Improve Reporting and Insights

Custom dashboards for a metrics-focused team


In this Project, you'll learn how to create actionable custom dashboards that allow you to keep a pulse on key metrics in your app. Easily share this information with your team, board, and other stakeholders for data driven decision making.

Why it matters

Visibility of your most important metrics helps teams stay on the same page, monitor trends over time, and make changes to the app based on actual user data. Comparing custom reports side by side in Custom Dashboards allows you to uncover insights and draw new conclusions. Custom Dashboards are easily shared, and can be automatically emailed on a daily, weekly or monthly cadence to keep stakeholders in the know.

How-to guide

The following steps will walk you through saving a Custom dashboard.

Step 1: Navigate to the chart you want to add

Select the chart you'd like to save to a dashboard. Add any splits or filters to hone in on exactly the information you'd like.

Step 2: Add the chart to a dashboard

Click 'Save' and 'Add to Dashboard'. Add to an existing dashboard or create a new one. Add a title to your new dashboard and save.

Step 3: Organize dashboards by use case

Quality data and insights are only valuable if they are accessible to the decision makers on your team. In this section we will highlight three methods of organizing your custom dashboards that have been successful for us at Localytics and for our customers. Use these dashboards to track key metrics and ROI. Add new charts to each dashboard as desired. Resize, reorder, and customize your dashboard until it displays the information you want to see.

The simplest way to breakdown custom dashboards across departments is to segment between Analytics and Marketing metrics. This will allow you to have a high level view of key performance indicators as well as a sense of how active campaigns are performing and driving in-app behaviors.

Here are a few examples to get you started with an Analytics dashboard:

  • Users by day
  • Users by day split by New vs Returning
  • Top Events
  • Users and Sessions
  • Customer lifetime value
  • Engagement: Session interval

Here are a few examples to get you started with a Marketing dashboard:

  • Performance reports for all active recurring campaigns
  • Event based retention: Open push then complete Conversion Event
  • Revenue by day by acquisition source
  • Conversions by day for push enabled users

Creating custom dashboards focused around app goals and metrics makes it easy to keep a pulse on your overall app performance. By focusing on driving your users through the app lifecycle, you will be able to keep high value users engaged and prevent at-risk users from churning. The following are several example dashboards based on the app lifecycle stages: Acquire, Engage, Grow and Retain.

An Acquisition dashboard allows you to instantly see how new users are interacting with your app. Below are suggested reports that will allow you to have great insight into new users and the type of experience they are having:

  • Attribution: New users by day split by acquisition source
  • Onboarding Funnel: App launch, Sign-Up, Sign-In, etc.
  • Cohort Retention for paid attribution sources
  • Lifetime value split by attribution source

User Engagement is fundamental to driving continued usage of your app. Below are examples of reports that will give you a sense of how engaged your users are:

  • Session length split by attribution source
  • Campaign performance for onboarding experience message
  • Campaign performance for new content message
  • Onboarding week one funnel
  • Users split by "New"

Helping Grow your newly acquired users into valuable lifetime users is essential for long-term app success and monetization. Below are example reports that give insight into how users are navigating to and executing chosen Conversion Events, as well as how this affects LTV:

  • Upgrade / conversion funnels
  • Usage: Users by day filtered by a segment of "Premium" users
  • Campaign performance: Special offer campaign
  • Lifetime value: Average revenue per user
  • Lifetime value: Average revenue per paying user

Depending on which study you believe, and what industry you’re in, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. Retention has never been more important. Here are a few reports to track your user retention:

  • Event based cohort retention: Clicked push and then opened app
  • Event based cohort retention: In-app displayed and upgraded to premium
  • Campaign performance report for retention messaging campaigns
  • Engagement: User loyalty report

Aggregate relevant information for different members on your team by creating a dashboard for each role within your organization. Here are some suggested reports to add to each dashboard:

Role Dashboard Information Value
  • Performance reports for each recurring in-app and push campaign
  • NPS rating results
  • Users by day split by push enabled
  • Attribution: New Users by day split by acquisition source
Having instant access to the relative performance of active campaigns, enables Marketers to understand which campaigns are leading to conversions and other preferred actions in app.
Product Manager
  • Best case scenario funnel
  • Conversion funnel
  • First run experience funnel
  • Retention by weekly cohort
  • Users by day split by app version
  • Users by day split by daypart
  • Event based retention for key features
Knowing how the latest app release is performing or how users are utilizing a new feature gives Product Managers the insight they need to build a data driven app roadmap.
  • Users by day split by: OS Version, Device, Platform, Jailbroken, App Version
  • App errors by screen
Knowing which app versions still need to be supported and where errors are occurring in your app empowers Developers to make decisions around release cycles and handling escalations.
  • Usage stats (top summary of Usage report)
  • 30 day Sessions/users by day
  • Monthly occurrences by Event name (table)
  • Retentiony by weekly cohort
  • Various attribution reports
  • Revenue by day split by acquisition source
  • Purchases - Transactions by day
  • Basket Size - Revenue per transaction by day
Having a daily pulse of key performance indicators empowers Executives to make strategic decisions by eliminating the need to dig into the weeds of app data.
Business Analyst
  • 30 day Sessions/users
  • Sessions by day split by device
  • Monthly occurrences by Event name (table)
  • Revenue by day
  • Transactions by day
Having a sense of trends over time and being able to address what is driving changes in app data is crucial for Business Analysts to point team members in the right direction.
Growth Hacker
  • Users by country
  • App opens/Sessions (hourly)
  • LTV by acquisition source
  • Purchases - Transactions by day
  • Session length split by platform
  • Virality - Share Event (hourly)
Knowing the next opportunity for a marketing campaign, or finding an untapped audience in your user base is essential for promoting app growth as a Growth Hacker.

Key Takeaways

  • Create custom dashboards that work best for your existing workflow and put relevant reports in the right users' hands
  • Set up scheduled email reports to put an emphasis on the importance of your metrics and keep people on the same page
  • Get feedback on what metrics are important to various groups and iterate on the dashboard designs

Automate daily email reports for a metrics-driven culture


In this project, you’ll learn how to successfully automate email reports for a metrics-driven culture. Send customized reports at your preferred frequency straight to key stakeholders, providing them with actionable data and at-a-glance reporting to analyze app performance.

Why it matters

Having the ability to access key metrics is important, but without regular and visual consumption of that data, certain trends, and key indicators may fly under the radar. By automating daily, weekly, and monthly email reports, no stone goes unturned as each member of your team is empowered to effectively act upon user behavior and trends.

How-to guide

The following steps will walk you through automating email reports for a metrics-driven culture.

Step 1: Navigate to a chart or dashboard you want to email

Add any splits or filters to hone in on exactly the information you'd like to save. You can set an email cadence for an individual chart or a collection of charts organized in your custom dashboard(s).

Step 2: Schedule email frequency

Select the 'Save' icon located in the top right of every dashboard and most charts. Choose 'Schedule Emails' from the drop-down menu. Once selected, you are able to dictate the frequency these emails will be sent.

Step 3: Manage your email reports

Once the frequency is set for the reports you would like to send, navigate back to the 'Save' icon and choose 'Manage Emails' from the drop-down menu. Here you will have the ability to edit and manage all of your automated email reports.

Key Takeaways

  • Automate the delivery of custom dashboards to stay up-to-date with app trends and easily share relevant insights with everyone on your team.

Identify what drives loyalty through segment analysis


In this Project, you'll learn how to create Segments, apply them to analytics reporting, and uncover what behaviors are associated with higher user retention. Once you know what behaviors make loyal users, send reengagement campaigns to dormant users encouraging them to take those same actions.

Why it matters

Product Managers and Marketers often use “Personas” to deeply understand their user base. They want to know what users are doing and why to understand the hooks and habits that motivate key behaviors. Even small insights can have a significant impact. Maybe users that share content are 2X more likely to retain long term - in which case, you can design experiences that encourage greater sharing. Maybe users that purchase the most expensive items are acquired on weekends.

You most likely have some intuitive concept of what constitutes a “power user” and you may have hypotheses similar to the above that you want to test. Use segment analysis to help power such insights.

How-to guide

The following steps will walk you through creating Segments and understanding what keeps active users engaged.

Step 1: Navigate to the Segments screen

To really understand the behavior of a loyal user, create groups of users called Segments and apply them to your analytics reporting. The focus is on identifying which behaviors cause users to convert, have high LTV, and return to your app time and again.

Segments are groups of users you build for filtering within your analytics reports. They are users who have (or have not) performed certain Events. You can define a Segment by selecting one or more user actions as Events. Use associated Dimensions to further hone in on a specific group of users. Once you build a Segment, you can filter your charts by any Segment to see results for only that group of users.

