What Metrics does
Today
The day so far against yesterday, what needs a hand, and what changed.
Revenue and trials
What people paid, whether the ads pay for themselves, and what became of the trials started each week or month.
Every app on one line
A portfolio view that judges each app on its own numbers.
Ads and creatives
How spend turns into installs and trials by channel, campaign, ad set and ad, and where each creative loses people.
Keyword campaigns and rankings
Keyword campaigns per market, and where an app ranks for the searches it tracks, country by country, checked daily.
Users and behaviour
Where installs drop before a trial, whether people come back, and what they use.
Timing
When people install, start trials, pay and cancel, by weekday and hour.
Journal
A record of what changed and when, so a shift in the numbers can be traced to its cause.