Data type | Ad network only | Ad network + MMP |
Impressions, Clicks, Spend | Accurate | Accurate |
CTR, CPM, CPC | Accurate | Accurate |
Installs | Inflated (self-reported) | Deduplicated & accurate |
CPI (Cost per Install) | Inflated | True cross-network CPI |
ROAS (Return on Ad Spend) | Not available | Full revenue attribution |
In-app events (purchases, etc.) | Not available | Linked to acquiring creative |
D1/D3/D7 | Not available | Per creative |
Note: In Segwise, you will see both Installs (Network) and Installs (MMP) as separate metric columns. Always use MMP installs for business reporting — network installs are inflated and should only be used for directional same-network creative comparisons.