Author: Matt Hyder

Matt Hyder is the Director of Product Marketing at Singular. He's a storyteller, go-to-market strategist, and once upon a time ... an opera singer.

Afterverse found TikTok’s true ROI was 2x higher. Singular’s MTA showed what last-touch missed.

TL;DR

If you’re running paid user acquisition on TikTok and relying on last-click attribution to judge its performance, you’re almost certainly undervaluing it. Maybe significantly.

That’s not a hunch. It’s what Afterverse found out when they added a layer of multi-touch attribution to their TikTok campaigns, and the gap between what last-click was telling them and what was actually happening was stark.

The problem nobody talks about enough

Last-click attribution has one job: find the final touchpoint before a conversion and give it all the credit. It’s simple, it’s clean, and it’s wrong.

In reality, a user’s journey from first impression to install rarely follows a straight line. They might see a TikTok ad, keep scrolling, open Instagram, see a different ad, then finally download the game three days later after their friend mentions it.

Under last-click, TikTok gets zero credit. The last touch, whatever it was, gets everything.

For channels like TikTok, where discovery and awareness happen at the top of the funnel and conversions often close elsewhere, this creates a systematic blind spot.

Your reporting shows TikTok underperforming. You pull your budget. You optimize away from a channel that was actually driving growth, you just couldn’t see it.

This is exactly the problem Singular’s multi-touch attribution (MTA) solution is built to solve.

How Afterverse found their blind spot

Afterverse knows how to run TikTok campaigns. The Brazilian game studio behind PK XD,  an open-world virtual universe with over 1 billion downloads,  keeps an always-on presence on the platform and treats it as a core UA channel. They’re not newcomers figuring out the basics.

But toward the end of 2025, they were facing a familiar challenge: how do you scale spend confidently when you’re not sure your attribution model is giving you an accurate picture?

Their campaign setup was solid. They were running TikTok’s Smart+ solution across Brazil, Mexico, and Argentina, optimizing for an in-app event,  specifically, users reaching a target level inside PK XD after installing. This meant their ads weren’t just chasing installs; they were targeting users likely to become genuinely active players. Good signal, good intent.

The issue was measurement. Afterverse understood that a meaningful share of the people seeing their TikTok ads weren’t converting on TikTok directly. They’d see the ad, move on, and install later through another channel. Under last-click, that TikTok impression,  and all the awareness and intent it generated,  would disappear from the data entirely.

Enter Singular MTA

In December 2025, Afterverse ran Smart+ campaigns optimized for in-app events across Brazil, Mexico, and Argentina, with Singular’s MTA tracking the full conversion journey.

What last-click showed
TikTok driving direct installs, measured in isolation from other channels.

What Singular’s MTA revealed

  • 70% assisted install rate:  for every 10 direct installs attributed to TikTok, 7 more in other channels had TikTok somewhere in the path
  • 2x higher ROI for TikTok than last-click attribution indicated
  • +68% CTR improvement across the account
  • -35% CPA reduction

Afterverse increased TikTok spend by 31% in December. Singular’s MTA showed the channel was more than earning it.

What assisted installs actually means for your budget decisions

A 70% assisted install rate is worth sitting with for a moment.

It means that for every 10 installs Afterverse could directly trace to TikTok, there were 7 more installs happening in other channels where TikTok had played a role,  as the first touch, a mid-funnel exposure, or a re-engagement moment before someone converted elsewhere.

Under last-click, those 7 installs are invisible to TikTok’s contribution. They get credited to Google, Meta, or organic,  wherever the final tap happened. TikTok looks less efficient than it is. The budget case for TikTok weakens and the optimization decisions that follow are built on incomplete data.

Singular’s MTA works by tracking the full sequence of touchpoints across channels and applying fractional credit based on each channel’s actual role in the conversion path. This gives growth and UA teams a view of performance that reflects reality,  not just whatever happened to be last.

For Afterverse, that view revealed a 2x gap between what last-click was reporting and what TikTok was actually contributing. That’s not noise, that’s a fundamentally different read on channel value, and it changes how you allocate budget, how you set bids, and how you defend spend to stakeholders.

The bigger pattern: why TikTok specifically gets undervalued

This isn’t random. TikTok’s nature as a discovery-first platform means it consistently suffers under last-click measurement,  more so than channels like paid search, where users are already in purchase mode.

When someone is scrolling TikTok and sees a game ad, they’re in a lean back, passive state. They might be entertained by the creative, they might even pause, but they rarely convert at that exact moment. The seed gets planted, and it grows somewhere else.

