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Use campaign totals to find profit or loss. Group a campaign’s report by country, device, or offer to find where that result comes from. Use individual event records to investigate a missing purchase.

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Investigate a campaign that looks profitable overall

Suppose a campaign reports 1,000 visits, USD 200 revenue, and USD 150 cost. Its USD 50 profit looks positive, but a country breakdown shows two different results: Group the United Kingdom traffic by device or offer to find where it loses money. Changing the report does not change traffic routing.

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Build the comparison

  1. Open Campaigns and choose the date range and reporting timezone.
  2. Apply the selection and display Visits, Conversions, Revenue, Cost, Profit, and ROI.
  3. Select the campaign. Open its Report to show only that campaign.
  4. Group by Country.
  5. Add Device type and Offer when you need another level of detail.
  6. Apply the grouping and sort by the metric that answers your question.
  7. Compare the losing segment with the campaign total.
Keep the same dates and filters while changing the breakdown. In the example, the country rows should still add up to USD 50 profit. To compare traffic quality, group by Is Bot for Yes and No, or by Bot Category to compare bot categories. TLS Version lets you compare the connection versions used by visitors. A blank category does not mean the visitor is human. Older visits may have no value for these groupings.

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Choose flat rows or a drill view

The report interface supports up to three different grouping dimensions. Their order determines the breakdown. Click Apply after changing the grouping. Flat puts each combination on a separate row, such as Canada / Mobile / Offer A. Use it to compare combinations directly and sort the visible result. Drill starts with the first dimension and lets you expand a row into the next level. Use it to explore one segment at a time. A chart shows changes across the selected period. Use the table to compare exact amounts.

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Choose columns for the stage you are checking

A landing page comparison often starts with Visits, Clicks, and CTR. An offer comparison needs Conversions, Revenue, Cost, and a rate with the right denominator. A funnel with several stages needs Event 1, Event 2, or other configured event columns. The metric dictionary explains those denominators. In particular, Metricanic Clicks are tracked offer clicks, so CR answers a different question from a traffic source’s ad-click conversion rate. Use the column settings to adjust supported numeric precision when small amounts round to zero. Precision changes the display only. For a measure that is not built in, create a custom metric. To match a code received by a partner, see token hashes.

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Switch to records when a total needs explaining

Open the Events navigation group and choose the appropriate view: Individual records use their own timestamps. Campaign reports use the original visit date. See the example in Dates and filters.

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Keep the result useful after this session

Apply tags to values that need later review. Automated rules can set tags when your conditions match. To copy the values of selected rows, check them and choose Copy from More. For a spreadsheet or external analysis, export data through the reports and events API. If a report is empty, remove filters, check the date and timezone, include the relevant entity status, and inspect a known visit. If totals disagree with another platform, follow Numbers do not match.