Field notes
Practical writing on app store performance attribution — drawn from audits and advisory work with UK publishers.
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Reading install credit when the same campaign hits both stores
How to reconcile iOS and Android credit for a single paid creative without double-counting retained users.
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Organic browse traffic and paid search credit on store listings
Why listing visits from brand search and category browse need separate credit rules before you judge a campaign.
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Privacy windows and delayed in-app events
What to expect when purchase or subscription events arrive days after the install that earned the credit.
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Naming campaigns so attribution reports stay readable
A lightweight naming pattern that keeps partner, creative, and store visible when exports pile up.
