For some reason it seems like Atlassian still does not understand what Marketplace Partners are expecting from the Marketplace reporting APIs.
So here is another try to convey it:
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In the licenses endpoint, we want every license. Yes, this includes private listings, evaluation licenses, demonstration licenses, free licenses, internal Atlassian licenses. If a licenses is applied in the UPM, I want it in that report.
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In the transaction endpoint, we want every transaction. Yes, this includes free ($0), promotions (even 100% promotions, resulting in $0), demonstration licenses ($0), internal Atlassian licenses ($0), private listings ($0), free for all teams ($0). If there is a valid license, there should be a transaction to it. Every state change from trials/evaluations to paid should result in a transaction.
Why? Because ultimately, we want to decide if, how and when we want to use this information. It is not up to Atlassian to decide what information is or isn’t relevant to us. It is a simple ledger system and you should treat it that way.
The amount of effort it costs us to cross-check active license without transaction (and thus reason) in order for us to know why a customer has access to our apps is just crazy, especially considering that Atlassian has this information but is simply not sharing it with us.