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 subscription, revenue, conversion, refund, and cohort metrics across multiple apps and platforms (iOS, Android, Web) in one place
• Combine real-time (Now) and historical (Overview) metrics on the same dashboard, with per-widget or global time ranges and period comparisons
• Create unlimited custom dashboards per company, each with its own time zone and Apps & Platforms scope inherited by widgets; start from one of 5 prebuilt templates or build from scratch
• Apply filters per widget — use the dashboard's default scope, or add your own (platform, country, product, attribution, user properties, etc.)
• Display Overview widgets as a number, line chart, or bar chart; reorder widgets via drag-and-drop
• Access programmatically via API (stable dashboard/widget IDs) or on the go in the Apphud iOS app

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)
• an Apps and Platforms scope (see Dashboard scope below)
• 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) — prefilled from the dashboard scope, see Dashboard scope below
• metric type: Now or Overview
• metric
• for Overview widgets, a display type: number, line chart, or bar chart
• 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 (where allowed, see Dashboard scope), 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. On Basic setup,
   1. enter the dashboard name ,
   2. select the dashboard time zone,
   3. select a dashboard template, or choose No template.
5. On Filters, set the dashboard's Apps and Platforms scope — see Dashboard scope above.
6. 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 scope (Apps & Platforms)

Every dashboard has a Filters tab (open it via Dashboard actions → Edit, or while creating a dashboard) that sets the default Apps and Platforms scope for the whole dashboard — as the tab itself notes, "These settings will apply to all widgets on this dashboard."

• All current and future apps — a checkbox that scopes the dashboard to every app in the organization, including apps created later. Turning it on locks the App(s) field to "All apps, including ones created in the future" and clears any specific apps you'd picked. Turning it back off restores the apps you had selected before turning it on.
• App(s) — pick one or more specific apps instead, when the checkbox above is off.
• Platforms — iOS / Android.

New widgets prefill their App(s) from this dashboard scope. Whether a widget can override it depends on the scope:

This is useful when a dashboard covers several apps and you want to compare them side by side, one widget per app — or simply narrow a widget to fewer apps than the dashboard's full scope.

Dashboard actions

Use Dashboard actions to manage dashboards.

Available actions:

• Create new dashboard — creates another dashboard.
• Edit — opens the dashboard in Basic setup (name, time zone, ID for API access) and Filters (Apps and Platforms scope, see Dashboard scope) tabs.
• 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, including all its widgets and their app configuration. You're prompted for a name for the copy (defaulting to "{name} (copy)") before it's created.
• Delete dashboard — deletes the current dashboard, along with all widgets in it. Deleting a dashboard does not delete any other data.

Add a widget

Adding a widget is a two-step flow: Widget details, then Metric & filters.

Step 1 — Widget details

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. This is prefilled from the dashboard's scope, and may be locked — see Dashboard scope.
4. Choose what you want to track:
   • Now — current data that gets updated during the day.
   • Overview — past data for a specific time period of your choice.
5. Click Next.

Step 2 — Metric & filters

1. Select the metric. Check below for detailed Now and Overview metrics-type description.
   Note that Filters selection is disable till a metric is chosen.
2. Enter the widget name.
   If a widget will use filters, it is usually helpful to include the filtered segment in the widget name.
3. Optionally, add filters.
4. For Overview widgets: pick the widget type — see Widget type below — and the default time period: Today, Yesterday, Last 7 days, This month, Last month, or Last 3 months.
5. For Now widgets: select the comparison period for the trend, under Compare the current data with: Yesterday (default), 7 days earlier, or 30 days earlier.
6. Click Create.

The new widget is added to the end of its own group — see Widget type below.

Widget apps

Each widget can calculate data for one, multiple, or all apps available in the company, within what the dashboard's scope allows — see Dashboard scope.

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.

Widget type

Available for Overview widgets only:

• Number — a single value with a trend indicator versus the previous period (default, matches the classic widget look).
• Line chart — plots the metric over the selected period as a line chart.
• Bar chart — plots the metric over the selected period as a bar chart.

Now widgets are always shown as a single number — chart display types aren't offered for them, since a Now metric is a live current-state value, not a historical series to plot.

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.

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.

General

Subscriptions

Triple widgets

Subscriptions metrics render as triple widgets — a single card showing three numbers at once instead of one: the total active count, the auto-renewing portion, and the non-renewing portion (total = auto-renewing + non-renewing).

Unlike other Now widgets, triple widgets have no comparison with a previous value — no trend arrow or percentage.

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

Reorder widgets

Widgets can be reordered by drag and drop, but only within their own group. Within the Overview section, widgets are displayed as two groups — a grid of Number widgets on top and a grid of Chart widgets (line and bar charts) below. Reordering works freely within each group, but a widget cannot be dragged across the boundary — for example, a line chart widget can't be moved above the Number-widgets group, no matter how far up you drag it.

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 a new position within the same group.

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.

Business Overview data is available through the Analytics Public API (use an organization-level S2S key).

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.

Send the key in the Authorization: Bearer … header. Dashboard widget periods are calculated in the dashboard time zone.

Where to find the ID

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

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