How a fintech remittance app rebuilt its attribution stack and validated 4 ad channels before launch
AppsFlyer was live, but almost nothing was attributing correctly and paid campaigns across four channels hadn't launched yet. The stack got fixed first.
AppsFlyer was live but almost nothing about it was attributing correctly
This remittance app had real traffic already. Organic, referral, email, content partnerships and AppsFlyer installed to measure it. But the implementation was incomplete on both web and app, so most of that traffic wasn't converting into anything the team could act on. In the period before the engagement, close to 5,000 clicks were tracked; only 194 ever got attributed to an install.
The bigger risk was still ahead. Paid campaigns across Meta, Google, X, and TikTok hadn't launched yet. Whatever was broken in the existing setup was about to get a lot more expensive to leave broken.
Fix the measurement layer completely, web and app, iOS and Android before the first paid campaign went live.
Four gaps, discovered before they got expensive.
None of this was visible from the dashboard. It only showed up once someone checked what was actually being measured.
In the period before the engagement, the app tracked close to 5,000 clicks across its existing channels. Only 194 of them ever resolved into a tracked, attributed install.
There was no structured way to connect a user's activity on the website to what they did once they moved into the app, so cross-platform behavior was invisible.
The events that actually matter to a remittance business, KYC started, registration completed, first transfer sent, weren't defined or mapped anywhere, so the dev team had no source of truth for what to implement.
No SKAN conversion schema existed, and none of the four ad channels planned for launch, Meta, Google, X, TikTok, were integrated yet. Whatever was broken in the existing setup would carry straight into paid spend.
What changed. Measured.
The app was about to spend real budget on top of measurement it couldn't trust. Two weeks in, every channel was validated and ready, so when paid campaigns go live, they'll be measurable from the first click, not discovered broken three months in.
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If you're about to turn on paid spend and you're not fully sure the measurement underneath it is right, that's exactly the moment to check.
No commitment. Just a clear read on what's broken and what it would take to fix it before spend goes out. Because it's far cheaper to fix the measurement before spend goes out than to discover it was broken after.