# Data Overview

Adjust exposes a single flexible **Report** entity through Coupler.io. Rather than returning fixed tables, it lets you define exactly which metrics and dimensions to include — giving you a custom slice of your attribution data every time.

## Report entity

| Entity | What it contains                                                                                                                                |
| ------ | ----------------------------------------------------------------------------------------------------------------------------------------------- |
| Report | Installs, events, revenue, ad revenue, cost, ROAS, DAUs/MAUs, cohort metrics, and more — broken down by any combination of supported dimensions |

## Available metrics

#### Network and cost metrics

| Metric                  | Description                                    |
| ----------------------- | ---------------------------------------------- |
| `network_cost`          | Total cost reported by the network             |
| `network_cost_diff`     | Difference between Adjust and network cost     |
| `network_clicks`        | Clicks reported by the network                 |
| `network_impressions`   | Impressions reported by the network            |
| `network_installs`      | Installs reported by the network               |
| `network_installs_diff` | Difference between Adjust and network installs |
| `network_ecpc`          | Effective cost per click (network)             |
| `network_ecpi`          | Effective cost per install (network)           |
| `network_ecpm`          | Effective cost per mille (network)             |
| `cost`                  | Total spend tracked by Adjust                  |
| `adjust_cost`           | Cost as recorded in Adjust                     |
| `click_cost`            | Cost attributed to clicks                      |
| `impression_cost`       | Cost attributed to impressions                 |
| `install_cost`          | Cost per install                               |
| `ecpc`                  | Effective cost per click                       |
| `ecpi`                  | Effective cost per install                     |
| `ecpi_all`              | Effective cost per install (all installs)      |
| `ecpm`                  | Effective cost per mille                       |

#### Revenue metrics

| Metric                 | Description                           |
| ---------------------- | ------------------------------------- |
| `revenue`              | In-app purchase revenue               |
| `cohort_revenue`       | Cohort-based revenue                  |
| `all_revenue`          | Total revenue (IAP + ad revenue)      |
| `cohort_all_revenue`   | Cohort-based total revenue            |
| `ad_revenue`           | Revenue from ads shown to users       |
| `cohort_ad_revenue`    | Cohort-based ad revenue               |
| `arpdau`               | Average revenue per daily active user |
| `arpdau_ad`            | ARPDAU from ad revenue                |
| `arpdau_iap`           | ARPDAU from in-app purchases          |
| `roas`                 | Return on ad spend                    |
| `roas_ad`              | ROAS from ad revenue                  |
| `roas_iap`             | ROAS from in-app purchases            |
| `return_on_investment` | ROI                                   |
| `revenue_to_cost`      | Revenue-to-cost ratio                 |
| `gross_profit`         | Revenue minus cost                    |
| `cohort_gross_profit`  | Cohort-based gross profit             |
| `revenue_events`       | Number of revenue-generating events   |
| `ad_rpm`               | Ad revenue per mille                  |
| `ad_impressions`       | Impressions served to users           |

#### Install and engagement metrics

| Metric                                 | Description                         |
| -------------------------------------- | ----------------------------------- |
| `installs`                             | Total installs attributed by Adjust |
| `paid_installs`                        | Installs from paid sources          |
| `organic_installs`                     | Installs from organic sources       |
| `non_organic_installs`                 | Installs from non-organic sources   |
| `installs_per_mile`                    | Installs per 1,000 impressions      |
| `reattributions`                       | Users reattributed to a new source  |
| `deattributions`                       | Removed attributions                |
| `clicks`                               | Total clicks                        |
| `paid_clicks`                          | Clicks from paid campaigns          |
| `impressions`                          | Total impressions                   |
| `paid_impressions`                     | Impressions from paid campaigns     |
| `ctr`                                  | Click-through rate                  |
| `click_conversion_rate`                | Clicks to installs rate             |
| `impression_conversion_rate`           | Impressions to installs rate        |
| `sessions`                             | Total app sessions                  |
| `base_sessions`                        | Baseline session count              |
| `events`                               | Total in-app events                 |
| `daus`                                 | Daily active users                  |
| `waus`                                 | Weekly active users                 |
| `maus`                                 | Monthly active users                |
| `gdpr_forgets`                         | GDPR forget requests                |
| `limit_ad_tracking_installs`           | Installs with LAT enabled           |
| `limit_ad_tracking_install_rate`       | Rate of LAT installs                |
| `limit_ad_tracking_reattributions`     | Reattributions with LAT             |
| `limit_ad_tracking_reattribution_rate` | Rate of LAT reattributions          |

