Putting rewarded revenue into ROAS: a labelled teaching mix
Analysis
By UA Ledger staff — 1 min read
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 Do not quote 93.75% as a category benchmark.
Research checked 20 September 2026. Local draft; human editorial review pending. No CMS write.
Featured
Related posts
measurement
media buying
·1 min read
Using predicted LTV in bids: disclosure checklist for the UA team
measurement
media buying
·1 min read
Blended ROAS targets that hide channel failure in F2P portfolios
measurement
media buying
·2 min read
Web-shop LTV with VAT-inclusive prices versus store net proceeds (labelled synthetic)
measurement
media buying
·1 min read
View-through attribution windows on F2P rewarded and interstitial traffic
More from the Measurement desk
measurement
·2 min read
Airbridge adds Amazon Ads as an app measurement channel
measurement
·2 min read
When to freeze a cohort for payback review (and when not to)
measurement
·1 min read
Web-shop purchaser quality vs store IAP purchaser quality
measurement
·1 min read