When you connect Adjust, pick a report that matches the question you want to answer. If you are unsure, start with the Standard report. The reports are not interchangeable: the Standard report shows activity by the date it happened, while the cohort reports group users by their install date. Compare Funnel to the matching report in Adjust.
Which report type should you choose?
Report type | When to use it |
Standard | Use this for installs, clicks, impressions, sessions, revenue, cost and fraud by the date they happened. Start here if you are unsure. |
Cohort | Use this to see how users who installed on the same day behave over time. Each metric comes in 1 day, 1 week (7 days) and 1 month (30 days) versions. |
[New] Cohorts | Use this to see cohort metrics with the period as a dimension instead of separate metrics, with daily (day 0 to 30), weekly and monthly periods. This report isn't available in all workspaces yet. |
Options when you connect
Report Level: Choose Network, Campaign, Ad Group or Creative. Each level also includes the tracker dimensions of the levels above it.
Additional Dimensions: Select any of Regions, Countries, Device Types, OS Names and Partners. There is no limit on how many you can select.
KPI groups: In the Standard report, select Include Revenue KPIs, Include Cost KPIs, Include Fraud KPIs, Include Uninstall and Reinstall KPIs and Include Installs (SKAN) to add those metrics. Fraud KPIs require the Adjust Fraud Prevention Suite, and uninstall and reinstall KPIs require the Adjust Uninstall and Reinstall Growth Solution.
Attribution Type, Attribution Source, Ad Spend Mode and Reporting Timezone: These settings are sent to Adjust and change how Adjust calculates the numbers. Use the same settings as the Adjust report you compare with.
Account ID: If your app belongs to a different Adjust account than your API token, enter the account ID. See How to find your account ID.
For more on connecting, see How to connect Adjust.
All reports
Dimensions
App name: The name of the app.
Date: In the Standard report, the date the activity happened. In the cohort reports, the install date.
Currency: The reporting currency of your Adjust account.
Network tracker: The network tracker name.
Campaign tracker: The campaign tracker name. Included at Campaign level and below.
Ad group tracker: The ad group tracker name. Included at Ad Group level and below.
Creative tracker: The creative tracker name. Included at Creative level.
Country: The country of the user. Included if you select Countries.
Region: The region of the user. Included if you select Regions.
Device type: The device type, for example phone or tablet. Included if you select Device Types.
OS name: The operating system. Included if you select OS Names.
Partner: The partner. Included if you select Partners.
Standard report
Dimensions
These dimensions show the names and IDs that the ad network reports, depending on the Report Level you choose.
Campaign network: The campaign name from the ad network.
Campaign ID network: The campaign ID from the ad network.
Adgroup network: The ad group name from the ad network.
Adgroup network ID: The ad group ID from the ad network.
Creative network: The creative name from the ad network.
Creative network ID: The creative ID from the ad network.
Metrics
Installs: The number of installs. The user must open the app for the install to count.
Network installs: The number of installs reported by the ad network.
Clicks: The number of clicks on a tracker link.
Impressions: The number of impressions. Usually the number of users who were shown the ad or watched a video ad to the end. The exact definition depends on the ad network.
Sessions: The number of times users opened the app. Opens less than 30 minutes apart count as one session.
Reattributions: The number of reattributed users.
Limit ad tracking installs: The number of installs from devices with Limit Ad Tracking turned on.
Limit ad tracking reattributions: The number of reattributions from devices with Limit Ad Tracking turned on.
GDPR forgets: The number of users who asked to be forgotten. Adjust deletes their personal data but keeps their aggregated data for reporting.
Installs (SKAN): The number of valid SKAdNetwork postbacks that aren't redownloads. Included if you select Include Installs (SKAN).
Revenue KPIs
Included if you select Include Revenue KPIs.
Revenue: The revenue from clicks, installs and impressions.
Revenue events: The number of revenue events.
