Finding your true north: Measuring your app marketing’s true ROI

Summary

Accurate mobile app ROI depends on precise attribution data, which prevents fraud and mis-attribution that cause a bleeding cash cycle. True ROI needs both accurate revenue and cost data. Revenue comes from IAP, subscriptions, and ads, connected via user-level integrations.

Cost data is challenging due to fragmentation across networks; APIs and standardization are key to consolidate it. A single attribution platform that handles cost and attribution together avoids data mismatches, ensures granularity down to creative level, and maintains data freshness. Privacy and security must match internal standards.

Without these, marketers risk bad decisions and wasted budgets.