That behavioral reality means last-click will almost always undercount TikTok. And for mobile gaming specifically,  where creative quality on TikTok is high, audiences are deeply engaged, and the install funnel can stretch across days, the gap between what last-click shows and what’s actually happening can be substantial.

This is why Singular’s multi-touch attribution matters: not just as a reporting exercise, but as a strategic input. Knowing that TikTok has a 70% assisted rate changes how you think about creative investment, channel mix, and what “performance” actually looks like for a discovery channel.

What this means if you’re running mobile UA

If you’re a UA or growth team managing spend across multiple channels, here’s the practical implication

You probably have a gap, too. The question is just how big.

Singular’s MTA solution connects the dots across channels,  tracking where users first encountered your brand, what they saw along the way, and where they ultimately converted. For games studios and mobile apps running multi-channel campaigns, this means:

  • More accurate channel-level ROI: stop penalizing top-of-funnel channels for being top-of-funnel
  • Better budget allocation:  shift spend toward channels that drive the full journey, not just the last click
  • Smarter creative decisions:  understand which TikTok creatives are driving assisted installs even when they don’t close directly
  • Stronger stakeholder reporting:  show leadership the real impact of your channels, not the last-click fiction

Afterverse used this to validate a 31% TikTok spend increase with data that showed it was warranted. That’s what confident budget decisions look like when your measurement actually reflects how users behave.

Ready to see your real numbers?

If you’re running paid UA and relying on last-click attribution, you’re optimizing against an incomplete picture. Singular’s multi-touch attribution gives you the full view,  across every channel, every touchpoint, every assisted conversion your current reporting is missing.

Book a demo with our team and discover what makes Singular the top rated MMP on G2.

This post references a case study published by TikTok for Business in partnership with Afterverse. Singular served as the MTA measurement partner for the campaign analyzed in the study.

FAQs

What is multi-touch attribution (MTA) and how is it different from last-click?

Last-click attribution gives 100% of the credit for a conversion to the final touchpoint before a user installs or takes action. Multi-touch attribution tracks the full sequence of touchpoints across channels and assigns fractional credit to each one based on its actual role in the conversion path – first touch, mid-funnel exposure, or re-engagement. The result is a more accurate picture of what’s actually driving growth.

How does Singular’s MTA solution work?

Singular tracks the full sequence of touchpoints across channels, from first impression through to conversion. It then applies fractional credit to each touchpoint based on its actual role in the user journey. This gives growth and UA teams channel-level ROI that reflects how users actually behave, rather than just what happened to be last.

How do I know if I have a measurement gap?

If you’re running paid UA across multiple channels and relying on last-click attribution, you almost certainly have one – the question is just how large. The Afterverse case revealed a 2x gap. To find your own number, the starting point is adding a multi-touch attribution layer to your existing campaigns.

Why does TikTok specifically get undervalued by last-click attribution?

TikTok is a discovery-first platform. Users are in a passive, lean-back mindset when they encounter ads, which means they rarely convert at that exact moment. The ad plants a seed that grows somewhere else – a later Google search, a Meta retargeting ad, or an organic install days later. Under last-click, TikTok gets none of the credit for that journey. Channels where users are already in purchase mode (like paid search) suffer much less from this problem.

Does this only apply to gaming companies?

No, though mobile gaming is a particularly clear example because the install funnel can stretch across multiple days and channels, and TikTok creative quality in gaming is high. Any mobile app or brand running multi-channel paid UA – where users discover you in one place and convert in another – faces the same measurement gap.

Singular delivers combined creative data for TikTok’s upgraded Smart+ Campaigns

TL;DR

Singular provides combined creative-level reporting for TikTok’s new Upgraded Smart+ campaigns, solving the fragmentation problem that has plagued performance marketers trying to analyze automated campaign results across TikTok’s three-tier automation structure.

What is it

TikTok recently introduced Upgraded Smart+ campaigns, this will unify their Smart+ and Manual Campaigns with a more sophisticated automation framework. 

Why it matters

If you’re running Upgraded Smart+ campaigns, you’ve likely noticed something: TikTok’s automation introduces an additional asset group layer above the creative level, which means your performance data gets scattered across multiple levels. This fragmentation makes it difficult to understand which creative concepts are actually driving installs, purchases, or ROAS.

Without combined creative data, you’re flying blind on creative performance. You might see that an Upgraded Smart+ asset group performed well, but you can’t pinpoint which specific creative assets deserve budget allocation. That’s the difference between optimizing based on hunches versus data.

