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Engagement Reports

With the engagement dashboard, you can use data visualizations and data tables to measure your app statistics through key performance indicators (KPIs). The engagement dashboard and engagement reports contain the metrics: Daily Active Users (DAU), Weekly Active Users (WAU), Monthly Active Users (MAU), and Stickiness Ratios for DAU/MAU and WAU/MAU. These metrics help you measure your app's user engagement.

Engagement dashboard

To view metrics of your app on the dashboard, use the following steps

  1. On the Developer Console dashboard, click the Reporting tab.
  2. To view the engagement dashboard, select App Statistics > Engagement in the left menu.
  3. Select an app on which to view insights.

On the top of the engagement dashboard, you can view charts for the statistics of five important KPIs: Daily Active Users (DAU), Weekly Active Users (WAU), Monthly Active Users (MAU), Stickiness Ratio (DAU/MAU), and Stickiness Ratio (WAU/MAU). The charts show the statistics for five days of the latest available data.

The active users metrics are daily metrics that show the number of unique users who opened the app on a given day (DAU), in a rolling 7-day period (WAU), and in a rolling 28-day period (MAU). Stickiness ratios are also daily metrics that shows the app stickiness measured as the ratio of DAU/MAU and WAU/MAU. Metrics are updated with a 96-hour lag, which means that on any given day the latest data available would be from four days prior.

Data that appears on the engagement dashboard uses the same metrics that are available in the downloadable monthly engagement reports. For answers to questions on detailed metric definitions and data availability, see the Engagement data FAQ. For details on monthly reports, see Download engagement reports.

Configure report

The remainder of the dashboard lets you explore the KPIs using charts and tables. In the Configure Report section, you can customize the KPIs on your dashboard using the available metrics and filters. The generated chart is based on your selection.

To customize the KPIs on your dashboard, use the following steps

  1. From the drop-down, select the metric of your choice. The available metrics are: DAILY ACTIVE USERS (DAU), WEEKLY ACTIVE USERS (WAU), MONTHLY ACTIVE USERS (MAU), STICKINESS RATIO - DAU/MAU, and STICKINESS RATIO - WAU/MAU.
  2. Select the time period for which you want to view the trends. Options are Last 7 days, Last 30 days, Last 60 days, Last 90 days, and Last 180 days.
  3. You can filter the chart data by device type and marketplace. By default, all device types and marketplaces are selected. Use the Filter by drop-downs to select the device types and marketplaces that you want to filter by. The chart updates based on your selections.

The dashboard view for each user associated with your developer account is separate. A user's selections are seen only by that user and don't affect the dashboard view of others.

Data tables

The Data Tables section contains two tables with a snapshot view of the KPI you chose in the Configure Report section. One table shows your KPI by marketplace and the other shows your KPI by device type. Each row in the table shows metrics for one day.

Download engagement reports

In the download center, you can download monthly engagement reports.

Use the following steps to download the reports

  1. On the Developer Console dashboard, click the Reporting tab.
  2. In the left menu, select Download Center.
  3. In the main panel, select Engagement Reports.
  4. Select the month of the report that you want to download.

Engagement report fields

The CSV file is a text file with a .csv file extension. The CSV file must use UTF-8 encoding to support localized strings.

The CSV file contains one header row, which displays the column titles. Each subsequent row in the file contains the information for one report item.

The following table describes the fields for each entry (row) in the CSV file.

Field Type Description Example
Date String The date when the app was opened. Format is MM-DD-YYYY. 02-24-2024
Device Type String The device type on which the app was opened. Valid values: Fire TV, Fire Tablet, ALL Fire TV
Marketplace String The Amazon marketplace in which the app was opened. Valid values: Amazon.com, Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it, Amazon.es, Amazon.co.jp, Amazon.ca, Amazon.com.br, Amazon.com.au, Amazon.in, Amazon.com.mx, ALL. Amazon.com
App ASIN Alphanumeric String Amazon Standard Identification Number (ASIN) for the app. C00006M4PF
App Name String Name of the app that corresponds to the ASIN.
Daily Active Users Integer The number of users who opened your app on a given day. 4398
Weekly Active Users Integer The number of users who opened your app in a rolling 7-day period. 8053
Monthly Active Users Integer The number of users who opened your app in a rolling 28-day period. 16957

Engagement data FAQ

The following are frequently asked questions (FAQ) about the engagement metrics, dashboard, and reports.

