Evidence from real attribution arguments

Names and product details are lightly anonymised. Quotes refer to specific engagements on this site.

“We had been treating Facebook and organic search as clean buckets. The audit showed half our ‘organic’ day-0 users still carried a paid deep link. Awkward — and useful. Leadership finally stopped asking for a single blended CAC.”

— Aina R., growth lead, consumer finance app · Attribution Audit

<div class="quote-block">
  <blockquote>“The tagging workshop felt slow at first because they insisted on renaming every campaign. Two weeks later our weekly channel report finally matched the MMP export. I still wish we had done it before the festive spend spike.”</blockquote>
  <cite>— Farid H., performance marketing, e-commerce app · Campaign Tagging Review</cite>
</div>

<div class="quote-block">
  <blockquote>“Our cohort reading did not invent a miracle retention story. It showed that the channel we liked for cheap installs was losing users before registration, which changed how we briefed creative — not how we argued with finance.”</blockquote>
  <cite>— Mei L., product manager, health &amp; wellness app · Cohort Retention Reading</cite>
</div>

<div class="ornament-line">Longer notes</div>

<article class="story-panel" style="margin-bottom:2.5rem">
  <img src="https://images.unsplash.com/photo-1542744173-8e7e53415bb0?w=700&amp;h=520&amp;fit=crop" alt="Stakeholders reviewing documents in a meeting" width="700" height="520">
  <div>
    <h2>When two invoices claimed the same installs</h2>
    <p>A mid-size marketplace app in the Klang Valley asked for Paid Media Reconciliation after a network and an affiliate partner both claimed credit for a festive campaign. We lined exports for fourteen days, noted timezone and click-lookback differences, and recommended paying the network’s undisputed share while holding the overlapping slice pending partner clarification. The finance lead used the sheet in a single call; no software migration was required.</p>
  </div>
</article>

<article class="story-panel">
  <img src="https://images.unsplash.com/photo-1454165804606-c3d57bc86b40?w=700&amp;h=520&amp;fit=crop" alt="Person annotating printed charts" width="700" height="520">
  <div>
    <h2>Channel map before a Series A metrics pack</h2>
    <p>Ahead of an investor update, a KL-based consumer app commissioned the Attribution Audit. The draft map revealed that “direct” was absorbing broken deferred deep links. After one revision, the team updated their metrics appendix to separate true organic store traffic from repairable link failures. The walkthrough ran long — stakeholders pushed back on a few labels — which is exactly when the brief earned its keep.</p>
  </div>
</article>

<p class="btn-group" style="margin-top:2rem">
  <a class="btn btn-primary" href="/contact/">Discuss your situation</a>
</p>