Attribution
Attribution infrastructure that reconciles to revenue
Add up the conversions your platforms report and compare the total to the revenue in your accounting system. The first number is almost always larger, often by a multiple. Each platform is answering a different question with partial visibility, and the sum of several partial truths is not a truth.
- First-party click spine
- Server-to-server postbacks
- Warehouse and rollups
- Platform plumbing
Start a project
Step 1 of 5
Got it. An engineer is reading your brief.
You will hear from us within one business day, usually sooner. If it is urgent, email t@moher.ai.
Signs you need this
We build the spine underneath instead: click tracking on domains you own, conversions reported server-side, and a warehouse that reconciles to the finance number and answers in earnings per click.
- Platform conversions don't reconcile to revenue
- No idea what a click is worth by page or creative
- Tracking lives on a vendor's domain
- Browser privacy changes gutted your reporting
- Monthly reporting is three days of manual work
- Ready to scale spend on numbers nobody trusts
What you get
What is included
First-party click spine
Redirect and tracking infrastructure on your domains. Durable click IDs, bot filtering, a permanent event record.
Server-to-server postbacks
Conversions reported from your server to every platform and network, so attribution survives ad blockers, ITP and consent gates.
Warehouse and rollups
Modelled spend and revenue rolled to EPC, EPV, revenue per page and contribution margin.
Platform plumbing
GA4, Meta CAPI, Google Ads offline and enhanced conversions, and affiliate networks, wired and validated against live traffic.
Integrity monitoring
Automated checks for dead links, broken postbacks and silent tracking failures. A quiet failure looks exactly like a bad week.
Dashboards built around decisions
Built around the decisions you make weekly, not around what the BI tool renders by default.
How it runs
How we deliver Attribution
- 01
Audit what fires
Instrument live traffic, compare what platforms claim against what the server saw. The gap is the story.
- 02
Stand up the spine
Click infrastructure and postbacks deployed alongside existing tracking, so nothing goes dark.
- 03
Model and reconcile
Warehouse the events, join spend to revenue, reconcile to finance until they agree.
- 04
Dashboards and alerting
Dashboards, alerting, documented model. Budget arguments get settled by data instead of seniority.
Industries we build this for
Attribution questions
Something else? Email t@moher.ai and an engineer will answer it.
Isn't this what GA4 is for?
GA4 is one reporting surface, not an attribution system. It can't see server-side conversions it wasn't told about, can't reconcile spend to revenue, and doesn't own your click data. We treat it as one destination among several.
Will this survive cookie deprecation?
That's the point of building it first-party and server-side. Click identifiers live on your domain and conversions are reported server to server.
Do we own the infrastructure?
Yes. Your domains, your cloud accounts. Built so you could fire us and keep every byte.
How long does it take?
Roughly a week of audit, then four to eight weeks depending on how many platforms and networks need wiring.
What if the new numbers look worse?
They sometimes do, and that is the system working. Decide in advance that you want the real number rather than the comfortable one.
Tell us what you need built
Four quick questions and an email. An engineer reads every brief and replies within one business day with next steps, and a written scope follows within a week.
- Written scope and price within a week
- Production deploy by week three
- Your repo and cloud from the first commit
- Senior engineers only, no account managers
Start a project
Step 1 of 5
Got it. An engineer is reading your brief.
You will hear from us within one business day, usually sooner. If it is urgent, email t@moher.ai.