Attribution & MMPs
Mobile measurement and attribution best practices.
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Adjust vs AppsFlyer vs Branch: Which MMP is Right for You? (2025)
Compare the top mobile measurement partners in 2025. Honest breakdown of Adjust, AppsFlyer, and Branch pricing, features, and strengths.
Best Deep Linking Tools for Mobile Apps (2025)
Branch, AppsFlyer, Adjust, and Firebase alternatives compared. Find the right deep linking platform for attribution, routing, and user experience.
Blended vs Platform ROAS: What to Optimize For
Learn the difference between blended ROAS and platform-reported ROAS, which one to optimize for, and how to use both for better budget allocation decisions.
Deferred Deep Linking Explained (For New Users)
Deferred deep links remember where users wanted to go during installation, then route them there after first open. Here's how they work.
What is Deterministic Tracking? (The Gold Standard)
Deterministic tracking uses exact device IDs for 100% accurate attribution. Learn how it works, when it's available, and why it's better than probabilistic methods.
Do You Actually Need an MMP? (2025 Reality Check)
Mobile measurement partners cost thousands per month. Here's how to determine if an MMP is worth it for your app—or if you can skip it entirely.
Mobile App Fraud Prevention: Complete Guide (2025)
Protect your app from click injection, SDK spoofing, and fake installs. Learn how mobile ad fraud works and how to stop it with MMP fraud prevention tools.
How Deep Linking Works in Mobile Apps
Deep links send users to specific pages within your app, not just the home screen. Learn how they work and why they matter for user acquisition.
How to Run Incrementality Tests for Mobile Apps
Learn how to run incrementality tests to measure true ad impact, including holdout group testing, geo-based testing, and lift measurement methodologies.
Why Your Install Numbers Don't Match (And That's Normal)
Attribution discrepancies between platforms are expected. Learn why Facebook, your MMP, and the App Store show different install counts.
How to Integrate an MMP SDK (Step-by-Step Guide)
Complete guide to integrating mobile measurement partner SDKs. Avoid common mistakes and get attribution working correctly the first time.
How Much Does an MMP Cost? (2025 Pricing Guide)
Real-world MMP pricing for Adjust, AppsFlyer, Branch, and alternatives. See what you'll actually pay based on your app's scale and needs.
How to Export and Use MMP Data for Analysis (2025)
Extract raw attribution data from your MMP for custom analysis, LTV modeling, and BI integrations. Complete guide to data exports, APIs, and warehouse connections.
Why Your MMP Shows Fewer Installs Than Ad Networks
MMPs consistently report fewer installs than ad networks due to deduplication, fraud filtering, and attribution logic. Here's what's happening.
How to Build Effective MMP Reporting Dashboards (2025)
Create mobile attribution dashboards that actually drive decisions. Learn which metrics to track, how to structure reports, and dashboard templates for growth teams.
What You Need Before Spending $1 on User Acquisition
The essential infrastructure, metrics, and systems required before launching paid UA campaigns. Avoid burning budget on unprepared campaigns.
What is Probabilistic Attribution?
Probabilistic attribution estimates matches using statistical modeling when device IDs aren't available. Learn how it works and when it's used in 2025.
How to Set Up In-App Event Schemas (Best Practices)
Design robust event schemas for mobile attribution. Learn naming conventions, parameter standards, and implementation patterns that scale.
How SKAN 4.0 Works (Simple Explanation for 2025)
SKAN 4.0 introduces multiple postbacks, web-to-app attribution, and coarse conversion values. Here's what changed and what it means for iOS campaigns.
How to Track In-App Events Correctly (Complete Guide)
In-app event tracking powers attribution, optimization, and analytics. Learn what to track, how to implement it, and common mistakes to avoid.
How to Troubleshoot MMP Discrepancies (2025 Guide)
Fix attribution mismatches between your MMP and ad platforms. Learn why install numbers differ and how to reconcile data across systems.
How to Use MMP Cohorts to Improve LTV (2025 Guide)
Learn how to segment users by acquisition source, analyze cohort behavior, and optimize campaigns for lifetime value using mobile measurement partner data.
What is a Postback in Mobile Attribution?
Postbacks are server-to-server notifications that confirm conversions happened. Learn how they work in SKAN, MMPs, and traditional attribution.
What is SKAdNetwork? (Simple Explanation for 2025)
SKAdNetwork is Apple's privacy-first attribution framework for iOS apps. Learn how SKAN measures installs without tracking individual users.
What to Track Before You Run User Acquisition
Running UA without tracking is expensive guesswork. Set up these events, metrics, and dashboards before spending a dollar on paid acquisition.