Where customers really come from (and where you spend badly)

"Half my advertising money is wasted, the trouble is I do not know which half." The old saying still holds today.

Understanding where customers really come from is called attribution, and it is harder than it looks. A person sees a post, then searches on Google, then comes back days later and buys. Which channel gets the credit? Looking only at the last click misleads: it rewards whoever closes and ignores whoever opened the door.

How to reason without going mad

Accept that a customer's path is made of several steps, not one. Look at the whole instead of the single final click. Ask people, simply, how they found you: sometimes the most useful answer is the most direct. And distrust numbers that are too neat, because reality is always a bit blurrier.

You do not need absolute precision, you need to stop spending in the dark.

How we do it: we help you understand which channels really bring customers, so the budget goes where it works and not where it seems to.