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IntroductionKey Concepts

Key Concepts of Metrix

Understanding the fundamental concepts of Metrix is the foundation for successful implementation and full utilization of our platform. This section will help you familiarize yourself with the most important terms and ideas we use in Metrix.

1. Event

An Event represents any action a user takes in your app or website, or any occurrence within your business system. Events provide the raw, vital data for analyzing user behavior and evaluating campaign effectiveness.

  • Custom Events: Specific actions related to user interaction with your product, such as “Add to Cart” or “View Product.” These events are typically triggered by the user and are defined and recorded by you.

  • Revenue Events: A specific type of custom event that includes financial information, such as a “Successful Purchase” with a specified amount and currency.

  • Business Events: Occurrences related to your business logic, often called via API (Server-to-Server) rather than by a user. Example: “Product Discounted” or “Inventory Updated.”

  • Event Attributes: Additional details about an event. For example, for an “Add to Cart” event, you can record attributes such as “Product Name,” “Price,” and “Quantity.”

  • Getting to Know Event Management and Tracking

  • How to Create an Event in Attribution

  • How to Create an Event in Automation

2. User and User Profile

A User is any individual who interacts with your application or website. Metrix creates a User Profile for each user, containing all related information, behaviors, and attributes associated with that user.

  • Custom User ID: A unique identifier that you define for each user in your own system (e.g., the user ID in your database). This identifier helps Metrix track a user’s behavior over time and across different devices. It is the most important identifier for identified users.
  • User Attributes: Information about the user that remains constant or changes over time, such as “name,” “email,” “registration date,” “city,” or “subscription level.” These attributes are crucial for user segmentation and message personalization.
  • User Live Attributes: Attributes automatically calculated by the Metrix system based on user events. For example, you can track the number of times a specific event occurs (such as “number of purchases”) as a live attribute for the user. Additionally, you can perform aggregate operations on numeric fields of an event, such as Maximum, Minimum, Average, and Sum (e.g., “average cart value”). These attributes are highly effective for dynamic segmentation of users.
  • Anonymous User vs. Identified User: Metrix initially tracks users as anonymous (using device identifiers). When you register a Custom User ID for a user, they are recognized as an “identified” user, and their data is linked to that identifier from that point forward.

Learn more about User and Profile Management

3. Attribution

Attribution is the process of crediting a conversion (typically an app install) to the specific source that caused it. This helps you measure the effectiveness of your marketing campaigns.

  • Install: Refers to the first time a user opens your application, representing a successful conversion.

  • Attribution Model: Metrix uses the Last Click Attribution model, meaning all credit for the conversion is attributed to the last advertising touchpoint (click or view) the user had before converting.

  • Tracker: A unique link or code used to track non-organic (ad-driven) installs and identify their source. When an advertising campaign is run, the tracker link is provided to the ad network or placed behind banners, and installs related to that campaign are recorded under that tracker’s source.

  • Guide to Creating a Tracker in the Metrix Panel

  • Reattribution - Reinstall:

    • By default, each install on a device is attributed to a specific source only once. Even if a user uninstalls the app and later reinstalls it via another advertising tracker, this install is considered a “Reinstall” and is not attributed to the new source; it remains linked to the original source.
    • For businesses that need these reinstalls to be attributed to a new source (e.g., for evaluating retargeting campaigns), Metrix offers a feature called Reattribution. By enabling this feature, reinstalls can be attributed to new trackers and sources, and they will be counted as a “new install” from the relevant source in reports.

  • Sources: The channels or platforms through which users reach your application, such as Google, social networks, or advertising campaigns (identified via trackers).

  • Deep Linking: A method that allows you to direct users directly to specific content within your app, whether the app is already installed or needs to be installed (Deferred Deep Link). Metrix plays a key role in identifying the source of these links.

Learn more about Attribution

4. Automation and User Journey

Automation in Metrix refers to creating and managing automated interaction flows with users, triggered based on specific behaviors, attributes, or time. Its goal is to deliver the right message to the right people at the right time.

  • Campaigns: Messages or sets of messages automatically sent to a group of users (e.g., a welcome push notification).
  • User Journey: A sequence of automated and personalized actions and interactions that guide the user throughout their lifecycle within the application. These journeys include various entry points (Trigger), conditions (Condition), flow controls (Flow Control), and actions (Action).
  • Segmentation: The process of dividing users into smaller groups based on their shared characteristics (User Attributes) or similar behaviors (Events). These groups become the targets for campaigns and journeys.

