UA Ledger · Measurement Lab · draft for review

Show what an IAP-only ROAS leaves out of a hybrid cohort

Synthetic teaching inputs. No real campaign results or industry defaults. Change the values to inspect the model. Calculations run locally; this page sends no data and does not retain inputs after closing.

Confirm that the purchase and advertising values represent the same install cohort and observation horizon. Add them only after documenting currency, deductions and whether one source already includes the other. Calculate the purchase-only and combined ratios against identical spend. A stream missing from an export should remain unknown until its coverage is established, not silently zero.

Calculated outputs

Assumption sensitivity

Only ads varies; all other inputs are held constant. This is not a probability range.

Equations

Additional constraints: (iap+ads>0). The field minimums also apply.

Limits

Ad-revenue precision, payout timing and cohort allocation are not verified. The combined figure is still revenue divided by spend, not profit, cash recovery or a causal estimate of advertising value.

Google Analytics BigQuery Export schema · primary documentation checked 19 September 2026.