Understanding of Metrics 📐 Dimensions Dimensions define how data is grouped and segmented in your reports.
Application
Application
Application name
Application platform
iOS, Android, or WEB
Application version install
App version at time of installation
Onboarding platform
WEB, iOS, Android, etc.
WEB onboarding URL
Web onboarding URL
Calendar date
Date of revenue, refund, or event
Cohort date
Date of install or first visit
Day of week
Mon..Sun
Subscription date
Date of subscription
City
User city
Continent
Europe, Americas, etc.
Country code
ISO 3166-1 alpha-2 code (US, GB, DE)
Country name
Full country name
Country state
State/province (e.g., California)
Country tier
Tier 1, Tier 2, Tier 3
Region
Western Europe, Northern America, etc.
Media source
Acquisition channel (Facebook Ads, TikTok, Applovin)
Media source (custom)
From attribution link parameter (pid, utm_source)
Media source placement
Where ads appear (reels, feed)
UA Ad account id
Ad account ID
UA Ad account
Ad account name
Campaign
Campaign name
Campaign id
Campaign ID
Campaign status
PAUSED, ACTIVE, etc.
Adset
Ad group within campaign
Adset id
Ad group ID
Adset status
PAUSED, ACTIVE, etc.
Ad
Individual advertisement
Ad id
Advertisement ID
Ad status
PAUSED, ACTIVE, etc.
Keyword
Search keyword
Keyword match type
Broad, Phrase, Exact
Custom product page
App Store CPP or Google Play Custom Store Listing
Engagement
First engagement or re-engagement
Site id
Publisher site ID
Site name
Publisher site name
Age
User age range
Gender
User gender
Device OS name
iOS, Android, Windows
User Demographics (Age, Gender, Device OS) require additional implementation (cw_segment event). This data doesn't populate by default and needs to be configured during integration.
Purchase placement
Screen where purchase occurred (onboarding, cancel offer)
Product id
SKU/ID of subscription or product
Product name
Product name
Product bundle
Group of products purchased together
Product duration
7 Days, 1 Month, 1 Year, Lifetime (non-recurring products fall into the lifetime product duration category)
Intro offer type
Free Trial, Pay up front, No Trial
Intro offer duration
3 Days, 7 Days, 1 Month
Billing processor
Stripe, Paypal, Chargebee, Recurly, Solidgate, Paddle, FastSpring
Billing processor Account Id
Billing processor account ID
Payment system
Stripe, PayPal, Paddle (Web) & Apple, Google (Mobile)
Payment method
Apple Pay, Google Pay, PayPal, Card
Card brand
Visa, Mastercard
Card funding
Debit, credit, prepaid
Ad mediator
Platform choosing best ad network (Applovin MAX)
Ad network
Ad supplier (Meta Ads, Applovin Ads)
Ad placement
Placement location
Ad unit
Slot where ad appears (Level-complete interstitial)
Ad unit format
Banner, interstitial, rewarded video, native, playable
Ad unit id
Unique slot identifier
Typical for mobile games products. Revenue generated when advertisers pay to display their ads within your app/game.
Offerwall card
Content card
Offerwall placement
Placement location
Offerwall provider
Tapjoy, etc.
AB test
A/B test name
Segment
Segment name
P1–P6
Custom parameters cw_p1 through cw_p6
🔢 Metrics Metrics are the numbers you measure and optimize.
