Attribution that survives iOS, consent mode and the death of the cookie
Most attribution breaks the moment a platform changes its mind about tracking. Here's how to build a model that bends instead.
Every few quarters a platform changes the rules and a marketing team's attribution quietly stops being true. The form fills keep coming, the dashboards stay green, and nobody notices that the numbers have drifted away from reality.
Start from the commercial outcome and work backwards, the platform will optimise toward whatever you tell it matters.
The fix isn't a better tag. It's a model that treats measurement as a system with redundancy, first-party signals, offline conversions folded back into bidding, and a weighting scheme you actually understand.
Start from the commercial outcome and work backwards. If a qualified lead is worth 8× a raw form fill, your bidding needs to know that. If it doesn't, you're paying the platform to optimise toward the wrong thing.
Where this leaves you
Start from the commercial outcome and work backwards. Every measurement decision, every automation, every dashboard should be able to answer one question: did this move revenue, or did it just move a number?
If you want the step-by-step systems behind this, templates, pipelines and the exact way I run them, the Academy turns these ideas into courses you can ship from this week.
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The Academy turns these ideas into step-by-step courses with templates you can ship this week.