Practitioner pattern · Hannah Parvaz (Founder of Aperture, a growth agency selling the paid acquisition, experimentation and product growth work discussed)
Judge ad results in your attribution tool, not in Meta's dashboard
Meta shows only ~60% of the results the MMP sees for some clients
Unknownanalytics-attribution
What they did
Use an MMP (AppsFlyer, Adjust or Singular) as the source of truth for scaling decisions, because post-ATT Meta reporting under-counts. Also educate clients on SKAdNetwork and IDFA rules so they know when a platform's trial count is unreliable due to low install volume.
What happened
Some clients see about 60% visibility in Meta versus the MMP.
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“So we actually look at that as our source of truth. Are we seeing the results that we need to see in our MMP? We're judging our success there, and then scaling based on that, too.”
Related topics
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