Using your User Activity report

The user activity report provides a comprehensive view of your apps. It captures data about how users are engaging and how your app is being monetized. Use this report to: 

1. Monitor app health (How many users use my app every day?)
2. Understand how changes impact your app (What is the overall earnings per user? What is the impact of a recent app release on this metric?)
3. Identify opportunities to increase revenue (How many ads do a user view each day for each format? Should I increase them?)
4. Identify opportunities to improve app experience (How many sessions do users spend a day in the app? How can I increase app engagement?)
5. Troubleshooting (Do revenue changes correlate with changes in daily active users or number of ad impressions per day?)

Note: To use the user activity report, you’ll need to install the latest Google Mobile Ads SDK (18.1.0 or later for Android, 7.44 or later for iOS) and enable user metrics. 

To view in-app purchase data for your Android apps, you must:

• Link your app to a Firebase project
• Link your Google Play account to the Firebase project.

Filters

Functionally, filters hide unnecessary or unwanted data from your reports. When you select a filter, you're defining what you want to have in the report, and AdMob will hide anything that doesn't match the criteria in its filters.

The following are available for this report and saved reports:

Country

1. Check the checkboxes beside the regions or countries you want to filter by. Click the arrows to display the countries in each region for more granular filtering.
2. Click Apply to apply the filter to your report.
3. To add another filter, click Add filter and select again.

Dimensions

Functionally, dimensions determine how your report is organized. For example, if you wanted to view your earnings broken down by countries, you could add the country dimension. Adding new dimensions further reorganizes and refines the data.

The following are available for this report and saved reports:

• Date: View performance by date.
• Country: View performance broken down by the country of your app users. 
• App version: View performance by app version. App versions distinguish each of your app updates.  

Metrics

Functionally, metrics represent the kinds of data or values contained in a report. They're usually arranged in columns and contain numbers or percentages. When dimensions are added, metric values are recalculated based on the new order or groupings the dimensions create. Adding or removing metrics adds or removes a column of information from the report.

The following are available for this report and saved reports:

Ad earnings

Your estimated earnings from ad revenue. This includes revenue from the AdMob Network, your bidding ad sources, and your estimated third-party revenue.

Ad earnings / DAV

The average earnings from ad revenue per daily ad viewer (DAV).  

Daily active users (DAU)

The number of unique users who have opened the app. 

Daily ad viewers (DAV)

The number of unique users who have viewed ads. 

Note: The number of DAVs must meet a minimum threshold before data can be shown. This means you may see zero DAV even when the number of impressions is not zero.

DAV %

The percent of daily active users who have viewed ads. It’s calculated by:

Daily ad viewers (DAV) / Daily active users (DAU) x 100%.

Purchase earnings (includes fees)  

Your estimated earnings from in-app purchases (IAP), subscriptions (including renewals), and e-commerce purchases. Note that service and/or commission fees haven’t been subtracted from this number. 

Note: To view IAP data for your Android apps, you must:

• Link your app to a Firebase project. 
• Link your Google Play account to the Firebase project.

Impressions

The total number of ads shown to users.

Note: When a third-party waterfall ad source serves a banner ad, AdMob counts an impression when the third-party adapter sends the ad load callback. This may cause discrepancies in reported impressions between AdMob and your third-party ad source. For example, if you preload banner ads that aren’t shown immediately, you may notice higher impressions reported in AdMob.

Impressions / DAU

The average number of ads seen by a daily active user (DAU) per day.

This is sometimes known as ad density or ad load.

Impressions / DAV    

The average number of ads seen by a daily ad viewer (DAV) per day. 

Impressions / Session

The average number of impressions shown during each session. 

Overall earnings

Your total estimated earnings, including earnings from ads and earnings from purchases. 

Earnings from ads includes revenue from the AdMob Network, your bidding ad sources, and your estimated third-party revenue. 

Earnings from purchases includes revenue from in-app purchases (IAP), subscriptions (including renewals) and e-commerce purchases.  

Overall earnings / DAU

The average overall earnings per daily active user (DAU), and sometimes known as ARPDAU. 

Overall earnings includes revenue from ads and in-app purchases (IAP), subscriptions (including renewals), and e-commerce purchases. It’s calculated by:

(Ads earnings + Purchase earnings) / DAU 

Note: To view IAP data for your Android apps, you must:

• Link your app to a Firebase project. 
• Link your Google Play account to the Firebase project.

Rewarded earnings / rewarded user   

The estimated earnings from rewarded ads accrued for each rewarded user.

Rewarded events    

The number of times a reward is granted after viewing a rewarded ad. 

Rewarded events (%)

The percentage of rewarded impressions that resulted in users receiving a reward. It’s calculated by:

(Rewarded events / Rewarded impressions) x 100

Rewarded impressions / rewarded user    

The number of rewarded ads shown on average for each rewarded user.

Rewarded users    

The number of unique users who received a reward by interacting with a rewarded ad.

Rewarded users (%)    

The percentage of users who received a reward from viewing a rewarded ad. It is calculated by:

(Rewarded users / DAU) * 100%

Sessions / DAU

A session is counted when the app is in the foreground of the device. The session ends when the app is moved to the background or after 30 minutes of user inactivity.