1. Function Overview
Pull down the data report to enter the cohorts report. The cohorts report supports viewing user retention value data from four dimensions: LTV, Impression, Retention, and new&retained users.
2. Operation Guide
2.1 LTV Report
(1) Content Overview
The LTV report includes two parts: LTV trend graph and report. It supports viewing LTV data for up to 60 days. The supported filtering dimensions include app, area, and channel. The report can switch between TopOn Statistic Data and API Statistic Data counted by networks.
(2) Description of related data
The filter items and metrics involved in the report are described as follows:
| Filter items | Description |
|---|---|
| Date | The time period when the data was generated. Note: You can select a maximum of 60 days each time. |
| App | App created in TopOn. >>More |
| Area | User's country or area |
| 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? |
| Data metrics | Description |
|---|---|
| New users |
Number of users who open the app for the first time, reported by TopOn. |
| New users/DAU | The ratio of the users who open the app for the first time to daily active users. Calculation formula: New users/DAU |
| LTV | LTV (life time value) is the total value of the lifetime, the average revenue value of each user in a period of time after acquiring a new users. Note: The report shows the average cumulative advertising revenue generated by each new user. |
| TopOn LTV | Bidding advertising sources use real-time advertising display prices to obtain LTV, and non-bidding advertising sources use manually filled eCPM prices * TopOn statistics display summary to obtain LTV Note: The manually entered 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. |
| API LTV | LTV data pulled through the network platform API interface |
| LTV n | The average revenue value generated by a new user on the nth day |
(3) LTV calculation formula
2.2 Impression Report
(1) Content Overview
Through the Impression Report, you can view the fluctuation of impression in different dimensions. The supported filter dimensions include time, application, ad format, placement, area, and channel. The impression report can switch between total impression and Impression/new users.
(2) Description of related data
The filter items and metrics involved in the report are described as follows:
| Filter items | Description |
|---|---|
| Date | The time period when the data was generated. Note: You can select a maximum of 60 days each time. |
| App | App created in TopOn. >>More |
| Placement | Placement created in TopOn. >>More |
| Ad Format | TopOn placement categories, including rewarded video, interstitial, native, banner and splash |
| Area | User's country/area |
| Channel | Developers can pass the channel field to TopOn to distinguish the user's data from different source channels. >>How to pass the channel field through custom rules? |
| Data metrics | Description |
|---|---|
| New users |
Number of users who open the app for the first time, reported by TopOn. |
| Total Impression | Cumulative ad displays for new users by Day Avg. |
| Impression/New user | Impressions per User Day N new users' cumulative displays ÷ Day N new users |
2.3 Retention Report
(1) Content Overview
The retention report can be used to view the daily number of new users and daily user retention. It supports viewing retention data for up to 60 days. The supported filtering dimensions include app, area and channel.
(2) Description of related data
The filter items and metrics involved in the report are described as follows
| Filter Items | Description |
|---|---|
| Date | The time period when the data was generated. Note: You can select a maximum of 60 days each time. |
| App | App created in TopOn. >>More |
| Area | User's country/area |
| 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? |
| Data metrics | Description |
|---|---|
| New users | Number of users who open the app for the first time, reported by TopOn. |
| Retention | User retention. Users who start using the app to generate network requests within a certain period of time and who continue to generate network requests in the app 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%. |
2.4 New and Retained Users report
(1) Content overview
The new and retained users can view detailed data on new users and retained users, covering the complete advertising indicator chain, including User count, DEU, Engaged Rate, Est. revenue, Est. revenue/User, Est. eCPM, Requests, Request Fill Rate, Impression, Impression rate, Imp./DEU, Click, CTR, Reach Scenario, Scenario Ready Rate, Bid Request, Bid Request Rate
Supported filtering dimensions include date, app, ad format, placement, area, network and channel, support for switching data preview metrics, and support for report export.
(2) Related data description
The filter items and metrics involved in the report are described as follows:
| Filter item | Description |
|---|---|
| Date | The time period when the data was generated. Note: You can select a maximum of 60 days at a time. |
| Applications | Applications created on TopOn. >>More |
| Placements | Placements created on TopOn. >>More |
| Ad format | TopOn ad placement categories, including rewarded video, interstitial, native, banner and open screen |
| Area | User's country/area |
| Network | Three-party network |
| 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? |
| Data metrics | Description |
|---|---|
| User type | Distinguish between new users, retained users and all users. |
| User count | Daily Active User, that is, the number of device users who initialized TopOn SDK. Note: According to the GDPR agreement, statistics will only be collected after user consent in the EU. >>What is GDPR? |
| DEU | Daily engaged users, the average of daily active users who engaged with an ad in your app. It has changed since 2023/06/15 00:00:00(UTC+8). Data is drawn from impression events, and does not include "GDPR non-consenting" users. DEU supports three dimensions: app, placement, and ad format. Under different filtering conditions, the data of DEU will change. |
| Engaged Rate | The number of daily engaged users divided by the number of daily active users, calculated as (DEU / DAU) |
| Estimated revenue | Estimated revenue based on the number of impressions and eCPM price counted by TopOn SDK. Calculation formula: ① Conventional advertising source: manually filled in eCPM price * TopOn statistics / 1000; ② Header bidding advertising source: real-time advertising impression price. >>Header bidding instructions |
| Estimated revenue/user | Estimated revenue per capita, estimated revenue/user |
| Estimated eCPM | Calculate the estimated eCPM based on the estimated revenue and the impression of TopOn statistics. The calculation formula is: (estimated revenue/impression of TopOn statistics)*1000. Note: 1. Estimated eCPM is provided on the same day; 2. Regular ad sources are calculated based on the manually entered eCPM price, and bidding ad sources are calculated based on the real-time bidding price. |
| Bid Request | The number of bid requests initiated by the Header Bidding ad source. >>Header Bidding Description |
| Bid Request Rate | Header Bidding advertising source bid request rate. Calculation formula: corresponding number of bid requests/number of bid requests*100%. >>Header Bidding Description |
| Requests | The number of requests initiated by the client to TopOn SDK. |
| Request Fill Rate | The percentage of successful ads returned after the client initiates a request to TopOn SDK. Calculation formula: number of request fills/requests*100%. |
| Reach Scenario | Number of reach scenario |
| Scenario Ready Rate | The percentage of ads that are ready when users reach scenario |
| Impression | From 0:00 on March 7, 2023 (UTC+8), the statistical caliber will be adjusted from "the number of times TopOn calls the network SDK to start impression" to "the number of callbacks TopOn receives from the network SDK for successful impression." |
| Impression rate | The ratio of the number of ad exposures counted by TopOn to the number of successful requests returns (request fill number). Calculation formula: impression/request fill number*100%. |
| Impressions/DAU | The average number of impressions per device user who has exposed an ad. |
| Click | The number of ad clicks 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. |
| CTR | The ratio of ad clicks counted by TopOn to ad exposures counted by TopOn. Calculation formula: click/impression*100%. |
3. FAQ
(1) What is the difference between LTV and estimated LTV?
The biggest difference: The eCPM of LTV is calculated based on the actual revenue pulled back from the network and the impression statistics of TopOn; the eCPM of estimated LTV is the manually filled eCPM price.
① LTV is the LTV calculated based on the actual revenue pulled back from the network and the impression statistics of TopOn, according to the formula split into device dimensions.
② The eCPM of estimated LTV is the manually filled eCPM price, and the other calculation formulas are the same as LTV.
③ The estimated LTV report supports impressioning the data of the current day; the LTV report can impression the data of the previous day at the earliest.
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