Track a game payment conversion only after your trusted payment or entitlement service confirms the transaction. Emit one idempotent purchase event containing the transaction ID, player or customer ID, product, value, currency, timestamp, platform and campaign identifiers. Feed native gameplay events through an SDK, send web and other out-of-app payments server to server, validate receipts, and reconcile every attributed sale with the payment ledger before using ROAS to change spend.
This design separates three questions that are often mixed together: whether a payment really happened, which campaign received credit, and whether the reported revenue matches money authorized and retained. A reliable implementation answers each question with its own event, identity and reporting path.
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Start with a conversion that represents a completed payment
A button tap, checkout start or client-side “purchase complete” callback is not financial truth. The conversion should be emitted after the store or payment provider authorizes the charge, your backend grants the entitlement, and the transaction can be identified uniquely. If a retry or duplicate callback arrives, the same transaction must remain one conversion.
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Create a versioned event specification shared by mobile, PC, console and web implementations. A practical lifecycle includes:
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first_openfor the first launch on a device or installation.registrationwhen an account is created.tutorial_completeas an early quality signal.checkout_startedbefore payment authorization.purchaseonly after verified payment and entitlement grant.refundor cancellation when money is reversed.subscription_renewalfor recurring billing where applicable.
Keep names stable across platforms. Put platform-specific details in fields rather than creating separate event names such as ios_purchase and steam_purchase.
Define the required purchase fields
| Field | Purpose | Implementation rule |
|---|---|---|
| Transaction ID | Deduplication and financial matching | Use the store or payment provider’s unique identifier; enforce idempotency on it. |
| Player or customer ID | Cross-device and cross-system joining | Use a stable first-party identifier where consent and policy allow. |
| SKU or product ID | Identifies the item, currency pack or subscription | Use the catalog’s canonical value. |
| Revenue | Defines the amount used in reports and postbacks | Declare whether it is gross, net of store fees, tax-adjusted or refund-adjusted. |
| ISO currency | Prevents misleading totals across countries | Send the currency with every monetary value; do not infer it from locale. |
| Timestamp | Aligns events with ad and payment reports | Store an unambiguous time standard and document the reporting time zone. |
| Platform | Separates mobile, PC, console and web paths | Use a controlled vocabulary shared by all clients. |
| Campaign metadata | Connects the purchase to acquisition data | Preserve media source, campaign, ad set, creative, click IDs and attribution-window context when available. |
AppsFlyer uses af_revenue for revenue metrics and postbacks and af_currency to identify currency. Its event model also permits negative revenue for a cancellation or refund; adopt that convention only if your reporting definitions clearly distinguish reversals from new purchases.
Publish a versioned contract
Store the schema version with each event. A change from gross to net revenue, a renamed SKU field or a new subscription treatment can otherwise make historical dashboards incomparable. A compact event payload might look like this:
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{"event_name":"purchase","schema_version":3,"transaction_id":"store-transaction-123","customer_id":"player-456","sku":"gems_1000","revenue":9.99,"currency":"USD","occurred_at":"2026-10-19T14:22:11Z","platform":"mobile","media_source":"network-a","campaign_id":"spring-launch","adset_id":"prospecting-18-34","creative_id":"video-04"}The identifiers in this example are illustrative. Your catalog, player system and acquisition partners should supply the actual values.
Instrument every surface where the game can be discovered and paid for
Use an SDK for in-game behavior
AppsFlyer’s gaming documentation 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.” The SDK should therefore cover first open, sessions and the purchase lifecycle, not just an install callback. Use the integration appropriate to the title: Unity, Unreal, Steam, Epic, Meta Quest, mobile native or PC native.
Send first_open as soon as the app can reliably identify a new installation, and send session events according to one documented session definition. Fire checkout and purchase events at their actual lifecycle points. Do not manufacture a purchase when the client merely receives a delayed or ambiguous callback.
Use server-to-server events outside the app
Web checkout, desktop stores, call-center adjustments and back-office grants can happen without the mobile app running. AppsFlyer documents server-to-server (S2S) events for activity outside the mobile app and for attribution across interfaces. Route those transactions from your backend or payment service rather than trying to replay them through a client SDK.
