Calculation Method Applied in the Revenue Report

Understand how the metric data are calculated in the Revenue Report.

Calculation method applied for top row and sub-row metric data

Learn about the calculation methods applied for the different metrics displayed in the top rows and sub-rows.

Calculation method overview

Metric	Description	Calculation Method by View Type
Revenue	Revenue generated by users who performed the Start Event during the set date range and performed the Revenue Event	Cumulative - Top row: The cumulative sum of the revenue generated during the set date range - Sub-row: The cumulative sum of the revenue generated by users who performed the Start Event on the set date range of the sub-row Non-Cumulative - Top row: The sum of the revenue of the sub-rows - Sub-row: The revenue of the set date range of the sub-row
User Count	The number of users who performed the Revenue Event after performing the Start Event during the set date range	Non-Cumulative - Top row: The sum of the unique users in the sub-rows - Sub-row: The number of users who performed the Revenue Event during the set date range of the sub-row
Event Count	The number of Revenue Events performed by users who performed the Start Event during the set date range	Cumulative - Top row: The cumulative sum of the number of Revenue Events performed during the set date range - Sub-row: The cumulative sum of the number of Revenue Events performed on the set date range of the sub-row Non-Cumulative - Top row: The sum of the number of Revenue Events in the sub-rows - Sub-row: The number of Revenue Events performed during the set date range of the sub-row
ROAS (%)	The return on ad spend based on the revenue generated by users who performed a Revenue Event after performing the Start Event during the set date range	Cumulative - Top row: Sum of {(Weighted value of the daily Total Cost)) * (ROAS in sub-row)} - Sub-row: (Cumulative revenue generated) / (Total Cost of the sub-row) * 100 Non-Cumulative - Top row: Sum of {(daily Total Cost weight) * (sub-row ROAS)} - Sub-row: {(daily revenue of each range) / (Total Cost of the sub-row)} * 100
ARPU	The average revenue per user based on the revenue generated by users who performed the Start Event during the set date range and performed the Revenue Event	Cumulative - Top row: Sum of {(Weighted value of the daily Total Users) * (ARPU in sub-row)} - Sub-row: (Cumulative sum of the revenue amount) / (Total Users in the sub-row) Non-Cumulative - Top row: Sum of {(daily Total Users weight) * (sub-row ARPU)} - Sub-row: (daily revenue of each range) / (Total Users of the sub-row)
ARPPU	The average revenue per paying user based on the revenue generated by users who performed the Start Event during the set date range and performed the Revenue Event	Cumulative - Top row: Sum of {(Weighted value of daily Total Paying Users) * (ARPPU in sub-row)} - Sub-row: (Cumulative sum of the revenue amount) / (Total Paying Users in the sub-row) Non-Cumulative - Top row: Sum of {(daily Total Paying Users weight) * (sub-row ARPPU)} - Sub-row: (daily revenue of each range) / (Total Paying Users of the sub-row)
PUR (%)	The paying user rate based on the number of users who performed a Revenue Event after performing the Start Event during the set date range	Non-Cumulative - Top row: Sum of {(Weighted value of daily total users) * (PUR in sub-row)} - Sub-row: {(The number of paying users in the sub-row) / (The number of total users in the sub-row)}* 100 Cumulative Unique - Top row: Sum of {(Weighted value of total users) * (PUR in sub-row)} - Sub-row: {(Cumulative sum of the number of paying users) / (The number of total users in the sub-row)} * 100

Revenue

The revenue in the Revenue Report is the revenue amount generated by users who performed the Revenue Event after performing the Start Event during the set date range. The calculation method for the top rows and sub-rows differs depending on the view type settings.

Cumulative

When the view type is set to Cumulative, the revenue in the top rows and the sub-rows are calculated as follows.

In the top rows: The cumulative sum of the revenue generated by users who performed the Start Event during the set date range
In the sub-rows: The cumulative sum of the revenue generated by users who performed the Start Event on the set date range of the sub-row

Non-Cumulative

When the view type is set to Non-Cumulative, the revenue amount in the top rows and the sub-rows are calculated as follows.

Top rows: The sum of the revenue amount of the sub-rows
Sub-rows: The revenue amount of the set date range of the sub-row

이미지 - 레비뉴 리포트 데이터 계산 방식 - Non-Cumulative

Refer to the examples below.

Example: How the revenue for Day 2 is calculated in the Cumulative view

Let’s say the Revenue Report shows the revenue in the Cumulative view as below. Cells marked with * include the data being collected today, which is 2024-04-04.

