“People say 'web attribution is broken.' It's better than iOS. Yes it's imperfect — but you can see in hours what took weeks on iOS. For creative testing, for audience testing, for algorithm optimisation — the speed of web feedback has no equivalent on the App Store side.”

Web attribution isn't perfect either — but it enables faster feedback loops than iOS ever could

Petit rebuts the attribution-quality objection to web2app: iOS post-ATT attribution is not a high bar. Web attribution (server-side events, first-party cookies, probabilistic matching) is imperfect but delivers purchase signals in hours versus the 14-day SKAdNetwork windows on iOS. For teams running continuous creative and audience experiments, this speed difference is compounding — more learning cycles per unit time means faster improvement.