Your ad channels claim the credit.Your revenue tells a different story.
We close this loop between ad spend and actual revenue, so every budget decision is backed by a number you can trust.
Meta gets credit it didn't earn. Google gets cut because it looks expensive on a dashboard nobody trusts.
That's a Visibility Tax. Real budget, wrong decisions, every month.
We've closed this gap for
The M³ Framework
Three phases. One outcome: numbers you can bet on.
Get accurate data flowing before the first dollar goes out.
You're about to turn on paid acquisition, or you're scaling on a foundation that was never properly validated. We configure your MMP, implement server-side tracking, and design your SKAN 4.0 conversion schema so the data is clean from day one.
Every ad click tracked, every conversion attributed correctly — before a single dollar goes to waste.
A travel app's client-side tracking was missing 47% of purchase conversions. Server-side tracking, we setup, revealed their true ROAS was 2.4x what the Google ads showed.
The budget was right. The measurement wasn't.
The gap we have closed. Here's proof.
"Muffaddal is one of the most knowledgeable people I have worked with in marketing tracking and attribution. He took the time to walk me through SKAN configuration in a way that was genuinely clear and useful — exactly the kind of expertise that's rare to find. I'll absolutely be working with him again."
"Muffaddal clearly understands attribution and tracking immensely well. His auditing and support have opened up new insights, allowing us to better understand our commercials and our customers. I would highly recommend working with him"
"Working with Muffaddal was a game-changer... He came in at a critical moment when we needed to level up our mobile analytics infrastructure. He brought clarity, structure, and deep technical expertise to our stack, specifically helping us configure GA4 and AppsFlyer with precision... I highly recommend him"
"Working with Muffaddal was a game-changer for our tracking architecture. He completely fixed our web-to-app attribution and made sure all our traffic maps back to the right sources. Fast, professional, and highly recommended."
Everything your mobile app measurement stack needs.
Under the M³ framework, we engineer precise, scalable data architectures that transform fragmented signals into definitive growth intelligence.
Attribution & Conversion Architecture
The measurement foundation your UA spend depends on.
We configure AppsFlyer, Adjust, or Branch to pull signals from SKAN 4.0, Meta CAPI, and Google Privacy Sandbox into one number you can defend in a budget review. We audit what's there, find where it breaks, and rebuild it — designed to hold up as privacy rules keep shifting.
Meta gets over-attributed. Organic signals vanish. Nobody trusts the ROAS.
Every channel tied to actual revenue — not a modeled guess.
Product Analytics Infrastructure
From install to long-term value — properly instrumented.
Installs tell you what happened. Events tell you why. We design event taxonomies and build tracking plans in Mixpanel, PostHog, or Amplitude so you can see exactly where users drop off and which acquisition sources bring the ones who stay. We audit what's already firing and fix what isn't.
High install volume, no visibility into which users actually stick around.
Full-funnel clarity from first open to day-90 retention.
Growth Intelligence & Reporting
The numbers your board meeting needs.
We build BigQuery pipelines and Looker Studio dashboards that show blended CAC, cohort LTV, and day-30 payback by channel — every upstream source in one place your whole team can stand behind.
Nobody can answer "what's our 6-month LTV per channel?" without hesitating.
You know what you can afford to pay for a user. And where to go find them.
Lifecycle & CRM Measurement
Closing the loop between acquisition and retention.
Retention campaigns only work if the events behind them are right. We connect your measurement stack to MoEngage, Customer.io, or Klaviyo — so campaigns fire on accurate signals and you can see what actually moved revenue, not just which emails got opened.
CRM running on incomplete event data. No way to tell if lifecycle work is shifting LTV or just generating activity.
Every touchpoint connected to revenue. Retention becomes a number, not a feeling.
I'm Muffaddal.
Mobile measurement specialist. Founder of EmCube.
9+ years inside mobile growth. From early-stage apps to global platforms, most recently as Analytics Manager at Disrupt, a venture builder with an $850M portfolio.
100+ measurement engagements. One consistent finding: the gap between what ad channels report and what apps actually earn is costing growth teams more than they realise.
EmCube exists to close that gap.
Stop making budget decisions on data you don't trust.
No sales pitch. I'll look at your current stack, show you exactly where the gaps are, and what it's costing you.
Book a call