Web-shop attributed revenue in MMP vs payment-provider settlements
MMP web purchase events and payment settlements disagree. Illustrative recon bridge using AppsFlyer web-event definitions.
Web-shop cash that finance books from the payment provider will not match MMP-attributed web purchase revenue without a recon bridge.
Definitions
PBA media source attribution rules attribute website events (including purchase) to the most recent non-direct visit in a 30-day lookback. Web Performance Measurement likewise allows a custom acquisition event such as purchase with a default 30-day lookback. Neither page is a payment-provider settlement statement.
Synthetic recon
| Book | USD | Status |
|---|---|---|
| MMP-attributed web purchase revenue | 18,000 | illustrative |
| Payment-provider settled net | 15,100 | illustrative |
| Gap (fees, refunds, FX, timing) | 2,900 | illustrative |
| Settlement / MMP | 83.9% | calculated |
Facts vs limits
| Fact | Limit |
|---|---|
| MMP web purchase attribution windows are documented | Xsolla/Appcharge settlement field lists were not read from the source pages for this note |
| Gap is expected across books | Do not treat MMP web revenue as cash |
CSV.
