How our measurement engine actually works.
Most vendors describe their product with marketing slogans. We describe ours with the actual algorithms. Thirteen whitepapers. Every model explained. Read them, or just know they're there — either way, you'll understand why the numbers you're getting are right.
Identity Graph
Deterministic identity stitching across devices and touchpoints — login events, email matching, CRM joins — unified into a single user profile in BigQuery. The foundational data layer that cross-channel attribution and scoring depend on.
Cross-Channel Attribution
First-click attribution and predictive conversion maturation — two methods that cross-validate to produce click-time revenue you can optimize against before all conversions are reported.
Predictive Cross-Channel Attribution
ML-powered projection that fills the click-time attribution gap. See projected ROAS within days, not weeks — while cohorts are still maturing.
Self-Reported Reattribution
LLM classification of free-text survey responses, stitched to sessions via BigQuery. Measures channels traditional tracking can't see — word of mouth, podcasts, offline.
CRM Funnel Attribution
Connect CRM, ERP, or any BigQuery table as a conversion source. Track every funnel stage from MQL to Closed/Won — the ground truth that calibrates predictive models and reconciles true campaign ROI.
Predictive CRM Funnel Attribution
Multi-stage ML models that predict pipeline progression from Lead to Closed/Won. Know how much open pipeline will close — and when — months before it does.
Marginal Analytics
Diminishing returns curve fitting that models marginal ROAS per channel at every spend level. See exactly where each dollar stops working, calculate the optimal budget mix, and get specific reallocation recommendations.
Automated Budget Allocation
One-click execution of budget recommendations across every ad platform. Applies changes from Marginal Analytics, tracks prediction accuracy, and refines the model with reinforced learning.
Incrementality Testing
Geo holdout experiments with synthetic control groups. Three-phase market selection, A/A validation, and statistical rigor that measures what your ads actually add.
Visit Scoring
ML-based probabilistic scoring of every session by engagement quality — not just converting journeys. The foundational signal layer that attribution, optimization, and scoring build on.
Lead Scoring
ML-based propensity models that predict which leads will convert and what the deal will be worth. Feeds calibrated probability signals to ad platform bidding algorithms for higher-quality acquisition.
LTV Scoring
Customer lifetime value modeling that predicts long-term revenue before the ad platform can. Shifts budget allocation toward high-LTV cohorts at acquisition time.
Signal Quality
Synthetic conversions sent to ad platforms via CAPI, calibrated for signal concentration. The conversion signals you send determine how platform algorithms optimize.
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If your team already uses AI to get work done, this is the marketing measurement and optimization infrastructure you've been missing. We review every application.