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App Analytics

Go beyond raw install counts. The Installs tab in Analytics breaks down where installs come from, how well they're attributed, whether they stick, and what they're worth — all from the data your mobile SDK already sends.

Overview​

App Analytics turns installs and in-app events into a funnel you can act on:

  • Install breakdowns — installs by platform, country, link, and campaign
  • Retention cohorts — D1 / D7 / D30 retention curves by install cohort
  • Attribution quality — confidence scores and deferred-deep-link delivery rates
  • Down-funnel events — the actual in-app events your installs fire, not pre-baked buckets
  • Goals, revenue & LTV — revenue-bearing events rolled up per install
  • Cross-surface — web and app performance for a single link, side by side
Requires the mobile SDK

This data comes from the mobile SDKs. Installs and events appear once your app reports them via the SDK. Some signals (screen flow, session-scoped event attribution) require the SDK versions that ship autoTrackNavigation and attribution stamps.

Getting there​

Open Analytics and select the Installs tab. The time-range selector scopes every card. Select a specific link to see that link's down-funnel and the cross-surface summary.

Install breakdowns​

See where installs originate, sliced by dimension:

DimensionUse it to…
PlatformCompare iOS vs Android volume
CountryFind your strongest geographies
LinkSee which links drive the most installs
CampaignRoll installs up by UTM campaign

The Total Installs headline shows the change versus the previous equal-length period.

Retention cohorts​

Retention groups installs by the day they happened (the cohort) and measures how many came back on later days:

  • D1 — returned the day after install
  • D7 — returned a week later
  • D30 — returned a month later

"Returned" means the install fired at least one in-app event on the offset day. Reading the curve down a cohort shows how a given day's users decay; reading across compares cohorts over time. Use it to tell whether a campaign brings durable users or one-and-done installs.

Attribution quality​

Not every attribution is equally certain. This card surfaces:

  • Confidence score distribution — how strong the fingerprint match was for each attributed install. Lower-confidence matches (shared/NAT IPs, coarse signals) are flagged so you can weight them appropriately.
  • Deferred deep-link delivery — the share of attributed installs where the deferred deep link was actually retrieved by the app, i.e. the user landed where the link intended.

If attribution quality looks low, see Attribution Windows → Troubleshooting and the SDK health check.

Down-funnel events​

Rather than forcing your events into fixed "engaged / purchased" buckets, App Analytics shows the real in-app events your installs fire, ranked by how many installs reached each one.

Select a link to see its down-funnel:

  1. Install stages — Clicks → Installs → Opened (real install signals)
  2. In-app events — every event your app sent down-funnel, by installs reached, event count, and revenue

This is data-driven: a level_complete or subscribe event shows up because your app sent it, not because LinkForty guessed at a category.

The install stages count installs made in the selected period. The events list counts events that happened in the period, credited to the link the user last opened the app through, otherwise the link they installed from. A purchase today by someone who installed months ago through this link counts here, so the events list can have rows when the install stages are empty.

Goals, revenue & LTV​

Revenue is derived from your real events, not a hardcoded event name. Any event that carries a revenue value — sent via trackRevenue() — rolls up into:

  • Revenue per link and per cohort
  • Paying installs — installs with revenue credited to the link in the period
  • Lifetime value — revenue divided across the install base
// Standardized revenue — counted automatically
LinkForty.trackRevenue(29.99, 'USD', { productId: 'sku-123', orderId: 'order-456' });

Use trackRevenue() (not a custom event) so amounts aggregate consistently across SDKs. See Events & Conversions.

When you select a single link, App Analytics shows a cross-surface card — the whole journey for that link across web and app in one place:

SurfaceMetrics
WebSessions, page views, conversions, revenue
AppInstalls, engaged, paying, revenue, D1, D7

Installs, engaged, D1 and D7 are about installs made in the period. Paying and revenue are about purchases made in the period, credited the same way as the down-funnel events list, whenever the install happened. Plus combined clicks and total revenue across both surfaces. This is the single place to answer "what did this link actually produce, end to end?" The web side is powered by the web pixel; the app side by the mobile SDK.

Best practices​

  1. Adopt the latest SDK — screen flow, session attribution, and richer down-funnel data depend on the newer SDK versions. Check the SDK health page.
  2. Use trackRevenue() for money — it's the only way revenue rolls up into goals and LTV.
  3. Watch retention, not just installs — a cheap install that churns on D1 is worse than an expensive one that sticks.
  4. Weight by attribution confidence — treat low-confidence attributions as directional.