UA Ledger · Measurement Lab · draft for review

Compare acquisition cost at the install and qualified-player stages

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.

Define a qualifying event and observation window before opening the worksheet. Count installs and qualifying players from the same cohort, with each player counted once at each stage. Divide spend by each count and report the qualification fraction alongside the costs. Avoid substituting all active users for qualified newly acquired players.

Calculated outputs

Assumption sensitivity

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

Equations

• Cost per install: spend/installs
• Cost per qualified player: spend/qualified
• Qualification share %: 100*qualified/installs

Additional constraints: (qualified<=installs). The field minimums also apply.

Limits

The exercise assumes the qualification group is a subset of the install cohort. Missing identities, repeat installs or a changed event definition need reconciliation before the ratio can support a channel comparison.

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