Adjust KPI glossary

Adjust's KPIs provide you with a powerful way to pull any Adjust data through our KPI Service. Below is a complete list of all available KPIs, along with a description, calculation where necessary, and dashboard availability.

App KPIs

KPIDescriptionCalculation
impressionsThe total number of ad impressions reported for your campaigns

Available in dashboard: yes
 
ctr (click-through rate)The average number of impressions served per click

Available in dashboard: yes
clicks / impressions
clicksThe total number of clicks on Adjust tracker links from your campaigns

Available in dashboard: yes
 
installsThe total number of installs that have occurred

Available in dashboard: yes
 
uninstalls    The total number of uninstalls that have occurred.

Only available with our uninstall and reinstall tracking package. Contact sales@adjust.com for more information.

Available in dashboard: yes
 
reinstallsThe total number of reinstalls that have occurred.

Only available with our uninstall and reinstall tracking package. Contact sales@adjust.com for more information.

Available in dashboard: yes
 
reattribution_reinstallsThe total number of reinstalls that occurred that also led to a reattribution.

Only available with our uninstall and reinstall tracking package. Contact sales@adjust.com for more information.

Available in dashboard: yes
 
uninstall_cohortThe total number of uninstalls from users who installed your app within your selected timeframe

Available in dashboard: yes
 
limit_ad_tracking_installsThe total number of installs coming from devices with limit ad tracking (LAT) enabled

Available in dashboard: yes
 
limit_ad_tracking_install_rateThe proportion of installs coming from devices with LAT enabled

Available in dashboard: yes
limit_ad_tracking_installs / installs
limit_ad_tracking_reattributionsThe total number of reattributions coming from devices with LAT enabled

Available in dashboard: no
 
limit_ad_tracking_reattribution_rateThe proportion of reattributions coming from devices with LAT enabled

Available in dashboard: no
limit_ad_tracking_reattributions / reattributions
click_conversion_rateHow many clicks it takes, on average, for a user to install your app

Available in dashboard: yes
installs / clicks
impression_conversion_rateHow many impressions it takes, on average, for a user to install your app

Available in dashboard: no
installs / impressions
reattributionsThe total number of reattributions that have occurred

Available in dashboard: yes
 
deattributionsThe total number of deattributions that have occurred. Only available to those on the Enterprise pricing plan. See our attribution source filtering help page for further information.

Available in dashboard: yes
 
sessionsThe total number of sessions (this also includes installs, i.e., first sessions, and reinstall, reattribution, and reattribution reinstall sessions that have occurred)

Available in dashboard: yes
 
revenue_eventsThe total number of revenue events that have been triggered

Available in dashboard: yes
 
revenueThe total revenue your app has generated based on the tracked revenue events reported by the Adjust SDK or as recorded via server-to-server event tracking

Available in dashboard: yes
 
cohort_revenueThe total revenue your app has generated from users who installed your app within your selected timeframe. It is based on the tracked revenue events reported by the Adjust SDK or as recorded via server-to-server event tracking.

Available in dashboard: yes
 
daus (daily active users)The average number of unique daily active users (DAU) for your selected timeframe

Available in dashboard: yes
(DAU of day1 + DAU of day2 + … + DAU of dayN) / the number of days in your timeframe
waus (weekly active users)The average number of unique weekly active users (WAU) for your selected timeframe

Available in dashboard: yes
(WAU of day1 + WAU of day2 + … + WAU of dayN) / the number of days in your timeframe
maus (monthly active users)The average number of unique monthly active users (MAU) for your selected timeframe

Available in dashboard: yes
(MAU of day1 + MAU of day2 + … + MAU of dayN) / the number of days in your timeframe
gdpr_forgetsThe total number of users who have exercised their right to be forgotten. Adjust permanently deletes the historical personal data for all of these users but retains their aggregated data for dashboard reporting. Their device data will no longer be received by Adjust or appear anywhere in the Adjust dashboard in the future.

Available in dashboard: yes
 

Fraud KPIs

KPIDescriptionCalculation
rejected_installsThe total number of installs that Adjust identified and rejected as fraudulent

Available in dashboard: yes
 
rejected_installs_anon_ipThe total number of installs that Adjust rejected because they came from anonymous IPs

Available in dashboard: yes
 
rejected_installs_too_many_engagementsThe total number of installs that Adjust rejected for registering too many engagements within the attribution window

Available in dashboard: yes
 
rejected_installs_distribution_outlierThe total number of installs Adjust rejected for falling outside the threshold set by our distribution modeling analysis

Available in dashboard: yes
 
rejected_installs_click_injectionThe total number of installs Adjust rejected for falsified clicks sent between an app download and install

Available in dashboard: yes
 
rejected_installs_invalid_signatureThe total number of installs Adjust rejected for containing an invalid or missing SDK Signature

Available in dashboard: yes
 
rejected_reattributionsThe total number of reattributions Adjust identified and rejected as fraudulent

Available in dashboard: yes
 
rejected_reattributions_anon_ipThe total number of reattributions that Adjust rejected because they came from an anonymous IP

Available in dashboard: yes
 
rejected_reattributions_too_many_engagementsThe total number of reattributions rejected for registering too many engagements within the reattribution window

Available in dashboard: yes
 
rejected_reattributions_distribution_outlierThe total number of reattributions rejected for falling outside the threshold set by our distribution modeling analysis

Available in dashboard: yes
 
rejected_reattributions_click_injectionThe 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

Available in dashboard: yes
 
rejected_install_rateThe percentage of your total number of installs that Adjust has identified and rejected as fraudulent.

The calculation for the Total row excludes rejected installs from your Organic and Untrusted Devices trackers. Learn why.

