The Deep Link QA Matrix: 12 Cases for Deep Link Testing
A practitioner's deep link testing matrix: 12 QA cells, the three that break most in production, and the exact iOS and Android commands to verify each.
Attribution explained at the level of what the OS actually sends.
How mobile measurement actually works in a privacy-first world. We've shipped attribution SDKs into apps with tens of millions of installs, and we write about the plumbing the way we'd explain it to a teammate — payload by payload, postback by postback.
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Why Your MMP and the Stores Never Agree on Installs
App install discrepancies happen because each console counts a different event at a different layer. Here's how to tell definitional variance from a real bug.
Apple Search Ads Attribution: Why 3 Dashboards Disagree
Apple Search Ads attribution splits across three dashboards by design. Learn why AdServices, App Analytics, and your MMP disagree, and which number to trust.
QR Code Attribution: Offline-to-App Installs, Hop by Hop
A practitioner's hop-by-hop guide to QR code attribution for offline-to-app installs: what each scan-to-install hop loses, and how to measure it.
Do I Need an MMP? SKAN + Warehouse vs a Full MMP
Do I need an MMP, or can SKAN plus a BigQuery warehouse cover you? A practitioner's breakpoint by network count, Android, re-engagement, and modeled LTV.
MMP Migration Playbook: Switching Providers Without a Gap
An MMP migration runbook: dual-SDK overlap, device-ID imports, SKAN cutover on release day, SAN reconnections, and reconciling two dashboards without a data gap.
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