1. Introduction to Basic Nouns

Noun	Meaning
App	App created by developers in the Taku background, corresponding to the APP that developers need to monetize through advertising. >>Learn more
Placement	Placement created by the developer in the Taku background. The SDK requests advertising strategies and loads ads through the ad slot ID. >>Learn more
Scenario	Scenario refers to creating multiple advertising scenes under one ad slot, which can effectively distinguish the display and click data of different advertising scenes under the same ad slot. It is suitable for products with multiple advertising scenes in the application and need to distinguish the display data. >>More
Network	Refers to the third-party network aggregated by Taku, such as: CSJ, Youlianghui, Meta, Admob, etc. >>Taku aggregated network
AD Source	Corresponding to the placement created by developers on third-party network. >>More
Area	The country / region where your app is released detected by Taku SDK based on user IP. For example: China, Russia, the United States, etc.
Segment	Taku provides multiple dimensions to group users. Different traffic groups can be configured with different Waterfalls to achieve refined traffic monetization. Currently, the segment dimensions supported by Taku are as follows: Area, Data, Week, Hours, Loading Time, Network Type, App Version Name, App Version Code, SDK Version, OS Version, device ID, Device Type, Device Brand, Installation Time, Channel, Sub-channel, IDFA Status,Installation Source, User Number, SDK preset strategy and Custom rules. >>More
Channel	Developers can pass the channel field to Taku to distinguish the data from different source channels of users. >>How to pass the channel field through custom rules?
Ad Format	Ad styles corresponding to the ad slots created by developers in Taku, including splash, native, rewarded video, interstitial, banner, etc. >>Taku ad style correspondence
Platform	Android or iOS.
SDK Version	Taku SDK version number. >>Taku SDK download address
App version	App version name defined by the developer.
Bidding type	Header bidding ad source or non-header bidding (set floor price) ad source. >>Header Bidding Instructions
IDFA Status	Whether the iOS user authorizes the acquisition of IDFA, for specific rules, please refer to Apple's rule guide. >>Apple Rule Guide
Sub-account	Taku supports adding and managing sub-accounts, and can manage sub-account functions from aspects such as application permissions and page function permissions. >>Learn more
Report time zone	If you select RMB as your account currency during registration, the default time zone of the developer backend will be UTC+8; if you select USD as your account currency during registration, the default time zone of the developer backend will be UCT 0. Supports adjustment to UTC+8 (Beijing time), UTC 0 (Greenwich Mean Time), UTC-8 (Pacific Standard Time) Modification path: My Account→ Base Info → Report Time Zone
Currency	Currency unit of the developer backend, supports RMB or USD, selected when creating a Taku account. If you need to change the account currency later, such as changing RMB to USD, please contact the Taku contact person.

2. Getting Started with Basic Data Indicators

2.1 Data source of Taku

Data type	Data Sources
Third-party API	Data indicators come from third-party advertising platform API. Prerequisite: You need to enable the reporting API authorization of the corresponding advertising platform in the Taku background [Network] module to see the data. Taku background Revenue and data indicators with API suffix are all third-party API data.
Taku statistics	Data indicators come from Taku embedding points. Prerequisite: You can see the data only after connecting to Taku SDK. Taku Backstage Except for revenue, all data indicators without API suffix are Taku statistics.

Tips: Third-party API data is more accurate than Taku data, and it is recommended to use third-party API data first. However, the API data of some network returns slowly or does not support viewing certain indicators. In this case, Taku data can be used to assist analysis.

2.2 Explanation of update time of different data indicators

(1) DAU, new users, retention rate: updated every 2 hours

(2) Other Taku SDK statistics except DAU, new users and retention rate: updated every 5 minutes

(3) Report API data of advertising platform (we will pull advertising platform data of the previous day in 5 time periods): 3:30, 10:50, 14:30, 16:30, 21:00

2.3 Explanation of basic data indicators

Tips: In each data report interface of Taku backend, hover the mouse over the data indicator to display the explanation of the indicator

