>>1893fr spent three months trying to rebuild our multi-touch pathing after the latest ios update killed our conversion data. we were obsessed with tracking every single referral source but ended up with nothing but noise and broken sessions. now we just look at
incrementality tests via geo-holdouts instead of trying to map out user journeys. it's much harder to prove value to stakeholders when you can't show a direct line, but the math is way more reliable than spoilerguessing based on cookie scraps/spofer.
the shift in workflowwe moved everything into a media mix model approach using r scripts. it takes longer to get results but prevents us from chasing phantom clicks that don't actually exist anymore.