Queue transient failures and retry them. Every retry must carry the original transaction ID, and the receiving system must treat that ID as idempotent. Record delivery status, response codes and the first and last attempt times so an operations team can distinguish a delayed event from a lost one.
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Keep one taxonomy across platforms
A player who buys the same SKU on a web store and later opens the mobile client should not create two incompatible definitions of revenue. Maintain a mapping layer that converts each platform’s receipt, order and product fields into the shared event contract. Preserve the original platform transaction ID alongside your normalized ID for reconciliation.
Make payment verification the gate for revenue
Validate receipts or provider authorization
Do not trust a client-side declaration that an item was bought. Verify the Apple or Google receipt, or the payment provider’s authorization, on a trusted service. AppsFlyer describes receipt validation as a way for Apple or Google to confirm that an in-app purchase took place and to filter incomplete or fraudulent revenue events.
- Receive the store callback or payment-provider notification.
- Verify the receipt, signature or authorization status with the relevant service.
- Check that the product, amount, currency and account match the order you created.
- Look up the transaction ID in your ledger.
- Grant the entitlement once, using an atomic or otherwise idempotent operation.
- Emit the normalized
purchaseevent only after the verified grant.
If verification is temporarily unavailable, place the order in a pending state. Do not report it as revenue merely because the player saw a success screen.
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Decide whether a reversal is represented as a separate refund event, a negative revenue value, or both in different systems. The decision must be consistent in the payment ledger, attribution platform and ad-platform postbacks. Track the original transaction ID on the reversal, preserve the reversal timestamp, and state whether ROAS uses gross bookings, refund-adjusted revenue or another definition.
Subscriptions need the same treatment for renewals, failed renewals, grace periods and cancellations. If lifetime value includes future renewals, label that model separately from cash collected during the campaign window.
Preserve identity and campaign context without overclaiming
Use a durable first-party identifier
AppsFlyer documents the Customer User ID (CUID) as a key for cross-referencing attribution data with other systems. Use a stable player or customer ID when your privacy notice, consent state and platform rules permit it. Keep the ID consistent when the same account moves between mobile, PC and web, but do not assume that two devices belong to one person without an authorized account link.
Capture the acquisition fields at the right time
Store click IDs or campaign IDs supplied by the acquisition platform, together with media source, campaign, ad set, creative, platform and attribution-window information. Persist the values when a user first arrives, then attach the applicable values to later registration and purchase events. Keep the raw value and a normalized reporting value so a campaign rename does not erase the original evidence.
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Choose the attribution question before choosing the report
“Which campaign caused this sale?” has different answers depending on the model. Select the model that matches the business question, and label it on every dashboard.
| Attribution view | Answers | What it cannot establish by itself |
|---|---|---|
| Install-source attribution | Which source received credit for acquiring the installed player who later purchased | That the source was the only influence on the purchase or that a web buyer had an app install. |
| Retargeting attribution | Whether an eligible re-engagement interaction preceded a conversion under the stated window | Incrementality; a returning payer may have purchased without the ad. |
| Cross-platform identity | How purchases from linked mobile, PC and web accounts relate to one player or customer | Identity matches when the account was never legally or technically linked. |
| SKAdNetwork reporting | Aggregate iOS campaign performance using privacy-preserving postbacks and conversion values | A user-level path from a specific impression to a named purchase. |
Do not combine these views into one “revenue” number without retaining the model name, lookback window, time zone and revenue definition. A deterministic user-level total and an aggregate privacy report answer different questions.
Map one purchase definition to each advertising platform
Maintain a translation table for the networks you use instead of inventing a different purchase event for every integration. AppsFlyer’s event-structure documentation provides mappings for Meta Ads, Google Ads, TikTok, Snap, X Ads, Amazon Ads and Criteo. Map the shared event name, revenue field, currency and product identifiers, then document any platform-specific value limits.
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Google Ads supports in-app purchase conversion events and conversion values. Google recommends its newer server-to-server app conversion API; its legacy API is expected to be deprecated eventually. Plan the migration as part of your event architecture rather than waiting for a reporting break.