How Singular supports

Singular now surfaces this critical data through new dimension fields that weren’t previously available in any analytics platform. You can now filter and report by campaign automation type (Manual, Smart, or Upgraded Smart+), and access Upgraded Smart+ ad IDs and names, which sit one level above your creative assets in TikTok’s hierarchy.

The breakthrough here is simple but powerful: creative data remains combined and comparable across your entire TikTok account, regardless of campaign automation type. Whether you’re running Manual campaigns with full control or letting TikTok’s algorithm optimize through Upgraded Smart+, you get a unified view of creative performance.

This means you answer questions like:

  • Which creative concepts perform better in automated versus manual campaigns?
  • Should I shift more budget to Upgraded Smart+ based on creative-level efficiency?
  • Are certain creative formats better suited for TikTok’s automation?

The new fields appear both in Singular’s reporting interface and can be pushed to your data warehouse or BI tools, giving data analysts the granularity they need without sacrificing the combined view that growth marketers depend on.

Singular makes marketing measurable

Singular’s integration with TikTok Upgraded Smart+ campaigns is live now. Get unified creative reporting across all your TikTok automation types and stop losing signal in fragmented dashboards.

Singular ensures your team stays ahead of the curve, with measurement that scales as fast as your media strategy evolves. To learn more, see TikTok’s help center, or reach out to your Singular representative.

Haven’t joined the other top brands that trust Singular with their business?

Book a demo with our team and discover what makes Singular the top rated MMP on G2.

FAQs

What is TikTok’s Upgraded Smart+ campaign type?

Upgraded Smart+ is TikTok’s newest automated campaign format. Manual and Smart+ experiences have been unified into a single flow, offering a more flexible ad buying experience where you can fine-tune your campaigns with new levels of control. With the upgraded experience, you can tailor your campaign to full automation, partial automation, or fully manual.

Why is combined creative data important for TikTok campaigns?

Combined creative data lets you compare performance across Manual, Smart, and Upgraded Smart+ campaigns in a single view. Without it, you can’t identify which creative concepts truly drive results or make informed budget allocation decisions between automated and manual campaigns. Fragmented data forces you to optimize based on incomplete information.

What new fields does Singular provide for TikTok Upgraded Smart+ campaigns?

Yes. Singular maintains combined creative-level reporting regardless of campaign automation type. This unified view lets you analyze whether specific creative formats or concepts perform better in Manual versus Upgraded Smart+ campaigns, informing both creative strategy and campaign structure decisions.

Can I compare creative performance across different TikTok automation types?

Yes. Singular maintains combined creative-level reporting regardless of campaign automation type. This unified view lets you analyze whether specific creative formats or concepts perform better in Manual versus Upgraded Smart+ campaigns, informing both creative strategy and campaign structure decisions.

Validate PayPal Ads across the funnel with Singular

Singular enables PayPal advertisers to validate their campaigns across the full-funnel, as a certified member of PayPal’s Measurement Partnership Program

As new advertising channels mature, measurement becomes the deciding factor between experimentation and scalable investment. For advertisers using PayPal Ads, the critical question is no longer just about reach or perception, it’s about outcomes across the entire funnel, and Singular supports full-funnel validation as a certified member of PayPal’s Measurement Partnership Program.

Singular enables advertisers to validate PayPal Ads performance across all three key dimensions:

  • Reach: Confirm who was reached and how effectively campaigns delivered.
  • Resonance: Measure shifts in awareness, favorability, and intent.
  • Reaction: Validate lower-funnel outcomes using trusted third-party methodologies.

Prepared for new channels, from day one

As platforms evolve, Singular keeps customers ready with built-in support for new measurement standards. Our PayPal Ads integration reflects this commitment to preparedness, helping teams adapt quickly without scrambling for tools or data alignment.

Why full-funnel validation matters

Upper and mid-funnel indicators offer directional value, but marketing performance is ultimately judged on outcomes. By enabling measurement across Reach, Resonance, and Reaction, Singular empowers teams to connect exposure to actual business impact, not just impressions or recall.

With independent validation, advertisers can move beyond isolated platform metrics and make confident decisions based on consistent, cross-channel data.

How Singular supports PayPal Ads measurement

Singular makes marketing measurable

Singular integrates PayPal Ads performance data into our measurement platform, allowing marketers to:

  • Quantify how effectively PayPal campaigns perform, and reach target audiences
  • Track changes in user sentiment and intent
  • Validate conversions and downstream behaviors using the advertiser’s own source of truth

This enables marketing, finance, and leadership teams to evaluate PayPal Ads with the same rigor they apply to other paid channels, all within Singular’s unified reporting and measurement framework.

