Data Independence Scorecard

Assess your first-party data maturity. Find out if you're Stage 1 (Dependent), Stage 2 (Hybrid), or Stage 3 (Independent).

Data Collection & Identity

Identity Resolution

Platform IDs Only Stage 1

Rely on IDFA/GAID, no stable identifiers collected

Email/Phone at Install Stage 2

Collect stable IDs but no cross-device resolution

Unified Cross-Device Profile Stage 3

CDP with identity graph merging all touchpoints

Consent Strategy

ATT Prompt Only Stage 1

Standard iOS prompt, no value exchange

Basic Opt-In Forms Stage 2

Email/phone collection with simple opt-in

Value Exchange + Progressive Stage 3

Incentivized opt-in with progressive profiling

Attribution & Activation

Attribution Source

MMP Probabilistic Stage 1

40-60% confidence, modeled conversions

MMP + Server Events Stage 2

Hybrid with some server-side signals

Deterministic First-Party Stage 3

Your data, your truth, 80%+ match rates

Audience Activation

Platform Audiences Stage 1

Using platform-built lookalikes and segments

Manual CSV Uploads Stage 2

Periodic uploads of customer lists

Real-Time Server-Side Stage 3

Conversions API with live audience sync

Measurement Methodology

Dashboard ROAS Stage 1

Platform-reported metrics only

Blended Metrics Stage 2

Mix of platform and internal data

Cohort LTV from Owned Data Stage 3

First-party data driving all decisions

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Data Independence Score

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Identity

-

Consent

-

Attribution

-

Activation

-

Measurement

-

Priority Actions for Next 90 Days

Estimated CAC Impact at Stage 3

-30% to -40%

Compared to Stage 1 baseline

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