Terms used in Bridge.
（Daily Active Users）
Unique users who started application in the appointed time zone. Every Device ID is measured where DAU is counted once per device. Unique users are referred to as: Daily – DAU, Weekly – WAU, Monthly – MAU, Hourly – HAU.
|New Users||Users who launched your app for the first time since the install.|
|Returning Users||Users who launched your app more than 7 days after the previous launch.|
Other users who launched the app than the above. (Users who launched your app less than 7 days after the previous launch.)
|Number of installs||The number of new installations. This counter represents unique installations per user.|
|Aggregated Daily Unique Installs||
This counter represents time range unique devices which installed an application.
The sum of all paid user revenue per application. Currency can be set per application.
|First Time Revenue||Total sum of revenue from first time paid user by application. If the user makes pays more than once per day, it will only be counted once. However, it will be counted a second time if the user has paid, then reinstalled and then pays again.|
|Paying Users||Number of paid users per application. Measured using Device ID, where one device equals one device id. Uniqueness is defined by the time period.|
|First time paying users||Paid users for the specified period. Measured using Device ID, where on device equals one device id. Uniqueness is defined by the time period.|
|Purchase Count||Number of purchase in the app.|
|First time purchase count||Number of first time paid users in the app.|
|Purchase ratio||The ratio of users who were active within the specified time period, who installed the application via advertisement and paid users. (Paid users in the specified time period + DAU total in the specified time period)|
|Sales per product||Sales per product for users who purchased through the application.|
|ARPU||Average revenue per user. (revenue in the specified time period ÷ active users in the specified time period)|
|ARPPU||Average revenue per paying user. (revenue in the specified time period ÷ paying users in the specified time period)|
|Retention||The percentage of unique users that have launched app since install. Expressed as the percentage of users who have launched the app on any given day since installation.
(active users within installed users ÷ installed users )
|First Purchase||The ratio of first time paying users in the time period after the user installs application. (first time paying users within installed users ÷ installed users)|
Total users in the time period after a user has made a payment.
Ratio of unique users who launched the app for several days and sales of paid users during in the past X days, based on the specified period.
|Events||View the number of events set in each category, and the total number of unique users.|
|Spend||View the total consumption for every category, including the number of the unique users.|
|Click||Number of click for Campaign Ads by users, counted by Kochava. Metaps just gets the number.|
|CVR||The ratio of users who clicked on the ad and users who installed the application. (Install ÷ Click)|
|CPC||Cost of ad per click. (Cost ÷ Click)|
|CPI||Cost of ad per install. (Cost ÷ Install)|
|Cost||Ad spend for the selected campaign.|
|ROAS||Return on ad spend in the specified period. (Revenue ÷ Cost × 100)|
|Inactive users (specified period)||The target is users who have never launched the app within the specified period.|
|Inactive users (specified days)||The target is users who have not launched the app continuously within the specified days.|