	Day 0	Day 1	Day 2	Day 3	Day 4
Total	716,000	800,000	843,000	871,000	876,000
03/31	190,000	221,000	238,000	248,000	*253,000
04/01	176,000	191,000	203,000	*221,000
04/02	70,000	90,000	*104,000
04/03	80,000	*98,000
04/04	*200,000

The revenue amount for Day 2 displayed in the top row and sub-rows is calculated as follows:

Top row: (Sum of the revenue of the sub-rows of Day 2) + (Sum of the revenue of the last sub-rows of Day 0 and Day 1)
= (238,000 + 203,000 + 104,000) + (98,000 + 200,000) = 843,000
Sub-rows: The cumulative sum of the revenue from Day 0 to Day 2

Example: How the revenue for Day 2 is calculated in the Non-Cumulative view

Let’s say the Revenue Report shows the revenue in the Non-Cumulative view as below. Cells marked with * include the data being collected today, which is 2024-04-04.

	Day 0	Day 1	Day 2	Day 3	Day 4
Total	716,000	600,000	545,000	469,000	253,000
03/31	190,000	221,000	238,000	248,000	*253,000
04/01	176,000	191,000	203,000	*221,000
04/02	70,000	90,000	*104,000
04/03	80,000	*98,000
04/04	*200,000

The revenue for Day 2 displayed in the top row and sub-rows is calculated as follows:

Top row: (The sum of the revenue displayed in the sub-rows) = 238,000 + 203,000 + 104,000 = 545,000
Sub-rows: The revenue generated on Day 2 by users who performed the Start Event on 2024-03-31, 2024-04-01, 2024-04-02

User Count

The User Count in the Revenue Report is the number of users who performed the Start Event and Revenue Event during the set date range. Only the Non-Cumulative view type is supported.

Non-Cumulative

The number of users in the top rows and the sub-rows are calculated as follows.

In the top rows: The sum of the unique users in the sub-rows. The number of users displayed in the top row may be less than or equal to the sum of the number of users displayed in the sub-rows.
In the sub-rows: The number of users who performed the Revenue Event during the set date range of the sub-row

Refer to the example below.

Example: How the number of users for Day 2 is calculated in the Non-Cumulative view

Let’s say the Revenue Report shows the number of users in the Non-Cumulative view as below. Cells marked with * include the data being collected today, which is 2024-04-04.

	Day 0	Day 1	Day 2	Day 3	Day 4
Total	6,220	1,000	600	375	230
03/31	1,300	350	230	190	*230
04/01	1,500	210	200	*190
04/02	970	250	*190
04/03	980	*210
04/04	*1,480

The number of users for Day 2 displayed in the top row and sub-rows is calculated as follows:

Top row: The sum of the unique users of 2024-03-31, 2024-04-01, 2024-04-02. This is why the number of users displayed in the top row (600) is less than the sum of the number of users displayed in the sub-rows (230+200+190=620).
Sub-rows: The number of users who performed the Revenue Event on Day 2 of 2024-03-31, 2024-04-01, 2024-04-02

Event Count

The Event Count in the Revenue Event is the number of Revenue Events performed by the users who performed the Start Event during the set date range. The calculation method for the top rows and sub-rows differs depending on the view type settings.

Cumulative

When the view type is set to Cumulative, the number of events in the top rows and the sub-rows are calculated as follows.

In the top rows: The cumulative sum of the number of Revenue Events performed during the set date range
In the sub-rows: The cumulative sum of the number of Revenue Events performed on the set date range of the sub-row

Non-Cumulative

When the view type is set to Non-Cumulative, the number of events in the top rows and the sub-rows are calculated as follows.

In the top rows: The sum of the number of Revenue Events in the sub-rows
In the sub-rows: The number of Revenue Events performed during the set date range of the sub-row

Refer to the examples below.

Example: How the number of events for Day 2 is calculated in the Cumulative view

Let’s say the Revenue Report shows the number of events in the Cumulative view as below. Cells marked with * include the data being collected today, which is 2024-04-04.

	Day 0	Day 1	Day 2	Day 3	Day 4
Total	8,240	9,660	10,640	11,150	11,460
03/31	1,730	2,160	2,560	2,820	*3,130
04/01	1,870	2,150	2,420	*2,670
04/02	1,480	1,910	*2,220
04/03	1,240	*1,520
04/04	*1,920

The number of users for Day 2 displayed in the top row and sub-rows is calculated as follows:

Top row: (Number of users displayed for Day 2 sub-rows) + (Sum of the number of users of the last sub-rows of Day 0 and Day 1) = (2,560 + 2,420 + 2,220) + (1,520 + 1,920) = 10,640
Sub-rows: The cumulative sum of the number of users from Day 0 to Day 2

Example: How the number of users for Day 2 is calculated in the Non-Cumulative view

Let’s say the Revenue Report shows the number of users in the Non-Cumulative view as below. Cells marked with * include the data being collected today, which is 2024-04-04.

