What the developer does and what the marketer does

The split at a glance

The developer's four jobs

The developer's work is a one-time setup with a small amount of upkeep.

1. Add the SDK. Install the package, add the app keys from the dashboard, and initialise it when the app starts.
2. Send events. One line of code per event, at the moment it happens. Each is an in-app event the marketer will later see by channel.
3. Handle links. Register the app's link domains and write the code that reads an incoming link and opens the matching screen.
4. Ship and maintain. Release the build. After that, update the SDK now and then and add an event when the marketer asks for one.

On iOS there is one more decision that involves both people: whether and when the app asks for tracking permission. The rules are in App Tracking Transparency.

The marketer's ongoing work

The marketer's part never finishes, because every new campaign needs it.

• Channels. Connect each ad account once, and reconnect it when a login expires.
• Links. Create a tracking link for each placement outside your connected ad accounts: creators, email, QR codes, the website.
• Names. Keep one naming pattern for campaigns so reports group cleanly.
• Reports. Read results by channel and campaign, then act on them inside the ad platforms.

Where handoffs go wrong

Many setup problems are a missing conversation, and three come up again and again.

The event list was never agreed

The developer logs what is easy to log, and the marketer later finds that "purchase" has no revenue value. Fix it with a shared one-page list: event name, when it fires, which values it carries.

Nobody owns the test

The developer sees the SDK start and calls it done. The marketer assumes it works. Put one person in charge of running the full check in testing attribution before launch before every release that touches the SDK.

Links point at screens that do not exist

The marketer creates a link to a promo page the app cannot open. Agree the list of linkable screens up front, and add to it together.

If one person is both

A solo founder does every row of the table. The order still matters: write the event list first as if handing it to someone else, do the developer work in one sitting, then switch to the marketer's seat and test it as a stranger would. The day-by-day order is in the first-week plan.