Glossary
Profit
Revenue from the network minus the cost of traffic and tools. The number a media buyer optimizes for. Profit = payouts × approved conversions − ad spend − costs.
Also called: net.
An example: $1,000 spent on push clicks, 500 leads sent, 100 approved at $25 = $2,500 revenue. Profit is $1,500 before tools, accounts and the manager's cut. The same campaign with a 12% approval rate makes $1,500 revenue and $500 profit; with 8% it loses money.
Profit is what is left after everything, including the leads that are still on hold and may not be paid. Count revenue when the network confirms it, not when the tracker records a lead.
Related terms: ROI, Approval rate, Hold, EPC.