The Analytics Overview page provides a high-level, at-a-glance summary of an account’s marketing performance — combining top-line delivery metrics, attribution success rates, product/campaign breakdowns, Mobile Measurement Partner (MMP) validation results, and device-matching methodology in a single dashboard. This article walks through each section of the page and explains what the data represents.
Accessing the Overview Page
- Log in to Kochava.
- Select the desired Account.
- Select Analytics > Overview.
The Overview page sits alongside other Analytics sub-pages — Campaigns, Events, Incrementality, and Insights — each offering a deeper, dedicated view into that specific area. The Overview page is intended as a summary starting point rather than a full drill-down tool.
Filter Bar
A row of controls along the top of the dashboard scopes all data displayed below it:
Filter Options
- Time Range — Sets the date window for the dashboard, with a calendar icon available to adjust the range.
- Product — A dropdown listing all products/apps available to filter by within the account.
- Campaign Name — A dropdown listing all campaigns available to filter by.
- Site Name — A dropdown listing the available traffic source(s)/site(s).
- Deduplication Logic — A required field with a dropdown that controls how the dashboard deduplicates events when calculating its metrics. Three options are available:
- First Claimed Event — Deduplicates down to only the very first successfully claimed/attributed event for a given user or device, discarding any subsequent claimed events. This is the most conservative option, and typically produces the lowest event counts of the three.
- First Unique Event — Deduplicates based on the first occurrence of each unique event, allowing multiple distinct event types to count per user rather than collapsing everything down to a single claim.
- Total Claimed Event(s) — Does not deduplicate down to a single event per user. Instead, counts all claimed events in aggregate, making this the least restrictive, highest-volume option of the three.
- Traffic/Conversion Included — A single-select dropdown (with a search field and an “×” to clear the current selection) that controls which traffic and conversion records are included in the dashboard’s calculations, based on their relationship to a device or user’s first claimed event. Three options are available:
- Only After First Claimed Event — The most restrictive option. Limits the dashboard’s traffic/conversion data to only what occurred after a user or device’s first successfully claimed (attributed) event, excluding all pre-claim activity.
- All Traffic Once First Claimed — A broader option. Includes all traffic from the point a first claim occurs onward, rather than filtering event-by-event as the option above does.
- All Traffic and Conversions — The least restrictive option. Includes all traffic and conversions regardless of claim status, providing the fullest, unfiltered view of activity.
- Partner — A dropdown listing all measurement/media partners available in the account. Selecting one or more partners scopes the dashboard to only that partner’s data; if left unselected, all partners are included in the current view.
NOTE: More Filters — Reveals any filters that don’t fit within the visible filter bar due to the current width of the browser window. A number badge next to this control (e.g., “More Filters (1)”) indicates how many of these hidden filters currently have an active selection applied.
Clicking More Filters opens a flyout panel containing any additional filter controls:
IMPORTANT NOTE: Deduplication Logic is easy to confuse with the Traffic/Conversion Included setting found in the More Filters panel, but the two control different things. Traffic/Conversion Included determines which traffic and conversions are eligible for inclusion based on timing relative to a user’s first claim. Deduplication Logic determines how those included events are counted — whether every claimed event is reported, only the first claimed event per user, or only the first unique event per type. By default, this dashboard uses Total Claimed Event(s), meaning KPI tiles and charts reflect the full, non-deduplicated count of claimed events. Switching to First Claimed Event would likely produce a meaningfully lower Claimed Events total, and could shift downstream metrics such as Conversion Rate and MMP Acceptance Rate as well, since fewer events would be counted per user.
IMPORTANT NOTE: The Traffic/Conversion Included setting shapes every KPI tile and chart on the Overview page — not just time, product, campaign, and site scoping. By default, this setting is applied at its most restrictive level (Only After First Claimed Event), which excludes pre-attribution traffic and conversions from the dashboard’s totals. Selecting either of the broader options (All Traffic Once First Claimed or All Traffic and Conversions) will typically increase most KPI totals, since additional pre-claim or unclaimed activity becomes included. Anyone auditing these numbers should confirm which option is currently selected before drawing conclusions from the displayed totals.
NOTE: The Partner filter is available but not applied by default — the Overview page aggregates across all measurement partners in the account unless a specific partner is selected here.
NOTE: Use Clear All to reset filters, or Apply to commit filter changes and refresh the dashboard.
Chart and Tile Options
Every individual tile and chart throughout the Overview dashboard — including the six headline KPI tiles, their sparkline trend charts, and each chart within the Products, Campaigns, Events, MMP Acceptance, and Device Link sections — includes a three-dot (⋮) icon in its top-right corner. Clicking this icon opens a contextual menu with the following options:
- Force refresh — Manually triggers a fresh data pull for that specific chart or tile, rather than waiting for the dashboard’s scheduled refresh cycle. A timestamp next to this option (e.g., “Fetched an hour ago”) shows how current that chart’s data currently is.
- Download — Opens a submenu with three export options:
- Export to .CSV — Downloads the underlying chart data as a raw CSV file, useful for further analysis in spreadsheet tools or for importing into other systems.
- Export to Excel — Downloads the data as a formatted Excel (.xlsx) file.