Metrics

Q: How does the Appstore define active users?
Active users are the number of unique users who open the app in a given time period. Time periods for engagement data are 1 day, 7 days, and 28 days.
Q: Can I sum up the active users metric?
No, the active user metric can't be summed up or aggregated, since by definition, it's the number of unique users who opened the app in a given time period. Imagine a user that opens the app on their Fire TV on a particular day. Later on the same day, they open the same app on their Fire tablet device. Aggregating the Daily Active Users metric across these two device types, would count two users, when it's only one unique user that opens their app across both these devices. Similarly, if a user opens the app twice in a rolling 28-day period or 7-day period, they would be counted only once in the Monthly Active Users or Weekly Active Users metric.
Q: What do the stickiness ratio metrics measure?
The stickiness ratios are Daily Active Users to Monthly Active Users – DAU/MAU, and Weekly Active Users to Monthly Active Users – WAU/MAU. These ratios help you measure your app's retention rate or stickiness, but don't provide the exact number of returning users. The active users metrics help you assess the active usage of your app. A user is considered active when they open the app.

For example, if your DAU/MAU ratio is 50% on a given day, it indicates that 50% of your app's monthly active users engaged with your app on that particular day. Similarly, a WAU/MAU ratio of 50% on a given day, indicates that 50% of your app's monthly active users engaged with it in the past seven days.

Q: How do I know who my returning users are?
Active users and stickiness ratio metrics provide an estimation of your app's active usage and stickiness respectively. It does not provide the exact subset of users that are returning to your app.
Q: Why is Monthly Active Users defined using a rolling 28-day time period and not using 30 days of a calendar month?
The Appstore calculates MAU over a rolling 28-day time period rather than 30 days for the following reasons:
  • The number of days in a month can vary. This causes noise in measurements and makes it difficult to compare month-on-month percentages and account for seasonality. All months are guaranteed to have at least 28 days, which removes this variation.
  • Measurement cadence. Reporting active users metric over a rolling time period provides timely reporting, where you can measure your app's engagement on a daily basis. Whereas, reporting by calendar month would mean that you need to wait the entire month to measure how the app performed in that month. This restricts the opportunity for you to take action.

Dashboard

Q: What is the most recent data I can view on the engagement dashboard?
If you view the engagement dashboard on a particular day, the most recent data would be from four days prior. For example, if you view the dashboard on June 17, the most recent data on the dashboard would be from June 13.
Q: How do I know if the data on the dashboard is complete for a particular day?
The Appstore suggests that you view the data after 02:00 UTC for the day you want to see the metrics. For example, if you want to see metrics for June 13, view the data at 02:00 UTC on June 17. The Appstore captures 98% of the data by this time. After 15 days, the Appstore stops updating past data at 99.99% to avoid potential differences that could disrupt data analysis.
Q: Can all user roles within the developer account access the engagement dashboard?
Yes, all user roles within the developer account can access the reports and dashboards.

Download reports

Q: How often is the report refreshed?
Both the downloadable reports and the dashboard data are refreshed daily. Similar to the dashboard, if you view the downloadable report on a particular day, the most recent data would be from four days prior. For example, if you view the report on June 17, the most recent data on the report would be from June 13. In the download center, there is an indicator Latest update on: that shows the most recent date that the data was refreshed.
Q: How many months of data can I view at a time?
With every subsequent month, you can see one additional report in the Developer Console. At any given point in time, no more than 12 months of reports are available in the Developer Console.
Q: Can I use the Reporting API to download Engagement reports?
Currently, downloading engagement reports through Reporting API is not supported.

Data specifications

Q: Are there scenarios where I can't view my app's engagement metrics?

To ensure that reporting doesn't threaten data privacy, you can't view metrics if your active users count is very low, for a chosen device type and marketplace combination. Similarly, you can't view metrics for Amazon Kids+ tablet devices.

Last updated: Nov 05, 2024