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INSIGHTS & THINKING

Insights on mobile
measurement.

Clear thinking on attribution, SKAN, and the measurement decisions that actually move the needle.

SKANFEATURED

The Complete SKAN 4.0 Setup Guide

How to configure your conversion schema around your actual monetisation events, so your iOS attribution data is finally worth trusting.

M
Muffaddal Qutbuddin
June 12, 20266 min read
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Setup SKAN 4.0 correctly so you can get maximum signals for your campaign optimization.
Firebase Analytics associating traffic source, medium, and campaign to conversion events
FIREBASE

Firebase Traffic Source Attribution Guide

A comprehensive guide on how Firebase Analytics attributes traffic sources and handles conversion events.

Jun 29, 2026 · 7 minRead →
Running app campaigns? Read why you must have MMP installed for your mobile app
MMP

What is an MMP and Why App Marketers Need One

A mobile measurement partner (MMP) attributes app installs to the right media source. What an MMP does, how it works, and why app marketers need one.

Jun 29, 2026 · 7 minRead →
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