About
Attribution you can argue with.
Measura is a mobile measurement platform built for teams who need to know not just where an install came from, but how confident that answer is.
Mobile attribution has a credibility problem. The platforms are accurate often enough to be useful and opaque enough that you cannot tell which results to act on. You get an install, a source, and a model name. What you do not get is whether this particular match was a direct signal or an educated guess made nine days after the click.
That ambiguity is expensive. Budget moves on numbers nobody can audit, and when the numbers are wrong there is no way to find out why.
Measura scores every attribution from 0 to 100 and stores the full derivation next to it. The matching method, the signals used, the time between click and install, the penalties applied, and the candidate clicks that lost. When a result looks wrong you can open it and find out whether it is.
The instrument
A reading is only worth as much as the scale behind it.
Every number carries the method that matched it, the signals it used, and how far we will stand behind it.
How we build
Four commitments.
Show the reasoning
An attribution platform that returns a number without its derivation is asking for trust it has not earned. Every attribution we resolve stores the method that matched it, the signals used, the confidence score, and the candidates that were rejected. You can disagree with a decision because you can see it.
Refuse to guess
When a match scores below our reportable floor we downgrade it to organic rather than claiming it. That makes our attributed share look smaller than it could. We think a smaller honest number is worth more than a larger one you cannot rely on.
Build for the network people actually have
The SDK batches events, compresses them, waits for Wi-Fi by default and holds back when the battery is low. Those are not micro-optimisations. They are the difference between an SDK you can ship to a prepaid data user and one you cannot.
Collect less
Every IP address is truncated to its network block before it touches the database. No raw end user IP address exists anywhere in the platform. Data you never wrote down cannot leak.
Where we build
Built in Abuja, Nigeria.
Growth does not run only through the channels most attribution tools were designed around. It also runs through WhatsApp threads, USSD strings, printed QR codes and influencer links, alongside the paid networks. A platform that only understands Meta and Google campaigns measures a fraction of what is actually happening.
Measura treats every one of these as a first class channel. A branded short link works the same way whether it is pasted into a message, printed on a poster or served in an ad, and it survives the app store install to attribute the outcome.
The same reasoning shapes the SDK. Wi-Fi only transmission by default, aggressive batching, gzip compression and a persistent offline queue are product decisions about data cost and network reliability, not engineering trivia.
Where we are right now
Measura is early. The platform is in active development and we are working with a small number of teams before opening more broadly. If you are evaluating us, expect direct access to the people building it and expect us to tell you plainly which parts are production ready and which are not.
Our changelog records what has shipped, and live service status is public.
Safli Technologies Ltd is registered in Abuja, Nigeria.