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Terms used in Metaps Analyitcs.

Terms Descriptions
DAU
(Daily Active Users)

Unique users who started application in the appointed time zone. Every Device ID is measured where DAU is counted once per device. Unique users are referred to as: Daily – DAU, Weekly – WAU, Monthly – MAU, Hourly – HAU.
*Once the time zone is set, it cannot be changed.

New Users Users who launched your app for the first time since the install.
Returning Users Users who launched your app more than 7 days after the previous launch.
Existing Users

Other users who launched the app than the above. (Users who launched your app less than 7 days after the previous launch.)
DAU – (New Users + Returning Users) = Existing Users

Number of installs The number of new installations. This counter represents unique installations per user.
Aggregated Daily Unique Installs

This counter represents time range unique devices which installed an application.
For example, if the time range chosen is day, the counter will show aggregated unique devices which installed an application within that particular time range. The counter will be incremented only once within the time range, regardless of number of re-installations.
In this particular example, where the time range is day, the counter will be incremented again on the next day.
If the chosen time range is week, the counter will be incremented only once in that particular week and incremented again on the next week for the same device.

Revenue

The sum of all paid user revenue per application. Currency can be set per application.
*Once the currency is set, it cannot be changed.

First Time Revenue Total sum of revenue from first time paid user by application. If the user makes pays more than once per day, it will only be counted once. However, it will be counted a second time if the user has paid, then reinstalled and then pays again.
Paying Users Number of paid users per application. Measured using Device ID, where one device equals one device id. Uniqueness is defined by the time period.
First time paying users Paid users for the specified period. Measured using Device ID, where on device equals one device id. Uniqueness is defined by the time period.
Purchase Count Number of purchase in the app.
First time purchase count Number of first time paid users in the app.
Purchase ratio The ratio of users who were active within the specified time period, who installed the application via advertisement and paid users. (Paid users in the specified time period + DAU total in the specified time period)
Sales per product Sales per product for users who purchased through the application.
ARPU Average revenue per user. (revenue in the specified time period ÷ active users in the specified time period)
ARPPU Average revenue per paying user. (revenue in the specified time period ÷ paying users in the specified time period)
Retention The percentage of unique users that have launched app since install. Expressed as the percentage of users who have launched the app on any given day since installation.
(active users within installed users ÷ installed users )
First Purchase The ratio of first time paying users in the time period after the user installs application. (first time paying users within installed users ÷ installed users)
LTV

Total users in the time period after a user has made a payment.
(total amount of installed users purchase ÷ installed users) (decimals are rounded off)

FQ

Ratio of unique users who launched the app for several days and sales of paid users during in the past X days, based on the specified period.
For example, on the 5th of the month, paid users who started application for five days during the past week in FQ7.

Events View the number of events set in each category, and the total number of unique users.
Spend View the total consumption for every category, including the number of the unique users.
Click Number of click for Campaign Ads by users, counted by Kochava. Metaps just gets the number.
CVR The ratio of users who clicked on the ad and users who installed the application. (Install ÷ Click)
CPC Cost of ad per click. (Cost ÷ Click)
CPI Cost of ad per install. (Cost ÷ Install)
Cost Ad spend for the selected campaign.
ROAS Return on ad spend in the specified period. (Revenue ÷ Cost × 100)
Inactive users (specified period) The target is users who have never launched the app within the specified period.
Inactive users (specified days) The target is users who have not launched the app continuously within the specified days.
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