Source: https://bridgeeme.com/docs/cliente.html

Documentation / Customer operations

# Customer operations

Onboarding

## What the customer needs to prepare

Property GA4 and Firebase

Set assignees, Android/iOS streams, and Editor permissions to configure reports.

Channels and naming

Standardize source, medium and campaign; document Google, Meta, TikTok, affiliates and DSPs.

Consent

Choose which signals can be used across attribution, quality, and media.

Business Meta

Define valid installation, activation, retention, and decisions that the report will support.

GA4

## Create the installs report by channel

Record required dimensions

In Admin → Custom definitions, register only really necessary Bridgee parameters, such as method and trust. Use native dimensions when they exist.

Create detail report

Reports → Library → Create new report → Detail report. Main dimension: First user source/medium or the approved Bridgee dimension. Metrics: New users, first_open and engaged sessions.

Add comparisons

Compare Android/iOS, campaign, country and period. Do not mix user acquisition with session acquisition without explaining the scope.

Create exploration

Explore → Free form. Lines: source/medium and campaign. Columns: platform. Values: installs, active users and engaged sessions.

Save and share

Suggested name: Bridgee | Installations per channel. Document filters and window.

The official GA4 documentation requires the Editor or Administrator profile to create detail reports. Custom dimensions may take 24–48 hours to appear. 

Validation

## How to measure results

| Verification | Expected | Action if failed | 
| --- | --- | --- |

| Blink → click ID | a valid click ID | review redirect, cache and replay | 
| Click → install | method and confidence explained | examine reason codes and window | 
| GA4 delivery | one delivery, without duplication | check native preservation Google | 
| Daily Channel | media-coherent variation | verify UTMs, IDs, and consent | 
| Score coverage | explicit observed/unavailable status | do not attribute absence as quality | 

Anti-fraud

## Why use

Anti-fraud protects the decision before invalid traffic contaminates reports, optimization and models. Extreme CTIT, replay, click ID reuse, partner conflict, automation, and journey incoherence become auditable evidence.

### Excellent because it is explainable

It does not just deliver “fraud”: it exposes motive, version, intensity and evidence.

### Protects without changing the channel

Risk qualifies traffic; does not silently reassign the installation.

### Starts at shadow mode

Calibration with labels avoids blocking legitimate traffic by a new rule.

Trust score

## How to interpret and use

| Component | Question | Usage | 
| --- | --- | --- |

| Attribution confidence | How solid is click → install? | audit of the assignment | 
| Traffic quality | Did the session have coherent activity? | channel/cohort qualification | 
| Fraud risk | Is there automation or manipulation? | investigation and controlled suppression | 
| Measurement integrity | Is the collection complete? | distinguish bad traffic from technical failure | 

Score is not absolute truth. Use components, coverage and reason codes. Don't optimize budget just for the aggregate number. 

MMM

## Using Bridgee in Marketing Mix Modeling

The MMM receives aggregates by channel, date and geography: investment, facilities, trust, risk, quality, physical traffic and external controls. The trust score must be quality variable or sensitivity weight — not automatic revenue multiplier.

### Recommended starters

spend, impressions, trusted installs, score coverage, fraud rate, store/OOH, seasonality, price, promotions and availability.

### Good practices

consistent granularity, holdouts when possible, adstock/saturation, uncertainty ranges, backtesting and documentation of changes.

Operation

## Customer best practices

- do not edit UTMs in the middle of a campaign;
- separate attributed origin from observed quality;
- monitor coverage, latency and consent;
- investigate mix changes before changing investment;
- compare GA4, media and Bridgee in the same window/timezone;
- maintain owners for marketing, analytics, app and privacy.