	Day 0	Day 1	Day 2	Day 3	Day 4
Total	8,240	1,410	950	510	310
03/31	1,730	420	390	260	*310
04/01	1,870	280	260	*250
04/02	1,480	430	*300
04/03	1,240	*280
04/04	*1,920

The number of users for Day 2 displayed in the top row and sub-rows is calculated as follows:

Top row: The sum of the number of events displayed in the sub-rows
Sub-rows: The number of events performed on Day 2 by users who performed the Start Event on 2024-03-31, 2024-04-01, 2024-04-02

ROAS (%)

The ROAS (%) is the return on ad spend.

Cumulative

The ROAS in the top rows and the sub-rows are calculated as follows.

In the top rows: Sum of {(Weighted value of the daily Total Cost)) * (ROAS in sub-row)}
In the sub-rows: (Cumulative revenue generated) / (Total Cost of the sub-row) * 100

Non-Cumulative

The ROAS in the top rows and the sub-rows are calculated as follows.

Top row: Sum of {(daily Total Cost weight) * (sub-row ROAS)}
Sub-row: {(daily revenue of each range) / (Total Cost of the sub-row)} * 100

Example: How the ROAS for Day 2 is calculated

Let’s say you are creating a report view on 2024-04-04 using the configurations below.

Granularity and Date Range: Daily, From 2024-03-31 to 2024-04-04
Start Event: Install (App)
Revenue Event: Order Complete (App)
Metric: ROAS (%)
Sub-metric: Total Cost

Your Revenue Report may look like the following.

	Total Cost	Day 0	Day 1	Day 2	Day 3	Day 4
Total	2,900,000	36.72%	48.27%	57.70%	72.69%	85.00%
03/31	600,000	35%	40%	55%	70%	*85%
04/01	700,000	45%	60%	70%	*75%
04/02	550,000	30%	35%	*45%
04/03	600,000	40%	*55%
04/04	450,000	*30%

The ROAS in the top row for Day 2 is calculated as follows.

The weighted value of the Total Cost for each sub-row is calculated.
- (Weighted value of the Total Cost for 2024-03-31) = 600,000 / (600,000 + 700,000 + 550,000) = 0.32432
- (Weighted value of the Total Cost for 2024-04-01) = 700,000 / (600,000 + 700,000 + 550,000) = 0.37838
- (Weighted value of the Total Cost for 2024-04-02) = 550,000 / (600,000 + 700,000 + 550,000) = 0.29730
The ROAS is multiplied by the weighted value calculated in step 1.
- (ROAS for Day 2 of 2024-03-31) * (Weighted value of 2024-03-31) = 0.55 * 0.32432 = 0.178
- (ROAS for Day 2 of 2024-04-01) * (Weighted value of 2024-04-01) = 0.7 * 0.37838 = 0.265
- (ROAS for Day 2 of 2024-04-02) * (Weighted value of 2024-04-02) = 0.45 * 0.29730 = 0.134
All values calculated in step 2 are summed.
- 0.178 + 0.265 + 0.134 = 0.577

ARPU

The ARPU is the average revenue per user.

Cumulative

The ARPU in the top rows and the sub-rows are calculated as follows.

In the top rows: Sum of {(Weighted value of the daily Total Users) * (ARPU in sub-row)}
In the sub-rows: (Cumulative sum of the revenue amount) / (Total Users in the sub-row)

AttentionThe number of users who performed the Start Event can be viewed by selecting Users in the sub-metric in the configuration box. Note that Facebook data may be masked due to their privacy policy.

Non-Cumulative

The ARPU in the top rows and the sub-rows are calculated as follows.

Top row: Sum of {(daily Total Users weight) * (sub-row ARPU)}
Sub-row: (daily revenue of each range) / (Total Users of the sub-row)

Example: How the ARPU in the top row for Day 2 is calculated

Let’s say you are creating a report view on 2024-04-04 using the configurations below.

Granularity and Date Range: Daily, From 2024-03-31 to 2024-04-04
Start Event: Install (App)
Revenue Event: Order Complete (App)
Metric: ARPU
Sub-metric: Users

Your Revenue Report may look like the following.

