> For the complete AppRefer docs index, see https://apprefer.com/llms.txt (every page as markdown) or https://apprefer.com/llms-full.txt (all docs in one file).

# Dashboard guide

What each part of the AppRefer dashboard shows, and exactly how its numbers are worked out.

## Finding your way around

The sidebar has two groups:

-   **Your companies:** **Business**, **Apps** and **Support**. These always cover every company you belong to. The group is labelled with your company's name, or "All N companies" if you belong to several.
-   **This app:** the app switcher, then the sections for the open app (Overview, Acquisition, Revenue, Customers, Product, Live events) and Settings.

The account menu at the foot of the sidebar lists each of your companies with its **Team** and **API keys** pages, and Sign out.

### The app switcher

Press **⌘K** (Ctrl+K on Windows) anywhere in the dashboard to open one searchable list: Business and All apps at the top, your recently opened apps, then every app grouped by company. Use the arrow keys and Enter to pick one. Switching apps keeps you on the same page, so you can compare the same report across apps.

### Several companies, one login

One login can belong to several companies. Business, Apps and Support combine all of them. App pages use the app's own company: opening an app from another company (from the switcher, Business or Apps) switches to that company on the way, and the Team and API keys pages follow it.

### Filters

The bar at the top of each app page shows that section's tabs and only the filters the page actually uses:

-   **Data: Live / Sandbox** on Overview, Campaigns, Links, Customers, Product, Live events and Revenue.
-   **Platform: All / iOS / Android** on Overview, Campaigns, Links, Customers, Product and Live events.
-   Date ranges and network filters are set on each page.

## Business

One view of every company you belong to, for the last 30 days compared with the 30 days before:

-   **Headline numbers:** annual run-rate (30-day net revenue × 365 / 30), revenue after refunds, contribution after ads (with margin) and ad spend (with blended ROAS).
-   A card per company with revenue, ad spend, contribution and how many apps earn.
-   **Revenue by app:** monthly revenue for the last 13 months (top five apps, the rest grouped), including this month so far.
-   **Where the money went:** customers paid, minus refunds, minus ad spend, equals contribution.
-   **Apps map:** each app placed by growth and ROAS, sized by revenue (apps with at least $100 net and a ROAS).
-   **Paid channels:** app and network pairs ranked by attributed revenue per dollar of spend, for channels with at least $200 of spend.
-   **Needs attention:** up to eight flags (see below).

## Apps

A league table of every app across your companies, which you can sort and filter by company: 30-day revenue and change, a 12-month sparkline, ad spend, ROAS, contribution, installs, trials, new payers, refund rate and a verdict. Apps with no revenue or spend are hidden behind a toggle. Click a row to open the app.

| Verdict | Meaning |
| --- | --- |
| Ads paid back · growing | ROAS of 1 or more, and revenue up at least 10% (or no earlier revenue to compare) |
| Ads paid back · not growing | ROAS of 1 or more, revenue not up 10% |
| Growing · ads not paid back | ROAS below 1, revenue growing |
| Ads not paid back | ROAS below 1, not growing |
| New | No ROAS yet, no revenue in the previous 30 days and some now |
| Little or no ad spend | No ROAS (under $200 of spend) |
| Spend currency unknown | Some spend is in a currency with no exchange rate |

### Needs-attention flags

-   Net revenue down more than 30% on the previous 30 days (when the previous 30 days had at least $300).
-   At least $500 spent in 30 days with less than 0.5× back.
-   Refunds above 8% of revenue (on at least $500 of revenue).
-   No ad spend synced for the last 3 days after at least $200 in the two weeks before (the campaign was paused, or the spend sync stopped).
-   Some spend is in a currency without an exchange rate and is left out.

## Overview (per app)

Installs, revenue, trials, purchases, ad spend and ROAS, each compared with the previous period, plus installs and revenue over time, install sources, top campaigns and recent activity. Pick a date range (Today, last 7, 14 or 30 days, or custom; 14 days by default) and one or more ad sources (Meta, Google, TikTok, Apple Ads, organic, influencer and others). Every card uses the same selection. ROAS is shown only when spend is in USD; mixed spend currencies are labelled instead of being added together.

## Acquisition

### Cohort ROAS

Groups installs into cohorts by network, campaign, ad set, ad or country over the last 30, 60, 90 (default) or 180 days, and shows spend, clicks, installs, CPI, trials, new payers, CPA, day-7 ROAS, day-30 ROAS, ROAS to date and revenue. Network rows expand into their campaigns. A payback chart compares D7, D30 and to-date ROAS with break-even per network.

-   Each payment is credited to the install's attribution in force when the payment was made, and counted towards day 7 or day 30 by time since install.
-   **D7 and D30 only use mature data:** installs and spend days more than 7 (or 30) days old, so young cohorts don't drag the ratio down. D30 needs a range of 60 days or more to show.
-   ROAS, CPI, cost per trial and CPA use only rows with ad spend, so organic installs and campaigns without synced spend can't inflate them. The page lists campaigns that have installs but no synced spend.
-   Verified website purchases with no install count as their own day-0 cohort, credited to the campaign on the purchase.
-   Rows with clicks only (usually stray `utm_source` values) are left out.

