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
AI-generated summary, updated 2x daily (09:00 & 15:00 WIB)
Insights will be available after the next data sync.
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.