Measurement, attribution and marketing economics.
CPA and CAC sound similar and are often used interchangeably. They measure different things, and confusing them leads to budgets that look efficient in ad platforms and lose money on the balance sheet.
Attribution models assign credit for conversions across marketing touchpoints. Each model has blind spots. How last-click, multi-touch and data-driven attribution work, and how to make budget decisions despite their limits.
Measurement that marketing, finance and leadership can all trust.
Analytics & attribution
