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An install has no acquisition source

Attribution requires the website SDK on the landing and welcome pages, a shared origin, and a call to analytics.attributeInstall() on the welcome page. An install can still be recorded without a source if the visitor has no saved website history or the welcome page does not complete attribution.

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An uninstall is missing

Uninstall reporting requires a configured uninstall page that calls analytics.recordUninstall(). A removal may be missed if the page does not open or cannot send its report.

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Activity is lower than expected

An installation counts as active only when it records an event. Call analytics.view() or analytics.track() for the views and features you want to measure. Event delivery is best effort, and events rejected after a plan’s monthly limit are not replayed later.