Mobile attribution in one line
Mobile attribution focuses on installs and post-install events, not cookies.
Pick a primary in-app conversion
Examples: account created, trial started, purchase completed. Choose the event that best represents intent.
Make naming consistent
Align campaign naming between web UTMs and mobile campaigns where possible, so reporting remains readable across systems.
Tip
If you measure both web and app, treat them as separate funnels but keep the same promise and direction logic for consistency.