1. Introduction to Basic Nouns
| Noun | Meaning |
|---|---|
| App | App created by developers in the TopOn background, corresponding to the APP that developers need to monetize through advertising. >>Learn more |
| Placement | Placement created by the developer in the TopOn background. The SDK requests advertising strategies and loads ads through the ad slot ID. >>Learn more |
| Scenario | Scenario refers to creating multiple advertising scenes under one ad slot, which can effectively distinguish the display and click data of different advertising scenes under the same ad slot. It is suitable for products with multiple advertising scenes in the application and need to distinguish the display data. >>More |
| Network | Refers to the third-party network aggregated by TopOn, such as: CSJ, Youlianghui, Meta, Admob, etc. >>TopOn aggregated network |
| AD Source | Corresponding to the placement created by developers on third-party network. >>More |
| Area | The country / region where your app is released detected by TopOn SDK based on user IP. For example: China, the United States, etc. |
| Segment | TopOn provides multiple dimensions to group users. Different traffic groups can be configured with different Waterfalls to achieve refined traffic monetization. Currently, the segment dimensions supported by TopOn are as follows: Area, Data, Week, Hours, Loading Time, Network Type, App Version Name, App Version Code, SDK Version, OS Version, device ID, Device Type, Device Brand, Installation Time, Channel, Sub-channel, IDFA Status,Installation Source, User Number, SDK preset strategy and Custom rules. >>More |
| Channel | Developers can pass the channel field to TopOn to distinguish the data from different source channels of users. >>How to pass the channel field through custom rules? |
| Ad Format | Ad styles corresponding to the ad slots created by developers in TopOn, including splash, native, rewarded video, interstitial, banner, etc. >>TopOn ad style correspondence |
| Platform | Android or iOS. |
| SDK Version | TopOn SDK version number. >>TopOn SDK download address |
| App version | App version name defined by the developer. |
| Bidding type | Header bidding ad source or non-header bidding (set floor price) ad source. >>Header Bidding Instructions |
| IDFA Status | Whether the iOS user authorizes the acquisition of IDFA, for specific rules, please refer to Apple's rule guide. >>Apple Rule Guide |
| Sub-account | TopOn supports adding and managing sub-accounts, and can manage sub-account functions from aspects such as application permissions and page function permissions. >>Learn more |
| Report time zone | If you select RMB as your account currency during registration, the default time zone of the developer backend will be UTC+8; if you select USD as your account currency during registration, the default time zone of the developer backend will be UCT 0. Supports adjustment to UTC+8 (Beijing time), UTC 0 (Greenwich Mean Time), UTC-8 (Pacific Standard Time) Modification path: My Account→ Base Info → Report Time Zone |
| Currency | Currency unit of the developer backend, supports RMB or USD, selected when creating a TopOn account. If you need to change the account currency later, such as changing RMB to USD, please contact the TopOn contact person. |
2. Getting Started with Basic Data Indicators
2.1 Data source of TopOn
| Data type | Data Sources |
|---|---|
| Third-party API | Data indicators come from third-party advertising platform API. Prerequisite: You need to enable the reporting API authorization of the corresponding advertising platform in the TopOn background [Network] module to see the data. TopOn background Revenue and data indicators with API suffix are all third-party API data. |
| TopOn statistics | Data indicators come from TopOn embedding points. Prerequisite: You can see the data only after connecting to TopOn SDK. TopOn Backstage except for revenue, all data indicators without API suffix are TopOn statistics. |
Tips: Third-party API data is more accurate than TopOn data, and it is recommended to use third-party API data first. However, the API data of some network returns slowly or does not support viewing certain indicators. In this case, TopOn data can be used to assist analysis.
2.2 Explanation of update time of different data indicators
(1) DAU, new users, retention rate: updated every 2 hours.
(2) Other TopOn SDK statistics except DAU, new users and retention rate: updated every 5 minutes.
(3) Report API data of advertising platform (we will pull advertising platform data of the previous day in 5 time periods): 3:30, 10:50, 14:30, 16:30, 21:00.
