Lucas Moscon

Mobile attribution expert and founder of AppStack, with a background advising large app companies and deep technical knowledge of SKAN, fingerprinting, MMPs, and post-ATT measurement strategies.

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Dec 4, 2025 • 56min

6: Lucas Moscon: Conversion Values, SKAN, Fingerprinting, MMPs, and Mobile Attribution

Lucas Moscon, founder of AppStack and mobile attribution expert, dives into the complexities of post-ATT measurement. He reveals how many marketers cling to outdated strategies while navigating the shifting landscape of mobile attribution. Lucas clarifies the crucial differences between deterministic and probabilistic models, emphasizing the importance of blended ROI over ROAS. He also discusses the significant role of IP in attribution, critiques Apple’s privacy measures, and offers insights on designing effective conversion value strategies. A must-listen for anyone in mobile marketing!

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