[ankit219]

An internal fix for attribution. I have worked with three companies - all three consumer - and they required a reliable attribution mechanism they could rely on to know which channel is required for acquisition of their users, and which one for conversion. Usually it's a very similar product too. We use Branch or Appsflyer api (or Facebook, Google Ads if on website) and then use the JSON generated to map it to our users (in a postgres table) and then run queries by joining that with our internal DB tables.

I usually value two things: one, who first made the user aware about the product (could be organic, FB, SEM, Organic, Instagram, reddit, hacker news, product hunt, anything) and then which channel was responsible for final conversion event we want. Most products in the market only care about last. First touch is important to figure out where to get more users from at a lower cost. In the products, they tend to overwrite that and just use last touch. So, you store the JSON at the time of generation in your own database, map it to userid, and use it for internal calculation.