Business Overview

Business Overview is Apphud's company-level analytics surface. It lets you build custom dashboards that aggregate widgets with metrics across all your apps and platforms in one view, combining real-time state (Now metrics) and historical trends (Overview metrics).

Capabilities at a glance

• Aggregate metrics across multiple apps and platforms (iOS, Android, Web)
• Track subscription, revenue, conversion, refund, and cohort metrics in one place
• Combine real-time and historical metrics in the same dashboard
• Use 5 prebuilt templates for common use cases
• Create unlimited custom dashboards per company
• Set a time zone per dashboard
• Apply filters per widget (platform, country, product, attribution, user properties, etc.)
• Use per-widget or global time ranges
• Compare metric values with previous periods
• Reorder and organize widgets with drag-and-drop
• Programmatic access via API using stable dashboard and widget IDs
• Available in the Apphud iOS app for on-the-go portfolio monitoring

When to use Business Overview

Use Business Overview when you need a flexible, company-level view of your business metrics instead of a single-app fixed dashboard analytics report.

Business Overview is especially useful when you need to:

• view your entire app portfolio in one place — track total MRR, proceeds, and subscriptions across all apps
• build separate dashboards for different teams, workflows, or business questions
• monitor the same metric across different apps without switching between app-level reports
• compare performance by platform, country, product, campaign, attribution source, or users segment

Access

At the moment, Business Overview is available to Company Owners and Admins. These users can view and manage company-level dashboards that aggregate data across multiple apps.

Regular Users do not have access to Business Overview.

Key concepts

Dashboard

A dashboard is a custom collection of widgets.
Each dashboard has:

• dashboard name
• time zone (which may be different from the project Time Zone)
• set of widgets (optional template used at creation)

The dashboard time zone affects how date-based periods are calculated inside that dashboard.
For example, Today, Yesterday, Last month, and custom date ranges follow the dashboard time zone.

Widget

A widget is a single metric block on a dashboard.
Each widget has its own configuration:

• widget name
• selected app(s)
• metric type: Now or Overview
• metric
• default time period (for Overview widgets)
• optional filters

When you select multiple apps for a widget, Apphud aggregates the configured metric across all the selected apps and platforms (iOS, Android, and Web) with currency normalization to USD and event time converted to dashboard timezone. Apps without the required data source for a metric simply don't contribute to the aggregated value.

Widgets are independent of each other.
Different widgets on the same dashboard can use different apps, metrics, periods, and filters.

A Widget position on the dashboard can be changed via drag-and-drop.

Metric type

Business Overview supports two metric types.

Now metrics show current-state values that may change during the day. Examples include MRR, ARR, active subscriptions, active trials, and subscriptions currently in billing grace period or billing retry, etc.

Overview metrics show historical values calculated for a selected time period. Examples include revenue, proceeds, refunds, trials converted, billing issues, new users, ARPU, conversion rates, etc.

The selected metric type determines which metrics are available for the widget.

Create a dashboard

If no dashboards exist, Business Overview shows an empty state asking you to create a dashboard.

To create a dashboard:

1. Open Business Overview.
2. Click Dashboard actions.
3. Select Create new dashboard.
4. Enter the dashboard name.
5. Select the dashboard time zone.
6. Select a dashboard template, or choose No template.
7. Create the dashboard.

After the dashboard is created, Apphud asks whether you want to add a widget now. You can add a widget immediately or close the prompt and add widgets later.

Dashboard templates

When creating a dashboard, you can select a template.

Templates create dashboards with predefined widgets for common business scenarios:

• Revenue analysis — revenue, proceeds, refunds, MRR, ARR
• Subscription Health — subscription state, trials, intros, promos, billing states, lifecycle events
• User acquisition & conversion — downloads, trial starts, paid conversions, conversion rates, ARPU metrics
• Refund & churn analysis — refunds, refund rate, prevented refunds, billing issues, trial cancellations
• Cohort & growth analysis — cohort proceeds, average revenue metrics, trial conversions, renewals

Template usage is optional.
You can edit a dashboard created from a template: add widgets, remove, reorder or edit widgets.

See Business Overview templates for the full list of widgets included in each template.