What advertisers gain

  • Independent validation across Reach, Resonance, and Reaction
  • Consistent full-funnel measurement
  • Confidence in channel performance and spend decisions
  • Faster alignment between marketing and finance

Learn more

Singular ensures your team stays ahead of the curve, with measurement that scales as fast as your media strategy evolves. To learn more, see PayPal’s announcement, or reach out to your Singular representative.

Haven’t joined the other top brands that trust Singular with their business?
Book a demo with our team and discover what makes Singular the top rated MMP on G2.

 

Stop guessing, start proving: Why Singular Incrementality is more than just another analytics tool

The problem of proving your channel’s true incremental value

Mobile marketers today face intense pressure. They need to deliver better performance, justify their spend, and scale efficiently across multiple channels. At the same time, they need to avoid wasted budget and cannibalization of organic growth. This pressure to deliver top performance leads to a lot of questions and challenges for marketers:

  • Is retargeting worth the budget and time?
  • Is their media-mix strategy optimized?
  • Do their retargeting campaigns provide incremental value?
  • Do any of their campaigns cannibalize their users who would have engaged anyway?
  • Is their retargeting strategy working as efficiently as it could be, or is it in need of optimization?

That’s why incrementality testing matters. It gives marketers precision and control. It focuses on causal lift, measuring what your ads truly added instead of how your app performs anyway.

We developed Singular Incrementality exactly to tackle these challenges, and to deliver clear, actionable insights into your retargeting initiatives.

Singular Incrementality: real lift from real audiences

Singular’s Incrementality builds on top of Singular’s already robust Audiences solution for precise A/B testing.

With Singular Audiences:

  • Singular creates your audience segments, 
  • Singular shares them with your partners for re-targeting initiatives

And now with Singular Incrementality you can:

  • Split an audience into a control group (no treatment) and test group(s) (ads shown).
  • Run your campaign as usual. 
  • Test them for as long or as short as you want.
  • Compare conversions or key metrics between the groups.
  • The difference, or incremental uplift, shows the added value from your ads.

This approach provides precision. It delivers a clean, valid measure of ad impact.

This matters. You can now see whether your campaigns drive net new conversions or just shift existing or organic users.

And the best part? It’s all in the hands of your UA team, no extra resources, no additional engineering required.

What this means for marketers using Singular

Singular combines incrementality logic with deterministic A/B audience testing. This offers marketers a reliable, proven method:

  • Get true causal lift.
  • See actionable, transparent, and defendable results.
  • Make confident decisions and scale based on what works.

In today’s noisy data world, A/B incrementality is your reliable way to measure real retargeting performance.

The value of Singular Incrementality testing

1. Direct causality with fewer assumptions

Singular Incrementality A/B testing uses real control groups, and you compare actual behavior of users who did and didn’t see ads, which delivers you strong validity on your campaigns’ performance.

2. Clear, transparent results

With Singular Incrementality, everyone understands what the control group means. These are real users, just like your target audience, who didn’t see your ads.

This helps when explaining results to leadership or finance teams.

Marketers value the precision and simplicity of a transparent testing method.

3. Simpler testing and analysis

A/B holdout testing is easier. You split, run, and compare. It’s fast to implement and simple to repeat.

This ease helps you scale incrementality testing across campaigns and teams.

4. Prove the value of your retargeting strategy

Validating your retargeting strategy is critical. During our beta testing several of our testers made critical discoveries while using Singular Incrementality:

  • One saw significant incremental lift from the tests, which convinced them to invest more into retargeting initiatives, even though they previously had assumed it wasn’t a viable part of their strategy.
  • Another beta tester validated their assumption that their retargeting channels were not providing the incremental lift they needed, and therefore switched their media mix strategy to focus more on relevant ROI-positive channels.

Without the insights from Singular Incrementality, one would have lost out on valuable incremental lift, while another would have continued to waste time and spend on non-performance.

Singular makes marketing measurable

Marketers focused on real growth trust Singular Incrementality.

With Singular, you use real data to prove that your campaigns add value.

If you want to spend smarter, scale confidently, and report growth with certainty, Singular Incrementality delivers the results you need.

Learn more

Singular’s Incrementality testing is available now.
Learn more or reach out to your Singular representative to get started.

Haven’t joined the other top brands that trust Singular with their business?
Book a demo with our team and discover what makes Singular the top rated MMP on G2.

