Start with the right attribution setup
AppsFlyer, Adjust, or Firebase alone. Sometimes the answer is that you do not need a paid MMP, and that is a legitimate outcome.
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.
Install attributioniOS / Android
Campaign link
campaign=appFirst launchSDK
Attribution providerAppsFlyer / Adjust
Install source linked to in-app events
Illustrative mobile attribution workflow. No client data.
Connect acquisition to what happens in the app
Keep app events consistent
Init order, attribution windows, and the in-app events that actually matter, rather than every event the SDK will accept.
Make the web-to-app path explicit
Verified App Links and Universal Links, with the campaign context surviving the install boundary.
Illustrative interface with sample data. No live account is connected.
How it runs
- 1Current-state read
- 2Decide the arbiter
- 3Implement and verify
- 4Document and hand over
What gets delivered
- MMP selection, honestly scoped
- SDK integration reviewed
- Deep links and deferred deep links
- SKAdNetwork conversion values
- Reconciliation with the platforms
Scoped4-8 weeks, fixed scope agreed before it startsBook the audit call
If the question is which MMP to buy rather than how to fix one, the $3,000 audit covers that in less time.
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
Written up in detail
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.