AARRR
The five stages side by side show whether newcomers never activate or activated people never pay. A stage with no event set uses a default, and the page lists what is still unmapped.
ConsoleAll-platform analyticsBusinessAARRR growthSignup, activation, payment, and share events, plus annual targets, are on the AARRR tab of ConsoleAll-platform analyticsConfigurationBusiness settings. Defaults are signup, purchase, and share. Activation starts empty.
Metrics & definitions
New and active users come from the daily person rollup. Revenue and buyers come from purchases on the order ledger, not from a goal property. Day-7 retention is the share of new users in the period who show up again on any of the 7 days after their first day.
| Stage | Main numbers | If the event is empty |
|---|---|---|
| Acquisition | New users, sessions, actives; new users by channel | New users do not require a signup event |
| Activation | People and rate | With an activation event, new users in the period count if they do it during the period or within 7 days after it ends. If empty, the stage counts people who did the signup event in the period |
| Retention | Day-7 rate, cohort size, actives | No extra event |
| Revenue | Revenue, buyers, ARPU, paying rate | Money always comes from the order ledger |
| Referral | Shares, sharers, referred new users, share rate | No share event means zero shares. Referred new users are only those whose channel is social or referral |
K is referred new users divided by active users. It is not computed when there are no shares or no actives. Annual targets show year-to-date progress. An empty target is hidden. An industry pack fills a slot only when you have not already changed it.
How to use it
- Set activation to “finished onboarding” or “used the core feature once”, not a pageview.
- Set share to the event you actually send. A content or SaaS pack replaces a slot that is still the default.
- Set annual targets only for stages you care about, such as new users and revenue. Progress is year-to-date divided by the target.
Revenue rules are in Commerce & revenue. A fuller retention table is Retention.
Access & limits
Reading matches other business reports. Changing the event mapping and annual targets needs an owner or admin. All five stages roll up the whole project and are not split by platform.
FAQ
Activation rate is zero? The event name does not match what you send, or new users have not had a 7-day window yet. The mapping hint lists slots that are still default or blank.
K is empty? The period has no share events, or no active users. TapCub does not estimate a coefficient.
ROI
A source report shows where people came from, not what the channel cost. This page puts the spend you enter next to sessions, new users, conversions, and revenue. TapCub does not run its own install attribution; it only receives MMP postbacks.
ConsoleAll-platform analyticsBusinessChannel ROIThree tabs: ROI, Costs, and Installs. Add spend one row at a time or import a CSV on Costs.
Metrics & definitions
| Metric | Formula | Blank when |
|---|---|---|
| Cost per click | Spend divided by sessions | No spend or no sessions |
| Cost per acquisition | Spend divided by conversions | No spend or no conversions. Conversions are purchases on the order ledger |
| Return on ad spend | Revenue divided by spend | No spend. Revenue is order amount in the base currency |
Group by channel, source, or campaign. The quadrant uses sessions on X, conversion rate on Y, and revenue as the bubble size, cut by the mean on each axis. Without spend, the three cost metrics stay empty and the page asks you to import costs.
CSV columns are day, channel, source, campaign, cost, currency, clicks, and impressions. day and cost are required. Importing the same day, channel, source, and campaign again overwrites the row instead of appending. channel values follow traffic channel classes, such as paid_search. Spend converts into the base currency at the rate for that day.
Installs summarizes media source, organic versus non-organic, campaigns, and platform. Each MMP postback becomes an $app_install event, with media source stored as the source. The receive URL is on the MMP tab of business settings, with one token per project.
How to use it
- On Costs, import spend for a period, or click Add one.
- On ROI, read return by channel, then break down by campaign.
- For app installs, point the MMP install postback at the receive URL in business settings. Common fields such as media source, campaign, and platform are recognized.
Where orders come from is in Commerce & revenue. The attribution analysis model is Attribution. That model is unrelated to this spend table.
Access & limits
Adding, importing, or deleting costs and rotating the postback token need an owner or admin. Website channels use sessions and UTM parameters. Install attribution is mainly $app_install on App. With no orders, revenue is zero and return is not estimated.
FAQ
Spend is present and revenue is still zero? The cost table and the order ledger are separate. Until purchases are materialized, revenue stays zero.
An import shrank the table? Rows with the same day, channel, source, and campaign are overwritten.