Notes from the front of mobile growth.
Attribution, deep linking, privacy, fraud, and the bits of mobile that nobody warns you about until you ship them.
Featured · 9 min read
The post-IDFA attribution playbook: signals, scoring, and what to ship next
Five years after ATT, the playbook has settled. Here's the waterfall we recommend, the signals worth scoring, and the trap most teams still fall into.
Anya Roussel
Head of Product
Why deferred deep linking still matters in 2026
App Clips, Instant Apps, web-first onboarding — surely we don't still need to bridge the install gap? Yes, you do. Here's the math.
Building a multi-signal fingerprint scorer that doesn't lie
What goes into a probabilistic match? Walk through the weights, the gotchas, and the test harness we use to keep accuracy honest.
SKAdNetwork 5: what changed and what to ship this quarter
Re-engagement, coarse conversion values, and the new postback structure. A practical migration guide for teams still on SKAN 4.
The growth marketer's guide to measuring real install lift
Incrementality is a word that's been beaten into mush. Here's a working definition, a measurement design, and the three places your numbers are lying.
App Links vs Universal Links: the practical setup guide nobody wrote
AASA, assetlinks.json, MIME types, scheme fallbacks. A field-tested checklist for shipping deep links that actually open the app.
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