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: 

• Monitor app health (How many users use my app every day?)
• 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?)
• Identify opportunities to increase revenue (How many ads do a user view each day for each format? Should I increase them?)
• Identify opportunities to improve app experience (How many sessions do users spend a day in the app? How can I increase app engagement?)
• 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 collect user metrics. To collect user metrics data, you can link your AdMob apps to Firebase and integrate the Google Analytics for Firebase SDK into your apps (Android, iOS).

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:

App

1. Click the toggle to show only apps linked to Firebase.
2. Choose the radio buttons beside the apps you want to filter by. The data for the selected app will be shown in your report. You can use the Search box to search for specific apps by name.
3. Click Apply to apply the filter to your report.
4. To add another filter, click Add filter and select again.

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.

Ads ARPV

The average revenue per viewer (ARPV) from ad revenue. 

It’s calculated by:

Ads earnings / Ad viewers

Active users (AU)

The number of unique users who have opened the app. Active users is sometimes known as DAU (daily active users) when aggregated by date.

Ad viewers (AV)

The number of unique users who have viewed ads. Ad viewers is sometimes known as DAV (daily ad viewers) when aggregated by date.

Ad viewer rate

The percent of active users who have viewed ads. 

It’s calculated by:

Ad viewers / Active users 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.

Imps / AU

The average number of ads seen by an active user. 

It’s calculated by:

Impressions / Active Users 

This is sometimes known as ad density or ad load.

Imps / AV  

The average number of ads seen by an ad viewer. 

It’s calculated by:

Impressions / Ad viewers

Imps / Session

The average number of impressions shown during each session.

It’s calculated by:

Impressions / Sessions

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 ARPU

The average revenue per user (ARPU) from ads and in-app purchases (IAP), subscriptions (including renewals), and e-commerce purchases.

ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date. 

It’s calculated by:

(Ads earnings + Purchase earnings) / Active Users 

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 / AU

The average number of sessions per active user.

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.