Privacy windows and delayed in-app events

Subscription and purchase events frequently land outside the short windows used for install credit. If you judge a campaign only on day-zero installs, you miss the revenue that arrives after the privacy window has closed.

For UK publishers we usually recommend a dual view: install credit for media decisions, and a longer cohort view for product and finance. The two views answer different questions; forcing them into one number creates false certainty.

Document which events you treat as conversion anchors. A team that counts a free trial start and another that counts first paid renewal will never agree on campaign quality until those definitions match.