Finances in myTracker: metrics and the way they work

News feed

Mobile analytics is the easiest way to see how your strategy is performing. How much do you earn from new users as compared to your advertising costs?

You can find this out by simply looking into trends in certain financial metrics with myTracker. Financial metrics will show if your targeting parameters need more tweaking, which channel brings in the finest audience and which ones are basket cases. These indicators help identify your core target audience and understand what type of users (country, age, gender, OS, etc.) you really need to focus on.

To see financial metrics for your app go to Report Constructor → Select from list. The most important metrics are described below.

1. Revenue

App revenue generated by new users. The data can be narrowed down to a particular cohort and date. Please note that the displayed app revenue excludes retail charges and taxes you pay later. The system uses in-app payments to calculate the revenue.

Revenue in myTracker

2. DPU/WPU/MPU

Average number of payments made by app users per day/week/month. With each user counted only once, you can see the actual number of paying customers and track the evolution of that number over time.

3. First time payers

Total number of devices that made first payments during the selected period. This metric shows how many users have converted from non-paying to paying, allowing you to evaluate the success of your marketing efforts and your app quality.

4. ARPPU

Average revenue per paying user. ARPPU is instrumental in analysing your key customer segment and tracking its profitability over time. The metric is linked to the app quality, which means the more functional it is and the better it meets user expectations, the more they are prepared to pay. Make sure you monitor this metric in case of price hikes and cuts to see the reaction of your audience. ARPPU comes very handy when you need to assess your ad channels – the higher the average revenue from users acquired via the channel, the more effective it is.

5. Campaign cost

Your app promotion costs in any chosen currency. The calculation is made automatically in accordance with the tariff selected for the campaign in myTracker. If you failed to select the tariff or it has changed, add it later by pressing Edit in the Campaigns List and going to Tariffs. You can set pricing per click, install, re-engagement or as a revenue share, depending on your agreement with the ad partner. In case of contingency, just add the correction to adjust the cost without changing the tariff. After calculating the campaign cost, you will be able to see ROI information.

Adding the tariff in myTracker

6. ROI

Ad campaign profit calculated as the ratio of total revenue for the data collection period to the cost of campaigns. The rule of thumb is as follows: to gain profit from ad campaigns, your ROI must be higher than one. It is worth noting that ROI is not the type of metric you measure on-the-spot, as quite a long period of time can elapse between the start of the campaign and the first payment, so choosing the right moment is vital. ROI evolution will also help assess the performance of your marketing function.

7. LTV

Total revenue from new users following app installation or user registration. This metric is similar to Revenue, only time-capped. It shows revenue from devices attributed during the specified period, helping identify and scale up the source of customers with higher LTV. At the same time, a decreasing LTV is a red flag pointing to the need to act fast and find the source of trouble.

To track this key financial metric, you can take advantage of predictive analytics, one of the most advanced capabilities available in myTracker. Using terabytes of app data and billions of tracked user actions, we have trained our algorithms to generate very accurate forecasts of your LTV over a horizon of one, two, three or six months after the launch of your product. For more details on predictive analytics and its benefits, see here. For quick testing of its capabilities, go to Report Constructor → Select from List → Device Metrics → LTV Prediction.

LTV prediction with myTracker

What are verified payments and how to configure them?

myTracker can verify in-app payments by sending requests to the App Store or Google Play. This function ensures veracity of in-app purchases and guarantees 100% data reliability in myTracker reports by excluding unverified payments (test transactions by developers, impressions flooding or fraudulent payments). To make LTV predictions as accurate as possible, myTracker relies on verified payments only.

Verification is done automatically. All you need to do is to import the store credentials to myTracker, and let it handle the rest. Learn more here.

Fast reports in myTracker

You can track your financials in the Report Constructor along with any other useful metrics.

A faster option which requires no settings is to go to Templates and select Financial Statement to see the above metrics all in one table. All you need to do is choose the relevant date and app.

To exclude unnecessary data, click on the cross near the metric or set filters. Using filters will help you single out users who have spent more than $100 in your store, came from a specific ad campaign or use the given OS version. You can set an unlimited number of filters. If you turn on the Invert This Filter option, you will see all data, except for those matching the filter.

You can also configure your own report and save it as a template to make tracking the selected parameters even more convenient.