To evaluate campaign profitability and the quality of a traffic source, advertisers rely on various KPIs, the most common being Return On Ad Spend (ROAS). Advertisers can easily pass DT in-app purchase data for users acquired through marketing activities on the DT Offer Wall, allowing DT to calculate ROAS and display the data across our reporting tools, which eases campaign decision-making and the optimization process.
The following table describes In-App Revenue Data attributes.
| TERM | DEFINITION |
|---|---|
| IAP Revenue | Total revenue generated from in-app purchases. DT only processes IAP Revenue data from users attributed to DT by your MMP. |
| Advertiser Spend | Advertiser's total gross spend on acquiring users through marketing activity on DT. |
| Return On Ad Spend (ROAS) | Advertisers' ROI from marketing activity on DT. |
| MMP | Mobile Measurement Platform is an independent third-party platform that tracks, organizes, and visualizes mobile app data, for example, AppsFlyer, Adjust, and Kochava. |
| Cohort | A group of users that share a common characteristic. DT groups user cohorts by the date they first clicked on an advertiser's offer. When selecting a specific timeframe on our reporting tools, the cohorts included in the calculations will be the users who clicked on the offer within that timeframe. |
IAP Revenue Data in Digital Turbine
DT collects IAP Revenue data through postbacks passed by MMPs. To activate this, configure your MMP to send IAP Revenue data to DT via its dashboard; no additional integration is required.
Supported MMPs
DT aggregates IAP Revenue data and displays the following metrics in its reporting tools:
- IAP Revenue
- Sum of all in-app purchases generated by users who installed the app following an advertiser's campaign on the DT Offer Wall.
- ROAS
- IAP Revenue divided by Advertiser Spend.
- D3/D7/D30 ROAS
- The total IAP Revenue generated 3, 7, or 30 days post installation divided by the Advertiser Spend.
Each appears as a separate metric in the reporting tool.
Understanding IAP Metrics in DT's Reporting Views
Digital Turbine offers two reporting views for advertisers to track and analyze campaign data: Performance and Billing. The metrics differ by view. For more information, see Performance vs Billing Data.
The following table describes the differences in how revenues and costs are attributed:
| METRIC | PERFORMANCE | BILLING |
|---|---|---|
| IAP Revenue | Total IAP Revenue generated by a cohort of users who clicked on an offer within a selected timeframe. | Total IAP Revenue generated within a specific timeframe. |
| ROAS | Total IAP Revenue generated by a cohort of users divided by the total cost to acquire those same users. | Total IAP Revenue divided by total Advertiser Spend within a specific timeframe. |
| D3/D7/D30 ROAS | Accumulated revenue a cohort of users generated 3/7/30 days after the day of installation (D0), divided by advertiser spend for the chosen timeframe. Includes partial user data. |
Total IAP Revenue divided by total Advertiser Spend within a specific timeframe. |
Note
Metrics on ACP Edge are based on Performance data and should not be used for billing comparison.
Differences between Digital Turbine and MMP Reporting
MMPs calculate IAP Revenue based on user cohorts, which aligns with DT's Performance view. However, the Advertiser Spend used to calculate ROAS is based on Billing data that MMPs collect via the DT Offer Wall Reporting API. This might result in discrepancies in ROAS and Advertiser spend values between DT and MMP.
Enabling Sending IAP Revenue Data in MMP Postbacks
AppsFlyer
To send IAP Revenue Data, set up a post-install postback and, in the including column, select Values & revenue from the drop-down list. For more information, see In-app event postback configuration in the AppsFlyer documentation or contact AppsFlyer support at adops@appsflyer.com for assistance with enabling revenue postbacks.
Adjust
To send IAP Revenue Data, set up an IAP purchase postback for your app and select the In-App Revenue Forwarding checkbox. For more information, see Digital Turbine Media Attribution Integration in Adjust's documentation or contact Adjust support at integration@adjust.com for assistance with enabling revenue postbacks.
Kochava
To send IAP Revenue Data, set up post-install postback for your purchase event and select the Send Revenue Data checkbox. For more information, see Post-Install Event Creation and Configuration in Kochava's documentation or contact Kochava support at integrations@kochava.com for assistance with enabling revenue postbacks.
Singular
To send IAP Revenue Data, set up an In-app Events Postback for your app and select the Include Revenue checkbox. For more information, see Digital Turbine Media Attribution Integration in Singular's documentation or contact Singular support at support@singular.net for assistance with enabling revenue postbacks.
Branch
To send IAP Revenue Data, set up IAP Postback for your app and select the All Events checkbox. For more information, see Postbacks in Branch's documentation or contact Branch support at support@branch.io for assistance with enabling revenue postbacks.