Information

Client Evidence & Case Stories

Real-world measurement diagnostics, discrepancy resolutions, and verified client feedback.

Verified Audit Engagements & Feedback

Independent measurement auditing requires absolute technical scrutiny. Below are verified accounts and case breakdowns from growth leaders, user acquisition directors, and analytics leads who commissioned diagnostics with Smart Vertex Base.

Detailed Case Summaries

Case 1: Resolving a 28% Attribution Discrepancy in a Fintech App

Client Profile: Consumer mobile banking and micro-investment app ($120k monthly acquisition spend across Google App Campaigns, Meta, Apple Search Ads, and Moloco).
Core Challenge: The marketing team observed that total network-reported installs exceeded MMP-verified installs by 28%, causing blended acquisition costs to appear artificially low while bank deposit velocity stagnated.
Diagnostic Findings:
- Self-Attributing Networks were claiming installs on an unconstrained 7-day click lookback, claiming credit for users who clicked an ad days prior but subsequently converted through organic App Store search.
- 14% of attributed installs on one Android channel exhibited click-to-install times under 1.2 seconds, indicating aggressive click-spamming on broad network inventory.
Implemented Remediation: Calibrated click-through lookback windows to 24 hours for non-intent display networks, disabled probabilistic fingerprinting fallbacks, and updated MMP postback filters.
Client Outcome: True blended customer acquisition cost (eCPA) was accurately recalibrated, allowing the marketing team to reallocate $34,000 in wasted monthly budget toward high-intent Apple Search Ads campaigns.

Case 2: Restructuring SKAdNetwork 4.0 Conversion Values for a Mid-Core Mobile Game

Client Profile: Mid-core RPG title scaling on iOS across TikTok and Unity Ads.
Core Challenge: Over 65% of SKAN postbacks were returned with null conversion values due to failing Apple’s crowd anonymity tier thresholds.
Diagnostic Findings: The studio’s legacy conversion value schema was overly granular, attempting to track 64 distinct purchase price brackets within the first 24 hours. Because individual ad sets lacked sufficient daily install volume to meet privacy thresholds, Apple masked the payload.
Implemented Remediation: Designed a hybrid coarse and fine conversion model prioritizing early gameplay milestone velocity (Chapter 2 completion) combined with 3 broad monetization bands. Configured Window 1 lock triggers to post back high-confidence user signals within 48 hours.
Client Outcome: Null postback rates dropped from 65% to under 18%, restoring actionable ROAS signals to campaign optimization algorithms.

Direct Client Feedback

"Smart Vertex Base audited our 7-day click-through attribution window across Google App Campaigns and Apple Search Ads. They revealed that 22% of reported conversions were organic re-engagements attributed via broad match windows. While implementing their suggested conversion value schema required two engineering sprints, the resulting clarity on marginal acquisition cost was indispensable."

Marcus Lindqvist

Head of Performance Marketing, FinTech App

"The technical depth of the raw postback audit was impressive, though the raw discrepancy spreadsheets initially felt dense for our non-technical stakeholders. Once the advisory team delivered the executive synthesis deck and walked our engineering lead through the Adjust event mapping fixes, we successfully resolved our multi-touch cannibalization issue."

Liam O'Connor

VP of Growth, Subscription Lifestyle App

"Our team struggled to reconcile SKAdNetwork postbacks with Adjust cohort revenue. The diagnostic report from Smart Vertex Base broke down the exact crowd anonymity tiers causing null values and restructured our fine conversion values to prioritize Day-2 subscription events."

Sarah Chen

Director of User Acquisition, Gaming Studio

Commission a Diagnostic Assessment for Your App