Why last-click still misleads install teams
Last-click is easy to screenshot and rarely matches how people actually arrive at a first open. A window with view-through and delayed clicks needs a different owner rule.
Notes
Desk writing, not a content calendar.
Short essays from Vault Nodecore on campaign-to-install attribution. They double as reading before an intensive sitting.
Reading SKAN postbacks without guesswork
A missing postback is often the privacy window doing its job. Treating it as a failed campaign invents users the platform never promised.
Click IDs and the install handshake
When a click identifier survives until first open, the claim is clean. When it does not, probabilistic residue must be labelled as residue.
Incrementality versus MMP reports in Thailand
Geo holdouts in the northeast and tourism-season noise. When a matching rule should yield to a lift test, and when the test is too thin.
What a clean attribution window actually means
Clean is not “all installs owned.” Clean is named lookbacks, named unknowns, and a graph a controller can annotate without a glossary.