Public “D7 ROAS” hybrid-casual claims: revenue definition audit
Definition audit for D7 ROAS claims on hybrid-casual titles—what must be disclosed (IAA inclusion, gross vs net, FX day, cohort window). No invented genre average.
Vendor and conference slides often quote “D7 ROAS” for hybrid-casual titles without saying whether IAA is included, whether revenue is gross or store-net, which FX day was used, or whether the window is calendar D7 or SKAN Window 2. This benchmark-check audits definitions, not a published CPI/ROAS league table. No industry average is invented.
Definition checklist for any public D7 ROAS claim
| Disclosure | Why it matters | Pass example | Fail example |
|---|---|---|---|
| Revenue components | Hybrid titles mix IAP + IAA | “IAP + `af_ad_revenue` IAA” | “Revenue” unspecified |
| Gross vs net | Store fees and VAT change payback | “Store gross before fee” or “net proceeds” named | Gross labelled as cash |
| Cohort clock | SKAN windows ≠ MMP D7 | “MMP install + 168h” | “D7” with SKAN W2 silently mixed |
| FX day | Multi-currency titles move ROAS | “Convert on event day to USD” | Undated FX |
| Denominator | Spend scope | “Same network attributed spend” | Blended spend vs filtered revenue |
| Modelling | Null CV / modelled SKAN | “Includes modelled SKAN revenue: yes/no” | Modelled presented as observed |
AppsFlyer’s ad revenue attribution guide documents af_ad_revenue as the ad-revenue event. SKAN Conversion Studio documents that SKAN revenue depends on conversion-value configuration and windows—another reason “D7” must name its clock.
How to score a vendor claim
- Open the methodology footnote (or hold the claim if absent).
- Tick each disclosure row above.
- If IAA inclusion or gross/net is missing, mark the claim non-comparable for hybrid-casual budgeting.
- Do not backfill with a Sensor Tower or “industry” average from memory.
Facts versus limits
| Fact | Limit |
|---|---|
| MMP docs define ad-revenue events and SKAN windows | They do not certify any vendor’s case-study ROAS |
| research_needed vendor case studies remain open | This article audits method, not a named deck |
| No numeric hybrid-casual D7 ROAS average is stated | Intentional |
Download the audit CSV.
