The User Count in the sub-rows is always smaller or equal to the total User Count. This is because the User Count in the sub-rows is the number of unique users aggregated during the specific time range the sub-row represents, whereas the total User Count in the top rows is the number of unique users aggregated during the entire configured date range. The same logic applies to Paying Users, which is a sub-metric.
Let's say a user interacted with your app as described below.
Day 0: Installed app after viewing an ad. Completed an order in the app and deleted the app afterward.
Day 1: Installed the app again after viewing an ad. Completed an order in the app.
In this case, the User Count and Paying Users on Day 0 and Day 1 will show as follows.
Total Users, Paying Users: 1
User Count and Paying Users on Day 0: 1 each
User Count and Paying Users on Day 1: 1 each
The following reasons could be the cause of the discrepancy.
Difference in the negative number conversion rules
Difference in the attribution rules
Event duplication
Note that the Revenue Events used in the Revenue Report correspond to different events in the Actuals Report that can be configured as metrics, as shown in the table below.
Revenue Event | Actuals Report Metric |
|---|---|
First Order Complete (App) | First Revenue (App) |
Order Complete (App) | Revenue (App) |
Ad Impression(App) | Ad Impression Revenue (App) |
Ad Click (App) | Ad Click Revenue (App) |
Subscribe (App) | Subscription Revenue (App) |
The Revenue Report converts negative numbers to 0, whereas the Actuals Report doesn't convert them to 0 and aggregates them as is.
Actuals Report: The revenue-related events that occurred within the attribution window are measured. Events outside the attribution window are not aggregated.
Revenue Report: The Revenue Event is attributed to the touchpoint that is the winning touchpoint for the Start Event. The attribution window does not apply.
In the Revenue Report, you can also view the revenue that has been generated outside the attribution window. When the attribution window is smaller, the discrepancy between the measurements may become larger.
When a user performs multiple Start Events in a day, the Revenue Event may be duplicated in the Revenue Report.
Let's say a user interacted with your app as described below.
2 PM, Day 0: Installed app after viewing a video ad
7 PM, Day 0: Opened the app via a deep link after viewing a search ad
11 AM, Day 1: Completed an order in the app
The Revenue Report will report as the following:
Number of Revenue Events attributed to the video ad on Day 1: 1
Number of Revenue Events attributed to the search ad on Day 1: 1
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