Insights - Glossary

A glossary of frequently used terms and phrases for Insights.

Focus Event

An app is 'in focus' on a device when that app is open, and it is the only app that can been seen and interacted with on a device's screen at a given point in time. All engagement data currently in Insights is tied to the existence of a Focus Event record for a given app on a device. This includes foundational measurements such as dwell time, ownership and the state of being an active or inactive device. Insights additionally utilizes a minimum dwell time threshold on all Focus Events, in which any Focus Event that is less than 2 continuous seconds (< 2 seconds) in duration is dropped from all data aggregations. This ensures that Insights is only presenting intentional focus events in its reports, removing those events that may be accidental or otherwise unintentional.

Owning Devices

Insights considers a device to be an app owner if the device meets the following criteria:

The device downloaded/installed the app at any point in time prior to the day, week, or month being considered in the report.
The device still has the app installed as of the day, week, or month being considered in the report.

A device is considered Owning & Active if the device meets the above ownership criteria, and also engages with the app for at least one (1) app focus event of two (2) consecutive seconds or longer in duration during the day, week, or month being considered in the report.

A device is considered Owning Inactive if the device meets the above ownership criteria, but does not engage with the app for at least one (1) app focus event of two (2) consecutive seconds or longer in duration during the day, week, or month being considered in the report.

Installing Devices

Insights considers a device to be an app installer if the device meets the following criteria:

The device downloaded/installed the app during the day, week, or month being considered in the report.

A device is considered Installing & Active if the device meets the above installation criteria, and also engages with the app for at least one (1) app focus event of two (2) consecutive seconds or longer in duration during the day, week, or month being considered in the report.

A device is considered Installing & Inactive if the device meets the above installation criteria, but does not engages with the app for at least one (1) app focus event of two (2) consecutive seconds or longer in duration during the day, week, or month being considered in the report.

Growth %

Growth % is a measurement that takes into account both install and uninstall data to help show where actual net gains and losses to an app's footprint occur.

The calculation is:

(Devices Owning at End of Period - Devices Owning at Beginning of Period) /
(Devices Owning at End of Period)

The calculation for App Growth can result in negative growth when appropriate. Negative growth occurs when the number of Uninstalls meets or exceeds the number of Installs, resulting in app ownership changes that are stagnant or declining.

Unique Engaged Devices

Unique Engaged Devices is sometimes also known as "DAUs - Daily Active Users" or "MAUs - Monthly Active Users", and is a 'reach' style metric. Unique Devices Using is the count of all unique/distinct devices that engage a given app during the date range being considered. Devices qualify as engaged if they have at least one (1) focus event of two (2) seconds or longer in duration on the app during the date range.

Dwell Minutes

Total Dwell Minutes is the sum of all minutes that an app was in focus, across all devices focusing on the app during the day, week, or month being considered. All dwell time minutes are associated to focus events, and dwell minutes are only counted towards the total if the focus event they are associated with is two (2) seconds or longer in duration.

Average Dwell Minutes is the average minutes spent per device that engages with an app during the day, week, or month being considered. The calculation is:

(Total Dwell Minutes) / (Unique Engaged Devices)

Focus Frequency

Focus Frequency % is the average number of hours in which an app was in focus on devices during the day, week, or month being considered.

This measurement is calculated as a ratio of the total number of hourly periods that an app was in focus on a device over the total number of available hourly periods that the device could have focused on the app.

For Example: For a report run at the daily grain, each device calculates its Focus Frequency % as the number of hourly periods with a focus event (between 1 and 24) over the number of possible hours to have a focus event (24 potential hours in a day for which to have a focus event). If a device had focus events in three (3) different hours of a day, that devices Focus Frequency % would be...

(3 / 24) x 100 = 12.5%

...which can be read as this device engaging with this app during 12.5% of this day.

All device level Focus Frequency %'s are then average together for the day to produce the final reporting value.

Persona Over-Indexing

The Persona Over-Indexing ranker displays the proportional difference (as a 'factor increase’) that a device which engages with a given app will also belong to a given AppGraph Ownership Persona.

For Example: In a Users report run that includes App A for the date range of December 2nd to December 21st, the Persona Over-Indexing report shows that the "Coffee Connoisseurs" Persona had a value of 11.06x for App A. This was the highest ranked Persona for App A during this time frame. These report results can be read as:

Devices that engaged with App A during this time frame are 11.06 times more likely than the general population to be included in the "Coffee Connoisseurs" AppGraph Ownership Persona.

This means that there is a high likelihood of overlap between devices that engage with App A during this time frame, and devices which posses the attributes necessary to be included in the "Coffee Connoisseurs" AppGraph Ownership Persona.

AppGraph Ownership Personas - Interest & Activity

Active Traders
American Football Fans
Arts and Crafts Lovers
Auto Enthusiasts
Auto Sharers
Avid Readers
Avid Runners
Baseball Fans
Basic TV Streamers
Basketball Fans
Business Travelers
Calorie Counters
Camping Enthusiasts
Card & Board Gamers
Casino App Players
Casino Gamers
Casual Investors
Coffee Connoisseurs
College Sports Fans
Commuters
Contest Seekers
e-News Readers
eSports Fans
Fantasy Sports Players
Fast Food Patrons
Fishing Enthusiasts
Fitness Device Owners
Foodies
Free Content Streamers
Health & Fitness Enthusiasts
Hockey Fans
Home & Garden Pros
Home Automation Enthusiasts
Home Chefs
Home Entertainment Enthusiasts
Home Financial Planners
Home Improvement Enthusiasts
Insurance Owners
Mobile Banking Users
Mobile Gamers
Mobile Payment Makers
Movie Buffs
Music Discovery Enthusiasts
Music Lovers
Music Streamers
News Readers
On Demand Movie Streamers
On-Demand Economy Participants
On-Demand Food Delivery
On-Demand Learning
On-Demand Parking
On-Demand Transportation
Outdoor Sports Enthusiasts
Over the Top Device Owners
Photo & Video Enthusiasts
Photo Editors
Photo Sharers
Political Views - Democrat
Political Views - Republican
Premium TV Streamers
Prepaid Phone Users
Restaurant Hoppers
Ride Sharers
Room Sharers
Service Provider Streamers
Sharing Economy Participants
Soccer Fans
Social & Casual Gamers
Social Influencers
Sports Fans
Subscription Content Streamers
Tech & Gadget Enthusiasts
TV Cord Cutters
TV Subscribers
Vacationers
Vehicle Owners
Video Streamers
Wireless Plan App Owners

AppGraph Ownership Personas - Life Stage

Apartment Renters
Business Professionals
College Kids
Educators
Expectant Parents
Home Owners
Job Seekers
Luxury Living
New Parents
Online Education Students
Parents
Small Business Owners

AppGraph Ownership Personas - Intent

Retention

Retention is defined as the % of devices that continue to engage with an app in the consecutive days, weeks, or months after installation.

For Example: Consider a Retention report that is filtered for devices installing App A between August 2, 2021 and August 17, 2021 with a daily consecutive engagement trend. The report will find all devices that installed App A between the given dates. Each device in this installation pool will be assessed for how many consecutive days, after installation of App A, that the device engaged with App A. Results may appear like this:

35.60% of installing devices engaged with App A the day following install.
19.15% of installing devices engaged with App A on each of the 2 consecutive days following install.
13.32% of installing devices engaged with App A on each of the 3 consecutive days following install.
And So On...

Engagement in this report is defined as a device having the app in focus at least once for a period of two (2) consecutive seconds in duration or longer.