How purchases and subscriptions are counted

Monetization Models & Revenue Troubleshooting

1. Monetization Models Table

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Monetization Model	Description	Services
In-App Purchases (IAP) 🛒	One-time purchases inside the app / web funnel — `cw_nrc_purchase`	Apple S2S webhooks, Google S2S webhooks, Adapty, Apphud, RevenueCat, Stripe S2S webhooks, PayPal S2S webhooks
Subscription 🔄	Recurring payments (monthly/yearly/weekly) for access to content or a service — `cw_subscribe`	Apple S2S webhooks, Google S2S webhooks, Adapty, Apphud, RevenueCat, Stripe S2S webhooks, PayPal S2S webhooks
Ad Revenue 📢	Earnings from ad impressions (banners, video, native)	AppLovin MAX, AdMob, ironSource
Rewarded Ads 🎁	User watches an ad in exchange for a reward (coins, content)	Tapjoy, Adjoe

2. Revenue Troubleshooting

"No Revenue in Dashboard"

Diagnosis — WEB:

Verify Google Analytics is present
Check for Purchase/Subscribe events
Verify event parameters

Solution:

Events not implemented → client must configure them in GA
Events exist but parameters missing → add subscription_id, customer_id, etc.

Diagnosis — MOBILE:

Check the MMP (Adjust / AppsFlyer)
Verify purchase events
Check the RevenueCat webhook

Solution:

Events not configured → client configures them in the MMP
RevenueCat not passing user identifiers → connect RevenueCat to Adjust

Revenue Discrepancy

Mismatch between Campaignswell and the client's source (App Store Connect, Adjust, RevenueCat). Common causes: gross vs. net, refunds, time zones, Day 0 logic.

Revenue in N.A. (Not Attributed)

Revenue not tied to any marketing source. Cause: missing purchase events or incorrect implementation.

Purchases in Parent + Child App Architecture

In a two-platform app (parent + child), purchases can flow through different systems — e.g., Google Play connected on the parent app, Stripe on the child app. In Campaignswell this must be accounted for when analyzing revenue by platform, using the billing processor filter.

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