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Ad metrics are broken.

Ad networks say 1 thing. App Store and Google Play data says something else. SKAN has yet another number. Your first-party data is different, and your MMP numbers are as well.

What should a mobile marketer do?

We put together a megapanel to get to the bottom of it:
Hannah Parvaz, app marketer of the year, Aperture CEO
Sara el Bachri, SHAMSCO principal
David Vargas, UA manager, Splitmetrics and consultant
Eran Friedman, cofounder & CTO at Singular
John Koetsier, host of Growth Masterminds

This is a supercut of some of the key quotes ...

What we learned:
all measurements are wrong
all are interesting and useful for different reasons
truth is dead
truths-ness is the future

In a word: triangulation. Today marketers need to use multiple datapoints to triangulate truth.

Not coincidentally, that's exactly how Singular builds Unified Measurement. In other words, a big red easy button for "stitch all the breadcrumbs together," as David Vargas says, for you.