Craft
Mobile Attribution Analytics as a desk, not a login
A desk is the set of artefacts a team can defend: a taxonomy, a conversion-value map, a test calendar, and a memo finance will file.
Four drawers
Identity. Which installs are click-ID grade, which are SKAN, which are modelled remainder. Mixing them in one CPI is how arguments start.
Operations. Who updates the SKAN ladder when product ships. Who names events so CRM and paid social stop inventing twins.
Experiment. A calendar of geo-holdouts or other designs that fit a United Kingdom media mix, including the leaks you will admit.
Ledger. Costs with VAT and fees, joined to conversions you are willing to stand beside in a board pack.
What we will not call analytics
A weekly screenshot of a vendor dashboard. A last-click ranking presented as cause. A national lift inferred from a two-city test without naming the leak. Those are artefacts of haste. The courses exist to replace them with slower paper.