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

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.

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.

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.

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