UA Ledger · Measurement Lab · draft for review

Web-shop and store IAP in one LTV: a double-count diagnostic

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 store-IAP revenue, web-shop revenue, and revenue already identified as the same player-period after an authorised person key. The combined figure subtracts the overlap once.

Calculated outputs

Assumption sensitivity

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

Equations

• Naive LTV revenue: store+web
• Deduped LTV revenue: store+web-both
• Overlap share %: 100*both/(store+web)

Constraints: (both<=store) && (both<=web).

Limits

Person keys, tax treatment and refund timing differ by stack. This does not certify a web-shop MMP integration.

AppsFlyer in-app events · documentation cited 19 September 2026.