The Attribution Problem
Marketing measurement has gotten harder, not easier. Privacy changes, signal loss, and increasingly complex customer journeys mean that yesterday's attribution models routinely under- or over-credit channels by 30% or more.
A Modern Measurement Stack
- Server-side event collection to recover signal lost on the client.
- Marketing mix modelling to ground channel-level decisions in causal reasoning.
- Incrementality testing (geo holdouts, ghost bids) to verify what's actually working.
- A clean, source-of-truth data warehouse that finance and marketing both trust.
Metrics That Matter
Contribution margin per acquired customer, payback period, and cohort retention beat headline CAC and ROAS for almost every decision that matters. Pair them with creative-level performance to keep the feedback loop tight.
Operating Cadence
Quarterly mix modelling refreshes, monthly incrementality tests on your top three channels, and weekly creative reviews is a healthy baseline for most growth teams.