Note: Adjust converts all revenue metrics to the reporting currency set on your Adjust account before it returns them through its reporting API. The Currency dimension shows this reporting currency, not the currency of the original purchase. The original transaction currency isn't available through Adjust's reporting API, so the Adjust connector can't import it. If you need revenue in the original transaction currency, export raw data from Adjust with the {revenue} and {currency} placeholders, then bring the file into Funnel with File import.
Cost KPIs
Included if you select Include Cost KPIs.
Cost: The total cost of all engagements.
Click cost: The cost of clicks. Part of Cost.
Impression cost: The cost of impressions. Part of Cost.
Install cost: The cost of installs. Part of Cost.
Network cost: The cost reported by the ad network.
Network ECPI: The effective cost per install, based on the ad network's cost.
eCPC: The effective cost per click.
eCPI: The effective cost per install.
eCPM: The effective cost per 1,000 impressions.
Paid clicks: The number of clicks that have cost data.
Paid impressions: The number of impressions that have cost data.
Paid installs: The number of installs that have cost data.
Fraud KPIs
Included if you select Include Fraud KPIs.
Rejected installs: The number of rejected installs.
Rejected install rate: The percentage of all installs that were rejected.
Rejected reattributions: The number of rejected reattributions.
Rejected reattribution rate: The percentage of all reattributions that were rejected.
RI AIP: Rejected installs because of an anonymous IP address.
RI CJ: Rejected installs because of click injection.
RI DO: Rejected installs because of a distribution outlier.
RI SDK SIG: Rejected installs because of an invalid SDK signature.
RI TME: Rejected installs because of too many engagements.
RR AIP: Rejected reattributions because of an anonymous IP address.
RR DO: Rejected reattributions because of a distribution outlier.
RR TME: Rejected reattributions because of too many engagements.
Uninstall and reinstall KPIs
Included if you select Include Uninstall and Reinstall KPIs.
Uninstalls: The number of uninstalls.
Reinstalls: The number of reinstalls.
Reattribution reinstalls: The number of reinstalls that also led to a reattribution.
Custom events
Each custom event in your Adjust app is included as two metrics:
[Event name] events: The number of times the event happened.
[Event name] revenue: The revenue from the event. Included if you select Include Revenue KPIs.
Cohort report
Select the metrics you want under Cohort Metrics when you connect. Each metric comes in 1 day, 1 week and 1 month versions.
Dimensions
Period (Cohort report): The cohort period, where 0 is the first day, week or month after install.
Metrics
Cohort size: The number of users in the cohort.
Cohort revenue: The revenue from clicks, installs and impressions in the period.
Revenue total: The total revenue of the cohort.
Retained users: The number of users who came back in the period.
Paying users: The number of users who made a purchase in the period.
Cohort time spent: The total time users spent in the app in the period.
[Event name] events: The number of times each custom event happened.
[New] Cohorts report
This report isn't available in all workspaces yet. Select the metrics you want under Cohort Metrics when you connect. Select Include Custom Events to choose up to 20 custom events.
Dimensions
Days after install ([New] Cohorts report): The number of days after install, from 0 to 30.
Weeks after install ([New] Cohorts report): The number of weeks after install.
Months after install ([New] Cohorts report): The number of months after install.
Metrics
Cohort size: The number of users in the cohort.
Sessions: The number of sessions in the period.
Revenue: The revenue in the period. Included if you select Include Revenue Metrics.
Time spent: The total time users spent in the app in the period.
Retained users: The number of users who came back in the period.
Paying users: The number of users who made a purchase in the period.
[Event name] events: The number of times each selected custom event happened in the period.
[Event name] revenue: The revenue from each selected custom event in the period.
API documentation
For full field definitions and updates, see the Adjust Report Service API documentation.
Change history
Renamed or removed custom events no longer stop downloads
From 26 Oct, 2026, if Adjust rejects a custom event that was renamed or removed, Funnel skips that event instead of failing the download. The metrics for that event stay empty.
Added the [New] Cohorts report
From 11 May, 2026, the [New] Cohorts report is available in some workspaces. It shows the cohort period as a dimension instead of separate metrics.