Step 2: Build a few key Segments

To start the investigation, think about how you could group users together to see how they differ from each other. A media app might create Segments for Big Spenders & Shoppers, Loyal Magazine Readers, Sports Fans, you get the idea.

Once you’ve decided on these common characteristics, or behaviors, create Segments for each group. Let’s walk through creating a few examples:

A Segment called NEWS JUNKIES may include all users who have at least one Session with your app per week, have read more than five in-app articles, and have selected topics of interest. You could further refine this Segment with Custom Dimensions like:

  • Favorite reading categories
  • Age
  • Income bracket
  • Job role
  • Family size
  • Employment industry

A Segment called LOYAL READERS may include all users who have clicked on a push message in the last month, have an average Session length of at least four minutes (indicating they spend time reading the publication), but have not visited your app in the last seven days. You could further refine this Segment with Custom Dimensions like:

  • Favorite magazine section (i.e. which app screens they spend the most time on)
  • Gender
  • Interests
  • Favorite authors
  • Subscription type

Step 3: Apply Segments to various analytics reports

Once you’ve created a few Segments, compare how Session length, funnel completion, retention, and LTV vary between each group in each dashboard report.

Navigate to the Engagement screen and apply a filter for the first Segment. Use filters to compare the average Session length between the two groups. Next, navigate to the Funnels screen. The filter is sticky so the last filter you applied in Session Length will automatically be applied. Switch between funnels and compare which Segment had the highest funnel completion rates.

Complete these same steps in the Retention and LTV reports to better understand what actions drive loyalty to your app.

Key Takeaways

  • Companies with the best mobile engagement use Segments to understand what actions make a loyal user.
  • Once you know what actions drive loyalty, use engagement campaigns to drive dormant and at-risk users to complete those behaviors and increase overall user loyalty.

Use Inbox to conduct native A/B Testing


In this Project, you’ll learn how to successfully use Localytics Inbox campaigns to programmatically A/B test your app. By using this project you will be able to make informed decisions on your user interface by tracking performance metrics.

Why it matters

Experimenting with variations in features, designs and prices will let you optimize your app experience using Localytics engagement performance data. Using Inbox to deliver configurations for tests lets you roll out and remotely disable features, update copy or design details, or optimize purchase and discount offers without going through the expense and risk of an app release for each change.

How-to guide

The following steps will walk you through setting up Inbox campaigns to use for programmatic A/B Testing. In our example we will create an A/B test to determine the optimal button color for our app by setting up an Inbox key named "button-color", where the value will represent the desired color.

Step 1: Implement the Android or iOS code to accept a key value pair

Using the Inbox creatives that were delivered to the device, determine the desired button color. Beware that the below code assumes a value will always be present. In any test where a control group is used, or if there is an expectation of potential poor network connectivity, a default should be present and used.

Localytics.refreshAllInboxCampaigns(new InboxRefreshListener() {
    public void localyticsRefreshedInboxCampaigns(final List<InboxCampaign> inboxCampaigns) {
        Button b = (Button) findViewById(;
        for (InboxCampaign campaign : inboxCampaigns) {
            Map<String, String> attributes = campaign.getAttributes();
            if (attributes.containsKey("button-color")) {
                String color = attributes.get("button-color");

Step 2: Create an Inbox Campaign

Once you have named your campaign, select a goal and a conversion event. This conversion event will be how Localytics True Impact 2.0 measures the success of each variation of your A/B test.

Next, make sure that you select a unique key to A/B test against. Then create an individual creative for each value you want to A/B test. In each creative set a key value pair, where the value will determine the app behavior in the A/B test.

Step 3: Report an impression for the A/B test

Use the Localytics campaign performance reporting SDK calls to report an Inbox click any time the native A/B test variation is seen by a user in your app. In our example, we will tag a click any time the user opens the app and sees a button.

String buttonColor = campaign.getAttributes().get("button-color");
if (TextUtils.isEmpty(buttonColor)) {
  Localytics.tagInboxImpression(campaign, defaultButtonColor);
} else {
  Localytics.tagInboxImpression(campaign, buttonColor);

Step 4: Measure the results of your A/B test

After the campaign and the code has been deployed measure the results of the A/B test to determine which value drove the intended behavior.

Key Takeaways

  • Use Inbox campaigns to do native A/B testing, in an effort to improve user retention and engagement.