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.
All articles
26 published articles, newest first.
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.
Mobile Consent Management for Your Attribution Stack
A practitioner's guide to mobile consent management: wiring a CMP to your MMP SDK, getting the firing order right, and surviving the opt-in math.
iOS Privacy Manifest & Required-Reason APIs: SDK Checklist
An SDK owner's checklist for the iOS privacy manifest: required-reason API codes, tracking domains, dependency audits, and verifying the merged Privacy Report.
Incrementality Testing for Mobile UA: Geo Holdouts and PSA Tests
A practical framework for incrementality testing mobile UA: geo holdouts, PSA and ghost-ad tests, market matching, statistical power, and reading lift.
Click Injection vs Click Flooding vs SDK Spoofing: A Taxonomy
A field guide to click injection vs click flooding and SDK spoofing: which fraud steals attribution, which fakes installs, and the signal that catches each.
How to Read a Mobile Install-Fraud Report
A practitioner's glossary for your install fraud report: what each rejection reason means, what to do about it, and who to escalate the dispute to.
Google Play Install Referrer: The Signal That Still Works
The google play install referrer is the deterministic attribution signal Android still gives you. How to parse the string, read the two timestamps, and catch fraud.
Android's Attribution Reporting API: A Practical Primer
A plain-language primer on the attribution reporting api android shipped: source and trigger registration, event vs aggregate reports, and why Google shelved it.
ATT Opt-In Rate Benchmarks by Category, and How to Read Them
ATT opt-in rate benchmarks by app category for 2025-2026, plus the addressable-reach math that shows why the headline number quietly misleads you.
AdAttributionKit vs SKAdNetwork: What Changes
A migration map for adattributionkit vs SKAdNetwork on iOS: re-engagement postbacks, web-to-app, configurable windows, and what stays the same.
Predictive LTV for SKAN: Day-0 Signals into pLTV Buckets
A reproducible recipe for predictive LTV SKAN: first-session features, a revenue label, and collapsing model output into pLTV tiers that fit a conversion value.
Designing a SKAdNetwork Conversion Value Schema That Works
A practical framework for designing a skadnetwork conversion value schema: budget the 64 fine values, map coarse buckets, and pick a measurement window.
Self-Attributing Networks: Why SAN and MMP Numbers Differ
Self-attributing networks let Google, Meta, and TikTok grade their own installs. Here's why SAN counts run higher than your MMP's, and which one to trust.
Cross-Platform Attribution: Stitching Web, iOS and Android
Cross platform attribution means stitching web, iOS, and Android journeys into one user. Here's which stitch method survives ATT and which quietly breaks.
Attribution Windows and Lookback Periods, Explained
What an attribution window is, how click, view, and re-engagement windows differ, plus a default-and-max attribution window table by ad network.
Probabilistic vs Deterministic Attribution After IDFA
Probabilistic vs deterministic attribution, explained: what each method actually measures, where fingerprinting is banned, and the accuracy you trade away.
Web-to-App Handoff: Banners, Deferred Links, Routing
A web to app routing decision tree: when to fire a smart banner, when to send a deferred deep link, and exactly what each path lets you measure.
Universal Links vs App Links vs Custom URI Schemes
Universal links vs app links vs custom URI schemes, compared by how each verifies ownership and falls back when the target app isn't installed.
Deferred Deep Linking End to End: Click to First-Open
Deferred deep linking traced hop by hop from ad click to first app open, with the exact failure point named at every step on both iOS and Android.
A Privacy-First Attribution Stack: Reference Architecture
A practitioner reference architecture for privacy-first attribution across iOS and Android, using deterministic, OS-aggregated, and modeled layers.
Deep Linking Platforms Compared: Routing and Fallbacks
A practitioner's comparison of deep linking platforms — Branch, Adjust, AppsFlyer, Dub, and Kixo — scored on iOS deferred matching, fallbacks, and analytics.