_period} Renewal from billing retry revenue + {cohort_period} Unknown revenue`	`subscription_revenue_{cohort_period}`
Others
N days Subscription ROAS	Subscription ROAS for the selected cohort period.	`{cohort_period} Revenue total / Cost`	`subscription_roas_{cohort_period}`
N days Conversion rates	Number of times a subscription is converted N days after the previous event state. Event from: Install Trials started Discounted offer Activation Renewal Event to: Any of the subscription events Examples: install → trial install → activation trial → renewal activation → renewal discounted offer → renewal renewal → cancellation	`{cohort_period} {event_to} total / {cohort_period} {event_from} total`	`{cohort_period} {event_from} to {event_to} conversion rate`

Fraud metrics

These are fraud-related metrics, that help you maintain overview of KPIs such as the number of rejected installs. Read more about Adjust's fraud solution.

	Definition	Formula	API Metric ID
Invalid Signature Rejected Install Rate	Rate of rejected installs due to invalid Signature.	`rejected_installs_invalid_signature` / (`installs` + `rejected_installs`)	rejected_install_invalid_signature_rate
Rejected Installs	The total number of installs that Adjust identified and rejected as fraudulent.	-	rejected_installs
Rejected Install Rate	The percentage of your total number of installs that Adjust has identified and rejected as fraudulent. The calculation for the Total row excludes installs under Organic and Untrusted Devices.	(`rejected_installs` - `Organic rejected_installs`) / (`installs` - `Organic installs` - `Untrusted Devices installs` + `rejected_installs` - `Organic rejected_installs`)	rejected_install_rate
Rejected Installs Anonymous IP	The total number of installs that Adjust rejected because they came from anonymous IPs.	-	rejected_installs_anon_ip
Rejected Installs Anonymous IP Rate	The percentage of your total number of installs that Adjust has rejected because they came from an anonymous IP.	`Rejected installs anon ip` / (`Installs` + `Rejected installs`)	rejected_install_anon_ip_rate
Rejected Installs Click Injection	The total number of installs Adjust rejected for falsified clicks sent between an app download and install.	-	rejected_installs_click_injection
Rejected Installs Click Injection Rate	The percentage of your total number of installs that Adjust rejected for falsified clicks sent between an app download and install.	`Rejected installs click injection` / (`Installs` + `Rejected installs`)	rejected_install_click_injection_rate
Rejected Installs Distribution Outlier	The total number of installs Adjust rejected for falling outside the threshold set by our distribution modeling analysis.	-	rejected_installs_distribution_outlier
Rejected Installs Distribution Outlier Rate	The percentage of your total number of installs that Adjust rejected for falling outside the threshold set by our distribution modeling analysis.	`Rejected installs distribution outlier` / (`Installs` + `Rejected installs`)	rejected_install_distribution_outlier_rate
Rejected Installs Malformed Advertising ID	The total number of installs that Adjust rejected because they had a malformed advertising ID.	-	rejected_install_malformed_advertising_id
Rejected Installs Malformed Advertising ID Rate	The percentage of your total number of installs that Adjust rejected because of the malformed advertising ID.	-	rejected_install_malformed_advertising_id_rate
Rejected Installs SDK Signature	The total number of installs Adjust rejected for containing an invalid or missing SDK Signature.	-	rejected_installs_invalid_signature
Rejected Installs Too Many Engagements	The total number of installs that Adjust rejected for registering too many engagements within the attribution window.	-	rejected_installs_too_many_engagements
Rejected Installs Too Many Engagements Rate	The percentage of your total number of installs that Adjust rejected for registering too many engagements within the attribution window.	`Rejected installs too many engagements` / (`Installs` + `Rejected installs`)	rejected_install_too_many_engagements_rate
Rejected Reattribution	The total number of reattributions Adjust identified and rejected as fraudulent.	-	rejected_reattributions
Rejected Reattribution Rate	The percentage of your total number of reattributions that Adjust has identified and rejected as fraudulent. The calculation for the Total row excludes rejected installs under Organic and Untrusted Devices.	`Rejected reattributions` / (`Reattributions` + `Rejected reattributions`)	rejected_reattribution_rate
Rejected Reattributions Anonymous IP	The total number of reattributions that Adjust rejected because they came from an anonymous IP.	-	rejected_reattributions_anon_ip
Rejected Reattributions Anonymous IP Rate	The percentage of your total number of reattributions that Adjust has rejected because they came from an anonymous IP.	`Rejected reattributions anon ip` / (`Reattributions` + `Rejected reattributions`)	rejected_reattribution_anon_ip_rate
Rejected Reattributions Click Injection	The total number of reattributions rejected for falsified clicks between an app download and install for a user who previously had your app installed and had that install attributed within Adjust.	-	rejected_reattributions_click_injection
Rejected Reattributions Click Injection Rate	The percentage of your total number of reattributions that Adjust has rejected for falsified clicks sent between an app download and install for a user who previously had your app installed and had that install attributed within Adjust.	`Rejected reattributions click injection` / (`Reattributions` + `Rejected reattributions`)	rejected_reattributions_click_injection_rate
Rejected Reattributions Distribution Outlier	The total number of reattributions rejected for falling outside the threshold set by our distribution modeling analysis.	-	rejected_reattributions_distribution_outlier
Rejected Reattributions Distribution Outlier Rate	The percentage of your total number of reattributions that Adjust has rejected for falling outside the threshold set by our distribution modeling analysis.	`Rejected reattributions distribution outlier` / (`Reattributions` + `Rejected reattributions`)	rejected_reattribution_distribution_outlier_rate
Rejected Reattributions Too Many Engagements	The total number of reattributions rejected for registering too many engagements within the reattribution window.	-	rejected_reattributions_too_many_engagements
Rejected Reattributions Too Many Engagements Rate	The percentage of your total number of reattributions that Adjust has rejected for registering too many engagements within the attribution window.	`Rejected reattributions too many engagements` / (`Reattributions` + `Rejected reattributions`)	rejected_reattribution_too_many_engagements_rate

