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Track a game-payment conversion only after your trusted payment or entitlement service confirms the transaction. Emit a versioned purchase event containing a unique transaction ID, player or customer ID, SKU, revenue amount and definition, ISO currency, timestamp, platform, and campaign fields. Combine in-game SDK events with server-to-server events for web and store payments, validate receipts, preserve consented cross-platform identity, and reconcile every attributed purchase with the payment ledger before calculating return on ad spend (ROAS).
What a game payment conversion actually is
A conversion is not a tap on a buy button, a checkout page view, or a client-side success callback. Those signals show intent or a preliminary step. For revenue reporting, the conversion should represent an authorized payment that your backend has accepted and, where applicable, a game entitlement that has been granted.
Use separate events for the funnel so acquisition and product teams can see where users stop:
first_openrecords the first launch attributed to an install or re-engagement.registrationrecords account creation.tutorial_completeindicates that the player reached your defined activation point.checkout_startedrecords payment intent, not revenue.purchaserecords a validated, authorized transaction.refundrecords money returned or a transaction reversed.subscription_renewalrecords each successful renewal when subscriptions are offered.
Keeping these events distinct prevents a campaign from appearing profitable because it generated many checkouts that never settled.
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Start with a versioned conversion contract
Before adding an SDK or ad-network integration, publish an event specification that every game surface and backend service follows. Give the specification a version number and change log. A versioned contract lets you add fields without silently changing the meaning of historical reports.
Required purchase fields
| Field | Purpose | Implementation rule |
|---|---|---|
transaction_id |
Uniquely identifies the payment. | Use the payment provider or store transaction identity. Enforce uniqueness and idempotency. |
player_id or customer_user_id |
Connects the purchase to a consented first-party identity. | Use a stable identifier where policy and consent allow it; do not substitute an ephemeral device value. |
sku |
Identifies the item, currency pack, battle pass, or subscription. | Keep catalog names stable and map platform-specific product IDs to one internal product key. |
revenue |
Supplies the value used for reporting and postbacks. | Declare whether it is gross, net of store fees, tax-adjusted, or refund-adjusted. |
currency |
Defines the monetary unit. | Send an ISO currency code and retain the original amount before any reporting conversion. |
event_time |
Allows ordering, time-zone cutoffs, and cohort analysis. | Record a server-authoritative timestamp and preserve the provider’s settlement time separately when available. |
platform |
Distinguishes mobile, PC, console, web, and other payment surfaces. | Use an enumerated value rather than free text. |
| campaign metadata | Connects a conversion to acquisition context. | Retain media source, campaign, ad set, creative, click or campaign ID, and the attribution window used. |
AppsFlyer documents af_revenue as the revenue parameter for revenue metrics and postbacks, and af_currency as the currency parameter. A negative revenue value can represent a cancellation or refund in systems that use that convention. Your internal contract should still carry an explicit refund event or status so finance can distinguish a reversal from an ordinary purchase.
Define revenue once
Choose the amount that each dashboard is allowed to use. Gross customer price is useful for merchandising; net proceeds after store fees and taxes are closer to cash economics; refund-adjusted net revenue is appropriate for realized ROAS. Store the source amount and currency, then calculate reporting currency with a documented exchange-rate policy. Never compare an ad platform’s gross value with a payment ledger’s net value and call the difference an attribution error.
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Games often have more than one path to a sale. A mobile client may use an app store, a PC build may use a desktop store, and a browser checkout may use a payment provider. The instrumentation must cover each path while preserving one taxonomy.
AppsFlyer’s gaming guidance states: “Game attribution requires the game to integrate an AppsFlyer SDK that records first opens, consecutive sessions, and in-app events. For example, purchase events.” That means the SDK is responsible for first-open, session, and in-app event signals on supported game clients; it is not a replacement for payment confirmation.
Client SDK events
Integrate the attribution SDK appropriate to the title’s technology and distribution channel, such as Unity, Unreal, mobile native code, Steam, Epic, or Meta Quest integrations. Map each platform’s callback to the shared event names. Send first_open once per installation identity, session events according to the SDK’s documented behavior, and funnel events at the moment the user performs the action.
