Advanced Reporting & Analytics Flashcards

In Mobilyze, what is the primary purpose of setting up 'report alerts'?

Answer: To notify stakeholders when a KPI crosses a defined threshold without manual monitoring

Report alerts proactively notify operators when metrics exceed or fall below thresholds, enabling faster response to significant changes.

A Mobilyze analytics report shows install volume stable but Day-7 retention dropping. What is the most actionable conclusion?

Answer: User acquisition is healthy but the onboarding or early experience may need improvement

Stable installs with dropping early retention signals a quality or onboarding problem causing users to disengage before becoming habitual.

What does 'data granularity' refer to in the context of Mobilyze reporting?

Answer: The level of detail in data breakdowns, such as hourly vs. daily vs. monthly

Data granularity describes how finely data is broken down; higher granularity (e.g., hourly) offers more detail but may increase noise.

When comparing multiple campaigns in a Mobilyze analytics view, which metric best normalizes performance across different budget sizes?

Answer: Return on ad spend (ROAS)

ROAS expresses revenue generated per dollar spent, making it a fair comparison metric regardless of campaign budget size.

In a Mobilyze attribution report, what is a 'view-through conversion'?

Answer: A conversion attributed to a user who saw but did not click an ad before converting

View-through conversions credit an ad impression (without a click) when the user converts within a defined lookback window.

Which Mobilyze reporting feature allows operators to identify which combination of dimensions drives the best performance?

Answer: Pivot tables or multi-dimensional breakdown reports

Pivot tables and multi-dimensional breakdowns let operators cross-tabulate dimensions like geo, device, and creative to find high-performing combinations.

What is the risk of over-relying on 'last-touch attribution' when evaluating a full-funnel Mobilyze campaign?

Answer: It undervalues upper-funnel channels that assist conversions but rarely close them

Last-touch gives all credit to the closing touchpoint, causing upper-funnel awareness channels to appear ineffective even though they drove initial engagement.