All our articles
BigQuery and GA4: what the export really costs
Storage, streaming, queries: a BigQuery invoice worked out line by line for one million sessions a month, and the three settings that keep it at a few dollars.
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New ATT prompt in the EU: what changes with iOS 27.2
A neutral screen, a one-year reprompt and three ways to combine ATT with your CMP: what Apple's new prompt changes for your apps in Europe, and the option we recommend.
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Should you open a ChatGPT Ads account yet, or wait?
Eligible audience, targeting that actually exists, minimum spend: our grid for deciding whether to open now or wait.
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ChatGPT Ads: what its measurement changes in your stack
oppref, the conversions API, deduplication and consent: what this channel really adds to your measurement, and the three decisions to make before your first impression.
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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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