Mobile
In-game purchases
Revenue
Your Web Shop is driving revenue – now measure what matters. Introducing the Tenjin S2S integration
May 13, 2026•4 min
For most mobile game studios, the biggest challenge isn't building a Web Shop – it is combining its data with the app analytics and measurements.
When a player installs your game from a mobile ad, then makes a purchase days later through your Web Shop, this means the marketing campaign did its job. But the moment that purchase happens off-platform, it disappears from the MMP analytics and to previous ad campaigns. And when marketing budgets get allocated based on what's measurable, revenue that can't be tracked is revenue that doesn't count.
That's a gap we set out to close for our mutual partners\studios with Tenjin – a mobile measurement and analytics platform trusted by more than 30,000 apps – to launch a new server-to-server (S2S) integration.
By connecting Web Shop purchase data directly to Tenjin's attribution and analytics platform, studios running both a mobile game and a Web Shop now get a single, unified view of how their marketing spend is performing across both touchpoints.
Built without the data to back it up
More than 700 studios have launched a Web Shop on our platform since 2021, and for most of them, the results speak for themselves. What's been harder to pin down, however, is the webshop revenue reporting to MMP in order to see full LTV performance across all platforms.
Without that connection, the mobile game and the Web Shop end up operating as separate channels – measurable UA performance on one side, harder-to-track Web Shop revenue on the other. That means UA teams make budget decisions based on incomplete data, and finance teams struggle to justify scaling D2C investment even when the unit economics support it.
The Tenjin integration changes all that by routing Web Shop purchase events into Tenjin as in-app S2S events and attributing them to the correct app install source. The result is the kind of unified picture studios have been asking for: full player LTV that factors in both in-app and Web Shop revenue, accurate return on ad spend (ROAS) calculations, complete user journey and a single source of truth for budget decisions.
From assumption to attribution
Once you've connected Tenjin through Publisher Account, your team gets three things that weren't available before.
The first is a complete view of player lifetime value, with Web Shop purchases sitting alongside in-app revenue rather than in a separate report. This matters most for high-value players, who tend to convert in both places and whose true LTV has been underestimated when web revenue isn't counted.
Second, you can expect earlier and more accurate LTV predictions. That's because Tenjin's prediction models can now factor in Web Shop revenue from day one, which means UA teams can identify high-value cohorts faster and pour budget into the channels driving them.
And finally, you get confident budget decisions based on unified ROAS. So instead of stitching together reports from separate systems and making best-guess calls, your team gets a clean view of how every marketing dollar performs across both app store and Web Shop.
The Tenjin integration itself is available now through your Xsolla Publisher Account, and there's no coding required to activate it. You'll need a live Web Shop running on Xsolla and an active Tenjin account, then the setup involves configuring Tenjin to receive S2S events, generating your S2S token, and connecting the two through your Publisher Account. Our documentation will walk you through it step by step.
The shift that's already happening
Over the past few years, web shops have shifted from an emerging opportunity to a proven growth channel. What separates the studios moving fastest right now are the ones treating D2C as a core part of their business rather than a side project – and holding their web revenue to the same measurement standards as their app revenue.
Being able to see how Web Shop revenue connects back to the campaigns that drove it – that's what makes the difference between guessing and knowing where to put your budget. And the Tenjin integration makes that possible.
Ready to connect your Web Shop revenue to your attribution data? Visit webshop.xsolla.com to get started, or talk to an Xsolla expert to see how it works for your setup.
Featured articles
Contact us
Talk to an expert
Ready to maximize revenue opportunities? Reach out to our experts and learn how to start earning more and spending less.