ABOUT MUFFADDAL

I'm Muffaddal
Qutbuddin.

Mobile attribution and measurement specialist.
Founder of EmCube.

I fix the gap between what MMP and campaign reports and what apps actually earn.
I've been doing it for 9+ years across 100+ growth teams.

Book a call →Read the story ↓

YEARS

100+

Collaboration

$18M+

AD SPEND

COUNTRIES

98%

SATISFACTION

THE JOURNEY

I've spent nine years building the mobile app measurement layer that growth teams trust their budgets on.

MUFFADDAL QUTBUDDIN

I got into measurement when the industry was simpler: before ATT, before SKAN, before privacy changes turned attribution into a modelling problem. I learned the tools from the ground up: AppsFlyer, Adjust, Singular. How to configure them. How to diagnose them. How to tell when they're lying to you.

Over the years I worked across early-stage apps finding their first paying users, gaming studios managing millions in monthly ad spend, and most recently as Analytics Manager at Disrupt, a venture builder with an $850M portfolio, overseeing measurement across an entire portfolio of AI-first companies at different stages of growth.

100+ engagements. 8+ countries. One finding that repeats every single time.

The tools changed. The problem didn't.

Every engagement traces back to the same root cause.

THE PROBLEM

Every attribution problem I've ever seen has the same root.

Across every engagement, early-stage apps, global platforms, gaming studios, SaaS companies, the same pattern appears. The measurement layer isn't built around how the business actually monetises. Not maliciously. Nobody noticed.

The MMP was set up once, quickly, at launch. The SKAN schema was enabled but never configured around actual revenue events. Server-side postbacks were never validated against the revenue dashboard. The data looked plausible, so nobody went looking for the gap.

The growth team had quietly stopped trusting the dashboard. And every budget decision since had been built on top of that broken foundation.

THE PATTERN

Measurement set up once. Quickly. At launch. Never properly validated since.

The campaigns were fine.
The measurement wasn't.

THE CLIENT

There's a specific kind of client this work is for.

A mobile app growth team that can see something's off, but can't pinpoint where. No explaining the basics. No convincing you the problem is real.

THEY KNOW

What an MMP is, and why theirs might not be configured right.

You're in the stack enough to sense something is wrong. You just need someone who can find it fast. Without a three-week onboarding process.

THEY WANT

One person accountable for the outcome. Not a team, not a committee.

You've worked with agencies that passed work down a chain. You know what it feels like when nobody owns the output. This is different.

THEY NEED

Numbers they can say out loud. In a board meeting, with conviction.

Not just cleaner dashboards. Numbers you can defend. Here's what we spent. Here's what we made. Here's where the next dollar goes.

NOT FOR

Looking for someone to run your ads?

EmCube doesn't manage campaigns. We build the measurement infrastructure underneath them, so whoever runs your ads has numbers worth trusting.

THE APPROACH

One point of contact.
One person accountable for the output.

When you work with EmCube, I'm the person you talk to, from scoping through delivery. One accountable point of contact. No handoffs to someone you've never spoken with.

01

I already know where it's probably breaking.

No long discovery process. I've seen the same failure modes across 100+ stacks. Before we even meet, I can usually narrow it to three places. That pre-built knowledge is what you're paying for.

02

I push back when a request doesn't make sense.

If you ask me to build a dashboard before the data underneath is clean, I'll tell you. A brief honest conversation now is worth more than a polished deliverable that doesn't fix the actual problem.

03

I document everything.

Every configuration decision, every change, every reason. When we're done, your team owns the stack. You shouldn't need me forever, and it should always be a choice to keep working together, never a dependency.

We've fixed this for teams at

GetYourGuide

BrideBook

CalAI

Momenzo

InfoBus

Myway

WHAT CLIENTS SAY

“

Working on SKAN and attribution requires coordinating across both the advertising platform and the MMP side. Muffaddal is uniquely valuable because he understands both. Having someone like him to guide us has been an incredible asset. I've worked with him across two successful companies where we scaled advertising spend to over $100K per day.

Jose Avila

VP GROWTH MARKETING, CAL AI

“

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.

Holly Wright

PERFORMANCE MARKETING MANAGER, BRIDEBOOK

LET'S TALK

If your data doesn't fully reconcile, there's a specific reason why.

In 30 minutes I'll walk you through exactly where your measurement is breaking and what it would take to fix it. No pitch deck. No discovery theatre. Just the answer.

Book a call →Usually responds within a few hours.

I'm MuffaddalQutbuddin.