UA Ledger · Measurement Lab · draft for review

ATT opted-in rows versus modelled rows: keep them in separate columns

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.

Enter opted-in attributed revenue, modelled or probabilistic iOS revenue, and spend. Report ROAS for each series against the same spend only if that is the actual cost allocation; otherwise keep spend split too.

Calculated outputs

Assumption sensitivity

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

Equations

• Opted-in ROAS: optin/spend
• Modelled ROAS: modeled/spend
• Naive blended ROAS: (optin+modeled)/spend

Constraints: true.

Limits

Apple’s ATT documentation describes authorisation status, not a ROAS formula. Modelled totals are vendor-specific.

App Tracking Transparency · documentation cited 19 September 2026.