Attribution Report Overview

The attribution report is an analytics tool that lets you view and compare acquisition and conversion performance by ad channel and campaign on a single screen. Because it brings ad spend (impressions, clicks, cost) together with the installs, conversions, and revenue that actually occurred in your app/web into the same table, you can intuitively grasp which channels and campaigns spent how much to produce how much performance. This document explains the overall layout and core concepts of the 어트리뷰션 리포트 screen in the left menu.

1. What You Can Do with the Attribution Report

Item	Description
Channel/campaign performance comparison	Compare impressions, clicks, and cost against installs and conversions by channel (`Channel`) and campaign (`Campaign`).
Cost efficiency analysis	Check the efficiency of clicks/installs/conversions relative to ad spend (CPC, CPA, ROAS, etc.) in a single table.
Unified app/web measurement	Distinguish between performance that occurred in the app, performance that occurred on the web, and the combined (App+Web) performance of both.
Trends over time	View daily performance trends using the date (`Date`) and hour (`Hour`) dimensions.
Saving frequently used reports	Save the metrics, dimensions, and filters you configured as a report and quickly recall them via favorites.

2. Screen Layout

The attribution report screen is broadly divided into a settings panel on the left and a results area on the right.

Area	Location	Description
Settings panel	Fixed on the left of the screen	A panel for setting the period, metrics, grouping (dimensions), filters, and event conditions. At the top there are `초기화` and `쿼리 실행` buttons.
Report header	Top right	Contains the report title, the `Favorites` and `저장된 리포트` dropdowns, the report name input field, and the `CSV` and `저장` buttons.
Results table	Right main area	Displays the query results in a table. It consists of summary rows for the total (Sum) and average (Avg), data rows, and pagination at the bottom.

After changing items in the settings panel, you must click the 쿼리 실행 button for the results to refresh. Simply changing values does not automatically recalculate the table.

3. The Concepts of Metrics and Dimensions

A report is created from a combination of "what to measure (metrics)" and "by what unit to group it (dimensions)."

Concept	Description
Metrics	The numeric columns of the table. They refer to performance indicators such as impressions, clicks, ad spend, installs, conversions, revenue, ROAS, and CPA.
Group By (Dimensions)	The criteria by which the table's rows are grouped. Data is grouped by channel, campaign, ad group, date, device, and so on.
Filters	Used to keep only data that meets certain conditions, or to exclude it. (e.g., only rows where the channel is Google Ads)
Event Conditions	Used to aggregate only data that matches a specific event and its parameter conditions.

4. Channel / App / Web / App+Web Distinction

The metrics in this report are divided into four groups according to the data source. Even for the same "conversion," its meaning differs depending on where it was aggregated, so you must select the group that fits your analysis purpose.

Group	Meaning
Channel	The official aggregated data provided by the ad platform. It includes impressions, clicks, ad spend, the platform's official conversions, and so on.
App	Data based on events that occurred in the app. It includes app installs (including `first_open`), app conversions, revenue, and so on.
Web	Data based on events that occurred on the web. It includes the web's explicit clicks, conversions, and revenue.
App+Web	The unified value combining app and web data. Used to see overall performance at a glance.

Derived metrics (CPC, CPA, CVR, ROAS, etc.) follow the same distinction. For example, ROAS (Channel) is calculated based on the platform's official conversion revenue, while ROAS (App+Web) is calculated based on the unified app/web revenue.

5. Next Steps