[UA] Mobile App Audience

Learn about mobile user characteristics.
The reporting features described in this article are based on the Analytics SDKs. For the most up-to-date reporting, use the Firebase SDK instead. To learn more, read Get started with app analytics.

The Audience reports can help you get to know the people using your app - where they are, how often and long they use an app, and what devices are popular with your users. Data from these reports can help you uncover new markets and help you improve the performance of the app itself.

In this article:


Get the big-picture view of your Sessions and Audience, including Average Session Duration, total number of Screen Views, Screens Viewed per Session (Screens/Session), the percentage of New and Returning Users, and the top Languages and Location of users. Hover over sections of the OS Versions and Top Network Operators reports to see more details, or click the report title to jump to the full report.

Active Users

With this report, you can see how often your users interact with your app, and compare the drop-off rates for users over different periods of time.

Users are grouped by the number of unique users that interacted with your app within an n-Day period, specifically 1-Day, 7-Day, 14-Day, and 30-Day. Each n-Day group includes the last day in your active date range.

By default, the line graph only displays the 1-Day Active Users. To compare data for 1 Day, 7 Day, 14 Day, and 30 Day Active Users in the same graph, click the checkbox for each metric that appears above the chart.

Lifetime Value

Understand how valuable different users are to your business based on lifetime performance across multiple sessions. For example, you can see lifetime value for users you acquired through email or paid search. With that information in hand, you can determine a profitable allocation of marketing resources to the acquisition of those users. Learn more.

App Versions

Compare performances of different versions of your app. Depending on your criteria for new releases, you can use this report to compare either a large-scale change or specific feature adjustment.

For data to appear in this report, you must include the same property tracking ID in every updated release of an app.

Cohort Analysis

A cohort is a group of users who share a common characteristic that is identified in this report by an Analytics dimension. For example, all users with the same Acquisition Date belong to the same cohort. The Cohort Analysis report lets you isolate and analyze cohort behavior. Learn more.

User Explorer

Isolate and examine individual rather than aggregate user behavior. Individual user behavior is associated with either Client ID or User ID. Learn more

Demographics and Interests

Demographics and Interests data provides information about the age and gender of your users, along with the interests they express in their online travel and purchasing activities. You can use this information to optimize versions of your app for specific demographics, or to precisely target in-app ads.

Learn more about Demographics and Interests data.


See who’s using your app around the world. Is it popular in a specific region or language group? Is it being adopted unexpectedly by another group of users? Based on data you see in these reports, you may want to reach a broader audience or concentrate on targeting a specific region.

Because location data is based on mobile devices, data at the city level might not be stable. Location data for region, state, and country is more accurate.


The Behavior reports include New vs Returning, Loyalty, Recency, and Session Duration. These reports let you understand:

  • The ratio of new to returning users. You can see how well you're attracting new users, and how well you're retaining existing users (New vs Returning).
  • How engaged users are with your app as evidenced by the number of sessions they initiate, how long those sessions last, the number of different screens they view, and the rate at which they complete goals (Loyalty).
  • The number of days that go by between sessions (Recency).
  • How long users spend in a session (Session Duration).

Devices and Network

These reports tell you which devices, networks, and operating systems are used to access an app. Use this data to optimize your app for the most popular Operating Systems, Screen Resolutions, and Devices.

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