The present disclosure involves systems, software, and computer-implemented methods for reconciling application assignments of different types to users and devices, and associating appropriate licenses for the applications to the users from purchase accounts managed by an external application store. An example method includes identifying a change in an assignment configuration for a user, the assignment configuration including a plurality of assignments of an application to the user; determining a winning assignment from the plurality of assignments; in response to determining the winning assignment, determining that the winning assignment requires a change to an external application store; and in response to determining that the winning assignment requires a change to the external application store, instructing the external application store to perform a configuration change corresponding to the winning assignment.