Business

Business is where behaviour meets money. Marketing tells you where users came from; Business tells you whether they were worth acquiring.

Four halves#

Marketing ROI — cost and ROAS, revenue attribution, LTV and CAC, unit economics, budget pacing.

Revenue — cohort revenue, purchases, transactions, refunds and chargebacks.

Subscriptions — subscriptions, trials and conversion, MRR/ARR, revenue churn.

Reporting — exports and scheduled reports.

Revenue accuracy depends on one field#

Purchase deduplication keys on transactionId. A fresh random value per call — from a receipt-validation retry, for example — double-counts the sale, and inflated revenue is worse than missing revenue because it silently changes decisions.

Report the real amount in the real currency; do not pre-convert. Currency handling happens on the platform, and pre-converting destroys the original figure.

LTV is a projection, not a measurement#

Long-horizon LTV on a young cohort is an extrapolation from a short observation. Treat it as directional, compare cohorts against each other rather than against a target, and be suspicious of any LTV that looks precise.

Related#

• Events SDK guide — trackPurchase and why transactionId matters.

Marketing ROI#

Revenue#

Subscriptions#

Reporting#