What you are looking at
What
Mobile app attribution data from AppsFlyer — 5,000 synthetic installs across 6 acquisition channels (Meta Ads, Google UAC, TikTok, Organic, Email, Direct). Shows where app installs come from, which channels convert to bookings, and how much revenue each channel generates (LTV, ROAS).
Why
LekkeSlaap is primarily a mobile app — most bookings happen on iOS or Android. AppsFlyer tracks which paid channel (Meta, Google) or organic source drove each install, then attributes downstream bookings back to that source. Without this, you cannot calculate true return on ad spend (ROAS) per channel.
So What
Channels with ROAS > 3× are profitable — increase budget there. Channels below 1× are losing money — pause or restructure. Day-30 retention shows which channel acquires loyal users vs one-time installers. Organic installs cost nothing but have the highest retention — investing in ASO and brand pays long-term dividends.
Data note: This dataset is synthetic — generated to mirror real AppsFlyer attribution patterns
for the LekkeSlaap app (iOS + Android). It models install attribution, in-app events, ROAS by channel, and cohort retention
across 6 acquisition channels for Jan–Jun 2026. Real data would be pulled via the AppsFlyer Pull API or BigQuery export.
5,000
Total App Installs
27.9%
Organic Install Share
4,634
Bookings (30-day)
R85,368
Total UA Spend (ZAR)
159.2×
Overall ROAS
R13,590,264
Total LTV Generated
Channel Performance
This table shows how each acquisition channel performs from install to booking. Key metricsCPI (Cost Per Install) = total spend ÷ installs — lower is better. Conv % = % of installs that completed a booking within 30 days — higher is better. LTV = total booking revenue attributable to installs from this channel. ROAS = LTV ÷ cost — ROAS of 3× means R3 earned per R1 spent. ROAS below 1× = losing money. Organic shows R0 cost because it is unpaid — its "cost" is brand investment and SEO effort, not direct ad spend.
| Channel | Installs | Cost (R) | CPI (R) | Bookings | Conv % | LTV (R) | ROAS |
|---|
Cohort Retention by Channel
Cohort retention measures what % of users who installed the app are still active after Day 1, Day 7, and Day 30. How to read itDay-1 retention = % who returned the day after installing. Day-30 = loyal users. A channel with high installs but low Day-30 retention is acquiring low-quality users who try the app once and leave — high CPI for little long-term value. Organic users typically have the highest retention because they sought the app out intentionally.
| Channel | Installs | Day 1 | Day 7 | Day 30 |
|---|
Installs by Province
| Province | Installs | Bookings | LTV (R) |
|---|
Campaign Detail
| Channel | Campaign | Installs | Cost (R) | CPI (R) | ROAS | Conv % |
|---|
AppsFlyer Integration Architecture
Mobile App
(iOS / Android)
(iOS / Android)
→
AppsFlyer SDK
Event capture
Event capture
→
Pull API / BQ Export
Raw attribution data
Raw attribution data
→
BigQuery
africa-south1
africa-south1
→
This Dashboard
Intelligence layer
Intelligence layer
Events Tracked
app_open, search, view_listing, add_to_wishlist, checkout_start, booking_complete
Attribution Window
Click: 7 days · View-through: 1 day · Re-engagement: 30 days
Privacy
SKAdNetwork (iOS 14.5+) · Android Privacy Sandbox · POPIA compliant
Partners Connected
Meta Ads · Google UAC · TikTok for Business · Email (Klaviyo)