Changelog · 22 July 2026

Acquisition now reconciles to the paid merchant journey.

Marlo’s new Distribution report cohorts app-owned visitors, requires a matching server install and links later trial or direct paid intent and paid evidence to the merchant when possible.

What shipped

  1. 01A sequential 30-day first-party acquisition cohort
  2. 02Acquired, installed, trial or paid intent, and paid stages
  3. 03Direct-paid paths without a fictional trial requirement
  4. 04Outcome breakdowns by acquisition source and Shopify app
  5. 05Country and current-plan breakdowns after merchant resolution
  6. 06Merchant-level evidence links
  7. 07Median observed install-to-paid time
  8. 08Missing browser-to-server handoff coverage
  9. 09Deterministic investigation prompts for the largest observed stage loss
  10. 10Consistent removal of resolved manual and non-commercial exclusions

Evidence boundary

  1. 01Browser events never prove install or payment
  2. 02Later stages require the same opaque acquisition ID and an observed install
  3. 03Missing attribution stays missing
  4. 04Shopify App Store listing views remain in the listing owner’s configured GA4 property
  5. 05Current merchant plan is not presented as the historical acquisition plan
  6. 06No causal or incremental claim
  7. 07No email, post, ad, bid, budget or campaign action

Use it

Open Distribution in Marlo, verify one browser-to-install handoff, then read the step-by-step methodology and distribution guide.

Use the method on your own data

Marlo keeps definitions beside the relevant report and detail views.

Start 7-day trial