## Available dimensions

#### App and platform

| Dimension     | Description                                    |
| ------------- | ---------------------------------------------- |
| `app`         | App name                                       |
| `app_token`   | Adjust app token                               |
| `store_id`    | App store identifier                           |
| `store_type`  | App store (Apple App Store, Google Play, etc.) |
| `os_name`     | Operating system (iOS, Android, etc.)          |
| `device_type` | Device category (phone, tablet, etc.)          |

#### Campaign hierarchy

| Dimension             | Description                  |
| --------------------- | ---------------------------- |
| `network`             | Ad network name              |
| `app_network`         | App-level network            |
| `campaign`            | Campaign name                |
| `campaign_network`    | Campaign name from network   |
| `campaign_id_network` | Campaign ID from network     |
| `adgroup`             | Ad group name                |
| `adgroup_network`     | Ad group name from network   |
| `adgroup_id_network`  | Ad group ID from network     |
| `creative`            | Creative name                |
| `creative_network`    | Creative name from network   |
| `creative_id_network` | Creative ID from network     |
| `source_network`      | Source name from network     |
| `source_id_network`   | Source ID from network       |
| `partner_name`        | Partner/network partner name |
| `partner_id`          | Partner ID                   |

#### Geography and currency

| Dimension       | Description       |
| --------------- | ----------------- |
| `country`       | Country name      |
| `country_code`  | ISO country code  |
| `region`        | Geographic region |
| `currency`      | Currency name     |
| `currency_code` | ISO currency code |

## Common metric combinations

| Use case             | Suggested metrics                                            | Suggested dimensions             |
| -------------------- | ------------------------------------------------------------ | -------------------------------- |
| Campaign performance | `installs`, `cost`, `ecpi`, `roas`                           | `network`, `campaign`            |
| Creative analysis    | `clicks`, `ctr`, `installs`, `click_conversion_rate`         | `creative`, `network`            |
| Revenue attribution  | `revenue`, `all_revenue`, `roas`, `arpdau`                   | `network`, `campaign`, `country` |
| Geo breakdown        | `installs`, `revenue`, `cost`                                | `country`, `os_name`             |
| Cohort revenue       | `cohort_revenue`, `cohort_ad_revenue`, `cohort_gross_profit` | `network`, `campaign`            |

## Use cases by role

{% tabs %}
{% tab title="Performance marketers" %}
Use Adjust data in Coupler.io to track install volume and cost-per-install across networks in a single Google Sheets dashboard. Join Adjust report data with raw spend exports from Facebook or Google Ads using Coupler.io's Join transformation to reconcile cost discrepancies between what Adjust sees and what networks report.
{% endtab %}

{% tab title="Growth & product teams" %}
Pull DAU, WAU, MAU, and session data alongside cohort revenue metrics to understand engagement trends. Use the `os_name` and `device_type` dimensions to compare behavior across platforms, and send data to ChatGPT or Gemini for natural-language analysis of user lifecycle patterns.
{% endtab %}

{% tab title="Finance teams" %}
Export `all_revenue`, `gross_profit`, and `return_on_investment` broken down by `currency_code` and `network` into BigQuery or Excel for financial reconciliation. Cohort revenue metrics help model long-term LTV contributions from each acquisition channel.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* Adjust reports are built dynamically — you must select at least one metric for the report to return data
* Cohort metrics (e.g., `cohort_revenue`, `cohort_gross_profit`) measure performance of a user group over time from install date and may not match non-cohort equivalents
* Network-reported metrics (prefixed `network_`) come directly from ad network APIs and may differ from Adjust-attributed values due to attribution windows and deduplication
* The `additional_metrics` field lets you add custom or app-specific event metrics not in the default list — enter each on a new line
* GDPR forget events (`gdpr_forgets`) affect attribution data retroactively; rows with deleted users may show reduced install or revenue counts