Singular's real edge isn't attribution — it's cost aggregation

Singular's real edge isn't attribution — it's cost aggregation
Everyone benchmarks Singular against AppsFlyer on attribution. Wrong axis. Their moat is pulling cost + creative data from 2,000+ self-serve networks into one ROAS view.

✓ Marketing-data ETL that normalizes spend across networks no other MMP touches
✓ Creative-level ROAS without you maintaining API connectors yourself
✓ Handles SKAN + cost blending in the same report
✗ Attribution engine is fine, not best-in-class for deep deterministic matching
✗ Pricing scales with data volume, gets steep past mid-size spend

If your pain is "I can't see true ROAS across 12 ad sources," Singular solves it. If your pain is fraud or deep linking, look elsewhere.

Verdict: use it for multi-network cost+ROAS unification; skip if you run only Meta+Google and need a pure attribution MMP.
Best for: performance teams buying across many fragmented sources.