Google AdMob revamps User Activity Report metrics for enhanced clarity

Google today announced significant changes to its AdMob User Activity Report, introducing updated metric names and tooltips to enhance clarity and brevity for app developers and advertisers. These modifications, which took effect immediately, aim to simplify the interpretation of data, particularly in contexts where information is not aggregated by date.

The primary focus of this update revolves around two key metrics: Daily Active Users (DAU) and Daily Ad Viewers (DAV). These foundational metrics have been renamed to Active Users (AU) and Ad Viewers (AV), respectively. This change reflects a shift towards more versatile terminology that can be applied across various time frames, not just daily measurements.

According to Google's official announcement, the rationale behind these changes is to improve the overall user experience when analyzing app performance data. By streamlining the naming conventions, Google aims to reduce confusion and provide a more intuitive understanding of the metrics at a glance.

The update extends beyond simple renaming. Several derived metrics have also been affected, with their names and tooltips adjusted to align with the new terminology. For instance, the metric previously known as "DAV%" has been renamed to "Ad viewer rate." This new name more accurately describes what the metric represents: the percentage of active users who have viewed ads.

One of the most significant changes involves the Average Revenue Per User (ARPU) metric. Previously calculated as "Overall Earnings / DAU," it has been renamed to "Overall ARPU." This metric now explicitly includes revenue from various sources, including ads, in-app purchases (IAP), subscriptions (including renewals), and e-commerce purchases. Google clarifies that this metric is sometimes referred to as ARPDAU (Average Revenue Per Daily Active User) when aggregated by date, providing continuity with previous terminology while offering a more flexible naming convention.

The update also brings clarity to impression-related metrics. "Impressions / DAU" is now "Imps / AU," representing the average number of ads seen by an active user. Similarly, "Impressions / DAV" becomes "Imps / AV," indicating the average number of ads viewed by an ad viewer. These changes aim to make it easier for developers and advertisers to understand ad exposure rates at a glance.

Google has taken care to provide detailed explanations for each updated metric. For example, the newly named "Ads ARPV" (formerly "Ad Earnings / DAV") is described as the average revenue per viewer from ad revenue, calculated by dividing ad earnings by the number of ad viewers. This level of detail ensures that users of the AdMob platform can quickly grasp the meaning and calculation method behind each metric.

The company has also addressed potential confusion regarding in-app purchase (IAP) data for Android apps. To view this data, developers must take two crucial steps: link their app to a Firebase project and connect their Google Play account to that Firebase project. This requirement underscores the increasing integration between Google's various developer tools and platforms.

An interesting addition to the metrics lineup is the "Imps / Sessions" metric, which replaces "Impressions / Sessions." This metric provides insight into the average number of impressions shown during each user session, offering valuable data on ad frequency and user engagement.

The "Sessions / AU" metric (formerly "Sessions / DAU") remains an important indicator of user engagement, representing the average number of sessions per active user. Google has maintained the existing definition of a session, which is counted when the app is in the foreground of the device and ends when the app is moved to the background or after 30 minutes of user inactivity.

The mobile advertising landscape has also been evolving, with privacy concerns leading to changes in how user data is collected and used. Google's update to the AdMob metrics aligns with this trend towards greater transparency and user control over data. By providing clearer, more intuitive metrics, Google is helping developers and advertisers navigate this changing landscape while maintaining effective monetization strategies.

It's worth noting that these changes to the AdMob User Activity Report metrics do not alter the underlying data or calculations. Instead, they represent a refinement in how the information is presented and labeled. This approach allows for continuity in data analysis while improving the overall user experience of the AdMob platform.

As the mobile app ecosystem continues to grow and evolve, tools like Google's AdMob play a crucial role in helping developers monetize their applications effectively. By regularly updating and refining these tools, Google demonstrates its commitment to supporting the developer community and adapting to the changing needs of the industry.

The impact of these changes will likely be felt across the mobile app development and advertising sectors. Developers and marketers will need to familiarize themselves with the new terminology to ensure accurate reporting and analysis. However, the long-term benefits of increased clarity and consistency in metric naming are expected to outweigh any short-term adjustment period.

In conclusion, Google's update to the AdMob User Activity Report metrics represents a significant step towards improving the clarity and usability of app performance data. By simplifying metric names and providing more intuitive tooltips, Google aims to empower developers and advertisers with clearer insights into their app's performance and monetization efforts. As the mobile app industry continues to grow and evolve, such refinements in analytics tools will play a crucial role in helping stakeholders make informed decisions and optimize their strategies for success.

Key facts

Announcement date: August 12, 2024

Main changes: Renaming of Daily Active Users (DAU) to Active Users (AU) and Daily Ad Viewers (DAV) to Ad Viewers (AV)

Affected metrics: 10 metrics renamed and updated

Purpose: Improve clarity and brevity in data interpretation

Implementation: Immediate effect upon announcement

Scope: Affects all users of Google AdMob platform

Data impact: No change to underlying data or calculations

Additional requirement: IAP data for Android apps requires Firebase project linking and Google Play account connection