Smartfren Ad Performance
Live Multi-Channel Performance Monitoring (Google + Meta + TikTok + GA4 + Appsflyer)
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ℹ️ KPI Metrics Guide
Total Spend — Biaya iklan semua platform (Google + Meta + TikTok)
Impressions — Total paparan iklan (berapa kali iklan terlihat)
Clicks — Total klik: Google Clicks + Meta Link Clicks + TikTok Clicks
Views / ThruPlay — Video views: Google Video + Meta ThruPlay + TikTok 15s
Engagements — Google Engagements + Meta Post + TikTok Engagements
In-App Sessions (AF) ⚠ — LTV cumulative sessions dari AppsFlyer
In-App Install (AF) — Total install aplikasi (AppsFlyer)
In-App Purchase (AF) ⚠ — LTV cumulative: DOB + STS fulfillment
Revenue (AF) ⚠ — LTV cumulative revenue dari AppsFlyer
ROAS (AF) — Revenue ÷ Spend × 100. Bisa >100% = profit
DAU/MAU (AF) — Daily Active Users / Monthly Active Users ratio
⚠ LTV Metrics — "LTV cumulative" = total seumur hidup per install cohort, BUKAN daily. Nilai >100% wajar karena 1 user bisa purchase/sessions berkali-kali.
Performance Metrics Trend
Compare correlation between two major marketing metrics.
vs
📱 App Funnel
Ad Platform → AppsFlyer install conversion flow
🌐 Web Funnel
Ad Platform → GA4 web conversion flow
ℹ️ Funnel & Conversion Guide
App Funnel — Impressions → Clicks → App Installs. Menunjukkan efisiensi saluran akuisisi aplikasi.
Web Funnel — Impressions → Clicks → Web Sessions → Web Purchases. Menunjukkan konversi website.
Conv % — Conversion rate antar stage (misal: Clicks → Installs = 3.6%)
CPM — Cost Per Mille = Spend ÷ Impressions × 1000
CPC — Cost Per Click = Spend ÷ Clicks
CPI (AF) — Cost Per Install = Spend ÷ App Installs
CPP (AF) — Cost Per Purchase = Spend ÷ In-App Purchases
LTV Purch/Install — Bisa >100% karena LTV cumulative (1 user purchase berkali-kali)
📊 User Retention Cohort (AF)
Aggregate retention decay curve — unique users returning after install (AppsFlyer on-period data)
D7 Retention
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vs benchmark 11-13%
D28 Retention
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vs benchmark 5-7%
📋 Notes & Benchmark Sources
Apa itu Retention Cohort? — AppsFlyer melacak unique users yang kembali membuka app setelah N hari dari install. D7 = user yang masih aktif 7 hari setelah install.
⚠️ Data aggregation: AppsFlyer export per campaign×date. Unique users di-MAX per campaign×date (bukan SUM) untuk menghindari double-counting user yang sama di beberapa campaign.
⚠️ On-period semantics: Column "Unique users N days on-period" = user yang kembali dalam window N hari setelah install, bukan tepat hari ke-N. Angka bersifat kumulatif dalam window tersebut.
📚 Benchmark References:
• UXCam (2026) — Mobile App Retention Benchmarks by Industry: Cross-category D1 26%, D7 11%, D30 5.4% (sumber: AppsFlyer State of App Marketing 2025, 28B+ installs)
• Digital Applied (2026) — Mobile App Marketing Statistics: Cross-category D1 26%, D7 11%, D30 5.4% (sumber: AppsFlyer + Adjust + SensorTower)
• Core MBA (2026) — Retention Calculator: Cross-vertical D1 25-26%, D7 11-13%, D30 5-7% (sumber: Adjust Mobile App Trends 2026, 100K+ apps)
• Adjust Mobile App Trends 2026: Official Adjust report — Fintech D1 30%, D7 17.6%, E-commerce D1 18%, D7 5%
• AppsFlyer Retention Rate Glossary: Vertical benchmarks — Shopping D1 23.47%, D30 8.21%; Finance D1 23.78%, D30 9.44%
• UXCam (2026) — Mobile App Retention Benchmarks by Industry: Cross-category D1 26%, D7 11%, D30 5.4% (sumber: AppsFlyer State of App Marketing 2025, 28B+ installs)
• Digital Applied (2026) — Mobile App Marketing Statistics: Cross-category D1 26%, D7 11%, D30 5.4% (sumber: AppsFlyer + Adjust + SensorTower)
• Core MBA (2026) — Retention Calculator: Cross-vertical D1 25-26%, D7 11-13%, D30 5-7% (sumber: Adjust Mobile App Trends 2026, 100K+ apps)
• Adjust Mobile App Trends 2026: Official Adjust report — Fintech D1 30%, D7 17.6%, E-commerce D1 18%, D7 5%
• AppsFlyer Retention Rate Glossary: Vertical benchmarks — Shopping D1 23.47%, D30 8.21%; Finance D1 23.78%, D30 9.44%
📌 Catatan untuk Telco Indonesia: Tidak ada benchmark retention app spesifik untuk telco Indonesia yang dipublikasikan secara terbuka. Benchmark terdekat: Finance/Shopping (transaksional) — D1 23-24%, D7 9-11%, D30 8-9%. AppsFlyer State of Subscriptions 2026: subscription apps D30 14% (karena lock-in), ad-supported D30 5.4%. Smartfren kemungkinan hybrid (subscription + top-up).
🤖 Campaign Insights & Funnel Analysis
Auto-generated dari data real-time — no sync needed
Spend by Campaign Objective
Budget breakdown based on campaign target taxonomy.
Calculated Efficiency Metrics
Calculated conversion rates, CPA, CPI and CPC values. Zero-value metrics hidden.
Adset / Ad Group Breakdown
Top performance breakdown table. AF metrics only at Campaign level.