Downstream revenue is revenue that is not gained at the point of sale. Instead, it is revenue earned from services and features offered from within your product/platform/app. This may come in the form of:

• Ads
• In-app purchases (IAP)
• Subscriptions

Downstream revenue is fairly vital to most modern mobile apps, as they are primarily free-to-install and use.

To learn more about optimizing for downstream revenue, check out our blog “Best Practices for Mobile User Acquisition.”