Client stories
Notes from teams who asked us to examine install credit, partner overlap, or listing-driven conversion.
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The audit showed our iOS paid column was absorbing credit from brand browse for nearly three weeks. We adjusted the lookback before the next spend cycle. The walkthrough was plain-spoken; I only wished we had sent earlier exports so the first draft needed fewer follow-ups.
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Two partners had been reporting the same Android installs under different labels. The source map made that overlap obvious in an afternoon. We still run both partners, but budgets now match the unique installs each actually brings.
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After a screenshot refresh we thought paid search had jumped. The review separated listing-driven organic from paid clicks and cooled that story. Specific, slightly uncomfortable, and useful for our next localisation pass.
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Having a monthly check stops small credit drifts from becoming quarterly surprises. Marcus keeps us honest when a creative looks heroic only because the organic baseline moved.
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We came in convinced SKAdNetwork alone explained every gap. The brief also flagged a timezone cut-off between our media buyer and the store console. Fixing that one detail closed more of the gap than another measurement vendor would have.
Extended note — fitness publisher, Q4 spend cycle
A consumer fitness app approached us two weeks before a major iOS push. Their paid column looked strong, yet retained day-7 users had flattened. The attribution audit compared lookback settings against brand browse volume and found nearly three weeks of organic intent credited to paid clicks.
We delivered a ranked brief: shorten the lookback for brand terms, keep a longer window for non-brand, and wait one full privacy window after the next listing screenshot refresh before judging creative. The growth lead adjusted media before the spend peak; later advisory sessions watched whether the gap reopened.