 

Advanced assists and multi-touch attribution: unlock true channel value with Singular

From fragmented journeys to actionable insights

Today’s marketers operate across a fragmented ecosystem, balancing multiple networks, ad formats, and platforms. Some channels have high overlap while others provide unique audiences or inventory, but last-touch attribution often fails to deliver the visibility marketers require to capture how these channels interact, overlap, or influence one another. 

The result?

  • Skewed KPIs for channels that rely on last click
  • High CPIs for view-based platforms like CTV
  • Misallocated budgets when you want to start to scale

Singular’s advanced Assists & MTA solution has you covered, and  delivers the clarity to:

  • Understand channel overlap and incrementality, seeing how each network contributes to user acquisition even when not the final touch.
  • Gain user-level transparency, accessing granular data for every contributing source, campaign, touchpoint type, and timestamp.
  • Apply configurable modeling, customizing weighting formulas to align with internal definitions of success.
  • Calculate true CPI and MTA eCPI, revealing the full investment required for each conversion.

By turning complex multi-channel data into clear, actionable metrics, marketers can optimize campaigns with confidence and demonstrate the real impact of every decision.

Advanced Assist and MTA visibility for modern marketers

Singular’s advanced Assists & MTA modelling brings new advanced assist metrics and multi-touch attribution (MTA) visibility directly into the Singular platform, providing a complete, unified view of your user’s journeys from impression to final conversion. 

Assists quantifies your user’s meaningful interaction with the channels you utilize. It measures how each network, campaign, and key touchpoints contributes to the overall path to install, giving teams the data clarity needed to drive smarter decisions.

Singular’s advanced metrics like Single-attributed installs and Co-attributed installs, provide a deeper visibility into the overlap between channels. Empowering you to really understand if the installs from a given channel is truly unique inventory or commonly seen amongst other channels too.

See the full journey, prove every decision

Assists and MTA Modeling is available now, to all Singular customers, directly in the Singular platform.

Singular’s advanced Assists & MTA modeling brings new advanced metrics and visualizations so you can uncover your channel’s true performance easier:

  • Export your user-level assist data, so you can do even more in-depth analysis
  • Run new advanced Assists and MTA metrics in reports
  • Analyze and visualize your assists data with a dedicated Assists dashboard for an overview, and add your own widgets

Experience the power of assists and multi-touch attribution with Singular Assists, where every impression, click, and conversion connects to a complete story of user acquisition and ROI.

Learn more

Need additional information?
See our Help Center, or contact your Singular representative.

Haven’t joined the other top brands that trust Singular with their business?
Book a demo with our team and discover what makes Singular the top rated MMP on G2.

Singular’s enhanced integration with Amazon Ads is now live in open-beta for customers via Android

What is the Amazon Ads enhanced integration?

What is it?

We are excited to announce the open beta of Singular’s enhanced integration with Amazon Ads.
This enhancement allows Android app marketers to connect first party app event data from Singular directly into Amazon Ads to enable optimization, measurement, and audience creation for Amazon’s owned and partner media.

With this release, advertisers can share Android app installs, in app events, and conversion data from Singular to Amazon Events Manager to power Amazon’s Performance Plus optimization capabilities.

This marks a major step forward from attribution only reporting to full performance activation inside Amazon

What’s new?

Singular has long supported Amazon Ads Attribution for Android and Fire devices, allowing advertisers to measure installs and in app events from their Amazon media. 

The enhanced integration goes further.

  • Access to new inventories like CTV, Twitch Mobile, and the Amazon shopping app
  • Enables app data from Singular to be used inside Amazon Ads for optimization and audience activation across Amazon’s owned and partner media.
  • Enables Amazon Ads Performance Plus models to use Singular events for CPI and CPA optimization
  • Enables custom audience creation for re engagement and suppression using Singular and Amazon first party signals
  • Measurement and activation workflow that drives measurable outcomes in Amazon Ads

With this new capability, marketers can now move beyond tracking installs to using their in-app events to optimize bids, build audiences, and achieve stronger return on ad spend across Amazon’s cross-platform supply.

The value the enhanced Amazon Ads integration brings

The enhanced Amazon Ads integration with Singular provides advertisers with measurable performance improvements and deeper campaign intelligence.

Advertisers benefit from:

  • Unified app measurement across Singular and Amazon Ads, combining campaign, audience, and creative performance metrics.
  • Continuous optimization by feeding Singular’s install and event data into Amazon’s Performance Plus model for lower CPI and CPA results.
  • Audience enrichment through Amazon’s first party data and Singular’s in app event insights to drive stronger re engagement and suppression strategies.
  • Transparent aggregate reporting with side by side performance visibility across both Singular and Amazon Ads.
  • Faster feedback loops that align marketing spend with real user engagement on Android apps.

