The article explains the complexity of modern mobile marketing measurement, where multiple last-click data sources (SKAN, network self-reported conversions, Apple Ads API, deep linking, consented cohorts) each have specific use cases, granularity, and limitations. Bottom-up methods are excellent for operational details but can be partial or modeled. Top-down approaches like Media Mix Modeling (MMM) and incrementality measurement complement last-touch by estimating causal impact without user-level data, though they provide strategic rather than granular insights.
A Single Source of Truth (SSOT) system can deduplicate conflicting attributions. Marketers must understand trade-offs and use multiple methods together for a fuller picture.
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