You check your mediation dashboard every morning. Revenue is up 5 percent. You check demand partner dashboards and numbers do not match. Which is right? Neither tells the complete story.
The Discrepancy Problem
Every platform counts impressions differently. Discrepancies of 5 to 15 percent between platforms are normal.
Vanity Metrics That Mislead
Total revenue without ARPDAU context. eCPM without fill rate. Impressions without viewability. Each tells only part of the story.
Building a Truth-Telling Dashboard
Normalize to ARPDAU. Track discrepancy rates. Measure ad-related user metrics alongside revenue.
The best monetization teams do not just ask how much did we make — they ask how efficiently are we monetizing each user, and is that efficiency improving or declining?
What Your Partner Should Report
Cross-platform reconciled revenue, ARPDAU trends, fill rate by source, latency monitoring, and the connection between monetization and retention.