Viral referral programs look simple from the outside. Inside, the data is messy: duplicate and fraudulent signups, attribution gaps, and incentives that bring in volume without retention. This session walks through a referral program that acquired 56,242+ users in Nigerian fintech. I’ll cover what we measured, which metrics misled us, how we separated real growth from gamed growth, and how the data reshaped the incentive design. It’s a practical case study for anyone building, analysing, or trusting acquisition data, especially in fast-growing markets where data maturity lags behind growth.