	Users	Day 0	Day 1	Day 2	Day 3	Day 4
Total	8,097	1,949.38	3,188.5	3,558.66	4,898.97	7,106.51
03/31	1,613	3,723.04	6,059.23	6,269.93	6,804.88	7,106.51
04/01	1,394	1,049.39	1,437.26	1,684.12	2,693.63
04/02	1,641	1,645.68	2,218.04	2,486.05
04/03	1,704	1,845.84	2,838.29
04/04	1,922	1,464.71

The ARPU in the top row for Day 2 is calculated as follows.

The weighted value of the number of users for each sub-row is calculated.
- (Weighted value of the number of users for 2024-03-31) = 1,613 / (1,613 + 1,394 + 1,641) = 0.347
- (Weighted value of the number of users for 2024-04-01) = 1,394 / (1,613 + 1,394 + 1,641) = 0.3
- (Weighted value of the number of users for 2024-04-02) = 1,641 / (1,613 + 1,394 + 1,641) = 0.353
The ARPU is multiplied by the weighted value calculated in step 1.
- (ARPU for Day 2 of 2024-03-31) * (Weighted value of 2024-03-31) = 6269.93 * 0.347 = 2,175.66571
- (ARPU for Day 2 of 2024-04-01) * (Weighted value of 2024-04-01) = 1684.12 * 0.3 = 505.236
- (ARPU for Day 2 of 2024-04-02) * (Weighted value of 2024-04-02) = 2486.05 * 0.353 = 877.57565
All values calculated in step 2 are summed.
- 2,175.67 + 505.24 + 877.58 = 3558.66

ARPPU

The ARPPU is the average revenue per paying user.

Cumulative

The ARPPU in the top rows and the sub-rows are calculated as follows.

In the top rows: Sum of {(Weighted value of daily Total Paying Users) * (ARPPU in sub-row)}
In the sub-rows: (Cumulative sum of the revenue amount) / (Total Paying Users in the sub-row)

AttentionThe number of users who performed the Start Event and the Revenue Event can be viewed by selecting Paying Users as the sub-metric in the configuration box.

Non-Cumulative

The ARPPU in the top rows and the sub-rows are calculated as follows.

Top row: Sum of {(daily Total Paying Users weight) * (sub-row ARPPU)}
Sub-row: (daily revenue of each range) / (Total Paying Users of the sub-row)

AttentionThe number of users who performed the Start Event and the Revenue Event can be viewed by selecting Paying Users as the sub-metric in the configuration box.

Example: How the ARPPU in the top row for Day 2 is calculated

Let’s say you are creating a report view on 2024-04-04 using the configurations below.

Granularity and Date Range: Daily, From 2024-03-31 to 2024-04-04
Start Event: Install (App)
Revenue Event: Order Complete (App)
Metric: ARPPU
Sub-metric: Paying Users

Your Revenue Report may look like the following.

	Paying Users	Day 0	Day 1	Day 2	Day 3	Day 4
Total	540	113,333.33	116,363.64	131,935.48	166,666.67	170,000
03/31	140	140,000	150,000	160,000	170,000	*170,000
04/01	70	150,000	150,000	150,000	*160,000
04/02	100	80,000	80,000	*80,000
04/03	130	70,000	*90,000
04/04	100	*140,000

The ARPPU in the top row for Day 2 is calculated as follows.

The weighted value of the Paying Users for each sub-row is calculated.
- (Weighted value of the Paying Users for 2024-03-31) = 140 / (140 + 70 + 100) = 0.451612
- (Weighted value of the Paying Users for 2024-04-01) = 70 / (140 + 70 + 100) = 0.225806
- (Weighted value of the Total Cost for 2024-04-02) = 100 / (140 + 70 + 100) = 0.322581
The ARPPU is multiplied by the weighted value calculated in step 1.
- (ARPPU for Day 2 of 2024-03-31) * (Weighted value of 2024-03-31) = 160,000 * 0.451612 = 72,257.92
- (ARPPU for Day 2 of 2024-04-01) * (Weighted value of 2024-04-01) = 150,000 * 0.225806 = 33,870.9
- (ARPPU for Day 2 of 2024-04-02) * (Weighted value of 2024-04-02) = 80,000 * 0.322581 = 25,806.48
All values calculated in step 2 are summed.
- 72,257.92 + 33,870.9 + 25,806.48 = 131,935.48

​Calculation method applied for top row and sub-row metric data

​Revenue

​User Count

​Event Count

​ROAS (%)

​ARPU

​ARPPU

Calculation method applied for top row and sub-row metric data

Revenue

User Count

Event Count

ROAS (%)

ARPU

ARPPU