All our articles
Mobile attribution: from ad click to postback
How an MMP attributes your installs on Android and iOS, from the ad click to the signal sent back to Meta or Google. And the three things to lock down first.
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AppsFlyer, Adjust or Branch: which one should you choose?
The decision comes down to volume and integration, not features. Our practitioner's decision grid, and the mistakes we see most often.
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Gclid, Gbraid, Wbraid: the complete guide to web-to-app attribution
Lost between gclid, gbraid and wbraid ? Our guide explains how web-to-app attribution works with MMPs (Adjust, Branch and others) after iOS 14.
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MMP: the complete guide to Mobile Measurement Partners
What a Mobile Measurement Partner actually does, why it matters for mobile acquisition, and how to choose between Adjust, AppsFlyer and Branch.io.
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Identity resolution and data unification in CDPs
How identity resolution in Segment (Unify) unifies customer data: configuring merge rules, handling identifiers and improving the customer experience.
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Packaged CDP vs composable CDP: the difference
A new kind of Customer Data Platform has emerged: the composable CDP. It is redefining how companies activate their data.
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CRM vs CDP: which one is the better fit ?
With cookie deprecation, managing first-party data has become critical. The main differences between a CRM and a CDP.
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What is reverse ETL ? A guide to understanding it
To get data out of your warehouse you have to make it accessible — that is where reverse ETL comes in. Definition, mechanics, differences.
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