Blog
How app measurement actually works
Plain explanations of attribution, retention and the numbers your ad spend is judged by.
· android, attribution
The Google Play install referrer, explained
How Android hands your app the click that led to its install, what the referrer contains, when it is missing, and how its timestamps expose click injection.
· metrics, roas
CPI and ROAS: what your app installs really cost
How cost per install and return on ad spend are calculated, a worked example across Android and iPhone, and the mistakes that make both numbers lie.
· ios, attribution, privacy
iOS attribution after App Tracking Transparency
What you can still measure on iPhone when users decline tracking: Apple Search Ads, SKAdNetwork totals, creator codes — and what genuinely becomes unknowable.
· attribution, basics
What is mobile attribution, and how does it work?
How app installs are credited to the ad, creator or link that caused them — the signals involved, what is exact, what is estimated, and where it breaks.