AttributionPractical guides on attribution, customer journey analytics, and conversion tracking — for marketers and founders who already know what converted and want to know why.
A third of your traffic showing as "direct" isn't a compliment — it's usually a tagging problem wearing a disguise. Here's what's actually causing it.
A gclid or fbclid in your URL bar looks like junk. It's actually the one piece of data that lets a platform match a click to a conversion that happens minutes, or months, later.
Meta says it drove 40 purchases. Shopify says 25. Neither is lying — they're measuring different things, on different windows, from different data.
Ad blockers, Safari's ITP, and iOS privacy settings all quietly eat Pixel data. The Conversions API is Meta's answer — here's what it fixes and what it doesn't.
Every browser-side tag is one ad blocker away from never firing. Server-side tracking doesn't fix your attribution model — it fixes the data the model is built on.
A UTM naming convention that only works if everyone remembers it perfectly, forever, doesn't work. Here's a simpler structure built around what people actually forget.
UTMs are the plumbing under every attribution report you'll ever look at. Get them wrong and everything downstream — funnels, journeys, revenue by channel — breaks quietly.