Key Metrics: Before vs After
Aug–Oct vs Dec–Mar avg
Spend
+34%
Spend increased
Baseline — explains install growth
MMP Installs
+28%
Tracks spend
ODM effect: none
Post-install events
+93%
Spend only +34%
ODM effect: large
Non-SKAN Install Share
+762%
4% → 38% of installs
Structural reclassification