Understanding Key Metrics

Key Metrics is a dashboard page that provides all the important & necessary information of day-to-day use for marketers. A quick glance at Key metrics shows the usage, engagement, and performance metrics of the product.

Key Metrics calculated daily at 00:30 GMT. This is a snapshot of the previous day’s data. Key metrics get calculated every day and numbers are being saved.

Filters and Overall Metrics

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Key Metrics dashboard shows the data for the desired time range and platform. Time range selection is available for date range before the default retention period 60 days.

Overall metrics show Average DAU, Average MAU, Total New Users, Total Uninstalled Users, New Web Push Subscribers, Aggregate Web Push Subscribers, Total Conversion, and Total Revenu in the selected time duration. The small green or red number shows a percentage increase (Green) or a decrease (Red) with respect to the previous period. Previous Period is the same length of time immediately before the selected time range.

Individual Metrics

Daily Active Users & 30 Day Active Users

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Daily Active Users - No of unique users who opened the app on a given day.
Calculation - Reading count of unique users, who performed App/Site Open event, for a given day. 

30 Day Active Users - No of unique users who opened the app in the last 30 days
Calculation - Reading count of unique users, who performed App/Site Open event, for the last 30 days.

Stickiness - The stickiness ratio shows how often users are engaging with your app/site. The higher the percentage, the better. It means you have more MAUs sticking around long enough to become DAUs.
Calculation - Stickiness can be calculated as the ratio of DAU by MAU(DAU/MAU)

 

New Users & Uninstalled Users

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New Users - Number of new users on a given day
Calculation - New users signed up (First Seen user property is equal to calculation day) that day 

Uninstalled Users - No of users who uninstalled on a given day
Calculation - Count of users who have uninstalled time equal to calculation day and installed status is false.

 

New Web Push Subscribers & Aggregate Web Push Subscribers

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New Web Push Subscribers - No of users who subscribe to Web Push Notifications on a day
Calculation - Count of unique users, who performed Subscribed to Web Push event for a day

Aggregate Web Push Subscribers - Total number of users who are subscribed to web push notifications
Calculation - Count of users with Web Push Subscription Status user property as true and Web Push Subscription Time is less than or equal to calculation day.

 

Goal Event Unique Count & Total Revenue

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Goal Event Unique Count - No of unique users who performed the GOAL event on a given day
Calculation - No of unique users who performed the GOAL event on a given day

Total Revenue - Total Revenue generated by the users who performed the GOAL event
Calculation - Total sum of revenue attribute in GOAL event for a given day.

Order Value Per Converted User - Order value tracks the average amount spent by a user on app/site. Calculation - To calculate average order value, divide total revenue by the total number of converted users.

This is derived from App Conversion Goal selected under Settings -> App Settings ->  APP ID, Time-Zone, Key Metrics

 

Download Chart Data

Data from all of the above charts can be downloaded as an image or a data file in various formate as CSV, XLS, PNG, JPEG, and pdf. To download, click on the download button at the top right of the charts.

To view only one metric in the chart, click on the other metrics on the legend below the chart line.

 

Key Metrics & Segmentation

MoE Segmentation provides a real-time calculation of the user and event data. This real-time snapshot of data may or may not match with the Key metrics. Data mismatch between key metric and segmentation is due to -

  1. Key Metrics is the snapshot of data at a specific time. After that time, data may change or update (example - User location update, OS update, LTV Increased etc. ), hence the same query on the same data may result in different numbers after some time.
  2. In a very rare event, data sent by SDK may get some processing delays. In these rare cases, the calculated data maybe not correct. Having said that, MoEngage continuously tracks these anomalies and update that data into Key Metrics accordingly.
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