Measure the Arrival.
Acquisition reporting must distinguish attempted demand from the people who successfully reach a usable customer experience.
Count the people who arrive, not only the clicks that were billed.
The front gate changes the economics.
Ad platforms can record and bill a click before the destination becomes useful.
Visitors lost during that interval still consumed acquisition capital even when they never appear as meaningful sessions or conversions.
Survivor data hides the loss.
Beginning the funnel only with observable survivors can make an impaired system appear healthy, understate effective acquisition cost, and encourage the company to purchase replacement traffic for demand the front gate is already losing.
Nova measures Arrival Rate, Arrival Drop Rate, successful arrivals, and True Cost per Successful Arrival before judging campaign efficiency or recommending more traffic.
Connect traffic to commercial value.
Measured mobile performance and actual acquisition inputs are used to compare attempted clicks, usable arrivals, effective click cost, conversion opportunity, revenue, profit, and EBITDA scenarios.
Assumptions remain visible.
Estimates remain estimates.
When direct arrival measurement is unavailable, modeled results may be used for diagnosis only.
They must be labeled as estimates and replaced with field evidence when sufficient data becomes available.