Product and Marketing Metrics in myTracker: What to Use?

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In marketing and product tasks, you often need to use different approaches to data analysis.

For product managers, the date of the event is important. For example, how many times did people reach Level 5 on a given date? Does the percentage of users who pass this level the first time increase after optimizations and simplifications to achieve the goal? What percentage of people who put an item in their cart go to checkout? For all these purposes, it is important to look at the achievements of the metric on a specific date when the event occurred, without reference to the installation date.

The goals of marketers are different: it is important for them that the user who came to the app from a specific traffic source did certain actions. For them, the date of the event is often not important. The main thing is that the event took place. For example, a user installed an app after viewing ads on TikTok and completed in-game training, registered or placed an order.

These tasks in myTracker can be solved using different types of metrics. Let's consider them below.

LT (lifetime) metrics

LT metrics are tied to the date the app was installed (or first site visit for web apps) and the original traffic source. These metrics are calculated for the entire lifetime of a user in the app from the moment of installation (hereinafter, analytics for both users and devices are available in myTracker).

This type of metrics will be more interesting for marketers - to assess the quality of traffic and work on optimizing marketing campaigns. With LT metrics, you can immediately see if attracted users leave the app too quickly.

Examples of questions that the LT metric can answer:

  • What is the total income generated by users who installed the app in a certain period?
  • How many people / devices of those who have installed the app in a certain period have placed an order at least once?
  • How many people / devices have registered in the app after installation?

All this is needed in order to better optimize the advertising campaign and reallocate the budget to more efficient traffic sources.

Flow metrics

Flow metrics are tied to the date of the event and the original traffic source for installing a mobile app or visiting a web app.

This type of metric may be of interest to product managers and app analysts. It can analyze how certain push-messages or new features worked, assess the current performance of the app, the current situation in the project, and user activity.

Examples of questions answered by Flow metrics:

  • How many orders were placed for a specific number?
  • How many users have reached level 10 today?
  • How has the number of active users changed over the past week compared to the previous week?
  • How many payments and for what amount were made during a certain period?

All this is needed in order to monitor the current performance of the app and the dynamics of product development.

LT and Flow metrics are always tied to the traffic source that affected the initial installation of the app. This is useful for tracking the success of your initial advertising campaigns. But what about remarketing?

For example, your user was referred through a Google Adwords campaign, used your app for a while, and then stopped. You decided to return this user to yourself and purchased a remarketing campaign from myTarget. The user has returned.

All LT and Flow metrics will remain linked to Google Adwords. So how do you measure the real impact of your recent advertising on myTarget? This is where the AT and CA metrics come in handy.

AT (Attribution Time) metrics

AT metrics are very similar to LT metrics, only it’s not tied to the initial install / visit, but to attribution. If a user returns to your app, a reattribution event will occur - and the AT metrics of this user will be tied to the last traffic source that returned the user to the app.

As a result, LT and AT can be very different for the same traffic source (for example, Unity Ads). Because LT will be tied to this source forever if the user first came from this channel. And AT can change and take into account other traffic sources and other campaigns if repeated user attributions occur through them.

AT metrics will be at the date of attribution and will be counted until the next reattribution, if any.

CA (Current Attribution) metrics

CA metrics are similar to Flow metrics, except that they take into account reattributions. These indicators are calculated based on events that occurred during the selected reporting period and refer to the actual traffic source at the time of the action.

As a variant of using these metrics, you can see the total number of first payments made in a certain period of the report, with reference to the last traffic source in order to compare the share of organic and advertising user acquisition that made this action.

CA metrics are also useful with campaign breakdowns - to see actual revenue by traffic source on a specific day, week, or month.

There are such CA metrics in myTracker, as first launches, conversion of clicks from an advertising campaign, number of app version updates, days of user activity (DAU / WAU and MAU), number of active devices, number of unique events, Retention, Rolling Retention, churn, average session length, income, number of subscriptions, and so on. You can measure almost any Current Attribution metric to determine how well each of your retargeting channels is performing.