Mobile Analytics Autopilot — guides, setups, and definitions.
A UTM-tagged link can't attribute an app install: the click happens in a browser, the install happens in the App Store, and the query string is lost crossing that boundary. Mobile attribution needs a deep-linking layer like AppsFlyer OneLink.
Read →Firebase Dynamic Links shut down on August 25, 2025, and its links no longer resolve. The replacement is native iOS Universal Links plus Android App Links for opening installed apps, and an MMP like AppsFlyer OneLink or Branch for deferred deep linking and attribution.
Read →No data in Firebase Analytics is almost always one of five things: you're in Expo Go instead of a development build, the native config file is missing, no events are logged, the report just hasn't processed (up to 24h), or you're reading the wrong screen. Here's how to find which.
Read →After an App Store launch, check five things in order: how many real people open the app (not installs), whether anyone activates, whether they come back (D1/D7 retention), where installs came from, and whether anything converts.
Read →Firebase logs up to 500 event types and the console is overwhelming. You only need five: first_open (automatic), sign_up, one activation event you define, purchase with value and currency, and one retention signal — three of them a single logEvent call.
Read →SKAdNetwork is Apple's privacy-preserving way to attribute iOS app installs without identifying users. Here's what a postback contains, how SKAN 4's conversion windows work, and what it means for your ROAS.
Read →Firebase and AppsFlyer aren't competitors — Firebase Analytics measures in-app behavior while AppsFlyer attributes installs to campaigns. Here's which job each does and why most apps need both.
Read →Mobile ROAS is revenue attributed to a campaign divided by ad spend. The formula is simple; iOS attribution makes the revenue side hard. Here's how to measure it honestly with an MMP, SKAdNetwork, and LTV.
Read →Shipping an Expo or React Native app your agent built? Here's how to instrument the events that matter and connect Firebase + attribution cleanly.
Read →How to add Firebase Analytics to an Expo / React Native app, the canonical events to log, and how to confirm data is flowing before you ship.
Read →Plain-English definitions of the mobile growth metrics that matter — sessions, installs, activation, retention, ROAS — and how they connect.
Read →