Reading the marketing P&L
How the P&L is built, what each column means, and why a column might be missing.
The P&L is the centre of the product: one table where every connected spend source and every connected revenue source lands in the same row, for the same day.
The columns
| Column | Means |
|---|---|
| Spend | Total cost across every connected ad account, converted to your reporting currency. |
| Revenue | Store payouts and monetization income, net of platform commission. |
| Margin | Revenue minus spend. |
| Margin % | Margin as a share of revenue. |
| True ROAS | Net revenue divided by total spend. |
Columns follow your connections
The provider columns are driven by what you have connected. If a network you expected is missing, it is not hidden — it is not connected yet.
Breakdowns
- By app — which titles carry the business and which quietly lose money.
- By country — the same campaign is often profitable in one market and not in another.
- By platform — iOS against Android, with the commission difference already applied.
- By campaign — where the network exposes campaign-level reporting.
Unattributed rows
Some spend cannot be tied to a specific app — an account-level cost, or a campaign that predates the app mapping. It is grouped as Unattributed rather than silently spread across your apps. If a large share of spend sits there, re-running the connection's sync usually resolves it once the app mapping is in place.
How much history you see
How far back your reports reach is set by your plan. The pricing page lists the history window each tier includes, and daily detail is kept for that window.