Blended ROAS targets that hide channel failure in F2P portfolios

A single blended ROAS target across Meta, Google, and rewarded networks will keep funding a dead channel as long as one winner carries the average.

What “channel” means in the docs

AppsFlyer’s attribution model frames attribution as assigning credit to the media source that motivated an install or re-engagement, and warns that each ecosystem player has its own model — comparison only works when rules are clear. Double-attribution guidance shows how UA and retargeting views can both carry the same in-app revenue during a re-engagement window; blending those views without primary flags invents portfolio ROAS.

Operator rule

1. Report per media source ROAS (and per campaign) on the same revenue definition.
2. Hold a blended number only as a treasury view after dedupe.
3. Kill or cap any source below the written floor for two consecutive frozen cohorts — even if the blend still clears.

Facts vs limits

CSV.

Draft prepared 20 September 2026. Local expansion-500 file; human editorial review pending. No CMS write.