2.3 Explanation of basic data indicators
Tips: In each data report interface of TopOn backend, hover the mouse over the data indicator to display the explanation of the indicator
| Data indicators | Meaning |
|---|---|
| DAU | Daily Active User, that is, the number of device users who initialize TopOn SDK every day. DAU only supports application dimensions. Note: According to the GDPR agreement, the EU region needs user consent before statistics are recorded. >>What is GDPR? |
| DEU | The number of device users who have displayed (exposed) ads every day. Note: DEU supports three dimensions: application, ad slot, and ad type. Under different filtering conditions, the data of DEU will vary. |
| Engaged Rate | The proportion of device users who have displayed (exposed) ads every day to daily active users. Calculation formula: DEU/DAU*100% |
| Impression rate | The ratio of ad impressions counted by TopOn to ad fills. If the ad source dimension is not checked, the calculation formula is: ad display/flow fill number; if the ad source dimension is checked, the calculation formula is: ad display/ad source fill number Calculation formula: display/fill number*100%. |
| Revenue API | The actual revenue that TopOn pulls from the advertising platform through the report API. |
| Estimate revenue | Estimated revenue based on the number of impressions and eCPM price counted by TopOn SDK. Calculation formula: ① Conventional advertising source: manually filled eCPM price*TopOn statistics of impressions/1000 ② Bidding advertising source: real-time advertising display price. >>Header bidding instructions ③Meta estimated revenue is obtained by displaying Meta's historical eCPM API* TopOn statistics |
| ARPDAU | Average Revenue Per User (ARPDAU for short). Calculation formula: Revenue/DAU |
| Est ARPDAU | Estimated per capita revenue. Calculation formula: estimated revenue/DAU |
| eCPM | TopOn calculates eCPM by using the actual revenue it obtains from the advertising platform through the reporting API and the display statistics of TopOn. Calculation formula: (revenue/display statistics of TopOn)*1000. Note: eCPM is provided with a delay of 1 day. |
| eCPM API | TopOn calculates eCPM API by using the actual revenue it obtains from the advertising platform through the reporting API and the display API. Calculation formula: (revenue/display API)*1000. Note: eCPM API is provided with a delay of 1 day. |
| Estimate eCPM | Calculate the estimated eCPM based on the estimated revenue and the display statistics of TopOn Calculation formula: (estimated revenue/display statistics of TopOn)*1000. Note: ①Estimated eCPM is provided on the day; ②Regular ad sources are calculated based on the manually filled eCPM price, and bidding ad sources are calculated based on the real-time bidding price; ③Meta bidding ad sources are estimated based on historical eCPM API |
| Impression | The number of display callbacks of third-party ad platforms counted by TopOn will be counted only when the display callback of the third-party ad platform is actually received. Due to different statistical calibers, there may be some differences between the display statistics of TopOn and the display statistics of the advertising platform (display API). |
| Impression API | The number of ad exposures pulled by TopOn from the advertising platform through the report API. Note: Due to factors such as statistical caliber and network packet loss, there may be some differences between the display statistics of TopOn and the display statistics of the advertising platform (display API). |
| Impression Gap | The difference between the display statistics of Topon and the display statistics of the advertising platform. Calculation formula: (display-display API)/display API. Note: Due to different statistical calibers, there may be some differences between the display statistics of TopOn and the display statistics of the advertising platform (display API). When the display gap exceeds 15%, you can contact TopOn's AM to investigate the cause. |
| Requests | The number of requests (Load) initiated by the application (client) to the TopOn SDK. One traffic request may trigger multiple ad source requests. |
| Request fill rate | The percentage of successful ads returned after the application (client) initiates a request (Load) to the TopOn SDK. Calculation formula: Number of successful traffic requests returned (number of traffic fills)/traffic requests*100%. |
| Attempts | The number of requests sent by a single ad source to an ad platform. Note: One traffic request may correspond to multiple ad source requests. When an application (client) initiates a request to TopOn, TopOn initiates requests to each ad source in the order of waterfall ad sources. When a high-priority ad source is not filled or no ad is returned within a short timeout (8s), it will request a low-priority ad source. At this time, one traffic request will correspond to multiple ad source requests. |
| Attempt fill rate | The percentage of successful ad returns after TopOn initiates a request to each ad platform (ad source). Calculation formula: Number of successful ad source requests (number of ad source fills) / ad source requests * 100% |
| Attempts API | Number of ad source requests TopOn pulls from the ad platform through the report API. Note: Some ad platforms do not provide this data. |
| Bid Reques | Number of price inquiries initiated by the Header Bidding ad source. >>Header Bidding Description |
| Bid Fill eCPM | The average eCPM returned by the advertising platform when the header bidding ad source responds to the inquiry. >>Header Bidding Description |
