MechanicsAttribution windows explained for mobile appsHow click, view and engaged-view attribution windows work on Meta, Google, TikTok, SKAN and GA4, and why mismatched windows cause most app install gaps.→AndroidGAID meaning: the Google Advertising ID explainedWhat the GAID is, when Android returns a zeroed ID (deleted IDs, ad tracking limits, a missing AD_ID permission) and what that changes for install attribution.→AndroidGoogle Play Install Referrer explainedHow the Google Play Install Referrer works, what it covers and misses, the response codes to handle, and the timing mistakes that turn Android installs organic.→MechanicsHow self-attributing networks claim installsHow Meta, Google and TikTok claim installs as self-attributing networks, why their totals overlap, and how an MMP picks a single winner for each app install.→iOSSKAN 4 postbacks, windows and privacy tiersHow SKAdNetwork 4 postbacks work: three conversion windows, random delays, fine and coarse values, crowd anonymity tiers and what changes with AdAttributionKit.→ReportingHow to troubleshoot mismatched install countsA step-by-step way to troubleshoot mismatched install and conversion counts between your MMP and ad platforms, by first reading the daily shape of the gap.→ReportingAd network vs MMP, which install number to trustMeta, Google, TikTok, GA4 and your MMP will never show the same installs. Here is which number to use for budgets, for optimisation and for iOS reporting.→