Dashboard actions

Use Dashboard actions to manage dashboards.

Available actions:

• Create new dashboard — creates another dashboard.
• Rename — changes the name of the current dashboard.
• Make default — makes the current dashboard the default Business Overview dashboard, so it is shown on the first tab of Business Overview, marked with a star icon.
• Duplicate — creates a copy of the current dashboard with the same widget setup.
• Delete dashboard — deletes the current dashboard configuration. Deleting a dashboard does not delete any other data.

Add a widget

To add a widget:

1. Open a dashboard you'd like the widget to be hosted on.

2. Click New widget.

3. Select the apps whose data should be included, or just check "Select All".

4. Choose what you want to track:

   • Now for current-state metrics.
   • Overview for historical metrics.

5. Click Next.

6. Enter the widget name.
   If a widget will use filters, it is usually helpful to include the filtered segment in the widget name.

7. For the Overview type of metrics, select the default time period: Today, Yesterday, Last 7 days, This month, Last month, or Last 3 months.

8. Select the metric. Check below for detailed Now and Overview metrics-type description.

9. Optionally, add filters.

10. For the Now type of metrics, select the comparison period for the trend: Yesterday (default), 7 days earlier, or 30 days earlier.

11. Click Create.

The new widget is added to the end of the relevant dashboard section.

Widget apps

Each widget can calculate data for one, multiple, or all apps available in the company. When several apps are selected, Apphud aggregates the metric across those apps.

A saved widget shows selected apps under the metric value.
If many apps are selected, the app list may be collapsed and shown with an additional app count. By mouseover on this label, the list of all selected apps will be shown.

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Temporary limitations

Please note that the moment:

• A newly added app in the organization is not automatically added to a widget's configuration, even if the widget is saved with "Select All" apps.

The above functionality will be delivered in H2 2026.

Widget filters

Filters narrow the data included in a widget.

Filters available in Business Overview widgets are consistent with those used in other analytics reports. You can find the full list of available filtering parameters here.

Applied filters are shown as chips during a widget setup.
On a dashboard, a widget with filters will show a filter count near the widget title, for example 2 filters. Click the label to see the parameters and selected values.

For widgets with multiple apps, the list of available user property keys is merged across the selected apps. If one of the selected apps does not have a specific user property key, that app simply may not contribute matching records for this filter.

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Note

Please note that all filters are available when configuring a widget. However, not every filter is meaningful for every metric.

Some metrics are calculated on a user level, while others are based on subscription events or transactions.
Applying a filter that does not match the metrics underlying data type may result in empty or misleading values.

For example, such metrics as New Users, ARPU is calculated on a user level. Applying a Product filter may not produce meaningful results, and the widget will show zero value. If a widget shows no data or unexpected values, review the selected filters and make sure they match the metric logic.

Filters are applied per widget and do not affect other widgets on the dashboard.

Now metrics

Metrics of Now type show the current state at the time the dashboard data was loaded or refreshed.

Available Now metrics:

Overview metrics

Overview metrics show historical data for a selected period.

Available Overview metrics are grouped by business area.

Money

Average Revenues

Events

Users

Conversion rates

Refresh data

The Refresh data button updates Now metrics. Use it whenever you need the latest current-state values.

After you open a dashboard, widgets in the Now section display values as of the moment the data was last loaded. This timestamp is shown on the dashboard (for example, Updated: 14:59) along with your browser time zone. Note that the browser time zone may differ from both the project and dashboard time zones. It is used only to help you understand how recent the displayed values are.

If data changes while the dashboard is open, Now widgets continue showing the previously loaded values until you click Refresh data.

Dashboard timeline

Overview widgets have time periods.

By default, the Overview section uses Per widget mode. In this mode, each Overview widget may use its own default period.

For example, the same dashboard can show:

• ARPU for Last 30 days
• Cohort Proceeds for Last 90 days
• Trials converted for Today

Use one period for all Overview widgets

You can select a global time range for the Overview section using the date picker in the top-right corner. Click the calendar control labeled Per widget (default) to open it.

Available options are the same as in Analytics reports and include predefined periods as well as a Custom Range.