Keep platform-specific attributes in a nested metadata object or a documented extension rather than creating variants such as ios_purchase, android_purchase, and pc_purchase. A stable event name makes campaign and product reports comparable.
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Server-to-server events
Use server-to-server (S2S) events when the payment occurs outside the mobile app: a web checkout, desktop store, call-center adjustment, customer-support grant, or back-office transaction. AppsFlyer documents S2S for events outside the mobile app and for activity that must be attributed across interfaces.
The S2S payload should include the same transaction and revenue fields as the SDK event, plus the identity and attribution keys your server captured. Send from a trusted service, not directly from a browser. Queue failed requests, retry with exponential backoff, and log response codes. Retries must be safe: the same transaction_id should update or be ignored rather than create another conversion.
Separate event time from send time
Payment providers and privacy systems can deliver events later than the player action. Store the time the payment was authorized, the time the entitlement was granted, and the time the attribution event was sent. This allows a delayed postback to be placed in the correct cohort without moving revenue between daily reports.
Make payment truth authoritative
A reliable purchase pipeline confirms the payment before reporting revenue or granting durable content. The client can request a purchase, but it should not be able to declare one successful by itself.
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- The store or payment provider authorizes the transaction and returns a receipt, token, or provider transaction record.
- Your backend verifies the receipt or authorization with the relevant provider. AppsFlyer describes receipt validation as a way for Apple or Google to verify that an in-app purchase took place and to filter incomplete or fraudulent revenue events.
- The backend checks that the product, price, currency, account, and transaction state are valid and that the transaction has not already been consumed.
- The entitlement service grants the item exactly once and records the grant against the transaction ID.
- Only after that state is durable does the service emit the
purchaseevent to the attribution system and internal analytics. - If verification fails or remains pending, keep the transaction in a pending or rejected state. Do not send a successful revenue event merely because the client reported a button callback.
For consumables, record each consumption or grant separately from the store transaction. For subscriptions, retain the original purchase identity and emit a renewal event for each successful billing cycle. A cancellation, chargeback, or refund should produce a compensating record and, where the platform supports it, a negative revenue adjustment.
Preserve identity and campaign context
Attribution is only as useful as the keys that connect an ad interaction, an install, a player account, and a payment. Use a stable first-party customer or player ID when your privacy notice, consent choices, and platform rules permit it. AppsFlyer calls its cross-reference field the Customer User ID (CUID). Store that identifier in your analytics and payment systems so an attributed event can be joined to a ledger row without exposing unnecessary personal data.
Capture acquisition fields at first contact
At install or first open, persist the attribution result and the raw fields supplied by the acquisition platform. A practical record includes:
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- Media source or network.
- Campaign, ad set, and creative identifiers and names.
- Click ID or campaign ID, when supplied.
- Platform and app or game version.
- Attribution type, such as install, re-engagement, or modeled result.
- Attribution window and the timestamp used to assign credit.
Copy these values into the purchase event or make them joinable through the consented player ID and installation identity. Do not overwrite original install attribution when a retargeting interaction is later credited; keep both the original acquisition context and the re-engagement touch.
Handle cross-platform accounts deliberately
A player may install on mobile, buy on the web, and continue on PC. Use an account-linking flow that the player controls, then associate platform identities with one first-party customer record. Mark the link time and source. If the player is not signed in, report the purchase against the platform-specific identity and avoid guessing that two devices belong to one person.
Cross-platform identity answers a different question from install-source attribution. It can show that a mobile-acquired player later purchased on the web, but it does not prove that the mobile ad caused the web payment unless your attribution model explicitly assigns that credit.
Translate one purchase definition to every ad network
Ad platforms use different names and payload shapes. Maintain a translation table from your canonical purchase contract to each destination instead of designing a new business definition for every network.
| Destination | What to map | Control to retain |
|---|---|---|
| Meta Ads | Purchase event, value, currency, product or content identifiers. | Document whether the value is gross or net and keep the transaction ID internally. |
| Google Ads | In-app purchase conversion and conversion value. | Google says in-app conversion events track actions such as completing an in-app purchase. Its newer server-to-server app conversion API is recommended as the legacy API will eventually be deprecated. |
| TikTok, Snap, X Ads, Amazon Ads, and Criteo | Network-specific purchase event name, value, currency, and campaign keys. | Use the mapping documented for each integration while retaining your canonical event and ledger ID. |
Send only validated transactions to optimization destinations. If a network requires a deduplication key, use a deterministic value derived from the transaction identity and event type. Keep a log of the payload version, send status, and network response so an apparent conversion gap can be traced.
