View-through attribution windows on F2P rewarded and interstitial traffic
Longer view-through windows inflate network ROAS on ad-heavy titles. Illustrative window effect with AppsFlyer defaults.
Rewarded and interstitial F2P traffic is impression-heavy. Extending the view-through window can mint ROAS without minting incremental players.
Definitions
Measure view-through engagements sets a default 24-hour view-through lookback for non-SRNs (configurable 1–24 hours) and states clicks always beat impressions. Set up lookback windows repeats the 1–24 hour VT range and lists SRN defaults (commonly 24 hours). A related note, view-through window effect.
Synthetic window effect
| Setting | Attributed revenue (USD) |
|---|---|
| Click-through only base | 6,000 |
| + VT at 1h | 6,400 |
| + VT through 24h | 8,000 |
| Window-only increment | 1,600 |
Report click-through and view-through revenue in separate columns on rewarded/interstitial cells before trusting network ROAS.
Facts vs limits
| Fact | Limit |
|---|---|
| Default VT 24h and click priority are documented | Synthetic increments are not measured lift |
| SRN windows follow the SRN | AdMob/mediation specifics need partner docs |
CSV.
