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Reports

Understand user metrics

The user metrics toggle has been deprecated.

Learn how to continue collecting metrics in AdMob.

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. 

The user metrics card can be found in your app overview dashboards

Example of a user metrics card in Ad Mob reports.

Metrics found in this card

  • Sessions / DAU: The average number of sessions per daily active user (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.
  • 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.
  • Daily active users: The number of unique users who have opened the app. 
  • ARPU: Average revenue per user (ARPU). Estimated revenue data includes revenue from in-app purchases, e-commerce, subscription, and ads. 

    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) is the total purchase revenue per active user that logged a purchase event. Estimated revenue data includes revenue from in-app purchases, e-commerce, subscription, and ads.

    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:

  • Make sure you’re using the Firebase SDK for Google Analytics (Android, iOS) and link your app to Firebase.
  • 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

 

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