Learn more about Marketing Automation

5. Channel

Channels are the pathways through which Metrix communicates with your users and also enables your system to connect with other services.

  • Push Notifications: Short messages sent directly to a user’s device.
    • App Push: For mobile applications.
    • Web Push: For web browsers.
  • In-App Messages: Messages displayed to users while they are using the application.
  • On-Site Messages: Messages displayed directly on your website to users (similar to In-App messages, but for the web).
  • SMS: Sending text messages to users’ mobile numbers.
  • Email: Sending email messages to users (if this service is provided by Metrix).

6. Callback and Webhook

These two concepts are key mechanisms for two-way communication between Metrix and external systems (yours or other services).

  • Callback: A mechanism for notifying your server about important events in Metrix.

    • Primarily used in the context of Attribution to send data related to events such as Installs or Custom Events.
    • Metrix sends this data via HTTP GET requests through Query Parameters to your specified URL.
    • This feature allows you to receive and process data related to these events instantly in your internal systems (e.g., BI tools or business analytics platforms).
    • Guide to Activating Callbacks in the Metrix Panel
    • Callback Parameters Table

  • Webhook: A more general method for sending data from Metrix to your desired URL or an external service.

    • Mainly used in the Automation section as an “Action” in campaigns and User Journeys.
    • It allows you to trigger Metrix to send a request to your server (or any other external service) at a specific point in the customer journey.
    • Its applications include data synchronization, activating external processes, or integrating with third-party services.

7. Report and Analytics

Reports and Analytics are essential tools for understanding user behavior, campaign performance, and the overall health of your business metrics.

  • Real-Time Reports: Dashboards showing live data about events, users, and campaign performance as they happen.
  • Historical Reports: Detailed analysis of data over specific time periods, enabling trend identification and performance comparison.
  • Funnel Analysis: Tracking user progression through a series of defined steps (e.g., app install → view product → add to cart → purchase) to identify drop-off points.
  • Cohort Analysis: Grouping users by common characteristics or events and tracking their behavior over time to understand retention and engagement patterns.
  • Revenue Reports: Analyzing financial performance, including revenue by source, by user segment, or by campaign.

Learn more about Reports and Analytics

8. Organic and Non-Organic Traffic

Organic and Non-Organic traffic classification helps you distinguish between users who discover your app naturally versus those acquired through paid campaigns.

  • Organic Traffic: Users who install your app without being driven by any advertising campaign. These are typically direct installs from app stores or referrals.
  • Non-Organic (Paid) Traffic: Users acquired through advertising campaigns tracked by Metrix trackers. These installs are attributed to specific marketing channels and campaigns.
  • Organic Attribution: By default, users without a clear advertising touchpoint are attributed to Organic source, ensuring all installs are properly categorized.

9. Retention and Engagement

Understanding user retention and engagement is crucial for long-term business success.

  • Retention: The percentage of users who continue using your app after an initial period (e.g., Day 1 retention, Day 7 retention, Day 30 retention).
  • Engagement: How actively users interact with your app, measured through event frequency, session length, and feature usage.
  • Churn: Users who stop using your app after a defined period. Understanding churn helps you implement retention campaigns.
  • Lifetime Value (LTV): The total revenue or value a user generates over their entire relationship with your business.

10. Dashboard and Visualization

Dashboards provide a centralized view of your key metrics and performance indicators.

  • Custom Dashboard: A personalized view where you can select and arrange the specific metrics and reports most relevant to your business goals.
  • KPI (Key Performance Indicator): Important metrics that reflect the success of your campaigns and app performance (e.g., install count, revenue per user, retention rate).
  • Widgets: Individual visual elements (charts, tables, gauges) that display specific data metrics within a dashboard.

Putting It All Together

Now that you understand these key concepts, here’s how they work together in the Metrix ecosystem:

  1. User Acquisition: Users discover and install your app (tracked via Trackers and Attribution)
  2. Engagement: Users interact with your app, generating Events that build their User Profile
  3. Analysis: You review Reports and Analytics to understand user behavior and campaign performance
  4. Personalization: You use Segmentation to divide users and create targeted Campaigns and User Journeys
  5. Communication: You send messages through various Channels (push, email, SMS, etc.)
  6. Integration: You use Callbacks and Webhooks to sync data with your internal systems
  7. Optimization: You analyze results and iterate on your strategies

Next Steps

For questions about specific concepts, refer to the linked guides in each section or visit our Support Center .

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