Together, these capabilities help marketers turn their app measurement signals into actionable growth levers across Amazon’s owned and partner media.

Start today

The enhanced Amazon Ads integration for Android is available now in open beta for all Singular customers.
To get started with the integration contact your Amazon Ads representative.

Singular keeps you ready

This launch again demonstrates the value of having a partner who stays ahead of industry changes. At Singular, we work directly with platforms like Amazon to implement new features the moment they go live. This proactive approach allows your team to stay focused on strategy instead of scrambling to catch up.

Haven’t joined the other top brands that trust Singular with their business?
Book a demo with our team and discover what makes Singular the top rated MMP on G2.

Singular AI: where data meets action

At Singular, we’ve always believed data should work for marketers, not the other way around. The rise of AI gives us a chance to turn fragmented information into true intelligence, to connect every decision back to real impact. 

That’s why we built Singular AI, to make marketing data as intuitive, reliable, and actionable as it should be.

AI that thinks like a marketer.

Built on Singular’s unified data foundation.

Marketing teams today are swimming in data, yet still struggle to turn that data into decisive action. Singular AI was built to change that.

At its core, Singular AI connects data and decision-making through a single, reliable foundation. It reads, understands, and acts on marketing data, giving teams the power to automate analysis, uncover insights faster, and execute with confidence.

Marketing complexity needs intelligence, not more dashboards

As marketing data scales across channels, speed and accuracy matter more than ever.

The landscape has never been more complex. Teams juggle countless platforms, fragmented data sources, and fast-shifting consumer behavior. The result? Data overload that slows performance and drains valuable time.

Singular AI brings intelligence to the chaos. By automating analysis and surfacing only the insights that matter, it frees marketing teams to focus on what truly drives growth across strategy, creativity, and scale.

Built on the world’s most accurate and granular data

Unifying every touchpoint for insight-ready analysis.

The foundation of Singular AI is the same trusted, unified data infrastructure that powers the world’s top marketing organizations. With omni-channel attribution, industry benchmarks, and holistic reporting, every insight is grounded in accuracy and reliability.

That unified data foundation ensures every recommendation and prediction made by Singular AI reflects the full truth of your marketing performance, no blind spots, no guesswork.

Make your data conversations natural and intelligent

Use chat-based AI to get answers instantly.

With Singular AI, marketers can talk directly to their data. Whether it’s through ChatGPT, Claude, Gemini, or an internal model, teams can ask complex questions and get clear, contextual answers in seconds.

Reporting that once took hours can now be completed in minutes, reducing reporting time by 70% and making performance insights accessible to every member of the team.

Turn AI insights into your next move

Accelerate time-to-value with actionable intelligence.

Singular AI transforms passive analytics into proactive intelligence. It doesn’t just describe what happened, it tells you what to do next.

By automatically surfacing optimization opportunities and performance drivers, Singular AI helps teams make decisions 5x faster and optimize campaigns 2x quicker, shortening the path from insight to action.

Find, scale, and repeat your best campaigns

Unify performance and creative data to drive higher ROI.

Creative IQ, powered by Singular AI, brings creative and performance data together to show which ads truly deliver. With AI-powered tagging and automated clustering, marketers can identify top-performing creatives, scale winning campaigns 5x faster, and eliminate wasted spend with precision.

The result? Repeatable systems for growth, where creative insights directly drive performance gains.

Shape the future of marketing intelligence

Singular AI’s Reporting Layer is now available in Early Access for select customers and partners.

This isn’t just another AI launch, it’s a milestone in making marketing data truly intelligent. Singular AI represents the next step in how we empower teams to make every decision smarter, faster, and more confidently.

Gadi Elashiv
CEO, Singular

The Early Access Program gives marketing leaders hands-on experience with Singular AI’s capabilities and a chance to help shape its roadmap.

Where Data Meets Action

Redefine what’s possible with AI-driven marketing intelligence.

Singular AI turns your data into an engine for growth. By combining automation, intelligence, and the industry’s most reliable data foundation, it empowers marketers to focus on what matters most, driving performance and achieving measurable results.

Contact your Singular representative to join our early access program.

 

AI and conversational interfaces are becoming new measurement frontiers

The new AI reality

Conversational and AI-powered interfaces are changing how users interact with digital content. From voice assistants to bots and AI agents, these tools are becoming key entry points for brand discovery, engagement, and conversion.

According to research from MarketsandMarkets, the global conversational AI market is estimated to reach USD 49.8 billion by 2031, meaning over 20 percent growth year on year.

