In a world where users seamlessly switch between devices, accurately measuring mobile campaign performance has become one of marketing’s toughest challenges. This session unpacks the complexities of cross-device tracking, from fragmented user journeys to the limitations of traditional attribution methods.

We will explore the shift towards probabilistic attribution models and the growing significance of Apple’s SKAdNetwork for iOS, highlighting how privacy the first policies are reshaping measurement strategies. Attendees will gain practical insights and best practices to maintain attribution accuracy from integrating multiple data sources to leveraging advanced analytics while staying compliant in a privacy conscious environment.