Overview

Overview is your unified attribution dashboard. Every install, re-engagement, and revenue event measured by AdShift across all your channels appears here in one place. Data comes from the AdShift SDK and reflects MMP attribution — not what each ad network reports about itself. For network-reported performance numbers, see SRN Insights: Network Self-Reports.

Go to Analyze → Overview to open the dashboard.

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Summary stats

The cards at the top of the page give you a snapshot of the selected period.

Metric	What it measures
Total Installs	All installs attributed by AdShift in the period
Non-organic Installs	Installs attributed to a paid media source
Organic Installs	Installs with no paid attribution touchpoint
Retargeting	Re-engagements of existing users attributed to a campaign
Revenue	Total revenue — IAP, ad revenue, and subscriptions combined
Cost	Ad spend pulled from connected network accounts
Blended ROAS	Revenue ÷ Cost

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Revenue breakdown

Below the summary cards, the revenue breakdown splits total revenue into its components:

• IAP revenue — in-app purchases recorded by the SDK
• Ad revenue — ad monetisation revenue
• Subscription revenue — subscription purchases

Use the Revenue source toggle to filter by the provider reporting revenue: SDK (AdShift), RevenueCat, or Adapty.

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Performance chart

The chart shows a time series for any metric, broken down by any dimension.

Metric — choose what to plot on the y-axis. Examples include installs, clicks, cost, revenue, ROAS, conversion rate, eCPI, ARPU, impressions, sessions, and event-level metrics (event count, event revenue, eCPA).

Group by — choose how to split the series:

Option	Groups by
Source	Media source / partner
App	Application
Campaign	Campaign name
Geo	Country
Channel	Traffic channel
Attribution type	Install / re-attribution / re-engagement
Event name	In-app event

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Metrics table

The table below the chart lists performance per row — by media source and campaign by default. Columns include:

Column	Description
Media source	Ad network or organic
Campaign	Campaign name
Installs	Total attributed installs
Re-attributions	Lapsed users re-attributed to a paid source
Re-engagements	Returning users re-engaged by a campaign
Clicks	Attributed clicks
CR	Conversion rate (Installs ÷ Clicks)
Cost	Ad spend
Revenue	Total revenue
ROI	Return on investment
eCPI	Effective cost per install
ARPU	Average revenue per user
Sessions	App sessions in the period

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Filters

Narrow the data using the filters in the top bar.

Filter	Description
Date range	The period to analyse. Defaults to the last 7 days.
App	One or more apps registered in your project.
Media source	Filter to a specific ad network or partner.
Campaign	Filter to a specific campaign.
Geo	Filter to a specific country.
View type	Unified (all installs), User Acquisition (new users only), or Retargeting (re-engagement only).
Attribution mode	See below.

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Attribution mode

Deterministic (default) — shows only installs attributed using a device identifier. This is the most precise view: each install is matched to a specific touchpoint.

Single Source of Truth — adds aggregated SKAdNetwork (SKAN) postbacks on top of deterministic attribution. SKAN covers iOS users who did not consent to tracking (ATT opt-out), where a device-level match is not possible. Single Source of Truth gives a more complete picture of iOS campaign reach, but without user-level granularity for the SKAN portion.

Use Single Source of Truth when you want to account for the full volume of iOS installs from Apple Search Ads or other iOS campaigns, and you are comfortable with aggregate-level data for the privacy-constrained portion.

For a dedicated view of SKAN postback data on its own, see SKAN: Overview.

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See also

• SKAN: Overview — privacy-preserving iOS attribution via SKAdNetwork postbacks
• SRN Insights: Network Self-Reports — ad network's own self-reported performance numbers