This highlights a big shift: marketing is moving from traditional clicks and taps, to interactions that are dynamic, context-aware. However, these interactions are often invisible to conventional measurement tactics.

For mobile marketers, this shift means complex challenges:

  • Disappearing signals
    Due to voice and chat-based actions bypassing standard identifiers.
  • Fragmented journeys
    Due to users starting with a voice query on a smart device and finishing the conversion in an app or on mobile web.
  • New engagement metrics
    Not only are conversational experiences becoming more important, but also they will now define what counts as a conversion or interaction.
  • Privacy-first ecosystems
    As a result of conversational AI tools evolving, access to granular user-level data continues to narrow.

Marketers now need a new measurement mindset, one built for dynamic, AI-driven journeys.

How conversational AI is changing marketing

Conversational interfaces are not just a new channel, they are an entirely new interaction model. The marketing funnel is becoming fluid, requiring measurement tools that can interpret intent rather than just track clicks. Here are just three examples of the shifts:

From static journeys to continuous engagement

Firstly, user journeys are now multi-modal and device agnostic. A campaign might drive awareness through an AI search assistant, conversion through a chatbot, and retention through app notifications. As a result, traditional attribution cannot capture this complexity.

From deterministic data to modeled understanding

With privacy constraints and continued signal loss, marketers must combine deterministic signals with modeled metrics in order to estimate true performance. This shift emphasizes the importance of data unification and accuracy at the aggregate level.

From campaign-centric to conversation-centric marketing

Finally, the rise of AI-driven assistants means enabling useful conversations that can be measured.
Understanding how those conversations lead to installs, purchases, or engagement is the new challenge for growth teams.

Why Singular is built for the AI age

Singular provides the measurement foundation and the AI layer that mobile marketers need to succeed in this next phase of digital interaction. With AI-powered solutions, unified data measurement, and cross-channel attribution, Singular delivers real insights into performance across emerging conversational touch points:

  • Unified cross-platform measurement
    Singular collects and normalizes data across every channel, including web, app, and connected environments, ensuring no touch point is left unmeasured.
  • Privacy-compliant data intelligence
    As voice and chat interactions remove deterministic identifiers, Singular’s modeling fills data gaps without violating compliance frameworks.
  • Cost and performance unification
    Singular unifies spend, conversions, and engagement metrics across channels. This makes it easy to see ROI from conversational campaigns alongside traditional ad performance.
  • Cross-device and multi-modal attribution
    Singular’s cross-platform attribution framework connects activity from AI interfaces, including app installs, web conversions, and CTV events.
  • Smarter insights through automation
    Singular surfaces trends in conversational and AI-driven engagement to inform smarter spend with customizable dashboards and AI-powered analytics.

In short, by integrating conversational interfaces into a single performance view, marketers can measure impact, compare performance across channels, and allocate resources confidently.

The path forward

The rise of AI-powered interactions marks a defining moment in marketing. As conversational interfaces blur the lines between ad, engagement, and conversion, performance measurement must also evolve.

Singular enables this evolution by delivering True ROI Analytics for the multi-modal era of marketing. With the ability to unify fragmented data and model unseen interactions, Singular ensures marketers can continue to grow confidently, even as the landscape changes.

Ready to measure the next generation of marketing?

Request a demo to see how Singular combines industry-leading unified marketing data with AI-powered solutions that deliver you True ROI in the AI era.

How to measure ROI when marketing signals disappear

Signal loss isn’t slowing down, it’s rewriting the rules of marketing measurement.

With new privacy regulations and ecosystem changes rolling out worldwide, performance marketers are seeing less data than ever. Attribution accuracy? Harder. Cross-channel visibility? Even trickier.

In fact, more than 40% of marketers say signal loss has made cross-channel attribution significantly harder. And when your conversions, installs, and touchpoints are scattered across devices, apps, and walled gardens, those blind spots start adding up fast.

The result? Less confidence in your data, fuzzier ROI models, and more time spent guessing instead of optimizing.

The challenge: measuring ROI when the signals disappear

Today’s marketing data is fragmented across mobile, web, CTV, and everything in between. Without a unified measurement layer, it’s nearly impossible to connect the dots — and that creates three big problems:

  • Incomplete visibility: Fragmented data means you’re missing key parts of the user journey.
  • Budget inefficiency: Misattributed conversions lead to wasted spend.
  • Compliance risks: Outdated data-sharing methods make it hard to stay privacy-safe.

So how can you measure what matters when the signals keep fading?

