Four things we'd rather tell you now than have you find out in week two.

Every measurement product has a ceiling. Most bury theirs. This is ours, in plain words, so you can decide with your eyes open.

• On Android we measure nothing. Not badly — nothing.

  Every app-open rate here is an iOS rate; Android taps are labelled unmeasured and sit in neither the top nor the bottom of any percentage. Chrome sends the same signal whether the app launched or not, so an Android number would be a guess dressed as data.

• Escaping the browser makes pixel attribution worse.

  A fan who reaches the real app has left the page your pixel lives on — we fire pixels on the click, before the jump. Need pixel-perfect attribution more than you need the app to open? We're the wrong tool.

• The number is a heuristic, and it is sampled.

  It's a rate and a trend — comparable to itself over time and across variants, never per-click truth. We're calibrating it and we'll publish what we find, including if it's unflattering.

• We are not the only ones measuring this.

  URL Genius has shipped an app-open percentage for a while. Ours is the one with its own error bars printed on it, carried through A/B variants, webhooks and segments, on links that can never be taken away from you.

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