Keep postbacks consistent
Send only verified purchases to networks that optimize on revenue. If a network receives checkout starts while another receives completed purchases, their conversion totals will diverge by design. Name the event and value consistently, and state whether postbacks use gross, net, tax-adjusted or refund-adjusted revenue.
Handle iOS privacy reporting as a separate measurement stream
SKAdNetwork does not expose the same user-level path as deterministic attribution. Use it for aggregate campaign reporting, not as a substitute for a player-level transaction join.
Version the conversion-value map
Encode post-install quality or revenue bands in a documented conversion-value map. AppsFlyer documents SKAN 4 fine values from 0 through 63 and coarse values of low, medium or high. Store the map version with the campaign and reporting period because the meaning of a value can change.
For example, one map might reserve lower values for tutorial completion and higher values for verified revenue bands. The exact bands are a business decision; the important control is that analysts can reconstruct which event or revenue range each value represented when the postback arrived.
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Report SKAN and user-level results side by side
Keep SKAN totals in a separate dataset from deterministic or modeled attribution. Explain the different granularity, delayed postback behavior and missing user identifiers before comparing campaigns. A SKAN campaign total can be useful for budget direction while the payment ledger remains the control for actual money.
Reconcile advertising reports with the payment ledger every day
Ad-platform revenue is an attribution output, not an accounting total. Build a daily reconciliation that starts with authorized transactions and follows each transaction through entitlement, event delivery and platform reporting.
- Export payment-provider authorized transactions for the period, including currency and transaction status.
- Subtract or separately list refunds, cancellations and chargebacks according to your revenue policy.
- Match granted entitlements to transaction IDs and flag grants without a verified payment.
- Match attribution-platform purchase events to the same IDs, allowing for documented postback delay.
- Compare ad-platform conversions and value by campaign, platform, currency and reporting time zone.
- Investigate duplicates, missing receipts, currency conversion, delayed postbacks, time-zone cutoffs and gross-versus-net differences.
- Record the attribution model and revenue definition used by each dashboard before anyone evaluates ROAS.
| Reconciliation check | Typical symptom | What to inspect |
|---|---|---|
| Duplicate transaction IDs | Conversions exceed authorized orders | Retry logic, duplicate callbacks and idempotency keys. |
| Missing receipts | Client purchases exceed verified payments | Receipt validation responses and pending-order handling. |
| Currency conversion | Counts match but revenue differs | ISO currency, exchange-rate source and conversion date. |
| Time-zone cutoff | One day is high while the next is low | Ledger, attribution and ad-platform reporting time zones. |
| Delayed postbacks | Recent campaigns appear undercounted | Store and privacy postback latency; compare mature cohorts. |
| Gross versus net | Revenue is consistently higher in one system | Store fees, taxes, refunds and the configured revenue field. |
Use the payment ledger as the financial control total. Attribution data explains how credit was assigned; it does not replace the ledger when deciding whether money was collected.
Roll out the implementation in a controlled sequence
- Inventory payment paths. List mobile stores, PC stores, web checkout, subscriptions, support adjustments and any other way an entitlement can be granted.
- Approve the event contract. Define names, required fields, schema versions, revenue definitions, refund treatment and time standards.
- Instrument discovery and quality events. Add first open, sessions, registration and tutorial completion to every supported game surface.
- Implement verified purchase handling. Centralize receipt or authorization checks, entitlement grants and idempotent transaction storage.
- Add S2S ingestion. Accept web, desktop, call-center and back-office payments through authenticated server endpoints with queueing and retries.
- Persist attribution context. Store click or campaign IDs, media source, campaign, ad set, creative, platform and attribution-window data under the permitted identity model.
- Configure network mappings. Translate the shared purchase event for each ad platform and migrate Google’s app conversion path toward its newer server-to-server API.
- Version iOS conversion values. Publish the SKAN 4 fine and coarse mapping alongside each campaign configuration.
- Automate reconciliation. Produce daily exception lists for duplicate IDs, missing receipts, unmatched entitlements, currency differences and delayed events.
