Battle-pass attach rate vs organic baseline: a cohort lab
Analysis
By UA Ledger staff — 1 min read
Same-week organic cell is mandatory before crediting UA for pass attach. AppsFlyer cohort docs define the organic filter and IAE conversion metrics.
Teams over-credit UA for battle-pass attach when the same-week organic cell is missing. Attach rate is an in-app event conversion on a cohort — not a network dashboard vanity metric.
What the cohort docs define
AppsFlyer’s Cohort and retention dashboard (body-read 20 September 2026) groups users by acquisition date. Day 0 is the conversion day. Organic users are included by default; the FAQ documents filtering Media source is Organic to isolate them. For an in-app event such as a studio-defined battle_pass_purchase, IAE conversions (cumulative) is unique users performing the event divided by conversions × 100. You can group by media source to compare paid cells to organic.
Labelled synthetic lab
Same install week, complete Day-7 cohort (teaching only):
| Cell | Conversions | Unique pass buyers by D7 | Attach % |
|---|---|---|---|
| Organic | 10,000 | 800 | 8.00 |
| Paid network A | 4,000 | 400 | 10.00 |
| Paid network B | 3,000 | 210 | 7.00 |
Paid A is +2.0pp vs organic; Paid B is −1.0pp. Crediting “UA drove attach” for network B without the organic row would be a definition error. Numbers are synthetic — replace with your MMP export.
Facts vs limits
| Fact | Limit |
|---|---|
| Organic can be isolated in Cohort | Studio must map the pass purchase event correctly |
| IAE conversion rate is documented | This lab does not publish a genre attach benchmark |
| Day granularity uses calendar days in AppsFlyer | Other tools may use 24-hour rolling windows |
Draft prepared 20 September 2026. Local expansion-500 file; human editorial review pending. No CMS write.
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