IAA revenue lag vs IAP revenue lag in the same cohort window (labelled synthetic)
Synthetic comparison of cumulative IAA versus IAP recognition lag inside one cohort window, using MMP ad-revenue definitions. Not a mediation benchmark.
Different lag profiles break blended D7 targets. IAP usually posts when the store notifies the app; IAA often arrives through mediation ILRD or delayed partner APIs. AppsFlyer notes versioned ad-revenue freshness measured in hours to days after impression in related ROI360 materials, while the ad revenue attribution guide centres on af_ad_revenue as the attributed event. AdMob’s rewarded ads define when a reward is earned—not when UA dashboards finalise revenue.
Method
For one install cohort, plot cumulative recognised revenue by hours since install for IAP and IAA separately. Keep the recognition rule explicit (MMP event time vs finance settle time).
Synthetic example
| Hours since install | Cum IAP recognised | Cum IAA recognised |
|---|---|---|
| 24 | 0.40 | 0.10 |
| 72 | 0.70 | 0.35 |
| 168 (D7) | 1.00 | 0.80 |
| 336 (D14) | 1.10 | 1.00 |
At D7, IAP is 100% of its D14 mark while IAA is 80% in this labelled series. A blended D7 bid that assumes both streams are equally “final” overstates IAA certainty.
| Output | Result | Equation |
|---|---|---|
| iaa_d7_share_of_d14 | 0.80 | 0.80/1.00 |
| iap_d7_share_of_d14 | 0.9091 | 1.00/1.10 |
| lag_gap_d7 | 0.1091 | iap_share − iaa_share |
Facts versus limits
| Fact | Limit |
|---|---|
| MMP/ad-network docs distinguish ad-revenue events from IAP | Exact partner lag is title-specific |
| Synthetic series is labelled | Not an AppLovin or AdMob SLA claim |
Download the CSV.
