5 reports that will be useful to each project

    Competition between applications for traffic and for a unit of user's free time is constantly increasing. In such harsh conditions, it is important to correctly assess the state of your project, find bottlenecks and growth points, make quick decisions on its development - in all these situations, the analyst helps you. We at devtodev have compiled a selection of the most important reports that will be useful to both the marketer, the analyst, and the project manager.

    Usage reports and Payment metrics

    The main part of the analytical conclusions can be made on the basis of metrics - these are exactly 20% of the system’s functionality that answer 80% of the questions. Usage and Payment metrics reports allow you to study key metrics, compare them and identify trends in the development of the project.

    The Usage report was created in order to study user activity:
    • number of users (DAU, MAU, WAU),
    • session parameters
    • average time spent in the project (lifetime),
    • the number of users online (updated every five minutes) and so on.

    Usage is able to answer a variety of questions. For example, by analyzing the average length of a user's session over three months, one can draw conclusions about whether the output of a new section in the project affected user activity. By comparing the dynamics of DAU (daily audience) and MAU (monthly audience), you can assess how regularly users enter the project. Payment metrics


    report includes all payment metrics:
    • ARPU and ARPPU,
    • average check
    • share of paying users
    • total revenue and so on.

    At the same time, both reports can be built both for the entire mass of users, and for any section: traffic sources, application versions, country, device, user language, any user segment.

    Try to measure ARPU by country and determine where the average income per user is higher - this will help you plan to enter the market of this country.

    In addition, the Usage and Payment metrics reports can compare metric values ​​with any other period. This helps to evaluate the effectiveness of the new application functionality or conduct a cohort analysis.

    Let's say in April you changed the prices inside the application and want to evaluate how this affected the income from the paying user. All you need to do is build a report on ARPPU (average revenue per paying user) for March and compare it with the April data.

    3rd party attribution

    As a rule, analytical systems either work with traffic or build reports on user behavior. devtodev combines both functions: you can analyze behavior and traffic at the same time - for example, build conversion funnels for different traffic sources to compare the quality of the sources. In addition, devtodev can receive traffic data from most modern trackers: Adjust, Tune, AppsFlyer.

    The 3rd party attribution report invites you to choose any metrics for analyzing traffic sources and any sections in which you want to present data. For example, you decided to evaluate the quality of channels using metrics:
    • Gross (total revenue from users from a single source)
    • Installs (total number of users from the source)
    • Installs cost (total price of all users from the source)
    • ARPU (average revenue brought by one user from this source)
    • 1-day retention (percentage of users from the source who returned to the application the day after the first visit)
    • 7-days retention (percentage of users from the source who returned to the application seven days after the first visit)
    • ROI 14 (rate of return on traffic 14 days after the start of the campaign)
    • ROI 30 (return on traffic 30 days after the start of the campaign)


    Metrics are in the columns of the report (you can select up to 10 any metrics), and in the rows are sections of traffic sources: first, the data is divided by campaign, then by sub publishers. You can also choose any cuts: country, site, campaign, device, and so on.

    With the help of 3rd party attribution, you can find inefficient traffic sources and quickly turn them off, transferring traffic to those sources that pay better. Direct savings!

    Tutorial steps

    When launching your project for the first time, the user answers the question whether this application is interesting to him, how it differs from others, what is its value. The first session largely determines both further long-term retention and the successful monetization of the project. Therefore, it is very important to make the moment of acquaintance ideal for the user.

    To do this, devtodev has a Tutorial steps report , which allows you to highlight more than a hundred (!) Steps in the first session, build an activity graph for these steps and find bottlenecks in which users experience difficulties and / or leave the application forever. Tutorial steps
    example: one of our clients integrated 120 steps of the game project tutorial. Among them were those that were not visible to the user: texture loading, loading levels, and so on. Thanks to such detailed integration, we found out that users fall off precisely at these steps, invisible from the outside. The project carried out technical optimization and reduced user outflow by 15%, which increased retention rates by 8-10%.

    Users & gross structure

    If users began to pay into your project - this is already wonderful. Now you need to understand their behavior: when people pay and for what, how their activity changes over time, how regularly they pay and so on. To do this, there is a Payment analysis report group in devtodev, and we will analyze one of them - Users & gross structure .

    With the help of Users & Gross Structure, you can study the structure of the paying audience and income in the context of the time that has passed since the moment of user registration.
    On the first screen above, it is noticeable that the size of the paying audience is generally stable, however, the time section from the moment of registration helps to notice the following signals:
    1. the number of paying novice users (less than a month from the moment of registration) is growing;
    2. and the number of paying "oldies" users is decreasing.

    We know that over time, user payments to the project usually increase, therefore, the dangerous situation is reflected on the graph - the project loses those paying users who have been registered for a long time.

    The second graph shows that the situation also affects the dynamics of income. The income from users whose registration has passed less than 3 months is stable, and the overall drop is due to a decrease in payments from the “oldies”. Conclusion - you need to save the "old people" and return them to the project. This can be done by sending them a push notification with a gift or bonus.

    LTV forecast

    LTV forecasting is one of the most difficult and interesting questions in analytics. Usually, a forecast is urgently needed, but in order to make it accurate, you need to wait a while. It turns out a contradiction, and various LTV calculation methods are just trying to deal with this.

    LTV helps determine the price range for which you need to purchase traffic - you need one average user to bring in more money than was spent on attracting it. devtodev allows you to predict LTV, and here's how it works:
    • monetization indicators of the project are taken as a basis; knowing that payments change over time, we calculate how much they will bring to you for the entire stay in the project;
    • in parallel, in the devtodev database we are looking for projects similar to yours in terms of genre, platform, and metric values; their data helps to adjust the forecast.

    The LTV forecast is fast and accurate, helping you predict revenue and determine the purchase price of future users.

    Reports that really help

    Thus, using the devtodev reports, you can at any time:
    • understand what is happening with your project right now (Usage, Payment metrics),
    • find bottlenecks in the process of user acquaintance with the application (Tutorial steps report),
    • determine the growth points of your project (Users & Gross structure),
    • analyze traffic (3rd party attribution)
    • determine in advance how much money one user will bring to you (LTV Forecast).

    And these are just a few examples of how to improve your application with analytics. Our reports do not just collect a large amount of obscure data - they draw your attention to the problems of the project and help you find a quick way to solve them. See how it works with a demo project, or check on real data - for this we offer a free trial for 30 days with access to the full functionality of the platform.

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