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Understand the attribution models before reading a report
There is no single “true” campaign number for every business question. Select the model that matches the question and label it in the dashboard.
Install-source attribution
This model assigns a new install or first open to the campaign that received credit under the configured click or view window. It is useful for comparing user acquisition sources and post-install purchase rates. It does not automatically explain a later web purchase or an existing player’s response to a retargeting ad.
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Retargeting attribution
Retargeting asks whether an existing player re-engaged after an eligible ad interaction. Keep re-engagement credit separate from the original install source. Otherwise one campaign can appear to have acquired and reactivated the same user for the same revenue.
Cross-platform identity attribution
When a consented account links mobile, PC, console, and web identities, you can report revenue by player journey. Decide whether the report credits the install campaign, the latest eligible interaction, a position-based model, or no campaign at all when evidence is insufficient. State the rule beside the metric.
iOS SKAdNetwork reporting
SKAdNetwork does not expose the same user-level path as deterministic attribution. Encode post-install quality or revenue bands in conversion values and maintain a versioned mapping. AppsFlyer documents SKAN 4 fine values from 0 through 63 and coarse values of low, medium, or high. Because mappings can change, store the mapping version with each report.
Report SKAN results in a separate section from user-level or modeled attribution. SKAN aggregates and delays information, so it cannot be joined to an individual payment ledger row in the same way as a consented first-party ID. Use it for campaign-level measurement and privacy-preserving optimization, not as a replacement for your financial control total.
Build a dependable event-delivery pipeline
Payment events deserve stronger operational controls than ordinary UI telemetry.
Idempotency and deduplication
Create a unique constraint on the transaction ID and event type in the event store. If the same message arrives twice, return the original processing result. If a provider can issue multiple records for one order, retain both provider IDs but map them to one internal order and one entitlement grant.
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Queue outbound events. Retry temporary network and rate-limit failures with backoff; do not retry a permanent schema or authentication error indefinitely. Send exhausted messages to a dead-letter queue with the transaction ID, payload version, error, and next action. Monitor queue age because delayed purchase events distort near-real-time ROAS.
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Schema and access controls
Validate currency codes, numeric ranges, required IDs, and allowed platform values at ingestion. Version breaking changes. Restrict access to player identifiers, encrypt data in transit and at rest, and honor deletion or opt-out workflows. Keep a retention policy for raw attribution fields and payment evidence that matches your legal and platform obligations.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Reconcile attributed revenue with the payment ledger
Ad dashboards are optimization views, not accounting systems. Use the payment-provider ledger as the financial control total, then explain why attribution and ad-platform totals differ.
Daily reconciliation inputs
- Payment-provider transactions that were authorized during the reporting period.
- Refunds, cancellations, chargebacks, and subscription reversals.
- Entitlements granted by your game backend.
- Validated purchase events sent by SDK and S2S paths.
- Conversions and revenue reported by each attribution platform.
- Ad spend, campaign, ad set, creative, platform, and attribution-window data.
Recommended reconciliation sequence
- Export the ledger using a fixed UTC cutoff and retain the provider’s transaction and settlement timestamps.
- Remove or separately classify pending, rejected, test, and duplicate transactions.
- Join validated purchases to entitlement grants by transaction ID.
- Join those purchases to attribution events through the transaction ID and consented player or customer ID.
- Convert currencies according to the documented reporting policy and choose gross, net, or refund-adjusted revenue consistently.
- Compare totals with each ad platform after allowing for attribution windows, delayed postbacks, privacy aggregation, and platform-specific counting rules.
- Open an exception for every unexplained gap and assign an owner, cause, and resolution date.
Common discrepancy causes
- Duplicate retries that were counted twice by an endpoint without deduplication.
- Missing or invalid receipts that were reported from the client but never authorized.
- Refunds or chargebacks recorded in the ledger after the original conversion date.
