Report Field Reference

Reports in Attribution Analytics can contain a lot of data, and not all of that is available in every report. Use the reference tables below to find the fields you need, what those fields represent, and which reports you can find them in.

This reference covers fields you can find in the Configure drawer of the actuals, cohort reports, and retention reports. All fields in the Filter tab can also be found in the Group By or Metrics tabs. Below, we reference the reports using abbreviations:

  • ACTL: Actuals Report
  • INST: Install Cohort Report
  • RNST: Reinstall Cohort Report
  • RETN: Retention Report

Group By

You can find the following reporting fields in the Group By tab:

Field name Description Reports Grouping
Agency Name of advertising agency as listed in Attribution Analytics ACTL, INST, RNST General
App Name of app as listed in Attribution Analytics ACTL, INST, RETN General
Attributed Partner Name of attributed partner, as listed in Attribution Analytics. RETN Partner Parameters
Attribution Method One of eight possible values: referrer, fingerprint, identifier, identifier_post, iad_integration, inline, NULL, or Not Available. Reference our Viewing Attribution Method in Reporting article for more details. ACTL, INST User
Campaign Name of campaign as listed in Attribution Analytics ACTL, INST, RNST, RETN General
Country Name of country where click occurred. Reference our Determining Country & Region article for more details. ACTL, INST, RNST, RETN User
Currency Currency code corresponding to the country or region where revenue was accrued. Connected with the Revenues Local field. Reference Currency for Install & Event Reporting for more details. ACTL User
Destination URL Name of destination URL as listed in Attribution Analytics ACTL, INST App
Device Brand Brand or manufacturer of user’s device (such as “Apple” or “Samsung”). ACTL, INST Device
Device Model Model of user’s device (such as “iPhone5,2” or “GT-i9300”). For info on Apple device model numbers, the iPhone Wiki Models article is a good resource. ACTL, INST Device
Device OS Operating system of user’s device (such as “iOS” or “Android”). ACTL, INST, RNST Device
Device Type Type or platform of user’s device (such as “desktop”, “ios phone”, or “android tablet”). ACTL, INST, RNST Device
Event Name of event as listed in Attribution Analytics ACTL, INST, RNST App
Is Re-engagement Yes-No indicator of whether a measured event resulted from a re-engagement campaign (within the re-engagement window). Reference Viewing Re-Engagement in Reporting for more details. ACTL User
Is View-through Yes-No indicator of whether a measured event involves an impression: Yes=Impression, No=Click. Reference Viewing View-through Conversions in Reporting for more details. ACTL, INST User
My Ad Customizable field to identify a creative ACTL, RNST My Parameters
My Ad Group Customizable field to identify an ad group ACTL, RNST My Parameters
My Campaign Customizable field to identify a campaign ACTL, RNST My Parameters
My Keyword Customizable field to identify a search keyword ACTL, INST My Parameters
My Partner Customizable field to identify a partner ACTL, INST, RNST My Parameters
My Placement Customizable field to identify an ad placement ACTL, INST My Parameters
My Site Customizable field to identify a site ACTL, INST My Parameters
OS Jailbroke Yes-No indicator of whether a user’s device is jailbroken on iOS. For Android devices, this value is always No. ACTL Device
Partner Name of partner as listed in Attribution Analytics ACTL, INST, RNST General
Partner Ad Partner-customizable field to identify a creative ACTL, INST Partner Parameters
Partner Ad Group Partner-customizable field to identify an ad group ACTL, INST, RNST Partner Parameters
Partner Campaign Partner-customizable field to identify a campaign ACTL, INST, RNST Partner Parameters
Partner Keyword Partner-customizable field to identify a search keyword ACTL, INST, RNST Partner Parameters
Partner Placement Partner-customizable field to identify an ad placement ACTL, INST, RNST Partner Parameters
Partner Publisher Partner-customizable field to identify an advertising channel (sometimes referred to as sub-publisher) ACTL, INST, RNST,  RETN Partner Parameters
Partner Site Partner-customizable field to identify a site ACTL, INST, RNST Partner Parameters
Pre-existing User Yes-No indicator of whether a user is recognized as pre-existing. For more information, see our developer documentation on Handling Existing Users Prior to SDK Implementation. ACTL User
Purchase Validation Status App store validation status (most commonly Validated or No Receipt) for “purchase”-type events. For more information and a full list of status values, see our developer documentation on In-App Purchase Verification. ACTL, INST User
Region Name of geographic region within a country (such as a state or province) where click occurred. Reference our Determining Country & Region article for more details. ACTL, INST, RETN User
Test Profile Name of test profile as listed in Attribution Analytics. ACTL, INST User

Metrics

You can find the following reporting fields in the Metrics tab:

Field Name Description Reports Grouping
1st Purchases Number of events that were the first “purchase”-type event for users INST Purchases
2nd Purchases Number of events that were the second “purchase”-type event for users. INST Purchases
Attributed Installs Number of non-organic installs, measured through first-time app opens. ACTL Attribution
Classic Events Number of post-install events RETN n/a
Classic Opens Number of unique app opens RETN n/a
Classic Purchases Number of “purchase”-type events RETN n/a
CPI Cost per install INST Ratios
EPI Events per install INST Ratios
Event Assists Number of post-install events within a non-attributed partner’s attribution window. ACTL Attribution
Events Number of post-install events ACTL, INST Attribution
Gross Clicks Number of clicks, including those from the same user. Read our Clicks versus Unique Clicks article for more details. ACTL Measurement
Gross Impressions Number of impressions, including those from the same user. Read our Understanding Impression Measurement article for more details. ACTL Measurement
Install Assists Number of clicks leading to an install, excluding those from the partner attributed with that install ACTL Attribution
Installs Number of installs (both paid and organic), measured through first-time app opens. ACTL, INST Attribution
Non-Windowed Event Contributions Number of post-install events outside a non-attributed partner’s attribution window. ACTL Attribution
Non-Windowed Install Contributions Number of clicks leading to an install outside a partner’s attribution window (within 30 days). ACTL Attribution
Opens Number of app opens, excluding duplicate opens from the same user. ACTL, INST Attribution
OPI Opens per install. Note: TUNE measures installs at time of an app’s first open. If the actual install precedes first app open (e.g. user takes a month to open the app after install), the open and install might not appear together in your reporting time frame. INST Ratios
Paid Events Number of post-install events that are attributed to a partner ACTL Attribution
Payouts Payouts for all clicks, installs, and post-install events ACTL, INST Attribution
Purchases Number of “purchase”-type events INST Purchases
Reinstalls Number of times a user deletes, re-downloads, and opens the same app. ACTL Attribution
Revenue Local Revenue from post-install events using the provided currency code (defaults to USD) ACTL Purchases
Revenue USD Revenue from post-install events, converted from the provided currency code to United States Dollars (USD) ACTL, INST Purchases
Rolling Opens Number of unique app opens, plus retention periods multiplied by user cohort size RETN n/a
RPI Revenue per install INST Ratios
Suspicious Clicks Number of clicks marked as suspicious by Attribution Analytics fraud rules. ACTL Fraud
Suspicious Installs Number of installs marked as suspicious by Attribution Analytics fraud rules. ACTL Fraud
Unique Clicks Number of clicks, excluding duplicate clicks from the same user. Read our Clicks versus Unique Clicks article for more details. ACTL Measurement
Unique Impressions Number of impressions, excluding duplicate impressions from the same user. Read our Understanding Impression Measurement article for more details. ACTL Measurement
Updates Number of app opens where the TUNE SDK or app version changed from the previous app open. ACTL Attribution

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