What data sources do I need to connect first?

Three groups of sources make the picture complete: spend, revenue and attribution. Spend and revenue give you the totals; attribution is what lets you split those totals by campaign, funnel and creative.

Everyone connects these

• Ad networks — Meta, Google, TikTok, Apple Search Ads, Applovin and whatever else you buy on. This is where spend comes from, so please make sure every ad account is selected during the connection flow.
• Your revenue sources — see the split below.
• Attribution — the events and identifiers that connect a payment back to a source.

Mobile

• MMP — AppsFlyer, Adjust, Singular, Branch or similar, for installs and click data.
• Stores — App Store Connect and Google Play Console (with Google Cloud access for Play), for actual revenue.
• Subscription platform, if you use one (RevenueCat, Adapty, Apphud and similar) — it carries the subscription events we use to link purchases to installs.
• SKAN setup for iOS — the conversion-value schema and the network accounts connected for SKAN reporting.

Web

• Payment providers — Stripe, PayPal, Paddle, Solidgate, Chargebee and others, for revenue.
• GA4 with the cw_subscribe and cw_nrc_purchase events, so purchases can be tied to the session that brought the user.  If you use a funnel builder (FunnelFox, Web2Wave, etc.):The funnel builder sends its own events - they do not include cw_subscribe or cw_nrc_purchase. In this case, also add all relevant events from the funnel builder (e.g., ff_subscribe, ff_purchase, purchase_completed_success or however they're named in that tool). Specify which events correspond to subscription start and purchase in your funnel builder setup to your CSM.
• Funnel links — every funnel URL that receives paid traffic, added in the app before launch. Add each funnel separately if you want to see it as its own row.

Optional, depending on your model

• Ad monetisation and offerwall providers, if part of your revenue comes from ads
• RDR alerts systems - a chargeback prevention service: it provides advance notice of an impending dispute or chargeback and allows you to cancel the transaction before it becomes a chargeback, thereby reducing the chargeback rate and protecting you from risks associated with Stripe.

A sensible order

• Start with spend and revenue — this gives you correct totals within a day.
• Add attribution next: MMP on mobile, events plus funnel links on web. Until it is in place, revenue arrives but cannot be split by source.
• Then run the Post-Integration Data Check to confirm each source matches its original system before you start making decisions on the numbers.

One thing worth planning for: attribution only counts from the integration date onward, so the sooner a source is connected, the more history you will have to work with.