Store proceeds vs MMP net revenue: F2P monthly close lab
Analysis
By Isaac Turner, Measurement Editor — 1 min read
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Labelled synthetic monthly close reconciling Play earnings-style proceeds with MMP net revenue. No invented settlement.
Monthly close is where UA and finance stop trusting each other. Google Play’s earnings / sales reports help distinguishes estimated sales (buyer-paid amounts) from earnings reports that include Google fee rows, with financial data on UTC. Service fees are not a single global percentage. AppsFlyer ROI360 store revenue describes net as gross minus store commissions and taxes when that product is enabled.
Define the calculation before using it
Enter store proceeds (publisher share after fees for the statement month) and MMP net revenue for the same month and app. Gap = store_proceeds - mmp_net. Declare FX and refund timing. Synthetic only here.
Work through the synthetic example
| Input | Value | Status |
|---|---|---|
| Store proceeds (publisher share, USD) | 125,000 | labelled synthetic |
| MMP net revenue (USD) | 118,500 | labelled synthetic |
| Output | Result |
|---|---|
| Absolute gap | 6,500.0000 |
| Gap / store proceeds | 0.0520 |
Facts versus limits
| Field | Evidence |
|---|---|
| Play earnings vs estimated sales | answer/2482017 |
| Fee schedule complexity | answer/112622 |
| Apple ASC proceeds API detail | Not body-expanded in this draft — use parallel Apple export in live close |
Download the lab CSV.
Draft prepared 20 September 2026. Synthetic teaching example; human editorial review pending.
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