Many metrics include time suffixes indicating the measurement window from cohort date:
0d
First 24 hours
3d
First 4 days
7d
First 8 days
10d
First 11 days
2w
First 15 days
3w
First 22 days
4w
First 29 days
1m–12m
1–12 months horizon
1y, 1.5y, 2y, 3y
Year horizons
p
Predicted (pROAS, pLTV, pRevenue)
h
Historical prediction model
(none)
Actual/factual value
🎯 Acquisition Metrics
CPM
1000 × Spend / Impressions
Cost per 1,000 impressions
CPC
Spend / Clicks
Cost per click
CPC (link)
Spend / Link Clicks
Cost per link click
CPI
Spend / Installs
Cost per install
CPA (first visit)
Spend / First Visits
Cost per first visit
CPA (subscriber)
Spend / Subscribers
Cost per subscriber
CPA (pSubscriber)
Spend / pSubscribers
Cost per predicted subscriber
CPA (trial)
Spend / Trials
Cost per trial
CPA (payer)
Spend / Payers
Cost per payer
CPA (pPayer)
Spend / pPayers
Cost per predicted payer
CPA (ad)
Spend / Engaged Users (ad)
Cost per ad engaged user
CPA (offerwall)
Spend / Engaged Users (offerwall)
Cost per offerwall engaged user
Impressions
Times ad was displayed
Clicks
Ad click count
Link Clicks
Clicks to destinations on/off ad network
Installs
Mobile app install count
First visit
Web first visit count
Spend
Marketing spend including fees
Spend fee
Agency fees
⚡ Efficiency Metrics
CTR
Clicks / Impressions
Click-through rate
CTR (link click)
Link Clicks / Impressions
Link click-through rate
CTI
Installs / Clicks
Click-to-install rate
CTI (link click)
Installs / Link Clicks
Link click-to-install rate
IR
Installs / Clicks
Install rate
IPM
1000 × Installs / Impressions
Installs per 1,000 impressions
Clicks → First visit %
First Visits / Clicks
Link clicks → First visit %
First Visits / Link Clicks
Clicks → Subscriber %
Subscribers / Clicks
Link clicks → Subscriber %
Subscribers / Link Clicks
First visit → Subscriber %
Subscribers / First Visits
Install → Subscriber %
Subscribers / Installs
Install → pSubscriber %
pSubscribers / Installs
Install → Payer %
Payers / Installs
Install → pPayer %
pPayers / Installs
Install → Free trial %
Free trial subscribers / Installs
Install → Intro offer %
Intro offer subscribers / Installs
📈 Return on Ad Spend (ROAS)
ROAS
Revenue / Spend
pROAS
pRevenue / Spend
hROAS
hRevenue / Spend
ROAS gross
Gross Revenue / Spend
ROAS approval
Approval Volume / Spend
All ROAS metrics available with time windows: 0d, 3d, 7d, 10d, 2w, 3w, 4w, 1m–12m, 1y, 1.5y, 2y, 3y
ROAS (subscription)
Subscription revenue / Spend
ROAS (ad)
Ad revenue / Spend
ROAS (non-recurring)
Non-recurring revenue / Spend
Each available with time windows and p/h variants.
💰 Return on Investment (ROI)
ROI
Profit / Spend
pROI
pProfit / Spend
hROI
hProfit / Spend
Where Profit = Revenue - Spend
Available with time windows: 0d, 3d, 7d, 10d, 2w, 3w, 4w, 1m–12m, 1y, 1.5y, 2y, 3y
👤 Lifetime Value (LTV)
ARPU (install)
Revenue / Installs
Actual revenue per install
pLTV (install)
pRevenue / Installs
Predicted LTV per install
Available with time windows and confidence bounds (lower/upper).
ARPU (first visit)
Revenue / First Visits
pLTV (first visit)
pRevenue / First Visits
ARPU (subscriber)
Revenue / Subscribers
pLTV (subscriber)
pRevenue / Subscribers
pLTV (pSubscriber)
pRevenue / pSubscribers
hLTV (pSubscriber)
hRevenue / hSubscribers
ARPPU
Revenue / Payers
pLTV (pPayer)
pRevenue / pPayers
Measures revenue growth between time windows:
ARPU Growth (d0 → d3)
ARPU d3 / ARPU d0 - 1
ARPU Growth (d0 → d7)
ARPU d7 / ARPU d0 - 1
ARPU Growth (d3 → d7)
ARPU d7 / ARPU d3 - 1
Available for install and first visit bases.
💵 Revenue Metrics
Revenue
Revenue gross adjusted after deducting Stripe\Paypal processing fee and taxes.
pRevenue
Predicted total revenue
Revenue gross
Revenue gross income, we do not subtract anything, it is the total volume of incoming sales for the interval
Revenue gross adj.
Revenue gross after deducting refunds, chargebacks and dispute fees.
All available with time windows.
Profit
Revenue - Spend
pProfit
pRevenue - Spend
hProfit
hRevenue - Spend
Margin
Profit / Revenue
Approval volume
Transactions approved by banks/acquirers
Approval volume excl. void
Approved transactions excluding voided
Refunded amount
Total refund value
Chargeback amount
Total chargeback value
Voided volume
Canceled transactions before settlement
Dispute fee
Dispute processing fees
RDR alert fee
Rapid Dispute Resolution fees
Fee
Payment system fees
Tax
Country taxes
🔄 Subscription Metrics
Subscribers
New subscription signups
pSubscribers
Predicted total subscribers
Trials
Free trial signups
Intro offers
Intro offer signups
No trials
Direct subscription signups
Subscribers alive
Currently active subscribers
Subscribers alive %
Active subscriber percentage
Subscribers churned
Canceled/unsubscribed users
Subscribers churned %
Churn rate
In billing retry subscribers
Currently in billing retry
Churn metrics available with time windows: 1h, 1d, 3d, 1w, 10d, 2w, 1m, 2m
Subscription revenue
Revenue excluding payment fees
Subscription pRevenue
Predicted subscription revenue
Subscription gross revenue
Gross subscription revenue
Subscription gross revenue adj.
