D1–D7 payback with first-purchase bonus cash labelled
Illustrative D1/D7 payback where first-purchase bonus cash is an explicit input, using AppsFlyer ROAS definition pages.
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
| Input | Value (illustrative) |
|---|---|
| UA spend | 10,000 |
| D1 IAP gross | 1,200 |
| D1 bonus-cash liability | 400 |
| D7 IAP gross | 6,500 |
| D7 bonus-cash liability | 900 |
| Output | Result |
|---|---|
| D1 gross ROAS % | 12.0 |
| D1 cash-like ROAS % (gross − bonus liability) | 8.0 |
| D7 gross ROAS % | 65.0 |
| D7 cash-like ROAS % | 56.0 |
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.
