Should ROAS be calculated before or after the 30% platform fee?
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I have done this before. So besides sending the actual revenue amount, I also sent "estimated lifetime value" (ELV) which took into account net revenue, and expected retention based on country, platform & early user behaviour.
IMO, if you're going to make ad adjustment to the revenue metric, you might as well add more information about the value of the user.
We sent the "Subscribe" event and value with gross revenue and "Purchase" event with ELV.
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After! Always! That 30% isn't your money, so it isn't ROAS.
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