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Tracker, CRM sold, and settled are three books
Media buyers live in the tracker. CS and ops live in the CRM. Cash lives on the processor settlement. Pasting Voluum / Everflow / pixel conversion $ into a bid as if it were NMI settled is how you scale into a freeze. Type the same window in all three. We invent no recon percent.
Pair: Tracker vs CRM vs settled on Traffic. Stage names on one statement: sold vs settled. Pixel holes: CAPI. Open refunds inside booked MER: lag MER.
What each book is
Tracker conversion $ — clicks the tracker credited (postback, pixel, affiliate conversion). It can include test orders, unpaid, and double fires.
CRM sold $ — Sticky / CheckoutChamp “paid” or similar. Often auth or capture, not bank. Unique-decline grain can still hide retries — CRM vs gateway.
Processor settled $ — statement settled gross for that window (before you argue fees and reserve). That is the only book that can become spendable.
The calculator returns tracker−CRM, CRM−settled, and which book is fattest. Gaps are the work. Do not average them.
What not to do
Do not bid tracker $ because ROAS looks green. Do not mix a Monday–Sunday tracker with a processor batch-day window. Do not treat affiliate conversion as CRM sold. Do not skip naming timezone. Do not invent a “typical 8% tracker over-report.”
Related: Traffic, sold vs settled, CAPI, lag MER, affiliate cap vs CRM, fee waterfall.
Procedure
- Pull tracker conversion $ for the window.
- Pull CRM sold $ for the same days and timezone.
- Pull processor settled gross.
- Read the gaps. Bid settled, not the fattest book.
Failure modes
- Bidding tracker $ as bank cash.
- Mixing tracker week vs processor batch days.
- Inventing a typical over-report percent.
- Treating affiliate conversion as CRM sold.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Three books
- Tracker conversions, CRM sold/paid, and processor settled gross for one window. They are not one number under three names.
Work with us — We run this job on your accounts. Services
FAQ
- Is this sold vs settled on the statement?
- No. [Sold vs settled](/manuals/sold-vs-settled) names cash stages on one processor file. This page is three systems that disagree on the same days.
- Is this CAPI event coverage?
- No. [CAPI](/manuals/capi-event-coverage) ticks whether purchase/refund fire. This page is dollar books after those events.
- Which book do I bid?
- Processor settled (then net of fees/holds). Tracker and CRM sold are how you got here — not spendable.