Google AdMob has introduced updates to the User Activity Report to improve clarity and brevity in metric naming and tooltips. Key changes include renaming Daily active users (DAU) to Active users (AU) and Daily ad viewers (DAV) to Ad viewers (AV). The following table summarizes the impacted metrics:
Metric Updates
| Old Metric Name | New Metric Name | Definition |
|---|---|---|
| Daily Active Users | Active users (AU) | The number of unique users who have opened the app. Known as DAU when aggregated by date. |
| Daily Ad Viewers | Ad viewers (AV) | The number of unique users who have viewed ads. Known as DAV when aggregated by date. |
| DAV % | Ad viewer rate | The percent of active users who have viewed ads. Calculated by: Ad viewers / Active users x 100% |
| Ad Earnings / DAV | Ads ARPV | The average revenue per viewer from ad revenue. Calculated by: Ads earnings / Ad viewers |
| Overall Earnings / DAU | Overall ARPU | The average revenue per user from ads and in-app purchases, subscriptions, and e-commerce. Calculated by: (Ads earnings + Purchases earnings) / Active Users |
| Impressions / DAU | Imps / AU | The average number of ads seen by an active user. Calculated by: Impressions / Active users |
| Impressions / DAV | Imps / AV | The average number of ads seen by an ad viewer. Calculated by: Impressions / Ad viewers |
| Impressions / Sessions | Imps / Sessions | The average number of impressions shown during each session. Calculated by: Impressions / Sessions |
| Sessions / DAU | Sessions / AU | The average number of sessions per active user. Calculated by: Sessions / Active Users |
Note: To view in-app purchase (IAP) data for Android apps, link your app to a Firebase project and link your Google Play account to the Firebase project.