- Gate optimization on mature data. Do not scale or pause spend from a fresh dashboard until its model, delay, revenue definition and ledger variance are understood.
Diagnose the most common failure modes
Purchases appear in the game but not in attribution
Check whether the event was emitted only from the client, whether receipt validation completed, whether the S2S endpoint accepted the payload, and whether a missing campaign or customer ID caused the event to be excluded from a report. Search by the transaction ID across the ledger, entitlement service, event queue and attribution export.
Attribution reports more revenue than the ledger
Look first for duplicate retries, gross-versus-net configuration, currency conversion and a wider attribution window. Then check whether test transactions, unverified callbacks or predicted subscription value were included. Remove or label those records instead of changing the ledger to match the ad report.
The same player is split across platforms
Confirm that the account-link flow writes one first-party customer ID before the second purchase. Do not merge records solely on device, IP address or an advertising identifier. For unmatched accounts, retain separate records and report the identity limitation.
iOS campaigns have little user-level detail
That is expected from SKAdNetwork’s privacy-preserving design. Use the versioned conversion-value map and aggregate postbacks for campaign comparisons, while using consented first-party records and payment data for product and finance analysis.
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When comparing an SDK, attribution service or in-house pipeline, score it on the dimensions that affect decisions:
- Coverage: mobile only, or Unity, Unreal, PC, console, web and cross-platform identity.
- Truth source: client event, server payment confirmation or receipt-validated transaction.
- Latency: real-time optimization signal versus delayed store or privacy postback.
- Granularity: user-level campaign fields versus SKAdNetwork aggregate or coarse values.
- Revenue definition: gross, net of store fees, tax-adjusted, refund-adjusted or subscription LTV.
- Operational control: idempotency, retry handling, schema versioning and reconciliation exports.
A platform that offers fast campaign data but cannot represent verified refunds will answer a different question from a slower ledger-linked system. Record those trade-offs in the dashboard specification rather than hiding them behind one blended ROAS number.
Protect the measurement system
Restrict purchase-event production to trusted services, authenticate S2S requests, and keep raw receipts and transaction identifiers access-controlled. Log schema version, validation outcome, entitlement result and delivery status for auditability. Apply consent and retention rules to customer IDs, click IDs and cross-platform joins. Separate test environments and test transactions from production exports so a QA purchase cannot influence campaign optimization.
Give finance, growth and game-operations teams the same definitions for authorized revenue, recognized revenue, refunds and attribution credit. A short data dictionary attached to every report prevents a legitimate difference in model or timing from being mistaken for a broken integration.
An end-to-end example
A player clicks a campaign link, installs the mobile game and completes the tutorial. The SDK records first_open, sessions and tutorial_complete, while the acquisition fields are stored with the permitted first-party customer ID. The player starts checkout, but no purchase conversion is sent yet.
The store returns a receipt. The backend validates it, confirms the SKU and amount, grants the item once using the store transaction ID, and writes an authorized transaction to the ledger. It then emits one normalized purchase event with revenue, ISO currency, platform and campaign fields. The event is translated for the configured advertising networks.
Two days later, the store reports a refund. The backend links the reversal to the original transaction, updates entitlement policy, emits the documented refund representation and includes the reversal in the next reconciliation. The daily report shows the campaign’s attributed purchase and its refund-adjusted financial result as related but distinct measures.
Frequently Asked Questions
Should a checkout start count as a game payment conversion?
No. Keep checkout_started as a funnel event. Count purchase only after payment verification and entitlement grant.
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Can one purchase be attributed to both an install campaign and a retargeting campaign?
Only if your reporting deliberately presents separate attribution models. Do not add both credits into one financial total without stating the model and window.
What should happen when a payment is verified but the attribution event fails to send?
Keep the transaction and entitlement in the ledger, queue the event for retry with the same transaction ID, and expose the delivery failure in reconciliation rather than creating a second purchase.
Why do SKAdNetwork values not match individual purchase records?
SKAdNetwork reports privacy-preserving aggregate or coarse conversion values, while individual purchase records depend on permitted first-party identity and verified transactions. They are complementary datasets, not one-to-one exports.
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