### Campaigns

Performance per campaign for each network (All, Meta, Google, TikTok, Apple Ads, Influencer): clicks, installs, revenue, spend, CPA, ROAS and a trend, with a daily view per campaign. You can sync spend from connected networks, log manual spend (for example an influencer payment) and export CSV. Website-funnel revenue appears here.

### Links

Create tracking links and see clicks, installs, trials, purchases, revenue and install rate per link. See [Tracking links](https://apprefer.com/docs/tracking-links.md).

## Revenue

| Tab | What it shows |
| --- | --- |
| Revenue | Subscription metrics from AppRefer Billing: MRR, active subscribers, active trials, 30-day net revenue, trial conversion and churn, plus charts for revenue, new subscriptions, trials, renewals, cancellations, expirations, refunds and MRR, and revenue by store and product. Filter by store (App Store, Google Play, Stripe) and by day, week or month. |
| Products | Entitlements and the store products that unlock them. |
| Offerings | The packages your paywalls show, by placement and audience. |
| Experiments | A/B tests between offerings, comparing revenue per customer. Needs at least two offerings. |

Viewers and members can read the catalogue; admins edit it. Metric definitions are on the [Subscriptions](https://apprefer.com/docs/subscriptions.md) page, and catalogue setup on [Offerings](https://apprefer.com/docs/offerings.md).

## Customers

Every install with its user ID, network, platform, campaign, match type, revenue, event count and first-seen date. Search by device ID, user ID or campaign, export 30 days as CSV, or open one customer to see their attribution and full event timeline.

## Product

Product analytics from your in-app events over 7, 30 or 90 days: a conversion funnel, weekly retention cohorts, lifetime value by cohort and a cumulative LTV curve, which you can filter by network.

## Live events

Events as they arrive, refreshed every 5 seconds (pause any time). Filter by device ID, event type or network, and export CSV. Use it with a test key while you integrate the SDK; with Sandbox selected you see only test events, which are never sent to ad networks.

## Support

One inbox for every app's in-app chat and email, with views for Needs reply, Open, AI, Closed and All. Reply, add internal notes, review AI drafts, and see the customer's purchases alongside the conversation. Support staff can be given a support seat for chosen apps only, which opens a standalone inbox at `/support` without revenue, acquisition, keys or settings. See [Support](https://apprefer.com/docs/support.md).

## Settings

| Tab | What you can do |
| --- | --- |
| App settings | App name and store URLs; live and test SDK keys (copy or regenerate); the SDK kill switch; RevenueCat Only; Qualified Trial; Qualified Purchases (observe only); ad network credentials; event mapping for Meta and TikTok; Google Ads conversion actions; SKAdNetwork conversion values. |
| Integrations | Step-by-step setup for each ad network, RevenueCat, SKAdNetwork and each SDK. |
| Setup guide | The steps to install the SDK, connect purchases and create your first links. |

Some settings are only available through the API, such as `probabilisticMatching` and `trackingConsentRequired` (see [Attribution](https://apprefer.com/docs/attribution.md#app-settings-that-change-matching)).

## Team and API keys

**Team** lists members and pending invitations and, for admins, support seats. **API keys** creates and revokes organisation keys with scopes such as `analytics:read`, `apps:write`, `links:write`, `billing:read`, `billing:write`, `support:context`, `support:actions` and `users:erase`. See the [API reference](https://apprefer.com/docs/api.md).

| Role | Can |
| --- | --- |
| Viewer | See everything in the company's dashboard |
| Member | Also create links, sync and log spend, and reply to support |
| Admin | Also change app settings, regenerate SDK keys, manage API keys, edit the catalogue, invite members and manage support seats |
| Owner | Also invite and remove admins and change roles |

## How the numbers are defined

| Term | Definition |
| --- | --- |
| Revenue | Net USD: paid revenue (first payments, intro and promotional offers, renewals, one-time purchases, refund reversals) minus refunds. Store fees and tax are not deducted. |
| Purchases / New payers | People paying for the first time: one per user, on their first paid event. Renewals never add a payer; a trial conversion does. A person is their user ID, or the device ID when there is none. |
| Trials | Trial starts in the period. |
| Contribution after ads | Net revenue minus ad spend in USD. Margin is contribution divided by net revenue. |
| ROAS | Net revenue divided by ad spend. On Business and Apps it uses the app's whole net revenue and is shown only from $200 of spend in 30 days, because a tiny test can read 100× and more. |
| Ad spend | Synced daily from connected networks (plus manual spend) and converted to USD at the current rate. Spend in a currency without a rate is left out and flagged. |
| Days and windows | UTC calendar days, including today. 30-day comparisons are the last 30 days against the 30 before. |

> **Live and sandbox never mix**
>
> Business and Apps use live data only. Elsewhere, the Live/Sandbox switch keeps test installs, events and purchases apart from real ones.

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Source: https://apprefer.com/docs/dashboard · Last updated: 2026-10-27