Cohort quality scorecard: inputs a UA lead can fill weekly
Illustrative weekly cohort quality scorecard with explicit metric definitions. No invented genre benchmarks.
Quality debates stay qualitative until the room shares a scorecard. This worksheet lists fields a UA lead can fill weekly from MMP exports. Values below are illustrative.
Fields and definitions
Use AppsFlyer activity metrics definitions for revenue and ROAS when those columns are taken from AppsFlyer. Replace any synthetic cell with your export.
| Field | Synthetic example | Notes |
|---|---|---|
| Cohort week (install week) | 2026-W37 | ISO week |
| Network / campaign | illustrative | |
| Installs | 8,500 | MMP install definition |
| D1 retention | 0.32 | illustrative |
| D7 retention | 0.12 | illustrative |
| D7 gross ROAS | 0.28 | revenue/cost |
| D7 net ROAS | 0.20 | if net configured |
| Payer rate D7 | 0.045 | illustrative |
| Fraud/blocked rate | 0.02 | illustrative |
| Decision | hold / scale / kill | editorial, not automatic |
Composite “quality index” in the CSV is a transparent weighted sum of the synthetic retention and ROAS inputs — teaching only, not a vendor score.
Facts versus limits
| Field | Evidence |
|---|---|
| Metric formula pointers | AppsFlyer activity metrics |
| Target thresholds by genre | Not invented |
Download the scorecard CSV.
