ROI Report
| Report | Data Source | Data Matching Method | Users Counted | Calculating Logic |
|---|---|---|---|---|
| ROI Report | Attribution Platform: Log-level installation data Advertising Platform: Aggregated cost & touchpoint data Monetization Platform: Aggregated in-app ad impression and revenue data Mediation Platform: Log-level in-app ad impression and revenue data SE-SDK: Event "_appImp" | Device Matching | New Users | Promotion Platform: Data is from the promotion platform API's cost data. Install and revenue data are matched with cost data according to the promotion platform's time zone. Attribution Install: Data is based on installation data from the attribution platform. After an install occurs, cost data is evenly allocated to the install at the Offer level. |
Two Perspectives
In order to meet different analysis requirements, we provide two perspectives for viewing the promotion report.
| Promotion Report | Promotion Platform | Attribution Install |
|---|---|---|
| Calculation Logic | Taking the advertising cost as the benchmark, match installs and revenue with cost at the device level based on the promotion platform time zone. | Taking the third-party attribution results as the benchmark, the advertising cost of each offer is evenly distributed among each install driven by that offer. |
| Touchpoint Data Source | Advertising Platform Marketing API | / |
| Cost Data Source | Advertising Platform Marketing API | |
| Installation Data Source | Attribution Platform API | |
| Revenue Data Source | Monetization Platform API (Actual Revenue) | |
| Mediation Platform API / SE-SDK Event "_appImp" (Estimated Revenue) | ||
| Time Zone | Default the promotion platform time zone. | Default the tenant time zone. |
| Changes not allowed. | Changes allowed. | |
| Retention Type | By 24 hours only. | By 24 hours. |
| By natural days. | ||
Promotion Report Filter Options
| Filter Option | Description |
|---|---|
| Time Bar | Default to current day. Changes allowed. |
| Promotion Platform | Filter the promotion platforms. |
| Platform | iOS & Android |
| Country/Region | Filter the countries or regions. |
| Promotion Account | Filter the promotion accounts. |
| Campaign | Filter the campaigns. |
| Offer | Filter the offers. |
| Creative | Filter the creatives. |
| Sub-channel | Filter the sub-channels. Option unavailable if the selected promotion platform has no sub-channels. |
| Revenue Type | Actual Revenue: The aggregated revenue data sent by the monetization platform API every day.Estimated Revenue: The revenue data sent by the mediation platform in real time at the log level. |
| Retention Type | By 24 hours: Days are divided into units of 24 hours each, starting from the time of installation.By natural days: Days are divided into units of 24 hours each, starting from 00:00 (24:00) every day. |
ROI Report Metrics
| Promotion Metric | Definition/Formula |
|---|---|
| Impression (Promotion platform perspective only) |
Ad impression data accessed through ad platform API |
| Click (Promotion platform perspective only) |
Ad click data accessed through ad platform API |
| Install | Attributed and re-attributed device count calculated through the _appLaunch events transmitted by the MMP, or _appAttr events reported by the SE SDK/API |
| Cost | Ad cost data accessed through ad platform API |
| CTR (Promotion platform perspective only) |
Click-through rate, click/impression*100% |
| CPM (Promotion platform perspective only) |
Cost per mille, cost/impression*100% |
| CVR (Promotion platform perspective only) |
Conversion rate, install/click*100% |
| CPI | Cost per install, cost/install |
| IVR (Promotion platform perspective only) |
Impression conversion rate, install/impression*100% |
| Key Actions (Promotion platform perspective only) |
The count of users who performed key events within the app, accessed through ad platform API (头条, 快手, 广点通 only) |
| Cost per Key Action (Promotion platform perspective only) |
Cost/Key Actions (头条, 快手, 广点通 only) |
| Monetization Metric | Definition/Formula |
| eCPM-Total | Cumulative (up to 60 days) eCPM generated by devices after install, Ad Revenue(Total) / Ad Impression(Total) *1000 |
| eCPM-H0 | eCPM generated by devices within the first hour after install, Ad Revenue(H0) / Ad Impression(H0) *1000 |