- Download as image — Exports the chart itself as a static image file, useful for dropping directly into slide decks, reports, or emails without needing to rebuild the visualization elsewhere.
NOTE: Each chart and tile can be refreshed and exported independently — there is no need to reload or export the entire dashboard to work with a single chart’s data. This allows a chart to be force-refreshed on its own if it appears stale, while the rest of the dashboard continues to run on its normal cache cycle.
NOTE: The “Fetched [time] ago” timestamp indicates that dashboard data is served on a periodic caching/refresh cycle rather than updating in real time by default. Use Force refresh on an individual chart if more current data is needed before the next scheduled refresh.
Headline KPI Tiles
A row of six tiles provides an at-a-glance summary for the selected time range. Each tile pairs a summary total with a small sparkline trend chart, showing how that metric moved over the selected period.
| KPI | Description |
|---|---|
| Impressions | Total number of ad impressions served during the selected time range. |
| Clicks | Total number of clicks recorded on ads during the selected time range. |
| Claimed Events | Events that were successfully attributed (matched back) to a campaign or click. |
| Conversion Rate | The percentage of clicks (or claimed traffic) that converted into events. |
| Unclaimed Events | Events that occurred but could not be matched or attributed to a specific click or campaign. |
| MMP Acceptance Rate | The percentage of claimed events accepted/validated by the Mobile Measurement Partner (MMP). |
Products, Campaigns, and Events
This section is organized into three parallel columns — Products, Campaigns, and Events — each providing charts or tables that break down traffic and attribution performance from a different angle.
Products
- Traffic by Product — A horizontal bar chart ranking products by total traffic volume.
- Claimed Events by Product — A horizontal bar chart ranking products by claimed event volume.
NOTE: The top-ranked product often differs between the Traffic and Claimed Events charts. This indicates that raw traffic volume and successful attribution don’t necessarily correlate — some products may drive high traffic but attribute poorly, or vice versa.
Campaigns
- Traffic by Campaign — A paginated, sortable table listing campaign IDs and traffic counts, with inline bars for quick visual comparison.
- Claimed Events by Campaign — Same table structure, ranking campaigns by claimed event volume instead of raw traffic.
NOTE: As with Products, the top campaign by raw traffic and the top campaign by claimed events may not be the same — a campaign with lower total traffic can still lead in successful attribution.
Events
- Claimed Events (by event type) — A bar chart showing claimed event volume broken out by event name (e.g.,
first_open,page_view,purchase). - Unclaimed Events (by event type) — A bar chart showing unclaimed event volume broken out by event name (e.g.,
session_start,first_open,sign_up,subscription,text_search). - Match Rate — A horizontal bar chart showing the percentage of each event type that successfully matched/claimed.
NOTE: An event type can be high in raw volume while still having a low match rate, and vice versa. For example, session_start may be the largest event by volume but carry a comparatively low match rate and high unclaimed count, while a lower-volume event like first_open may attribute far more successfully.
MMP Acceptance
This section focuses on how the Mobile Measurement Partner (MMP) validates events that were claimed/attributed.
- MMP Acceptance Rate by Product — A horizontal bar chart ranking products by their acceptance rate percentage.
- MMP Rejection Reasons — A horizontal bar chart breaking down why claimed events were rejected by the MMP.
- MMP Acceptance by Event — A table cross-referencing event names with Validated Claims and Percent Validated.
NOTE: Common MMP rejection reasons include Attribution settings enforced (the MMP’s own attribution rules, such as lookback windows or click priority, filtered out the claim) and Min time reengagement enforced (the minimum required time threshold between a click and a re-engagement event was not met).
IMPORTANT NOTE: If an event type shows 0.00% Percent Validated in the MMP Acceptance by Event table, none of that event type is currently passing MMP validation. This may indicate a tracking or configuration gap worth investigating with your Client Success Manager.
Device Link
The Device Link section covers Kochava’s device-matching capability, showing how claimed events are being matched across different methods.
- Claim Event % Trend by Match Type — A layered chart plotting conversion rate over time, broken out by match-type category (overall/blended, Device Link, Fingerprint, and Device ID).
- Claimed Events by Match Type — A bar chart comparing claimed event volume across matching methods: Device ID, Fingerprint, and IP.
- Claim Event % by Match Type — The same three matching methods shown as a percentage breakdown rather than raw counts.
NOTE: Matching method reflects the level of Match Integrity used to attribute an event. Deterministic matching (such as Device ID) is a definitive 1-to-1 match using advertising identifiers, and carries a higher priority in Kochava’s attribution waterfall than Modeled matching (such as Fingerprint or IP), which uses probabilistic signals like IP address and user agent.
Below the charts, two status panels display the current state of Device Link for the account:
- Device Link Status During Selected Time Range — Confirms whether Device Link was active during the selected date window.
- Current Device Link Status — Confirms whether Device Link is currently active for the account.
NOTE: If Device Link shows as Not Active, reach out to your Kochava Client Success Manager (CSM) to get started with Device Link. Charts in this section may reflect historical, sample, or otherwise limited data until Device Link is enabled.
Data Freshness
The footer of the dashboard displays a Last Refresh Time (UTC) indicator, confirming exactly when the underlying data was last pulled/updated. This provides useful context for interpreting how current the figures on the page are.
