Why installs do not tell you which channel is working
Move from acquisition volume to activation, retention and revenue quality.
Field notes
Make app data easier to question.
Short, practical perspectives for marketing and product teams working through attribution, acquisition quality and reporting choices.
A campaign naming system your whole team can use
Build a compact taxonomy that survives agency handovers and platform exports.
Reading app attribution data under privacy constraints
Where certainty ends—and how useful decisions can continue.