Analytics & Attribution
Track visitors, funnels, ad ROAS, and revenue attribution with first-party data built to survive cookie loss.
Attribution broke and most dashboards have not admitted it. Third-party cookies are gone or going, iOS strips referrer data, ad blockers remove a slice of every audience, and the platforms each claim the same conversion. If your ad accounts add up to more revenue than your bank account received, this is why.
These posts are about rebuilding measurement on first-party data you own. Server-side and first-party tracking that survives blockers. Attribution models, first touch, last touch, linear, position-based, and what each one hides. The specific problems of tracking TikTok and Apple Search Ads, where platform-reported numbers and reality diverge most sharply. Revenue per visitor and customer lifetime value by channel, which are the two metrics that make budget decisions obvious once you can see them.
There is also a practical strand on funnels: where people actually leave, how to instrument the steps, and how to tell a traffic problem from a page problem from an offer problem.
The consistent argument across the category is that proving revenue matters more than counting events. A metric you cannot tie to money is a metric that will eventually be optimised for its own sake.