Guides

Guides

Every one of these is arithmetic we had to get right before the engine could act on a number. They are written for the person holding the report, not for the person buying software.

• How long to run a campaign before you can judge itWhether there is enough to judge a campaign yet depends on how many typical results' worth it has spent — not on days or a fixed result count.
• Your ad platform and the app store report different install countsThe platform and the store both count installs, and both are right. Which one belongs in the denominator of your cost per install.
• Why ad spend in two currencies cannot be added upTwo ad accounts, two currencies, one total — a sum of different units. Converting afterwards does not repair the number.