How to Analyze 3 Sources of Revenue

Vera Karpova @devtodev
4 min readApr 11


Read the article on how an analytics platform can help you analyze ads, in-app purchases, and subscriptions.

If you are running a f2p project or a subscription based project, you have only three ways to generate revenue — through ads, in-app purchases, or subscriptions. Each source has its own strengths, risks, and associated costs. It is extremely important to conduct a thorough analysis of the source or sources you use, always keep an eye on them and find ways to increase your revenue.

In this article, we’ll talk about some ways to analyze your three revenue sources with devtodev, a comprehensive solution that analyzes apps and games and gives you valuable insights.

Ad Monetization

How to find in devtodev: Smart view -> Monetization -> Ad monetization

You can use this report to analyze the most common ad performance metrics devtodev receives from ad networks: ad revenue, eCPM, impressions, average impression per user, average impression per session, and ad clicks per user.

Open the “General Report” to get an overview of what’s going on with this source of revenue.

You can combine different metrics depending on the data you are looking for.

For example, analyze the ARPU of different ad networks:

Ad monetization report. Screenshot from devtodev demo

If you have implemented the ad monetization model, this section will provide you with enough data to analyze, modify and improve your ad placements, types, etc.

In-app Monetization

How to find in devtodev: Smart view -> Monetization -> Conversion to payments

If your app or game has in-app purchases, you can also analyze them. Use basic events to get a clear picture of how your users are leaning towards a desired action, how many payments they make, how long it takes them to make a decision, and more.

Conversion to payments. Screenshot from devtodev demo

If you want to know what users were doing before making a purchase, you can open the User Flow report. In this case, you need to integrate custom events.

Smart View -> Engagement -> User Flow

User Flow report. Screenshot from devtodev demo

For game developers, devtodev has options for more detailed analysis of in-game purchases. Keep reading or jump straight to the last chapter!


How to find in devtodev: Smart view -> Monetization -> Subscriptions

In general, the report contains a complete picture of your subscribers — the number of new subscribers, the number of people who renewed, reactivated, etc. subscription.

Subscription structure. Screenshot from devtodev demo

You can see the amount of money you’ve lost because some people didn’t renew their subscription or some people asked return the money. Or you can use other metrics from the “Metric” list.

Subscription gross structure. Screenshot from devtodev demo

You can dig into more detail — just change either “subscriptions”, or “metric”, or “group by”, or all at once.

In-app + Subscriptions (for games)

How to find in devtodev: Smart view -> In-game analysis

This report is made for games. Therefore, you can analyze not only purchases in real currency, but also the balance of in-game currency and purchases for this virtual currency.

Use it to analyze in-app purchases and subscriptions at the same time. Or open the drop-down menu in the upper right corner and select one of the two monetization models.

The report is divided into four sections:

  • “Dashboard” where you can find the general overview: currency balance, top purchases, most popular items, revenue by levels, etc.
  • Economy balance” with data on earned/purchased coins.
Top levels by revenue. Screenshot from devtodev demo
  • “Virtual goods and purchases”.
  • “Game structure”.
Game structure. Screenshot from devtodev demo

You don’t need to spend time on daily analysis because you can open the overview and get all the information you need.

With the right analytics tool, you can analyze all sources of revenue that your project generates.



Vera Karpova @devtodev

Product Owner at Everything you need to know about analyzing and improving games and apps.