Measurement desk
This page is the house view: what we believe before a cohort sits down, and what we refuse to decorate with another chart colour.
If a user can appear as three IDs across install, login, and purchase, your retention curve is a collage. We start App Analytics work by writing the identity contract: anonymous, known, merged, and what happens when a shared device lies.
Events are sentences. Subject implied, verb required, properties as careful adjectives. “Completed lesson” is a verb. “Dashboard” is a room. We will not let a room pose as an action in a tracking plan.
Day-1, day-7, and day-30 are not natural laws. They are choices that favour some teams. App Analytics without a dated window is a conversation that can be reopened whenever the line looks inconvenient.
What we grade
Vendors will keep inventing boards, funnels, and “insights” panes. Our desk cares about the paragraph a human is willing to sign: who is in the population, what moved, what did not, and which action is therefore licensed.
If you cannot write that paragraph, you do not yet have App Analytics. You have a collection of queries. The courses exist to close that gap, not to help you screenshot a prettier funnel.
If you need someone to implement an SDK this week, a contractor will be faster and cheaper. If you need a number that will impress a fundraising slide, we are the wrong house: we will ask which users were excluded. If you already have a written standard and merely want a second pair of eyes, a single desk enquiry may be enough; a full cohort would be theatre.
If you want the grammar taught in public, start with Cohort Instrumentation. If the work is confidential, write via the desk and ask for the atelier.