IAP payer conversion after removing interstitial from FTUE
Illustrative lab: measure IAP payer conversion and IAA together when FTUE interstitials are removed. Anchored to AdMob interstitial docs and AppsFlyer revenue events.
FTUE ad-removal tests that only watch CPI or D1 retention will miss IAP and IAA moving in opposite directions. This lab forces a joint readout.
Definitions
AdMob interstitial ads define the full-screen format typically used in early-session placements. AppsFlyer in-app events define af_revenue for IAP; ad-revenue partner sharing defines af_ad_revenue for IAA.
Synthetic worked example
| Arm | FTUE interstitial | D1 IAP payer conv. | D1 IAA / install | D1 combined revenue index |
|---|---|---|---|---|
| Control | On | 0.020 | 0.045 | 1.00 |
| Treatment | Off | 0.026 | 0.018 | 0.95 |
Treatment wins on IAP conversion but loses combined revenue index in this synthetic case — register the joint metric before declaring a win.
Facts versus limits
| Field | Evidence |
|---|---|
| Interstitial format | AdMob interstitial |
| IAP vs IAA event classes | AppsFlyer docs |
| Observed FTUE elasticities | None — synthetic |
