A joint checklist by Traffy (mobile UA agency) and Affise (mobile measurement partner) — the practical follow-up to our guide.
None of this means rebuilding your stack from scratch — it means closing the same gap we opened with, between what the dashboard says and what actually lands. A reasonable place to start:
- Check which events you're actually passing to your MMP. If it's just Install and Purchase, you're still on checkout-only attribution.
- Add the rest of the lifecycle: Order Created, Confirmed, Shipped, Delivered, Updated, Refunded, Canceled.
- Pass item-level metadata — category, SKU, price, quantity — so bidding can account for margin, not just revenue.
- Set up delayed, verified S2S postbacks so ad networks are training on revenue you actually kept, not the gross checkout number.
- Set fraud benchmarks per Sub-ID (say, over 15% cancellation within 48 hours) and automate the blacklisting.
- Set payout and attribution windows by GEO instead of applying one region's rules everywhere.
- Pilot the full model on one category or GEO for a few weeks before rolling it out further.
Ad costs keep climbing and margins keep getting tighter, so optimizing acquisition off unverified checkout data isn't really an option anymore. Put Affise MMP's full-lifecycle measurement together with Traffy's in-app UA work, and the number on the dashboard finally matches the one in the bank account.
Ready to close the gap? Leave a request on the Traffy website and we'll run a free audit of your in-app campaigns.