How to use the Profit Attribution Report in PubGuru

This post was most recently updated on April 20th, 2022

Profit Attribution is an important feature that reports campaigns’ ROI and meaningful information to support your traffic acquisition decisions. In the Profit Attribution report, you will be able to see your campaign revenues, campaign costs,% of suspicious and invalid traffic, and much more broken down by utm values.

When breaking down the revenue by utm_values, you will have much more control over your buying strategies. This report supports the following utms:

  • Source – It tells you where is the traffic coming from
  • Medium – It tells you how are they arriving at our website – such as a paid campaign, organic or email
  • Campaign – It tells you which product/promotion drove the visitor
  • Term – It helps you track specific keywords
  • Content – It tells you more information about the link it was clicked on – such as a banner ad or a text link.

On your PubGuru dashboard, click on Advanced Reports > Profit Attribution.


In order to get data on cost and Campaign ROI, start by connecting your buy-side accounts with PubGuru. On the left-hand panel, click Account Connections > Buy-Side Connections.

Requirements to Connect Accounts


  1. Check this on how you can find your account ID:
  2. Provide the account ID to your MonetizeMore Account Manager.
  3. You will receive a request for access on your Facebook Business account. Go ahead and approve it.


We need Mainly three things for API  access to work for Revcontent


    • On your RevContent account, click account name on the upper right-hand corner

    • Scroll to the bottom where it says “client_id”, under Stats API Credentials

  • client_secret
    • Click account name on the upper right hand corner

    • Scroll to the bottom where it says “client_secret”, under Stats API Credentials

  • account_id
    • Click account name on the upper right-hand corner

    • Account ID is found under Details


You only need your username and password to connect.


  1. client_id (ask your Taboola rep)
  2. client_secret (ask your Taboola rep)
  3. account_id – when you’re logged in, it’s the numbers you see at the end of the Taboola Backstage URL:

Google Ads

  1. Check this on how to locate your Customer ID:
  2. Provide your Customer ID to your MonetizeMore Account Manager.
  3. You will receive a request to link your account with MonetizeMore’s. Go ahead and approve the request.

To get revenue data (estimated profits, session RPM, ad impressions), connect your Google Ad Manager account.

In order to get data on suspicious and invalid traffic, the Traffic Cop code snippet provided by our Support team or your MonetizeMore Account Manager should be deployed on the site.


Control what you see on your dashboard:

Pay Attention To These Metrics

Session RPM & Page RPM

Measures the revenue you earn for every thousand sessions or pageviews per UTM campaign.

Suspect Traffic & Invalid Traffic

You would only want to partner with genuine traffic providers. If a certain source brings in a high level of suspicious and invalid traffic, discontinue working with them. Keep your site and earnings protected by being on top of every activity coming in. Traffic Cop integration keeps the bad actors out so you can focus on what matters most.

ROI (only available for utm_campaign)

Return on Investment provides data on whether you are making or losing money from the campaigns you’re running. This guides your decision on whether to continue with the campaign or switch to another.

Small sample data

Small sample data (highlighted in yellow) means that a particular utm_value didn’t have enough data to estimate a revenue result with good statistical relevance.

Estimated data checkbox – On and Off

  • Estimated box checked: It will be all estimated, with no GAM stats. All revenue and cost data have been estimated using the proprietary PubGuru estimator technology that takes into account GAM data, historical Ad network data, and trending analysis.
  • Estimated box not checked: All data will be from GAM, even for today’s data.

For today’s data there are two things to be considered: not all UTM will be there, but you can have the top 20 UTM’s getting refreshed hourly with the “Update Hourly” feature.

Frequently Asked Questions

How often does the data update?


If we want profit attribution reports to be updated hourly for today’s stats, contact to enable it for you. Once that’s enabled, the dashboard will fetch today’s data every hour for top 20 performing UTM’s.

What’s the difference between actual stats & estimated stats?

The actual stats are fetched from GAM while estimated stats are generated and fed into the system by the proprietary PubGuru estimator tech that takes into account the following: GAM data, historical ad network data, and trending analysis.

Which timezone do the reports follow?

Both actual & estimated stats follow the publisher’s timezone in GAM. You can see the timezone of the reports on the dashboard just below the date range selector.

Why is there a mismatch between the Ad Network revenue & RA revenue?

There are two factors we need to take into consideration when comparing the Profit Attribution report vs total revenue from Ad Network report.


  • The data source for the Ad Network report is the Ad Network UI itself.
  • The data source for Profit Attribution data is GAM.


When comparing the total revenue from Profit Attribution and Ad Network report, you need to consider also the discrepancy between GAM and Ad Network data. In order to compare apples to apples, both data sources for revenue comparison should come from GAM.

Here’s the step by step:

  1. Go to Ad Network Report
  2. Define the date range
  3. Click on Discrepancy in Total column to see a discrepancy between Ad Net Report and GAM
  4. Check GAM’s total revenue

There are a few reasons why we have discrepancies between Ad Network data and GAM’s data.


For the Profit Attribution report, we need to take the Coverage into consideration. Coverage is how much revenue we are able to track in the Profit Attribution report from the total GAM Revenue. This happens due to some reasons. One example is the pub did not map all revenue with utm_values and he might have some campaigns or webpages without utm tracking.

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