From One Integration Task to Speaking Every Team's Language

A Small Integration Task That Wasn't

At Cashbac, I was assigned a project to integrate Mixpanel and AppsFlyer together. On paper it sounded straightforward: add an SDK, fire some events, done. In practice it meant learning deep linking and OneLink attribution from scratch, mostly through trial and error. Links that didn't route correctly, installs that didn't attribute to the right campaign, and events that fired inconsistently until I sat down and traced them one by one.

Cashbac was a lifestyle rewards platform tied to offline merchants across Indonesia: McDonald's, Alfamart, FamilyMart, and thousands of others. The app was expanding quickly, scaling from around 68,000 to over 200,000 monthly active users while I was working on the mobile SDK integrations.

At that volume, broken links or misattributed events would quickly distort campaign reporting. My responsibility was to ensure the tracking stayed accurate, deep links resolved reliably through each app release, and the growth team received clean data they could actually work with.

Realizing How Much Depends on This Layer

Working through those edge cases made me realize how much rides on this layer functioning reliably. Deep links and attribution aren't just isolated SDK setups; they are the underlying plumbing for day-to-day marketing operations.

An email that needs to route straight to an in-app merchant page, a banner leading into a specific purchase flow, or a push notification landing on a targeted offer, all depend on this pipeline. When any part fails silently, campaigns underperform and teams waste time trying to pinpoint whether the issue is the creative, the user experience, or simply a broken link.

From Mixpanel to CleverTap

When Cashbac migrated from Mixpanel to CleverTap, the scope expanded into event properties, user segmentation, and cohort tracking. This was also where the work shifted from purely writing code to close cross-functional collaboration.

I began joining regular discussions with digital marketing specialists, product analysts, and PMs. My role was to translate their campaign goals into frontend tracking requirements, verify that the payloads matched what the analytics tools expected, and help troubleshoot when numbers didn't align across dashboards.

Universal Links and Team Knowledge Sharing

During this period, I focused heavily on Universal Links and App Links to ensure campaigns opened directly inside the app rather than bouncing through a browser. Getting this right required setting up the Apple App Site Association (AASA) file and the Android equivalent under .well-known, then verifying that both operating systems handled the routing consistently.

Because deep linking setup wasn't something the rest of the mobile team touched regularly, I documented the workflow and walked other engineers through it: how association files work, common configuration pitfalls, and systematic ways to test deep links before release so the team wouldn't depend on a single person to debug routing bugs.

Adapting Across Stacks at Horego

I brought this background to Horego, initially working with CleverTap and AppsFlyer again before navigating several tooling transitions: CleverTap to Adjust, Adjust to Branch.io, and eventually PostHog. Whether driven by evolving product requirements, cost adjustments, or tool consolidation, each switch required adapting to different SDK lifecycles and ensuring attribution continuity without data loss.

Along the way, the work incorporated remote config, cohort-based push notifications, in-app messaging, and A/B testing setups, supporting the product and growth teams with reliable technical foundations for their experiments.

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What began as an unfamiliar integration task at Cashbac grew into a core technical interest. Working across multiple tools and departments taught me that implementing analytics isn't just about calling an API; it is about helping engineering, marketing, and product align on consistent, reliable data.

Tools worked with: AppsFlyer, Mixpanel, CleverTap, Branch.io, Adjust, PostHog

Areas: mobile attribution, event tracking, marketing analytics, deep linking, universal links