Service

Mobile attribution that survives iOS

MMP selection, SDK integration, deep links and SKAdNetwork configured so your app install and in-app revenue data is something you can bid on.

Mobile attribution broke in 2021 and most setups never recovered. The MMP was integrated by whoever shipped the SDK, the conversion values were left at defaults, deferred deep links drop half the context, and the numbers in the dashboard do not match the numbers in the store. This is the work of making that chain trustworthy again.

You probably need this if

Install numbers in your MMP, the store console and GA4 all disagree
SKAdNetwork conversion values were never configured past the defaults
Deferred deep links lose the campaign between the ad and the first session
iOS campaigns look unprofitable in a way the Android equivalents do not
You are paying for an MMP and using roughly none of it

What gets delivered

MMP selection, honestly scoped: AppsFlyer, Adjust, or Firebase alone. Sometimes the answer is that you do not need a paid MMP, and that is a legitimate outcome.
SDK integration reviewed: Init order, attribution windows, and the in-app events that actually matter, rather than every event the SDK will accept.
Deep links and deferred deep links: Verified App Links and Universal Links, with the campaign context surviving the install boundary.
SKAdNetwork conversion values: A value schema mapped to your funnel rather than the template, so the postbacks carry something you can bid on.
Reconciliation with the platforms: MMP against store console against ad platform, with the remaining variance explained rather than ignored.

How it runs

Current-state readWhat the SDK sends today, what the MMP records, and where the three sources diverge.
Decide the arbiterWhich system is the source of truth for attribution, and what everything else reconciles against. Most broken setups never made this call.
Implement and verifySDK, events, deep links and SKAN values, checked against live installs rather than the documentation.
Document and hand overThe event schema, the value mapping and the reconciliation method, written down.

Scoped projectScoped4–8 weeks · fixed scope agreed before it starts

If the question is which MMP to buy rather than how to fix one, the $3,000 audit covers that in less time.

Written up in detail

AppsFlyer vs Adjust vs Firebase: Do You Need an MMP?Three tests for whether you need a measurement partner at all — and the two differences between AppsFlyer and Adjust that actually showed up in a banking S2S integration.SKAdNetwork Explained: iOS Attribution, Timers, MMPsWe unpack the logic of SKAN, how its timers work, and how to relay data from the MMP into Firebase.Deep Links for a Superapp: WebView and UTM/MMP SetupHow to build deep-linking for a banking SuperApp with hundreds of WebView services: verified App Links, Universal Links, templates for deposits and payments, cross-authorization, and preserving UTM and MMP attributes across every transition.TikTok and Instagram In-App Browser Tracking GuideAn in-app browser breaks the usual tracking model: the click is there, but the event, the cookie, and the purchase live in different contexts. We walk through a first-party bridge architecture, event_id, and server-side routing for Meta CAPI and TikTok Events API.

Questions I get asked

Do we actually need a paid MMP?

Not always. If you are single-platform, running few networks and not doing incrementality work, Firebase may be enough. I have written the full comparison rather than sell you a subscription you will not use.

Can SKAdNetwork attribution ever be accurate?

Not at user level, by design — that is the point of it. It can be accurate enough to bid on if the conversion values are mapped to your funnel, which is most of the work.

We already have AppsFlyer. Is this still relevant?

Usually more so. Most of the engagements I take here are fixing an MMP that was integrated once and never revisited.

Does this cover web-to-app journeys?

Yes, and it is where most attribution is lost — particularly inside the in-app browsers of TikTok and Instagram.

Start with the audit

A read-only review of the attribution chain, including whether the MMP you are paying for is earning it.

Book the audit call