How Singular is solving the signal-loss challenge

Singular unifies your fragmented data into one privacy-safe, cross-channel measurement platform so you can see your true ROI with confidence.

How Singular makes a difference:

  • Unified app measurement
    Combine ATT, SKAdNetwork, and other privacy frameworks into one consistent layer. Stay compliant without losing insights.
  • Cross-platform visibility
    Connect web, mobile, CTV, and owned media to see the full picture, not just parts of it.
  • Intelligent modeling
    Fill in the gaps left by signal loss with AI-powered modeling that keeps your data accurate and transparent.
  • Data normalization
    Automatically standardize campaign data from thousands of networks to eliminate silos and errors.
  • Faster feedback loops
    Align goals across marketing and data teams so optimization happens in real time.

Together, these capabilities mean you finally know which channels, creatives, and campaigns actually drive growth.

Smarter insights. Faster growth. True ROI.

In a marketing world defined by signal loss, Singular brings back clarity and control. With unified, AI-powered analytics, you can make confident decisions, optimize budgets, and protect ROI without sacrificing compliance or speed.

Discover how Singular can power your smarter growth

Request a demo to see how Singular combats signal-loss to unify your data and deliver you True ROI in the era of signal-loss.

 

Build a future-proof data activation and measurement stack for 2026

Data activation challenges

Marketers are producing more data than ever, yet they struggle with data activation. Campaign data flows from countless platforms: mobile apps, web, CTV, social, and owned channels. This creates a flood of signals that rarely connect. As a result, many teams still operate with partial visibility and slow decision cycles.

Industry research shows that only about half of marketing data is fully activated for optimization or ROI analysis. The issue is not the lack of data, but the lack of readiness. Legacy measurement systems are built for static dashboards, not dynamic, cross-channel activation.

Transitioning to a modern, future-proof measurement stack is no longer optional. It is essential for teams that want to unify data, act faster, and drive growth in 2026 and beyond.

How marketing measurement is evolving

Marketing is entering a data-activation era. The next generation of measurement stacks must not only collect and normalize data, but also make it immediately usable across platforms and campaigns.

Real-time activation replaces batch reporting

Teams now expect fresh data that updates hourly, or faster, so insights lead to timely action. Continuous pipelines are replacing overnight uploads.

Data pipelines are becoming cloud-native and modular

Modern ETL and ELT workflows support both structured and unstructured inputs. This flexibility lets marketing analysts query, model, and activate data without engineering or CDP bottlenecks.

Measurement and activation are converging

With multiple ad networks and data partners, strong schema normalization and permissions management ensure accuracy and compliance without slowing down growth.

These trends show a clear direction: marketing data must flow freely from collection to activation, empowering performance teams to make smarter decisions in real time.

Your future-proof stack powered by Extract

Singular built Extract and our ETL/ELT solutions for this exact transformation. Singular’s Extract and ETL/ELT architecture allows marketers to automate data movement, unify measurement, and activate insights faster, without relying on engineering or CDP resources.

  • Automated ingestion and normalization across thousands of ad partners, SDKs, and platforms. Singular’s CostAgg+ unifies every metric, schema, and conversion event in one consistent format.
  • Flexible pipelines that support both ETL (Extract-Transform-Load) and ELT (Extract-Load-Transform) workflows. This means teams can choose whether to process data inside Singular or within their cloud warehouse.
  • Always-on APIs and postbacks that deliver analysis-ready data to BI tools like Looker, Tableau, BigQuery, or Snowflake.
  • Granular permissions and governance that let teams control access and share specific data slices across partners and internal stakeholders.
  • Data activation built into the workflow so insights flow directly into campaign optimization, creative testing, and audience segmentation, ensuring faster ROI loops.

In short, Singular turns fragmented data into actionable intelligence. Marketers get the full view of performance across every channel, updated continuously, and ready for immediate use.

Why this matters for 2026 and beyond

The marketers who will lead in 2026 are those who make their data work for them. They will no longer wait for analysts to reconcile reports or engineers to build pipelines. Instead, their stacks will unify, model, and activate insights automatically.

By adopting Singular’s unified data architecture, growth teams can:

  • shorten decision cycles from days to minutes
  • eliminate manual reconciliation and engineering backlogs
  • enable continuous optimization based on complete data visibility
  • drive measurable ROI improvements through smarter activation

Ready to activate your data?

Future-proof your measurement stack now. See how Singular’s Extract and ETL/ELT capabilities deliver a unified, activation-ready foundation for modern marketing.

Book a demo to explore how your team can accelerate growth through automation, unification, and real-time data activation.