{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Price Power","title":"6: Lucas Moscon: Conversion Values, SKAN, Fingerprinting, MMPs, and Mobile Attribution","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/a0bd184c\"></iframe>","width":"100%","height":180,"duration":3367,"description":"Lucas Moscon, one of the most technically knowledgeable people in mobile attribution, breaks down how post-ATT measurement really works, why most marketers are using outdated mental models, and how to build a modern, resilient measurement stack. Lucas clarifies what’s deterministic vs probabilistic today, exposes where MMPs still add value (and where they absolutely don’t), and explains why IP-based fingerprinting quietly powers 90%+ of attribution today. He also walks through SKAN in plain English, conversion-value strategy, web-to-app pipelines, and why looking at blended ROI beats chasing ROAS illusions on iOS.If you want to understand the actual mechanics behind click → install → revenue pipelines — and why Apple’s privacy tech is failing in practice — this episode is for you.What you’ll learn:• Why ATT didn’t “kill” attribution — it forced marketers to juggle deterministic, probabilistic, and blended layers• How Meta/Google matching actually works (spoiler: 90%+ relies on IP, not magic AI)• Why SKAN isn’t enough — and why relying on ROAS on iOS is the least trustworthy metric• How to measure effectively without over-reacting to noisy campaign-level data• When you truly need an MMP today — and why most apps don’t• How to correctly design conversion values for SKAN without over-engineering• Why retention determines how many conversion values you even receive• How to triangulate data across store consoles, subscription platforms, MMPs, and ad networks• Why focusing on payback windows (D60–D180) outperforms optimizing for short-term ROAS• Why probabilistic fingerprinting is still powering the ad ecosystem — and why Apple hasn’t stopped itKey Takeaways:• iOS ROAS is the noisiest metric you can use. Without IDFA, everything is extrapolated. High-confidence decision-making must use blended revenue and cohort ROI, not ad-platform ROAS.• Modern attribution = multiple layers. Post-ATT, performance requires triangulating data from SKAN, ad networks, subscription...","thumbnail_url":"https://img.transistorcdn.com/zQmNoGN5MuGeMOqTvMb2DuPbwhjQUVEJ-q54eTGsg0c/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8zMDkx/MTljNmYxN2FkNGFm/NDIwOWMyNzU0MmQ1/M2ZjZC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}