Library · Traffic · How to run this
Refunds are not ad revenue
Refund $ ÷ ad-attributed revenue $ make gap %. Type both.
Pair: Refund vs ad revenue on Traffic. POAS: POAS vs contribution. MER lag: lag-adjusted MER.
What you type
Refund $ — refund dollars in the attribution window.
Ad-attributed revenue $ — Triple Whale (or same book) ad-attributed revenue for that window.
Gap % = refund $ ÷ ad-attributed revenue $ × 100. Cut or retarget when gap % is fat — do not invent a gap chip.
What not to do
Do not invent gap %. Do not mix contribution into ad-attributed revenue without splitting. Do not treat chargebacks as refunds unless you typed them that way. Do not average every channel when one owns the hole.
Related: Traffic, POAS vs contribution, lag-adjusted MER, platform vs TW gap.
Procedure
- Type refund $ and ad-attributed revenue $.
- Read gap %.
- Cut or retarget when gap % is material.
Failure modes
- Inventing gap %.
- Mixing contribution into ad-attributed revenue.
- Treating chargebacks as refunds without splitting.
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
- Refund vs ad revenue gap %
- Refund dollars ÷ ad-attributed revenue dollars × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this POAS vs contribution?
- Sibling attribution book. [POAS vs contribution](/manuals/triple-whale-poas-vs-contribution) is POAS revenue vs contribution $. This page is refund $ ÷ ad-attributed revenue $.
- Is this lag-adjusted MER?
- Related refund clock. [Lag-adjusted MER](/manuals/refund-lag-mer) adjusts MER for open refunds. This page is refund share of ad-attributed revenue already typed.
- What gap % should I invent?
- None. Type refund $ and ad-attributed revenue $ from the same Triple Whale window.