Store proceeds report vs MMP purchase events: weekly reconciling lab
Analysis
By Isaac Turner, Measurement Editor — 1 min read
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Labelled synthetic weekly reconciling lab between store proceeds and MMP purchase events, anchored to Google Play service-fee definitions and AppsFlyer ROI360/net revenue docs.
Finance trusts proceeds; UA trusts MMP. The gap needs a weekly lab with explicit fee and refund lines.
Definitions (body-read)
Google Play service fees define the service-fee and billing-fee structure that turns player-paid gross into developer proceeds (exact tier depends on programme/region; EEA/UK/US changes from 30 June 2026). AppsFlyer in-app events define af_revenue; About ROI360 store revenue documents validated store revenue including refunds and net revenue after store commissions and taxes when that product is enabled.
Synthetic worked example (labelled)
| Line | Amount | Notes |
|---|---|---|
| MMP gross `af_revenue` (week) | 50,000 | Synthetic |
| MMP refunds (negative revenue) | −2,000 | Synthetic |
| MMP net events | 48,000 | Calculated |
| Store proceeds (after fees) | 40,800 | Synthetic reader proceeds export |
| Implied fee + tax haircut | 7,200 | `48000 − 40800` |
| Haircut fraction | 0.1500 | On MMP net |
Reconcile weekly; investigate if haircut drifts outside your contracted fee band.
Facts versus limits
| Field | Evidence |
|---|---|
| Play fee schedule exists | Service fees page |
| ROI360 net after commissions | AppsFlyer ROI360 article |
| This week’s live recon | None — synthetic |
Draft prepared 20 September 2026. Synthetic teaching example; human editorial review pending. No CMS write.
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