| Bid Reques Rate | Header Bidding (Header Bidding) ad source inquiry response rate. Calculation formula: Number of inquiry responses/number of inquiries*100%. >>Header bidding instructions |
| Imp./DAU | Daily active users average number of impressions. |
| Imp./DEU | The average number of impressions per device user who has displayed (exposed) the ad. Calculation formula: Ad exposure counted by Topon/DEU |
| Click | Ad click counted by TopOn. Some platforms do not provide click callbacks (such as Admob's rewarded videos), resulting in TopOn being unable to count user clicks. |
| Click API | Ad click counts pulled by TopOn from the ad platform through the reporting API. |
| Click Gap | The difference between clicks counted by TopOn and clicks counted by the ad platform. Calculation formula: (click-click API)/click API |
| CTR | The ratio of ad clicks counted by TopOn to ad exposures counted by TopOn. Calculation formula: click/display*100% |
| CTR API | The click-through rate of ads that TopOn pulls from the advertising platform through the reporting API. Calculation formula: click API/display API*100%. |
| Attempts rate API | The fill rate of the advertising source that TopOn pulls from the advertising platform through the report API. Note: Some advertising platforms do not provide this data. |
| LTV | LTV (life time value) is the total value of the life cycle, the average revenue value of each user within a period of time after acquiring a new user. Note: The retention value report shows the average cumulative advertising revenue generated by each new user. |
| LTV calculated by TopOn | The estimated LTV calculated by the eCPM ranking price manually filled in by the ad source can display the data of the day. Note: The manually filled eCPM price should be as close to the actual eCPM as possible, so that the LTV data performance of the day can be estimated relatively accurately. |
| LTV calculated by API | LTV data pulled through the API interface of the third-party platform |
| LTV n | The average revenue value generated by new users on the nth day |
| New users | The number of device users who initialized TopOn SDK for the first time in the past 60 days. |
| Old users | Number of device users who initialized TopOn SDK for the first time in the past 60 days. |
| Add new users | Number of device users who initialized TopOn SDK for the first time in the past 60 days. |
| Retention | User retention. Users who started using the application to generate network requests within a certain period of time and still generated network requests in the application after a period of time. Calculation formula: (new users on a certain day who continue to open the app on the Nth day / new users on a certain day) * 100%. |
| Retention n | The ratio of retained users on the nth day after a certain day to new users on that day |
| Number of sessions | Each time from starting the app to closing it, including cold start and hot start, will be counted as a session. |
| Displays/sessions | The average number of ads displayed per session, calculated using the formula: Displays/sessions. |
| Number of sessions per person | The average number of sessions per user per day, calculated using the formula: Number of sessions/Number of devices for sessions. The number of devices for sessions and DAU will differ slightly due to statistical caliber issues |
| Per capita usage time | The average time each user spends using the app per day. Calculation formula: Daily usage time of all users/DAU. |
| Single usage duration | Average duration of each user's session. Calculation formula: daily usage duration of all users/total number of launches. |
| Number of launches | When an application is launched and displayed on the front-end interface, it is counted as an application launch. Applications initialized in the background will not be counted as application launches. TopOn SDK v5.9.90 and above versions support it, and you can filter the SDK version to view accurate funnel data. |
| Reach scenario | The number of times the user reaches the ad scene. App needs to call the entryAdScenario method to count. |
| Scenario Ready Rate | The percentage of ads that are ready when the user reaches the ad scene |
| IsReady | The number of times the TopOn isReady interface is called. Note: The isAdReady interface determines whether there is an ad that can be displayed. (Android native and banner ads do not support isReady judgment; dual-end TopOn 5.7.6 version starts to support isReady judgment of opening screen) |
| isReady rate | The ratio of the number of times the TopOn isReady interface returns true to the number of times the TopOn isReady interface is called. Calculation formula: the number of times the TopOn isReady interface returns true/the number of times the TopOn isReady interface is called*100% |
| New users/DAU | The ratio of the number of device users who initialized the TopOn SDK for the first time in the past 60 days to the number of daily active users. Calculation formula: new users/DAU*100% |
| Next-day retention | The percentage of users who still generate network requests 2 days after acquiring new users. |
| eCPC | Actual API revenue pulled from the advertising platform/number of clicks counted by the aggregation platform (topon)*1000 |
| eCPC API | Media revenue/number of clicks on the media side*1000 |
| Impression frequency | The proportion of device users who have watched N ads in this ad slot among the active users on the day. Calculation formula: (device users who have watched N ads/DAU)*100%. |
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