Insights
Attribution, for businesses that close offline.
What we have learned reconciling closed sales against lead sources — the methods, the failure modes, and the numbers that survive a finance review.
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Your “Direct / Unknown” bucket is the most honest number on the page
A big unattributed bucket is not a broken report. It is a measurement — and there are only four things it can be. Here is how to read it, how to shrink it, and why any tool that hides it is lying to you politely.
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Your analytics can't see 80% of the economy
Pixels were built for sales that finish in a browser. Most sales don't. Here's the method that works on exports you already have — and why the tools you're paying for structurally cannot do it.
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