UTM Rules That Survive App Installs
Web-style campaign tags often break at the store or install step. Here is a practical salvage path.
UTMs were designed for browser sessions. Mobile installs introduce store pages, deferred deep links, and reinstalls that drop or rewrite campaign fields.
Write inheritance rules: which field wins when web and SDK disagree, how long a click remains eligible, and what happens on reinstall. Document those rules where growth and analytics both look.
Before a spend spike, run a dry campaign with known tags and confirm the first-open event still carries them. That one rehearsal prevents a week of noisy reporting.