Measurement

The Measurement desk covers attribution, MMPs, and the incrementality questions that decide whether a channel actually deserves its budget. That means SKAdNetwork and AdAttributionKit changes as they land, what a stack audit should check before a rebudget, and the operational reality of migrating dozens of live titles to a new MMP without losing a quarter of signal in the process. We also cover the parts of measurement that get less airtime than the platform-policy headlines: misleading in-app mechanics that distort retention data, fraud patterns worth screening for, and the year-end reviews that catch a broken postback before it costs a budget cycle. Written for the measurement leads and UA analysts who have to defend a number to finance, not just report it. Start here for the current state of the stack before you sign off on next year's tooling.