Reading your conversion report calmly

Reading your conversion report calmly
Today: turning a busy table into one clear story.
A conversion is the action you get paid for, like an install or signup. The report can look overwhelming, so read it in this order:
— 1. Total spend: what went out.
— 2. Total revenue: what came in.
— 3. The gap between them: your profit or loss.
— 4. Cost per conversion: spend divided by conversions.
— 5. Compare that cost to your payout. Lower cost than payout means you're winning.
Ignore every other column on day one. Those five tell the real tale.
Don't judge after 3 conversions; wait for 20 or so before deciding.
Try this: open one report and find just those five numbers. Reading the right five beats staring at fifty.