Putting rewarded revenue into ROAS: a labelled teaching mix
Synthetic IAP + rewarded ad revenue ROAS with AppsFlyer definitions, including the documented net-metric gap for ad revenue.
Hybrid IAA+IAP titles need an explicit ad-revenue term in ROAS. AppsFlyer documents both the ROAS formula and a net-metric gap for ad revenue.
Definitions
From Activity metrics in My Dashboards: ROAS = Revenue / Cost × 100; Total Revenue includes in-app purchases and ad revenue in Activity metrics; ad revenue events are not included in net revenue metrics, with a documented tip to create a custom metric such as Net revenue + Revenue (event: af_ad_revenue). ROI360 ad revenue attribution explains attributing ad revenue into LTV views via mediation integrations.
Synthetic mix
| Input | Synthetic value |
|---|---|
| UA spend | 8,000 |
| IAP revenue | 5,000 |
| Rewarded ad revenue | 2,500 |
| Output | Result |
|---|---|
| IAP-only ROAS % | 62.5 |
| Hybrid gross ROAS % | 93.75 |
| Ad share of revenue % | 33.3 |
Limits
Synthetic only. Mediation latency and SKAN constraints not modelled. Do not quote 93.75% as a category benchmark.