- Different time zones or day boundaries.
- Gross revenue in an ad report versus net-of-fee or tax-adjusted ledger values.
- Currency conversion at different rates.
- Delayed store callbacks, S2S queues, or privacy postbacks.
- SKAdNetwork aggregation or modeled attribution that cannot be matched to a user-level row.
Do not change the ledger to make an ad dashboard match. Correct the event pipeline or document the model difference, then publish both the financial total and the attributed total with their definitions.
Choose an implementation using six practical axes
| Axis | Questions to ask | Decision implication |
|---|---|---|
| Coverage | Does the stack support only mobile, or also Unity, Unreal, PC, console, web, and account linking? | Select integrations that cover every payment surface you intend to optimize. |
| Truth source | Is revenue based on a client signal, server confirmation, or receipt-validated transaction? | Use server confirmation or receipt validation for financial conversion events. |
| Latency | Can events arrive in real time, or only after store and privacy delays? | Use fast signals for provisional optimization and delayed reconciled data for budget decisions. |
| Granularity | Do you receive user-level campaign fields, modeled results, or SKAN aggregate/coarse values? | Do not compare granular and aggregate reports as if they were interchangeable. |
| Revenue definition | Is the metric gross, net of fees, tax-adjusted, refund-adjusted, or subscription lifetime value? | Put the definition in the metric name and dashboard documentation. |
| Operational control | Are idempotency, retries, schema versions, and reconciliation exports built in? | Prefer a design that can prove what happened to each transaction. |
Use the data to optimize campaigns safely
Start optimization with validated purchase volume and value, not with the first client callback. For a new campaign, monitor the funnel from first open through checkout and purchase so you can distinguish tracking failure from weak performance. A sudden drop in purchases with stable checkout starts may indicate receipt-validation or S2S delivery trouble; a drop in checkout starts points to product or traffic quality instead.
For budget decisions, use a consistent revenue window and attribution rule. Compare campaigns on the same platform, geography, currency policy, and cohort age. Keep SKAN, deterministic user-level, and modeled results in separate columns. If a campaign has insufficient evidence, label it as unknown rather than assigning all unattributed revenue to the last click.
Launch checklist
- Conversion contract is versioned and reviewed by game, payments, analytics, and finance owners.
- Purchase requires transaction ID, player or customer ID where permitted, SKU, value, currency, timestamp, platform, and campaign context.
- First-open, session, funnel, purchase, refund, and renewal events are mapped consistently across game surfaces.
- Web, desktop-store, support, and back-office payments use a server-to-server path.
- Receipt or provider authorization is verified before entitlement and purchase emission.
- Transaction IDs are idempotent; retries cannot create duplicate grants or conversions.
- Attribution fields and Customer User ID are retained under documented consent and privacy controls.
- Each ad-network payload maps to the canonical purchase definition.
- SKAN conversion values have a versioned 0–63 fine-value and coarse-value mapping where applicable.
- A daily reconciliation compares the payment ledger, refunds, entitlements, attribution events, and ad-platform totals.
- Dashboards show revenue definition, attribution model, time zone, currency policy, and data latency.
Frequently asked questions
Should a purchase event be sent when the player taps Buy?
No. Send a purchase conversion only after your backend has verified authorization or a valid receipt and has recorded the entitlement or final payment state.
How do I attribute a web purchase to a mobile campaign?
Capture campaign identifiers at acquisition, link the mobile and web identities through a consented first-party account, and apply a documented attribution rule. Report the cross-platform journey separately from install-source credit.
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Can SKAdNetwork tell me which individual player paid?
No. SKAdNetwork provides privacy-preserving aggregate or coarse reporting. Use your validated payment ledger and permitted first-party identity for transaction-level analysis.
Why is ad-platform revenue higher than payment revenue?
Check duplicate events, client-reported purchases, gross-versus-net definitions, refunds, currency rates, time-zone cutoffs, delayed callbacks, and modeled or aggregate attribution. The ledger remains the financial control total.
What should happen when a payment is refunded?
Keep the original transaction, record a refund or cancellation event, reverse the entitlement when business rules require it, and apply the documented negative or refund-adjusted revenue treatment consistently.
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