When organic is still carrying a paid deep link
A common attribution surprise — store “organic” installs that still resolve to a paid deferred deep link from days earlier.
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Practical notes on app analytics for user acquisition attribution — naming, lookbacks, cohorts, and reconciliation habits.
Short articles for growth and analytics owners who live inside acquisition reports.
Naming campaigns so two systems can agree
A naming grammar that media buyers will actually keep — and that analytics can parse without a weekly cleanup job.
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Reading one cohort before you cut a channel
Cheap installs are not always shallow — sometimes the event that marks “retained” is simply late. How to read a cohort without theatre.
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Reconciling network invoices without a shouting match
A neutral sheet beats a heated call — how to line network-reported installs against your own attribution view.
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