Hybridcasual D7 payback with IAA included: worksheet that cannot hide zeros
Illustrative D7 payback worksheet that forces IAA and IAP lines (zeros allowed, blanks forbidden), anchored to AppsFlyer ad-revenue/IAP events and Play fee definitions.
Many D7 payback sheets omit ad revenue or double-count it. This worksheet forbids blank IAA cells: enter a number, including 0.
Event and fee anchors
Use AppsFlyer af_revenue for IAP and af_ad_revenue for IAA. Apply store fees from Google Play service fees as a reader fee fraction on the IAP line only unless your finance team nets differently.
Synthetic worked example
| Input | Value | Notes |
|---|---|---|
| UA spend | 10,000 | Synthetic |
| D7 IAP gross | 4,000 | Synthetic |
| Fee fraction on IAP | 0.15 | Reader input |
| D7 IAA | 3,500 | Synthetic (not blank) |
| D7 IAP net | 3,400 | `4000×(1−0.15)` |
| D7 total net revenue | 6,900 | IAP net + IAA |
| D7 payback ratio | 0.6900 | `6900/10000` |
If IAA were omitted (blank), payback would falsely read 0.34.
Facts versus limits
| Field | Evidence |
|---|---|
| IAP vs IAA event classes | AppsFlyer docs |
| Fee fraction | Reader input; Play fee page for schedule |
| Observed hybridcasual payback | None |