When a global time range is applied, it overrides the default period for all Overview widgets in the section.

The global timeline affects Overview widgets only. It does not affect Now widgets.

To return to each widget’s default period, open the date picker, select Per widget in the top-left corner, and apply the changes.

Manage Widgets

Use the widget actions menu (three-dot icon) to manage an existing widget.

Available actions:

• Edit — update widget configuration
• Duplicate — create a copy of the widget with the same configuration
• Delete widget — remove the widget from the dashboard

Edit widget

Editing a widget changes only that widget. Other widgets on the dashboard are not affected.

Depending on the widget configuration, you can update:

• widget name
• metrics
• time period
• filters

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Limitations on editing

Please note that it's not possible to edit the chosen metric type for a widget.
If you need another type of a widget, please create a new widget instead of editing.

Reorder widgets

Widgets can be reordered by drag and drop.

To change a widget position:

1. Hover over the widget title.
2. Find the drag handle that appears before the title.
3. Drag the widget to the desired position in the section.

The drag handle appears only on hover.

API access

Each dashboard and widget has a stable ID that can be used to fetch its data via the Apphud API.

Use API access to integrate Business Overview data into 3rd-party BI tools, your internal dashboards, scheduled reports (email or Slack), or CSV exports.

Where to find the ID

IDs are read-only. Click the field to copy.

What you can fetch

You can fetch data by widget; for that, you'll need the Widget ID and Dashboard ID.

For detailed information on endpoint and response structure, please check the Analytics API.

ID stability

• IDs are permanent and do not change when you rename or edit dashboards or widgets
• Duplicating creates a new ID
• Deleting invalidates the ID (API returns 404)

Mobile app

Business Overview is also available in the Apphud iOS app.
Company Owners and Admins can view dashboards on mobile and create iOS widgets for the phone screen based on a dashboard widget.

All modifications to the Business Overview dashboards can be done only in the web Apphud cabinet.
Once changes are made on the web, they'll be shown in the mobile app.

FAQ

Why do widgets show different periods?

The Overview section is probably in Per widget mode.
Select a global time range to see it for a unified period across widgets. If you'd like to make this a default behavior, each widget time period needs to be updated and saved.

How do I return to each widget’s default period?

Open the date picker and click Per widget in the top-left corner.

Why do Now metrics not update automatically?

Now metrics show the state at the time the dashboard was loaded or refreshed. Click Refresh data to update them.

Why can historical metrics in the Overview section change over time?

Historical metrics may change because underlying data can be added or updated after the original event date.

This can happen when there was no proper migration of Historical data, and past transactions are received or reconstructed later, for example, from store receipts or server notifications, and when refund decisions are updated by the store.

In particular, refund-related metrics may change with a delay. For example, a refund request may initially be declined and later approved (including Win Back refund flows), which updates the corresponding metrics.

As a result, historical metrics are not strictly immutable and may change over time as new or updated data becomes available.

What affects how up-to-date analytics data is?

Analytics data depends on how quickly Apphud receives and processes events from stores and the app.

The most important factors are:

• Correct migration of existing apps — if the app was live before Apphud integration and no server-side migration was performed, historical data may appear later as receipts are received and processed
• Server notifications setup — App Store Server Notifications and Google Play Real-time Developer Notifications ensure that events like renewals, trial conversions, cancellations, and billing issues are delivered without delay
• Store-side processing delays — app stores may send some events (especially renewals or refunds) with a delay

If server notifications are not configured, some events may only be detected later during receipt validation, which delays their appearance in analytics.

Why can metrics definitions differ across platforms or when combining apps?

Apphud provides a unified analytics layer across iOS, Android, and Web, allowing you to track all apps in a single project or aggregate them in Business Overview.

However, some metrics and events are platform-specific.

For example:

• certain refund-related events (such as Refund requested or Refund declined) are available only for iOS
• some billing or lifecycle events may differ between App Store and Google Play

When aggregating data across apps and platforms:

• only apps that have the required data contribute to a metric
• platform-specific events will appear only where they are supported

This means that aggregated metrics may reflect differences in platform capabilities rather than inconsistencies in data.