Assist metrics

These Adjust metrics help to measure the role different engagements play in assisting app installs.

	Definition	Formula	API Metric ID
Assisted Installs	The number of app installs that qualified for attribution but were not selected. Organic users do not have any engagement with an Adjust link, therefore are not considered as assisting an install.		assisted_installs
Assisting Engagements	All of the user touchpoints that were considered, but not awarded the attribution. These can be clicks or impressions, but must fall within the link's attribution window.		qualifiers
Assisting Impressions	All of the user impressions that were considered, but not awarded the attribution.		impression_based_qualifiers
Assisting Clicks	All of the user clicks that were considered, but not awarded the attribution.		click_based_qualifiers
Average Engagements per Assisted Install	The average number of engagements that assisted an install.	`Assisting Engagements / Assisted Installs`	qualifiers_per_assisted_installs
Average Impressions per Assisted Install	The average number of impressions that assisted an install.	`Assisting Impressions / Assisted Installs`	impression_based_qualifiers_per_assisted_installs
Average Clicks per Assisted Install	The average number of clicks that assisted an install.	`Assisting Clicks / Assisted Installs`	click_based_qualifiers_per_assisted_installs
Assisting Clicks for Reattributions	All of the user clicks that were considered, but not awarded the reattribution.		click_based_reattribution_qualifiers
Assisting Impressions for Reattributions	All of the user impressions that were considered, but not awarded the reattribution.		impression_based_reattribution_qualifiers
Assisting Engagements for Reattributions	All of the user touchpoints that were considered, but not awarded the reattribution. These can be clicks or impressions, but must fall within the link's reattribution window.		reattribution_qualifiers
Assisted Reattributions	The number of app installs that qualified for reattribution but were not selected.		assisted_reattributions
Non-Assisted Installs	The number of app installs that had no qualifying touchpoints within the attribution window prior to the attributed engagement. Organic users do not have any engagement with an Adjust link, therefore are not considered as assisting an install.	`Installs - Assisted installs`	non_assisted_installs

InSight metrics

Growth solution:

InSight is available as an Adjust Growth Solution. To get InSight on your account, contact sales@adjust.com.

The following metrics are available for Adjust InSight users and relate to incrementality tests. Find out more about Adjust InSight.

	Definition	Formula	Metric API ID
Average revenue per event	Average revenue generated per your selected event from users who installed your app within the time period you selected	`Total revenue of event / number of times the event was triggered`	`average_revenue_per_event`
Incremental revenue	Extra revenue generated from when compared to a control group	`(Actual incremental value - mean incremental value) * Average revenue per event`	`incremental_revenue`
Incremental ROAS	Return on advertising spend (ROAS), calculated using only in-app revenue, for a selected cohort period	-	`incremental_roas`