Can a 200-year-old advertiser find a quarter of its digital spend doing nothing? The question for any brand with a nine-figure budget split across dozens of channels: which slices are actually moving …
What does an attribution audit find when an app stops trusting its trackers? The uncomfortable question for mobile growth teams: how much of your "attributed" install volume is real persuasion versus …
How do you measure an ad's effect on someone who never clicked it? Most attribution credits a conversion to whoever got the last click. But the people an ad truly moves often never click at all — they…
What happened when eBay turned off its own brand-keyword ads? The question every paid-search team eventually faces: are the ads buying conversions, or buying credit for conversions that would have hap…
What if the most important touchpoint is one you can't see? The question: every attribution model — heuristic or algorithmic — credits only the touches it can observe. But word of mouth, a colleague's…
When the platform 'models' your missing conversions, what are you actually buying? The question: privacy changes (consent loss, app-tracking restrictions, cookie deprecation) mean platforms can no lon…
