Each widget in your Performance Insights mobile app messaging filter set contains metrics that are calculated from your data. You can view how the metrics are calculated to understand how your mobile app message campaigns perform.
These metrics are displayed in your mobile reports, including your mobile app messages report.
Action metrics
| Metric | Definition | Calculation |
| Action rate (unique) | The total number of unique actions a user has taken out of the total number of messages that are sent. This means that if a single user clicks the same message multiple times, it will be shown as a single click. | Action rate (unique) = (Total number of unique actions/total number of messages sent) X 100 |
| Action rate (gross) | The total gross actions users have taken with your messages. For example, if a user clicks the same message multiple times, it will show the total number of times it was clicked. | Action rate (gross) = (Total gross actions / Total messages sent) X 100 |
| Actions (unique) | This is the total unique actions taken by all users on any messages you sent. | A whole number of the total unique actions. |
| Actions (gross) | This is the total number of actions taken by a user on any message type you’ve sent. | A whole number of the total gross actions. |
In-app metrics
| Metric | Definition | Calculation |
| In-app clicks (unique) | The total number of clicks by unique users on in-app messages. | This is a whole number of in-app clicks by individual user. |
| In-app clicks (gross) | This is the total number of clicks in-app. This can be by a single user or multiple users. | This is a whole number of in-app clicks total by all users and all messages. |
| In-app click rate (unique) | This is the number of in-app clicks, as a percentage. If a user clicks an in-app notification more than once, it is still only counted one time. | Unique clicks in-app messages/ Total in-app messages sent) X 100 |
| In-app click rate (gross) | This is the total number of users who have clicked messages within your app. It is represented as a percentage. | (Gross clicks in-app messages/ Total in-app messages sent) X100 |
| Inbox view rate (unique) | This is the unique views by your customers of inbox messages, as represented by a percent. | (Unique views from inbox messages/ Total inbox messages sent) x100 |
| Inbox view rate (gross) | These are the gross views of inbox messages by your customers, as represented by a percent. | (Gross views from inbox messages/ Total inbox messages sent) x100 |
| Inbox views (unique) | This is the total number of individual views as a whole number of your inbox messages. This means that if an individual user views a message more than once, their view is counted a single time. | Unique view count from inbox messages. |
| Inbox views (gross) | This is the total number of individual views as a whole number of your inbox messages. This means that if an individual user views a message twice, their views are counted as 2. | Gross view count from inbox messages. |
| App messages sent | Total number of messages sent via a mobile platform. | A whole number of messages sent. |
Mobile session metrics
| Metric | Definition | Calculation |
| Simple action (unique) | A simple action taken by a customer during your session. If a customer makes the same action more than one time, it is still only counted once. | Represented as a whole number. |
| Simple action (gross) | This is the total number of simple actions taken by a customer during a single session. If a customer makes the same action more than one time, it is counted as many times as they take it. | Represented as a whole number. |
| Simple action rate (unique) | This is a simple action taken by an individual customer out of the entire actions taken. This number is represented as a percentage. | (Unique views from inbox messages/ Total simple messages sent) X100 |
| Simple action rate (gross) | This is all simple actions taken by all customers out of the entire actions taken. This number is represented as a percentage. | (Gross views from inbox messages/ Total simple messages sent) x100 |
| Average session length | This average session length is taken out of all sessions taken. | The average is taken out of all sessions and represented in seconds. |
| Sessions | The total number of sessions in your app. | Represented as a whole number. |
Mobile push application performance
| Metric | Definition | Calculation |
| Installs | The total number of installs of your app. | Represented by a whole number. |
| Opt-out rate | This is a percentage of how many of your users opted out of your push notifications out of your total number of contacts. | (Total push disabled / Total database size) X100 |
| Opt-in rate | This is a percentage of how many people have opted in for push notifications out of your total number of contacts. | (Total push enabled / Total database size) X100 |
| Push enabled | This is the total number of contacts who have enabled mobile push notifications. | Represented by a whole number. |
| Push disabled | This is the total number of contacts who have disabled mobile push notifications. | Represented by a whole number. |
| Uninstalls | Uninstalls reflects the total number of uninstalls of your app. The uninstalls number is based on reports sent to Acoustic Campaign from the mobile device's operating system. These reports might not come in real time. | Represented by a whole number. |
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