Available in dashboard: yes

rejected_installs / (installs + rejected_installs)
rejected_install_anon_ip_rateThe percentage of your total number of installs that Adjust has rejected because they came from an anonymous IP

Available in dashboard: no

rejected_installs_anon_ip / (installs + rejected_installs)
rejected_install_too_many_engagements_rateThe percentage of your total number of installs that Adjust rejected for registering too many engagements within the attribution window

Available in dashboard: no

rejected_installs_too_many_engagements  / (installs + rejected_installs)
rejected_install_distribution_outlier_rateThe percentage of your total number of installs that Adjust rejected for falling outside the threshold set by our distribution modeling analysis

Available in dashboard: no

rejected_installs_distribution_outlier / (installs + rejected_installs)
rejected_install_click_injection_rateThe percentage of your total number of installs that Adjust rejected for falsified clicks sent between an app download and install

Available in dashboard: no

rejected_installs_click_injection / (installs + rejected_installs)
rejected_reattribution_rateThe percentage of your total number of reattributions that Adjust has identified and rejected as fraudulent

The calculation for the Total row excludes rejected installs from your Organic and Untrusted Devices trackers. Learn why.

Available in dashboard: yes

rejected_reattributions / (reattributions + rejected_reattributions)
rejected_reattribution_anon_ip_rateThe percentage of your total number of reattributions that Adjust has rejected because they came from an anonymous IP

Available in dashboard: no

rejected_reattributions_anon_ip / (reattributions + rejected_reattributions)
rejected_reattribution_too_many_engagements_rateThe percentage of your total number of reattributions that Adjust has rejected for registering too many engagements within the attribution window

Available in dashboard: no

rejected_reattributions_too_many_engagements / (reattributions + rejected_reattributions)
rejected_reattribution_distribution_outlier_rateThe percentage of your total number of reattributions that Adjust has rejected for falling outside the threshold set by our distribution modeling analysis

Available in dashboard: no

rejected_reattributions_distribution_outlier / (reattributions + rejected_reattributions)
rejected_reattribution_click_injection_rateThe 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

Available in dashboard: no

rejected_reattributions_click_injection / (reattributions + rejected_reattributions)

Cost KPIs

KPIDescriptionCalculation
install_costThe sum of install costs

Available in dashboard: no
 
click_costThe sum of click costs

Available in dashboard: no
 
impression_costThe sum of impression costs

Available in dashboard: no
 
costThe sum of all engagement costs

Available in dashboard: yes

click_cost + impression_cost + install_cost
paid_installsThe total number of install for which there is cost data

Available in dashboard: yes
 
paid_clicksThe total number of clicks for which there is cost data

Available in dashboard: yes
 
paid_impressionsThe total number of impressions for which there is cost data

Available in dashboard: yes
 
ecpc (effective cost per click)The effective cost per click

Available in dashboard: yes

cost / paid_clicks
ecpm (effective cost per mille)The effective cost per mille (thousand impressions)

Available in dashboard: yes

cost / paid_impressions * 1000
ecpi (effective cost per install)The effective cost per install

Available in dashboard: yes

cost / paid_installs
rcr (revenue-to-cost ratio)The revenue generated by users who installed within your selected timeframe as a percentage of your ad spend.

Available in dashboard: yes
cohort_all_revenue/cost
cohort_gross_profitThe gross profit of your cohort

Available in dashboard: yes

cohort_all_revenue - cost
return_on_investmentThe return on investment

Available in dashboard: yes

cohort_gross_profit / cost

Event KPIs

KPIDescriptionCalculation
revenue_eventsThe total number of revenue events that have been triggered

Available in dashboard: yes
 
revenueThe total revenue your app has generated based on the tracked revenue events reported by the Adjust SDK or as recorded via server-to-server event tracking

Available in dashboard: yes
 
eventsThe total number of events that have been triggered

Available in dashboard: no
 
first_eventsThe total number of events triggered by a user for the first time

Available in dashboard: no
 
revenue_per_eventHow much revenue was generated, on average, per event triggered

Available in dashboard: no

revenue / events
revenue_per_revenue_eventHow much revenue was generated, on average, per revenue event triggered

Available in dashboard: no
revenue / revenue_events

Cohort KPIs

Cohort KPI descriptions and calculations will depend upon which day after install you are looking at. For full details on cohorts and their associated KPIs, see our cohort KPIs documentation.
KPIAvailable in dashboard
retained_usersYes
cohort_sizeYes
retention_rateYes
reattributionsYes
deattributionsYes
sessionsYes
sessions_per_userYes
revenueYes
revenue_totalYes
revenue_per_userYes
revenue_per_paying_userYes
revenue_total_in_cohortNo
lifetime_valueYes
paying_user_lifetime_valueYes
time_spentYes
time_spent_per_userYes
time_spent_per_sessionYes
paying_usersYes
paying_user_sizeYes
paying_users_retention_rateYes
paying_user_rateNo
revenue_eventsYes
revenue_events_totalYes
revenue_events_total_in_cohortNo
revenue_events_per_userYes
revenue_events_per_active_userYes
revenue_events_per_paying_userNo
converted_usersNo
converted_user_sizeNo
conversion_distributionNo
conversion_per_userNo
conversion_per_active_userNo
eventsNo
events_per_converted_userNo
events_per_userNo
events_per_active_userNo
uninstallsYes
uninstalls_totalYes
reinstallsYes
reinstalls_totalYes
ad_revenueYes
ad_revenue_totalYes
ad_revenue_total_in_cohortNo
ad_rpmYes
all_revenueYes
all_revenue_totalYes
all_revenue_per_userYes
all_revenue_total_in_cohortNo

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