UA Ledger · Measurement Lab · draft for review

SKAN postbacks versus MMP revenue: keep the units on different rows

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 MMP-observed revenue for opted-in or otherwise MMP-attributed users, SKAN-mapped revenue from conversion-value buckets, and the overlap the team is willing to treat as the same purchasers. Subtract overlap once if a combined view is required; otherwise report the two series separately.

Calculated outputs

Assumption sensitivity

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

Equations

• Naive sum: mmpRev+skanRev
• Combined once: mmpRev+skanRev-overlap
• SKAN share of combined %: 100*skanRev/(mmpRev+skanRev-overlap)

Constraints: (overlap<=mmpRev) && (overlap<=skanRev).

Limits

The overlap input is an assumption. Apple’s SKAdNetwork documentation does not publish a studio’s revenue. Do not treat SKAN mapped value as MMP D7 revenue.

SKAdNetwork · documentation cited 19 September 2026.