MMP install count vs store first-open: F2P reconciliation lab
Analysis
By UA Ledger staff — 1 min read
Labelled synthetic reconciliation of store download counts versus MMP first-launch installs using AppsFlyer definitions.
Install definitions diverge before any ROAS debate starts. AppsFlyer records an install on first launch, while app stores record downloads whether or not the app launches (attribution model; store discrepancies).
Define the calculation before using it
Enter store-reported downloads and MMP-reported installs for the same app, OS and day boundary. Gap = store - MMP. Launch rate proxy = MMP / store when store > 0. These are descriptive gaps, not fraud proof.
Work through the synthetic example
| Input | Value | Status |
|---|---|---|
| Store downloads | 12,000 | labelled synthetic |
| MMP installs (first launch) | 10,200 | labelled synthetic |
| Output | Result |
|---|---|
| Absolute gap (store - MMP) | 1,800.0000 |
| MMP / store ratio | 0.8500 |
Facts versus limits
| Field | Evidence |
|---|---|
| MMP timestamp = first launch | AppsFlyer attribution model |
| Store counts downloads without launch | AppsFlyer discrepancies article |
| “True” unique humans | Not resolved by this sheet |
Download the lab CSV.
Draft prepared 20 September 2026. Synthetic teaching example; human editorial review pending.
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