AppLovin's reporting gives you a clear view of how your campaigns and creatives are doing. Knowing what each metric means and where to find it makes it easier to act on the right signals.
How attribution works
AppLovin attribution is click-based. When a user clicks an AppLovin ad and visits your site, any resulting purchase is attributed to AppLovin within the selected window.
- Day 0 (D0): purchases that occur within 24 hours of an ad click
- Day 7 (D7): purchases that occur within 192 hours of an ad click
- Longer windows (D14, D28) are available as column options in reporting
AppLovin does not currently attribute on a view-through basis. For products with longer sales cycles or higher AOVs, evaluating performance over a longer cohort window gives a more accurate picture. For example, to measure the impact of spend on January 1, set reporting to Cohort and review cumulative sales beyond the first 24 hours.
Learn more about measurement and attribution ↗
Reading your reports
Start at the campaign level. Your primary signal of success is whether the campaign is hitting its ROAS or CPP target.
- Add columns for the metrics most relevant to your goals, such as new customer rate or longer cohort windows
- Save default report views in the Analytics tab to streamline ongoing monitoring
- AppLovin's optimizer automatically shifts spend toward top-performing creatives. Use this to understand which hooks are working and where to double down
- Users see an average of eight creatives before converting. Evaluate how spend is being distributed across assets and which ad
Asset-level reporting
Asset reporting is available in the Media Library and includes impressions, clicks, CTR, and spend for each video, image, and HTML file. This view is available for yesterday or the last 7 days.
Spend is the most useful signal at the asset level. More spend generally means the asset is part of more customer journeys that lead to purchases. Revenue, ROAS, and CPP are not available at the asset level. Those metrics are reported at the creative set level. To understand the relative performance of assets within a set, filter down to that creative set in the Media Library and compare spend by asset.
Using third-party measurement
AppLovin integrates with most third-party attribution partners and supports a Reporting API for internal BI tools. Some discrepancy between AppLovin and your measurement partner is normal, as each platform has its own logic for identifying users, tracking events, and attributing orders.
A few things to check if you're seeing large discrepancies:
- Verify UTMs are correctly set up across all creatives and that the right tracking macros are applied
- AppLovin in-platform reporting uses UTC timezone, which can create day-level differences with other platforms
- Confirm your attribution window settings match across platforms. AppLovin attributes any click within the window, while other platforms may use first-click, last-click, or multi-touch models
Learn how to set up third-party measurement ↗
To pull campaign data directly into your internal BI tool, use the Reporting API. Explore the Reporting API ↗
What to focus on (and what not to)
- ROAS and CPP are the primary indicators of campaign health. Focus on whether the campaign is hitting its target, not on individual cost fluctuations.
- CPM can vary on AppLovin and is not a reliable indicator of performance on its own. AppLovin's campaigns will optimize towards a generate_lead or purchase event only. It is typical that CPMs can be higher on days where performance is better.
- CTR is one signal among many. A higher CTR can indicate engagement, but it can also reflect ads that are more click-driven than conversion-driven. Use it as a directional signal, not a primary metric