Web-shop attributed revenue in MMP vs payment-provider settlements
Analysis
By UA Ledger staff — 1 min read
MMP web purchase events and payment settlements disagree. Labelled synthetic 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 | labelled synthetic |
| Payment-provider settled net | 15,100 | labelled synthetic |
| Gap (fees, refunds, FX, timing) | 2,900 | labelled synthetic |
| Settlement / MMP | 83.9% | calculated |
Facts vs limits
| Fact | Limit |
|---|---|
| MMP web purchase attribution windows are documented | Xsolla/Appcharge settlement field lists were not body-read for this draft |
| Gap is expected across books | Do not treat MMP web revenue as cash |
CSV.
Draft prepared 20 September 2026. Local expansion-500 file; human editorial review pending. No CMS write.
Featured
Related posts
measurement
·2 min read
When to freeze a cohort for payback review (and when not to)
measurement
media buying
·1 min read
Using predicted LTV in bids: disclosure checklist for the UA team
measurement
media buying
·1 min read
Blended ROAS targets that hide channel failure in F2P portfolios
measurement
·1 min read
Web-shop purchaser quality vs store IAP purchaser quality
More from the Measurement desk
measurement
·2 min read
Airbridge adds Amazon Ads as an app measurement channel
measurement
media buying
·2 min read
Web-shop LTV with VAT-inclusive prices versus store net proceeds (labelled synthetic)
measurement
media buying
·1 min read
View-through attribution windows on F2P rewarded and interstitial traffic
measurement
media buying
·1 min read