Data indicators	Meaning
DAU	Daily Active User, that is, the number of device users who initialize Taku SDK every day. DAU only supports application dimensions. Note: According to the GDPR agreement, the EU region needs user consent before statistics are recorded. >>What is GDPR?
DEU	The number of device users who have displayed (exposed) ads every day. Note: DEU supports three dimensions: application, ad slot, and ad type. Under different filtering conditions, the data of DEU will vary.
Engaged Rate	The proportion of device users who have displayed (exposed) ads every day to daily active users. Calculation formula: DEU/DAU*100%
Impression rate	The ratio of ad impressions counted by Taku to ad fills. If the ad source dimension is not checked, the calculation formula is: ad display/flow fill number; if the ad source dimension is checked, the calculation formula is: ad display/ad source fill number Calculation formula: display/fill number*100%.
Revenue API	The actual revenue that Taku pulls from the advertising platform through the report API.
Estimate revenue	Estimated revenue based on the number of impressions and eCPM price counted by Taku SDK. Calculation formula: ① Conventional advertising source: manually filled eCPM priceTaku statistics of impressions/1000 ② Bidding advertising source: real-time advertising display price. >>Header bidding instructions ③Meta estimated revenue is obtained by displaying Meta's historical eCPM API Taku statistics
ARPDAU	Average Revenue Per User (ARPDAU for short). Calculation formula: Revenue/DAU
Est ARPDAU	Estimated per capita revenue. Calculation formula: estimated revenue/DAU
eCPM	Taku calculates eCPM by using the actual revenue it obtains from the advertising platform through the reporting API and the display statistics of Taku. Calculation formula: (revenue/display statistics of Taku)*1000. Note: eCPM is provided with a delay of 1 day.
eCPM API	Taku calculates eCPM API by using the actual revenue it obtains from the advertising platform through the reporting API and the display API. Calculation formula: (revenue/display API)*1000. Note: eCPM API is provided with a delay of 1 day.
Estimate eCPM	Calculate the estimated eCPM based on the estimated revenue and the display statistics of Taku Calculation formula: (estimated revenue/display statistics of Taku)*1000. Note: ①Estimated eCPM is provided on the day; ②Regular ad sources are calculated based on the manually filled eCPM price, and bidding ad sources are calculated based on the real-time bidding price; ③Meta bidding ad sources are estimated based on historical eCPM API
Impression	The number of display callbacks of third-party ad platforms counted by Taku will be counted only when the display callback of the third-party ad platform is actually received. Due to different statistical calibers, there may be some differences between the display statistics of Taku and the display statistics of the advertising platform (display API).
Impression API	The number of ad exposures pulled by Taku from the advertising platform through the report API. Note: Due to factors such as statistical caliber and network packet loss, there may be some differences between the display statistics of Taku and the display statistics of the advertising platform (display API).
Impression Gap	The difference between the display statistics of Taku and the display statistics of the advertising platform. Calculation formula: (display-display API)/display API. Note: Due to different statistical calibers, there may be some differences between the display statistics of Taku and the display statistics of the advertising platform (display API). When the display gap exceeds 15%, you can contact Taku's AM to investigate the cause.
Requests	The number of requests (Load) initiated by the application (client) to the Taku SDK. One traffic request may trigger multiple ad source requests.
Request fill rate	The percentage of successful ads returned after the application (client) initiates a request (Load) to the Taku SDK. Calculation formula: Number of successful traffic requests returned (number of traffic fills)/traffic requests*100%.
Attempts	The number of requests sent by a single ad source to an ad platform. Note: One traffic request may correspond to multiple ad source requests. When an application (client) initiates a request to Taku, Taku initiates requests to each ad source in the order of waterfall ad sources. When a high-priority ad source is not filled or no ad is returned within a short timeout (8s), it will request a low-priority ad source. At this time, one traffic request will correspond to multiple ad source requests.
Attempt fill rate	The percentage of successful ad returns after Taku initiates a request to each ad platform (ad source). Calculation formula: Number of successful ad source requests (number of ad source fills) / ad source requests * 100%
Attempts API	Number of ad source requests Taku pulls from the ad platform through the report API. Note: Some ad platforms do not provide this data.
Bid Reques	Number of price inquiries initiated by the Header Bidding ad source. >>Header Bidding Description
Bid Fill eCPM	The average eCPM returned by the advertising platform when the header bidding ad source responds to the inquiry. >>Header Bidding Description