| eCPM-D0 | eCPM generated by devices within 24 hours after install, Ad Revenue(D0) / Ad Impression(D0) *1000 |
| Ad Impression UV-D0 | The count of devices with ad impressions displayed within 24 hours after install |
| Engaged Rate-D0 | Ad Impression UV (D0) / Install |
| Imp. per Engaged User-D0 | Average ad impressions per engaged userAd Impression(D0) / Ad Impression UV(D0) |
| Ad Impression-Total | Cumulative (up to 60 days) ad impressions displayed on devices after install |
| Ad Impression-H0 | Ad impressions displayed on devices within the first hour after install |
| Ad Impression-D0 | Ad impressions displayed on devices within 24 hours after install |
| Imp. per User-D0 | Average ad impressions displayed on devices within 24 hours after installAd Impression(D0) / Install |
| Ad Revenue-Total | Cumulative (up to 60 days) ad revenue generated by devices after install |
| Ad Revenue-H0 | Ad revenue generated by devices within the first hour after install |
| Ad Revenue-DN | Ad revenue generated by devices within 0/1/3/7/14/30/60 day(s) after install |
| IAP Revenue-Total | Cumulative (up to 60 days) IAP revenue generated by devices after install |
| IAP Revenue-H0 | IAP revenue generated by devices within the first hour after install |
| IAP Revenue-DN | IAP revenue generated by devices within 0/1/3/7/14/30/60 day(s) after install |
| Revenue-Total | Ad Revenue (Total) + IAP Revenue (Total) |
| Revenue-H0 | Ad Revenue (H0) + IAP Revenue (H0) |
| Revenue-D0 | Ad Revenue (D0) + IAP Revenue (D0) |
| Avg. eCPM-Total | Average eCPM generated by devices with Rewarded Video, Splash, Interstitial, Fullscreen Video, Banner, Native, Native Video, Banner(MPU), Instream Video, MREC, or other ad types diaplayed within up to 60 days after install |
| Avg. eCPM-H0 | Average eCPM generated by devices with Rewarded Video, Splash, Interstitial, Fullscreen Video, Banner, Native, Native Video, Banner(MPU), Instream Video, MREC, or other ad types diaplayed within the first hour after install |
| Avg. eCPM-DN | Average eCPM generated by devices with Rewarded Video, Splash, Interstitial, Fullscreen Video, Banner, Native, Native Video, Banner(MPU), Instream Video, MREC, or other ad types diaplayed within 0/1/3/7/14/30/60 day(s) after install |
| Per capita times-Total | Average Rewarded Video, Splash, Interstitial, Fullscreen Video, Banner, Native, Native Video, Banner(MPU), Instream Video, MREC, or other ad impressions per UV within up to 60 days after install |
| Per capita times-H0 | Average Rewarded Video, Splash, Interstitial, Fullscreen Video, Banner, Native, Native Video, Banner(MPU), Instream Video, MREC, or other ad impressions per UV within the first hour after install |
| Per capita times-DN | Average Rewarded Video, Splash, Interstitial, Fullscreen Video, Banner, Native, Native Video, Banner(MPU), Instream Video, MREC, or other ad impressions per UV within 0/1/3/7/14/30/60 day(s) after install |
| LTV Metrics | Definition/Formula |
| LTV-Total | Revenue(Total) /Install |
| LTV-H0 | Revenue(H0) /Install |
| LTV-D0 | Revenue(D0) /Install |
| ROI Metrics | Definition/Formula |
| ROI-Total | Revenue(Total) /Cost |
| ROI-H0 | Revenue(H0) /Cost |
| ROI-D0 | Revenue(D0) /Cost |
| Retention Metrics | Definition/Formula |
| Retention-DN | The proportion of devices that open the app on the same/1st/3rd/7th/14th/30th/60th day after install |
| Other Metrics | Definition/Formula |
| Profit | Revenue(Total) - Cost |
| Profit Rate | Revenue(Total) / Cost |
| Custom Metrics | |
| Custom metrics help developers analyze more conversion metrics for measuring promotional user - acquisition results. SE allows event reporting via SE - SDK/API and TrackingIO callback. The SE - ROI metric setup supports up to 5 events and 10 metrics, defined only as total event counts and sums of numerical parameter values. | |
| Event indicators | Supports the addition of up to 15 metrics defined by 5 events. Optional events need to be configured through the Data Management - Data Received - Data Tracking page |
| Composite indicators | A new composite metric is obtained by performing arithmetic operations based on metrics provided by the SolarEngine and custom event metrics. |
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