What factors are contributing to the sudden 35% decrease in daily active users for AppsFlyer's SDK in the past week?

Introduction

The sudden 35% decrease in daily active users for AppsFlyer's SDK in the past week is a critical issue that demands immediate attention and thorough analysis. As we delve into this problem, we'll employ a systematic approach to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this could be related to a recent SDK update. Has there been any SDK release or update in the past 1-2 weeks?

Why it matters: Recent changes often correlate with sudden metric shifts. Expected answer: Yes, there was an update. Impact on approach: If yes, we'd focus on the update's contents and rollout process.

• Considering the scale of the decrease, I'm wondering about the distribution across different app categories. Is the 35% decrease uniform across all app types, or are certain categories more affected?

Why it matters: Helps identify if the issue is global or specific to certain app types. Expected answer: The decrease varies across categories. Impact on approach: If varied, we'd prioritize investigating the most affected categories.

• Given the nature of SDKs, I'm curious about the integration process. Have there been any changes in the SDK integration documentation or process recently?

Why it matters: Integration issues could lead to widespread adoption problems. Expected answer: No recent changes to documentation. Impact on approach: If yes, we'd examine the changes and their potential impact on integration.

• Thinking about external factors, I'm considering potential changes in app store policies. Have there been any recent updates to iOS or Android policies that might affect SDK usage?

Why it matters: Platform policy changes can significantly impact SDK adoption and usage. Expected answer: No major policy changes. Impact on approach: If yes, we'd analyze the policy changes and their potential effects on our SDK.

• Reflecting on data accuracy, I'm wondering about our tracking systems. Has there been any change or issue with our analytics infrastructure in the past week?

Why it matters: Ensures we're not chasing a phantom problem due to faulty data. Expected answer: No known issues with analytics. Impact on approach: If yes, we'd first validate our data collection and reporting systems.