First-purchase offer cost recovery versus D7 payer LTV
Discounted starter packs can destroy contribution when D7 LTV is thin. Synthetic sheet with explicit Google Play fee input.
A discounted starter pack that “wins” CPI can still miss cash contribution by D7 once store fees and the rest of early LTV are visible.
Fee input (official)
Use Google Play Service fees as the definitional page for the fee fraction input. On the prior schedule still used outside the dated regional rollouts, the 15% tier is 15% of the first $1M USD annual earnings and 30% thereafter. Do not treat 15% as universal after the 30 June 2026 EEA/UK/US redesign without checking the new/existing-install table and billing fee.
Illustrative example
Per 1,000 new payers who buy the starter pack in week 0 (teaching only):
| Input | Value |
|---|---|
| Starter pack list price | 4.99 |
| Soft-currency COGS proxy (labelled studio input) | 0.40 |
| Store fee fraction | 0.15 |
| Other D7 gross IAP from these payers | 3.20 |
| UA cost to acquire these 1,000 payers | 6,000 |
| Output | Result |
|---|---|
| Starter gross | 4990.00 |
| Starter after fee | 4241.50 |
| Starter after fee and COGS proxy | 3841.50 |
| Plus other D7 gross after same fee | 2720.00 → 2312.00 after fee |
| Total contribution before UA | 6153.50 |
| Contribution after UA | 153.50 |
If other D7 IAP is 0.50 instead of 3.20, contribution after UA turns negative under the same fee. Replace every synthetic cell with your title’s export.
Facts vs limits
| Fact | Limit |
|---|---|
| Google documents fee schedules by programme/region | Soft-currency COGS is not a store metric |
| Fee is a worksheet input | No industry D7 LTV is claimed |
| Teaching arithmetic is reproducible from the table | VAT treatment may differ by finance policy |