Bid Reques Rate	Header Bidding (Header Bidding) ad source inquiry response rate. Calculation formula: Number of inquiry responses/number of inquiries*100%. >>Header bidding instructions
Imp./DAU	Daily active users average number of impressions.
Imp./DEU	The average number of impressions per device user who has displayed (exposed) the ad. Calculation formula: Ad exposure counted by Taku/DEU
Click	Ad click counted by Taku. Some platforms do not provide click callbacks (such as Admob's rewarded videos), resulting in Taku being unable to count user clicks.
Click API	Ad click counts pulled by Taku from the ad platform through the reporting API.
Click Gap	The difference between clicks counted by Taku and clicks counted by the ad platform. Calculation formula: (click-click API)/click API
CTR	The ratio of ad clicks counted by Taku to ad exposures counted by Taku. Calculation formula: click/display*100%
CTR API	The click-through rate of ads that Taku pulls from the advertising platform through the reporting API. Calculation formula: click API/display API*100%.
Attempts rate API	The fill rate of the advertising source that Taku pulls from the advertising platform through the report API. Note: Some advertising platforms do not provide this data.
LTV	LTV (life time value) is the total value of the life cycle, the average revenue value of each user within a period of time after acquiring a new user. Note: The retention value report shows the average cumulative advertising revenue generated by each new user.
LTV calculated by Taku	The estimated LTV calculated by the eCPM ranking price manually filled in by the ad source can display the data of the day. Note: The manually filled eCPM price should be as close to the actual eCPM as possible, so that the LTV data performance of the day can be estimated relatively accurately.
LTV calculated by API	LTV data pulled through the API interface of the third-party platform
LTV n	The average revenue value generated by new users on the nth day
New users	The number of device users who initialized Taku SDK for the first time in the past 60 days.
Old users	Number of device users who initialized Taku SDK for the first time in the past 60 days.
Add new users	Number of device users who initialized Taku SDK for the first time in the past 60 days.
Retention	User retention. Users who started using the application to generate network requests within a certain period of time and still generated network requests in the application after a period of time. Calculation formula: (new users on a certain day who continue to open the app on the Nth day / new users on a certain day) * 100%.
Retention n	The ratio of retained users on the nth day after a certain day to new users on that day
Number of sessions	Each time from starting the app to closing it, including cold start and hot start, will be counted as a session.
Displays/sessions	The average number of ads displayed per session, calculated using the formula: Displays/sessions.
Number of sessions per person	The average number of sessions per user per day, calculated using the formula: Number of sessions/Number of devices for sessions. The number of devices for sessions and DAU will differ slightly due to statistical caliber issues
Per capita usage time	The average time each user spends using the app per day. Calculation formula: Daily usage time of all users/DAU.
Single usage duration	Average duration of each user's session. Calculation formula: daily usage duration of all users/total number of launches.
Number of launches	When an application is launched and displayed on the front-end interface, it is counted as an application launch. Applications initialized in the background will not be counted as application launches. Taku SDK v5.9.90 and above versions support it, and you can filter the SDK version to view accurate funnel data.
Reach scenario	The number of times the user reaches the ad scene. App needs to call the entryAdScenario method to count.
Scenario Ready Rate	The percentage of ads that are ready when the user reaches the ad scene
IsReady	The number of times the Taku isReady interface is called. Note: The isAdReady interface determines whether there is an ad that can be displayed. (Android native and banner ads do not support isReady judgment; dual-end Taku 5.7.6 version starts to support isReady judgment of opening screen)
isReady rate	The ratio of the number of times the Taku isReady interface returns true to the number of times the Taku isReady interface is called. Calculation formula: the number of times the Taku isReady interface returns true/the number of times the Taku isReady interface is called*100%
New users/DAU	The ratio of the number of device users who initialized the Taku SDK for the first time in the past 60 days to the number of daily active users. Calculation formula: new users/DAU*100%
Next-day retention	The percentage of users who still generate network requests 2 days after acquiring new users.
eCPC	Actual API revenue pulled from the advertising platform/number of clicks counted by the aggregation platform (Taku)*1000
eCPC API	Media revenue/number of clicks on the media side*1000
Impression frequency	The proportion of device users who have watched N ads in this ad slot among the active users on the day. Calculation formula: (device users who have watched N ads/DAU)*100%.