Guides
How mobile attribution actually works — MMPs, Install Referrer, SKAN, and ROAS.
What is an MMP (Mobile Measurement Partner)?
An MMP measures and attributes mobile app installs and in-app events across ad channels, and acts as the neutral source of truth vs self-reporting networks.
How Play Install Referrer attribution works
The Google Play Install Referrer carries a click id from the ad to the install, enabling deterministic click→install attribution with no fingerprinting.
SKAN (SKAdNetwork), explained
SKAdNetwork is Apple's privacy-preserving attribution: aggregated, delayed conversion values instead of device-level data. Here's what it means for ROAS.
What is ROAS, and how is it calculated?
ROAS = revenue attributed to a campaign ÷ what you spent on it. For apps, that means tying install-driven revenue back to the exact campaign.
Server-side events: Meta CAPI & TikTok Events API
Conversions API (Meta) and Events API (TikTok) send events server-to-server so campaigns keep optimizing after ATT — with an event id for dedup.
ATT and the IDFA, explained
App Tracking Transparency (ATT) gates the IDFA behind a user prompt. Most users decline, so iOS attribution shifted to SKAN — here's what that means.
Deferred deep linking, explained
Deferred deep linking sends a new user to a specific in-app screen after they install — preserving the context of the link they tapped before the app existed.
Deterministic vs probabilistic attribution
Deterministic attribution matches a click to an install with certainty (a shared id). Probabilistic attribution guesses via fingerprinting — less accurate, more fragile.
How to migrate to a new MMP
Run two MMPs in parallel, compare the numbers, then cut over — a safe migration playbook that avoids attribution gaps and lock-in.
SKAN conversion values, explained
SKAN encodes post-install behavior into a small conversion value (0–63). Your schema maps those numbers to revenue or events — here's how to design one.