Understanding 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 visual 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.
  • 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 and in_app_purchase events, install the Firebase SDK and link your app to Firebase. Instructions for linking to firebase will be added soon.

    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 and in_app_purchase events, install the Firebase SDK and link your app to Firebase. Instructions for linking to firebase will be added soon.

    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’re seeing all zeroes in your user metrics card:

  • Check that you’re using the latest Google Mobile Ads SDK:
    • 18.1.0 or later for Android 
    • 7.44 or later for iOS 
  • 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). 

 

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