Analysis Types & Definitions

To better understand how you can take advantage of Flurry Analytics reporting, you may wish to review these analysis types and how they’re defined.

Types & Definitions




Active Devices

An active device is defined as a device that has had at least one session with your app during a given time period (hours, days, weeks, months). If a device launches more than one session during a given period, it will only be counted once.


Flurry provides data on the number of sessions generated by your users by carrier. Note that this data is not available for all sessions or on all platforms.

Demographics: Age and Gender

Flurry provides a dashboard that breaks down users by age and gender. If you provide this information to Flurry, we will report it back to you. If you don’t gather this information from your users, we have built smart algorithms to provide you estimates on these dimensions.


Flurry provides data on the number of sessions generated by device type. Note that the data we receive comes from the manufacturer of the device and is not available on all device types.

Geographic Usage

Total Sessions, Average Active Devices Per Day, Total New Devices and Median Session Length broken down by geographic area.

Language Metrics

Language metrics enable you to view the number of New Devices, sessions, active users and retained users by the languages your users’ devices are set to.

New Devices

A new device is a device that has just started using your application. Devices are identified by their unique device IDs (which vary by platform). We recognize someone as a new device when they first launch your application. If a user has downloaded but not ever launched your app, they will not be counted. If a user deletes and re-installs your app to the same device or upgrades to a new version, they will not be re-counted. If a user obtains a new device and downloads your application to that device, they will be counted again as a new device.

OS Versions

Flurry provides data on the number of sessions generated by OS Version. Note that the data is not available on all platforms.

Return Rate

Measures the percentage of users who return to your app on a specific day, week or month post-install.

Rolling Retention

Measures the percentage of people who return to your app within 30-days of the measurement period. For example, any device that launches the app between the 7th Day after their first session and the 37th day after their first session will be counted as retained for Day 7. This enables you to understand user churn from your app and identify key drop-off points.

Session Frequency

Session Frequency is a measure of how many sessions unique devices had per period on average over a given period of time. Frequency is tracked on an individual device basis so aggregated metrics represent actual averages and not estimates.

Session Length

The length of time between the start and the end of a session which can vary by platform. There are some circumstances, including application crashes, where no end time can be recorded and hence the session length is unknown. Those instances are not included in our average and median session length calculation. The length of the session can vary based on how you integrate the SDK into your app if you do not follow the recommended practices.

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