[Skip to main content](https://www.t-mobile.com#content-main) [](https://www.t-mobile.com/advertising-solutions) [](https://www.t-mobile.com/advertising-solutions) - [Audience Insights](https://www.t-mobile.com/advertising-solutions/audience-insights) - [Media Solutions](https://www.t-mobile.com) Media Solutions - [Mobile Media](https://www.t-mobile.com/advertising-solutions/mobile-media#INTNAV=tNAV:MediaSolutions:MobileMedia) - [App Install](https://www.t-mobile.com/advertising-solutions/app-install#INTNAV=tNAV:MediaSolutions:AppInstall) - [Rideshare Advertising](https://www.t-mobile.com/advertising-solutions/rideshare-advertising#INTNAV=tNav:MediaSolutions:RideshareAdvertising) - [Retail Media](https://www.t-mobile.com) Retail Media - [Advertisers](https://www.t-mobile.com/advertising-solutions/in-store-retail-media-advertisers) - [Retailers](https://www.t-mobile.com/advertising-solutions/in-store-retail-media-retailers) - [Platforms](https://www.t-mobile.com) Platforms - [Blis](https://blis.com/us/) - 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[Snap Integration Setup](https://www.t-mobile.com/advertising-solutions/map/user-guides/audiences-access/snap-integration-setup.html) ## INSIGHTS - [Welcome to Insights!](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/welcome-to-insights.html) - [Insights - Starter Guide](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-starter-guide.html) - [Insight - Glossary](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-starter-guide/insights-glossary.html) - [Insight - Description of Methodology](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-starter-guide/insights-description-of-methodology.html) - [Insights - Report Guide](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide.html) - [Overview - Dashboard Report](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/insight-overview-dashboard-report.html) - [Overview - Ownership Reports](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/overview-ownership-reports.html) - [Overview - Installation Reports](https://www.t-mobile.com/content/digx/tmobile/us/en/advertising-solutions/map/user-guides/insights/insights-report-guide/overview-installation-reports.html) - [Engagement - Engagement Reports](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/engagement-engagement-reports.html) - [Engagement - Users Reports](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/engagement-user-reports.html) - [Engagement - Retention Reports](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/engagement-retention-reports.html) - [Insights - FAQs](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-faqs.html) - [Insights - Release Notes](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-release-notes.html) ## MEASUREMENT - [Welcome to Measurement!](https://www.t-mobile.com/advertising-solutions/map/user-guides/measurement/welcome-to-measurement.html) - [Measurement - Starter Guide](https://www.t-mobile.com/advertising-solutions/map/user-guides/measurement/measurement-starter-guide.html) - [Measurement - Glossary](https://www.t-mobile.com/advertising-solutions/map/user-guides/measurement/measurement-starter-guide/measurement-glossary.html) - [Measurement - Report List](https://www.t-mobile.com/advertising-solutions/map/user-guides/measurement/measurement-report-list.html) - [Measurement - FAQs](https://www.t-mobile.com/advertising-solutions/map/user-guides/measurement/measurement-faqs.html) # Insights - Report Guide ## Overview - Ownership App Ownership data is one of many data points used to create App Insights. ​However, ownership data alone is not a full picture of an end user. ​When ownership data is overlaid with engagement, the full picture of the audience materializes.​ ## Overview - Ownership Breakdown Report The [Ownership Breakdown](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/overview-ownership-reports.html) chart is a quick-view aggregate look at ownership and engagement.  ## Overview - Ownership Over Time Report The [Ownership Over Time](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/overview-ownership-reports.html) graph is a detailed time-series trend of ownership and engagement.  *Ownership Over Time Report* ## Overview - Installation Breakdown Report The [Installation Breakdown](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/overview-installation-reports.html) chart is a quick-view aggregate look at installation and engagement.  ## Overview - Installation Over Time Report The [Installation Over Time](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/overview-installation-reports.html) graph is a detailed time-series trend of installation and engagement. ## Overview - Growth A holistic view of ownership, installs, and uninstalls all brought together in one concise view. Monitor growth patterns among various apps to see if there is a stand-out performer, an up-and-coming competitor, or whether an industry as whole is experiencing growth or contraction in its user base. ## Overview - Growth Over Time Report The Growth Over Time graph is a detailed time series trend of app growth (installs vs. uninstalls for a given period).  ## Engagement - Engagement Engaged users are active users; an app with more dormant than active users won’t help you speak to your audience. Knowing which apps have active users is key to reaching that audience. The more time a person spends in an app, the more opportunities you have to make a meaningful impression upon them. ## Engagement - Engagement Breakdown Report The Engagement Breakdown charts are aggregates (averages or sums) of engagement metrics, such as dwell time and unique engaged device counts, grouped by Day Of Week (DOW).  *Engagement Breakdown Report* ## Engagement - Engagement Over Time Report The Engagement Over Time graph is as detailed time series trend of engagement metrics like a devices dwell time within a given app.  *Engagement Over Time Report* ## Engagement - Users Apps are naturally built to appeal to certain segments of the population, and knowing who an app caters to, and whether those users are really invested in that app, is key to getting the attention of your audience.​ Find out more about a person by their stage in life, their interests, and their activities. App Usage Personas take a step beyond a person's age and gender, to reveal more about where and how they like to spend time on their device.​ ## Engagement - User Engagement by Age Report The Engagement by Age chart is a quick-view aggregate look at app engagement by device user's age.  Engagement by Age Report ## Engagement - User Engagement by Gender Report The Engagement by Gender chart is a quick-view aggregate look at app engagement by a device user's gender. *Engagement by Gender Report* ## Engagement - User Persona Over-Indexing Report The Persona Over-Indexing chart is a ranker of TMS proprietary Personas by likelihood that devices which engage with a given app will also exist within the definition of a given Persona. The Persona Over-Indexing chart is a ranker of TMS proprietary Personas by likelihood that devices which engage with a given app will also exist within the definition of a given Persona.  *Persona Over-Indexing Report* ## Engagement - Retention Understanding how compelling an app is helps inform how likely that app is to be an integral part of the user's life, and how likely it is that the app will continue to be a valuable place to find an engaged audience. ## Engagement - Installation Retention Over Time Report The [Installation Retention Over Time](https://www.t-mobile.com/advertising-solutions/map/user-guides/insights/insights-report-guide/engagement-reports.html) graph is a detailed view of device engagement after app installation on a consecutive day-to-day, week-to-week, or month-to-month basis.  *Installation Retention Over Time Report* ## Hello! Want to stay logged in? 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