Understand user metrics

The user metrics card can be used to understand aggregated user behavior in the selected app. Estimated revenue data may be obtained from multiple sources. The line graph beside each metric gives you a snapshot of how the value has changed over time. 

Metrics found in this card

• Sessions / user: Total number of sessions over the selected date range divided by the number of active users.
• Avg. session duration: Total engagement over the selected date range divided by the number of sessions.
• Ad exposure / session: Total ad exposure time over the selected date range divided by the total engagement over the selected date range.
• Active users: The number of active users over the selected date range for the selected app.
• ARPU: Average revenue per user (ARPU). ARPU is the sum of estimated AdMob Network earnings, ecommerce_purchase event values, and in_app_purchase event values. 

  Note: To send ecommerce_purchase, install the Firebase SDK for Google Analytics.

  For Android in_app_purchase events, link your app to Firebase and connect your app to Play. For iOS users, in_app_purchase events will be sent automatically. 

• ARPPU: Average revenue per paying user (ARPPU). ARPPU is the sum of estimated ecommerce_purchase and in_app_purchase event values.

  Note: To send ecommerce_purchase, install the Firebase SDK for Google Analytics.

  For Android in_app_purchase events, link your app to Firebase and connect your app to Play. For iOS users, in_app_purchase events will be sent automatically. 

• Retention: The percentage of users who installed the selected app at the beginning of the selected date range and visited your app at the end of the selected date range.

Troubleshooting user metrics

If you notice all zeroes in your user metrics card:

• If you linked your app to Firebase, you must accept the new Terms of Service to continue receive data in AdMob from Google Analytics for Firebase.
• Check that you’re using the latest Google Mobile Ads SDK:
  • 18.1.0 or later for Android 
  • 7.44 or later for iOS 
• If you’re using the Firebase SDK for Google Analytics (Android, iOS), link your app to Firebase.
• Wait up to 48 hours after enabling user metrics for data to appear in the user metrics card. 
• Ensure that you’ve implemented your app correctly according to the instructions in the Google Developers Get Started guide (Android, iOS). 
• If you selected the option to link to an existing project and create a new app, you’ll lose historical user metrics data for that app. Learn more about linking your apps to Firebase. 

If you currently use Firebase

If you've integrated the Firebase SDK for Google Analytics in your app, you must link your AdMob app to Firebase to view user metrics in your AdMob account. 

This is because the Firebase SDK collects the analytics data for your app and takes precedence over the Google Mobile Ads SDK analytics collection. Linking your AdMob app to Firebase allows AdMob to access your analytics data and report user metrics in your account. 

Alternatively, you can opt to remove the Firebase SDK for Google Analytics from your app to view user metrics in your account. Be aware that this action may affect your ability to use other Firebase products, like Firebase Remote Config, Firebase Cloud Messaging, etc. 

If you'd like to continue viewing user metrics reports in AdMob but no longer want to use Firebase, follow these steps:

1. Remove the Firebase SDK for Google Analytics from your app.
2. Make sure you’re using the latest Google Mobile Ads SDK in your app (18.1.0 or later for Android, 7.44 or later for iOS) 
3. Re-enable user metrics in your AdMob account so that AdMob can start processing the collected analytics data and display it in the user metrics card.
4. Republish the app. Wait up to 48 hours for data to reappear in the user metrics card.