Free diagnostic
Service

Tracking you can trust before you buy more traffic

MMP, Conversions API, server-side events, SKAN and backend reconciliation. If the numbers are wrong, every bid and budget decision built on them is wrong too, which is why this is often where an engagement starts.

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Judged on backend revenueFree diagnostic firstOne or two new clients a month
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What you get

Deliverables

For any team about to scale spend, or one that no longer trusts its numbers.

  • Attribution map end to end (ad platform, MMP or tracker, analytics, backend)
  • Event taxonomy with one money event per app per network
  • MMP setup and partner postbacks
  • Meta Conversions API, TikTok Events API and server-side events
  • SKAN and AdAttributionKit conversion values
  • Platform versus backend reconciliation report

Platforms and tools

  • AppsFlyer
  • Adjust
  • Branch
  • Singular
  • GA4
  • Segment
  • Google Tag Manager
  • Meta Conversions API
  • SKAN
  • AdAttributionKit
Diagram of an attribution flow from ad platform to MMP, analytics and backend, with server-side events and deduplicationThe ad platform receives a browser event from the pixel and a server event from the Conversions API, merged into one event on a shared event_id, plus postbacks from the MMP or tracker. The backend sends the server events. Analytics and the backend go into a daily reconciliation against the conversions the platform reports. The backend is marked in red as the number that decides.Ad platformreports its own countPixelbrowser eventConversions APIserver eventMMP or trackerpostbacksEVENT_IDPOSTBACKAnalyticssessions and eventsBackendorders, depositsReconciliationdaily, side by sideREPORTED CONVERSIONS
Each layer between the ad platform and the backend, reconciled side by side.
Receipts

From my own work

Anonymized, with the denominator and the caveats left in.

Conversions API
99.35% events filtered

Traced under-firing Conversions API events to a destination trigger that filtered 99.35% of server events over 48 hours. Removing it restored delivery the same day, and the fix went to the sister brands.

Caught before launch
99%+ of users

Caught two bid-corrupting setups before launch: conversion events firing for over 99% of users, and a purchase action that defaulted to one euro when no value arrived.

Apple Ads attribution
100% reconciled

Recovered Apple Ads attribution that my analytics pipeline was dropping (reconciled 100% with GA4) and issued a standard SDK checklist to 11 app repositories.

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How it starts

Diagnostic first, then a plan

  1. Free 30-minute diagnostic

    A short form, a pre-read built from public data and a call on the three biggest opportunities.

  2. A written plan

    Scope, tests in order, the stop rule for each test and what I need access to.

  3. The work

    Setup, buying, reviews or advice, depending on the service, reported against your backend numbers with the stop rules agreed up front.

FAQ

Common questions

Which MMPs do you work with?

AppsFlyer most, plus Adjust. I have also worked with Branch and Singular.

Pixel or Conversions API?

Both, deduplicated. The pixel catches browser signals, the server catches what the browser misses, and a shared event ID lets Meta count each action once.

What do I get at the end?

An attribution map from ad platform to backend, an event taxonomy, working postbacks and server events, and a reconciliation report your team can keep running.

Related

Often combined with

Meta Ads (Facebook and Instagram)

Account structure, creative testing and Conversions API for apps, ecommerce, lead gen and gaming, judged on backend results.

How it works

Mobile app user acquisition

Installs that turn into payers. Multi-network UA for iOS and Android apps, planned around payback instead of CPI.

How it works

Growth and account audits

A ranked list of what is costing you money, built by AI agents and checked line by line by me.

How it works
Free · 30 minutes

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Send me the basics and get a pre-read plus 30 minutes on your three biggest opportunities, free.

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