Required signals
- Spend by channel, campaign, ad set, creative, country, and day
- Install or signup attribution
- Activation events that indicate product value
- Trial start, subscription start, renewal, cancellation, refund, and plan change events
- Revenue amount, currency, tax treatment, and platform fee assumptions
Useful properties
- App, platform, country, language, and acquisition source
- Campaign, ad set, creative, and landing experience IDs
- Offer, plan, price, trial length, and paywall variant
- User or anonymous ID suitable for privacy-safe cohort joins
Data quality checks
- Event timestamps use a consistent timezone
- Revenue is deduplicated across app store, payment, and warehouse sources
- Campaign IDs are stable enough to join cost and outcome data
- Refunds, cancellations, and grace periods are represented consistently