D1–D7 payback with first-purchase bonus cash labelled

First-purchase bonus cash can inflate early ROAS if you treat the liability as revenue. This lab keeps bonus cash labelled and shows D1 vs D7 on synthetic numbers.

Official definition used

AppsFlyer documents ROAS as Revenue / Cost * 100 in Activity metrics in My Dashboards. Event revenue still depends on how you structure in-app events. Net ROAS on that page uses af_net_revenue and excludes ad revenue from net metrics unless you build a custom metric — another labelling problem for hybrid titles.

Synthetic worked example

Bonus cash is not “free revenue”; it is an operator-defined liability subtracted only in the cash-like column. Replace inputs with your finance definition before any bid change.

Limits

No campaign data. Store fees/VAT omitted (see separate fee worksheets). AppsFlyer ROAS formula is cited for definition only — this sheet does not certify your event mapping.

Download the facts card.

Research checked 20 September 2026. Local draft; human editorial review pending. No CMS write.