How to Read Your Marketing Profit and Loss Report
What each dashboard figure and Revenue vs Spend column means, and why a number might be missing.
The P&L is the centre of the product: every connected spend source and every connected revenue source lands in the same row, for the same day. The dashboard shows it as a row of figures and as the Revenue vs Spend table.
The dashboard figures
| Figure | Means |
|---|---|
| Revenue | Revenue from every connected revenue source, each account on its revenue basis, net of the refunds the source reports. |
| Ad Spend | Total cost across every connected ad account, including any fee and tax set on an account's Config tab, converted to your display currency. |
| ROAS | All revenue divided by all ad spend, organic sales included. Not the return on any one campaign. |
| Installs | The installs the App Store and Google Play recorded. Where no store reports installs, the ad networks' own count is used instead. The two are never added together. |
| Profit | Revenue minus Ad Spend. |
| Refunds | Refunds the stores processed, not refund requests. |
Each figure also shows how it moved against the period just before, and its daily shape. On the Revenue page, ARPU is revenue per install.
Columns follow your connections
The source columns are driven by what you have connected. If a network you expected is missing, it is not hidden; it is not connected yet.
Revenue vs Spend
- Rows can be grouped by days, weeks, months, apps, countries, or days by countries.
- Each source gets its own column, then Ad spend (with the Fees and Tax switches deciding whether the fees and tax set on accounts are included), Net, ROAS, Margin and Net ROI.
- Net is revenue minus ad spend. Margin is Net divided by revenue: the share of what you earned that you keep. Net ROI is Net divided by ad spend: the return on every unit of spend.
- Meta Ads campaigns can be broken out on the ad account's Campaigns tab (Starter and Pro).
Forecasting, cohorts and the funnel (Pro) are built from the same daily totals. Because Revenue Sensor never sees individual users, there is no per-user metric such as lifetime value.
Unattributed rows
Some spend cannot be tied to a specific app: ads that open a website, a campaign that runs several apps, or days synced before a mapping existed. It is grouped as Unattributed rather than silently spread across your apps. It still counts in your totals, and placing it never counts it twice. The App configuration page explains each cause and how to map it.
How much history you see
How far back your reports reach is set by your plan: 30 days on Free, 90 days on Starter and 6 months on Pro.