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Faced inconsistencies in channel performance.
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Struggled with varying attribution models.
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Rise in fraudulent activities detected.
Tunaiku, a digital loan platform from Indonesia, was striving to grow its app user base amid significant attribution challenges. They encountered inconsistencies across paid advertising channels and had limited visibility into the performance of their organic channels, which obstructed them from accurately measuring their marketing impacts. The differences in attribution models and tracking windows across various networks further complicated their ability to allocate their budget effectively and compare performances. Additionally, as Tunaiku's app gained traction, the company observed a marked increase in fraudulent activities, including deceptive installs and attribution manipulations, resulting in an urgent need for a solution to curb these issues.