Adjusted for refunds/chargebacks
Split into activation (first payment) and renewal components.
Payments (subscription)
Non-refunded subscription payments
pPayments (subscription)
Predicted payments
Payments all (subscription)
All payments including refunded
Intro offer payments
Intro offer payment count
1st–12th Payments
Payment by renewal number
1st–12th pPayments
Predicted payments by number
Payers (subscription)
Users with 1+ payment
pPayers (subscription)
Predicted payers
Payers full (subscription)
Users with 1+ full-price subscription
pPayers full (subscription)
Predicted full-price payers
Payers after trial
Converted after free trial
Payers after intro
Converted after intro offer
Payer retention/churn metrics available with time windows.
Subscriber → Payer %
Payers (subscription) / Subscribers
pSubscribe → pPayer %
pPayers (subscription) / pSubscribers
Trial → Payer %
Payers after trial / Trials
Intro offer → Payer %
Payers after intro / Intro offers
Subscriber → 2nd–12th Payment %
Nth payments / Subscribers
Payer full → 1st–10th Renewal %
Nth renewals / Payers full
Payment attempts
Expected payments + retries
Expected payments
Scheduled payment count
Payment retries
Retry attempt count
Billing retry payments
Payments entering retry
After billing retry payments
Successful after retry
Payment success %
Payments all / Payment attempts
On-time payment %
1 - Billing retry / Expected
Billing retry %
Retry / Expected payments
Billing retry recovery %
Success / Retry payments
After-trial specific variants available.
Refund (subscription) %
(Refunds + Chargebacks + Voids) / Payments all
Chargeback (subscription) %
Chargebacks / Payments all
Available with time windows.
Subscription price
Plan price (excl. payment fee)
Subscription gross price
Plan price for user
Subscription effective payment price
Avg payment amount
Subscription effective payment gross price
Avg gross payment
pRebill %
2nd+ Payments / 1st Payments
hRebill %
Historical rebill prediction
🛒 Non-Recurring Product Metrics
Non-recurring revenue
Revenue excl. payment fees
Non-recurring pRevenue
Predicted revenue
Non-recurring gross revenue
Gross revenue
Non-recurring gross revenue adj.
Adjusted for refunds
Non-recurring payments
Non-refunded payments
Non-recurring all payments
All payments including refunded
Payers (non-recurring)
Users with 1+ purchase
Refund (non-recurring) %
(Refunds + Chargebacks + Voids) / All payments
📺 Ad Monetization Metrics
Ad revenue
Revenue from ads
Ad pRevenue
Predicted ad revenue
Ad gross revenue
Gross ad revenue
Available by format: banner, interstitial, rewarded video.
Ad impressions
Total ad impressions
Available by format: banner, interstitial, rewarded video.
eCPM
1000 × Ad revenue / Ad impressions
Revenue per 1,000 impressions
Available by format and with time windows.
Measures eCPM change over time:
eCPM degradation (d0-d1)
eCPM d1 / eCPM d0 - 1
eCPM degradation (d0-d7)
eCPM d7 / eCPM d0 - 1
Engaged Users (ad)
Users with 1+ ad view
Engaged Users (ad) %
Engagement rate
Available by format: banner, interstitial, rewarded video.
ARPU (ad)
Ad revenue / Engaged Users (ad)
pROAS (ad)
Ad pRevenue / Spend
ROAS (ad)
Ad revenue / Spend
🎁 Offerwall Metrics
Offerwall revenue
Net revenue from offerwalls
Offerwall gross revenue
Gross offerwall revenue
Offerwall impressions
Offerwall display count
Engaged Users (offerwall)
Users completing 1+ offer
Engaged Users (offerwall) %
Engagement rate
ARPU (offerwall)
Offerwall revenue / Engaged Users
pROAS (offerwall)
Offerwall pRevenue / Spend
💳 Payment Status Metrics All payment types (subscription, non-recurring) track:
Payments
Successful, non-refunded
Payments all
All payments made
Refunds
Refunded payments
Chargebacks
Lost disputes
Disputes
All disputed payments
Voids
Canceled before settlement
RDR alerts
Rapid Dispute Resolution alerts
Refund %
(Refunds + Voids + Chargebacks) / Payments all
Chargeback %
Chargebacks / Payments all
💲Pricing Metrics
Product price
Price excl. payment fee
Product gross price
Price for user
Effective payment price
Avg actual payment
Effective payment gross price
Avg gross payment
⚖️ Prediction Bounds Many predicted metrics include confidence intervals:
[metric] lower bound
Lower prediction bound
[metric] upper bound
Upper prediction bound
Available for: pROAS, pROI, pLTV, pRevenue, pProfit
