Field note
Store listing, paid ads, and family chats — three sources that get confused
Last-touch rules will happily give a paid click the install even when the person already knew the app from a listing visit or a relative’s message.
A person in Skudai hears about an app from a sister, searches the store that evening, then sees a retargeting ad the next morning and taps it. Many setups will hand the install to the ad. The sister and the store search disappear. The media buyer looks competent. The listing writer looks idle. Neither reading is true.
Family chats deserve a dedicated line on a Malaysian launch map. They are fast, bilingual, and invisible to campaign taxonomies. If you asked relatives to install, say so. Count those opens. Then look at what remains.
Paid ads still matter. They are simply not the whole doorway. When a burst campaign runs for four days with a thirty-day claim window, it will keep swallowing store search that happens later. The report then “proves” that ads work, because ads were allowed to speak last.
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None of this requires a new piece of software. It requires a source list written in the same words the team already uses, and a refusal to treat last-touch as a moral verdict.