Overview

The Daily Marketing Profit & Loss Report offers a high-level summary of monetization revenue and user acquisition (UA) spend. It is designed to help teams quickly assess the financial performance of their apps and determine whether monetization and UA strategies are effective. This report is also the primary place to check if data is being successfully ingested after setting up grabbers.

Data Sources

This report aggregates data from the following sources:

• Ad Monetization Networks – Data is pulled via APIs directly from ad networks. For mediation platforms, the report reflects only the impressions directly attributed to the mediation network itself. Aggregated (not user-level) mediation data is used here.
• User Acquisition Networks – Spend and impression data are retrieved from the UA networks’ APIs.
• Mobile Measurement Partners (MMPs) – If the app uses Adjust or AppsFlyer, install and attribution data is sourced from these platforms.

Install Attribution Without MMP

If no MMP is connected:

• Installs are estimated based on the first tracked app launch (via the Magify SDK).
• If a user has not launched the app for more than 90 days, the next launch is counted as a re-attribution (i.e., a new install).
• All installs captured in this way are considered organic installs.

Primary Use Cases

• Get a quick overview of daily or periodic profit and loss.
• Validate that grabbers are properly collecting monetization and UA data.
• Analyze return on ad spend (ROAS) using key UA and monetization metrics.

Filters and Dimensions

Below is a detailed list of the primary filters and dimensions available in the report, each accompanied by a description to clarify its purpose and usage:

Metrics

Below is a detailed list of the primary metrics available in the report, each accompanied by a description to clarify its purpose and usage: