A report you can verify
Every week you get a table by source: spend, target actions, cost, status and the decision for the next week. The fee is a separate line and the numbers are reconciled by postbacks.
| Source | Spend | FTD | CPA | Status and decision |
|---|---|---|---|---|
| in-app_01 | $8 400 | 118 | $21,4 | running |
| telegram_02 | $4 200 | 64 | $24,0 | running |
| push_03 | $3 100 | 9 | $155,0 | switched off after the test |
| programmatic_04 | $5 300 | 41 | $29,3 | under review |
A report is a decision, not an archive
What we scale
Sources that hold cost per action inside the corridor as volume grows.
What we close
Sources where the price is above plan and has not improved for a second week running.
What we re-test
Borderline setups: we give them one more week on a limited budget share with a clear threshold.
What each column means
A platform or a network, not “other” and not “mix”. A line named with a general word cannot be checked.
The platform’s buying price. The agency fee is not included here — it is a separate line below.
The target action agreed before launch. In crypto it is a trade, in Web3 an active address.
Spend divided by target actions. Compared against the planned corridor from the media plan, not against last week.
The decision for next week: volume, test or stop. Without a decision a report is just an archive.
When the numbers do not match
A gap between our statistics and your system is not an exception but a normal working situation. What matters is not that it exists, but at which step it is caught.
Our numbers are reconciled with yours by hand until they match. A 10–15% gap at the start is normal; a twofold gap means a tag was lost somewhere.
After that the FTD gap stays under three percent. Above it we sort things out before invoicing, not after.
Usually a postback that does not arrive, an attribution window that drifted apart, or duplicates from two tags on one placement.
The metrics the report is read by are covered on the page KPI & forecast, and the plan the actuals are compared against is in themedia plan.
What gets asked at this step
We have no end-to-end analytics+
On the first flight we measure by promo codes and a "how did you hear about us" field, and help set up basic tracking in parallel. Without it we do not launch a second flight.
We do not understand what the fee covers+
For the work, not the buying: media goes at the platform price and shows up in the report as a separate line. What is included and when the invoice is issued is on the pricing page.
Calculated for your GEO and budget
Describe the product, GEO and budget — we come back with a media plan in 48 hours. Free and without obligation.
Get the media plan