Hybrid monetisation

Earning from in-app purchases and in-app ads at the same time, often from the same player.

Why it matters

This is now the norm for casual and hybrid-casual games, and it breaks any measurement setup that tracks only purchases. A player who never spends a cent can still be one of your most valuable users through rewarded video.

How justtrack handles it

justtrack unifies IAP and impression-level IAA revenue per user, so hybrid LTV is one number instead of two half-pictures.

Related terms

• In-app advertising (IAA)
• In-app purchase (IAP)
• Lifetime value (LTV)