Introducing: By: Jordan Coeyman

Digital attribution can feel impossible,
but it's arguably the most important thing to any advertising campaign.

If you don't know what's working... how can you make decisions?

If you thought the answer was "go with your gut"... You're half right, but definitely wrong.

Some quick and dirty assumptions:

  1. Marketing isn't magic or intuition. It's math. To scale up: Test. Cut losses & Double Down on Winners. Repeat. But what if you don't know which ad campaign winners or losers? Or if you cut the wrong campaign or scale up the wrong one?

  2. Wasted ad spend a major problem. If tracking and attribution was 100% fool-proof and easy, we as advertisers would find it much easier to manage winning campaigns (and eliminate losing ones).

  3. Attribution is not a one-sized-fits-all situation. Every company, even every campaign, can have it's own unique set of challenges.

  4. It's not your fault. A lot of the times, your campaign isn't the problem. It's a tracking problem. Scaling your ad campaigns up without confidence is impossible, and sometimes you just don't have allof the information you need...

I've had to face my fair share of tracking and attribution problems, but I once found myself in an interesting situation... How can I track my ad campaigns for a client, cross-domain, platform-agnostic way?

Sounds jargony, but it's a real thing. If you're driving traffic to one domain, but you have sign up forms or purchase pages on a different domain. How can you track clicks from first interaction, all the way through to a signup or purchase?

You're entering into a world where the answer is: "it depends".

It depends on your platform you use for your marketing pages, custom application, or checkout pages. Each ad network has it's own way of tracking conversions, even. We're talking about customizations you'll need a developer for, or you've got to pay a hefty price tag for enterprise level features in other tracking & analytic solutions.

I needed something to tie several systems together, reliably. So I built one.

A something to create that viable source of truth. This "thing" had to be able tie in all of the thousands of different SaaS tools and web based platforms. I couldn't do it one-by-one. I'm a builder: so I built out a prototype that solved a certain client's issues.

It worked.

Ad campaign data was securely stored where I needed it to be, and I was launch new ad campaigns knowing attribution wasn't an issue. It was attributing leads to campaigns that were otherwise slipping through the cracks, giving us potentially misleading data.

The development implementation was dead easy, and took less time (and had less steps) than if I implemented something similar in another exisitng tool.

And so, the origin of is:
give this tool to others who don't possess the tech to do it themselves.

I had to think of ways to do it with the tools given to very low level web developers or coding marketers.. Things like pixels, javascript snippets, webhooks, and links. These are the ideas a lot of people who are faced with attribution challenges posess.

The rise of the technical marketer (you).

I needed something I could hand-off to a smart person, armed with some documentation and they will see what I see: A solution to my attribution problems.

You know how to install a pixel, or fire a tag. Use UTM parameters. Create shortlinks. Edit basic HTML. Connect systems with POST webhooks. Automate your work life. You work at an agency, run an agency, or work inside the marketing department of a larger company. You might even run the company, if you come from the startup world.

If you can't trust your data, it's like driving blind.

Driving blind is a good way to crash.

You can't feel confident on where you're going for anything. Since, remember, maketing is just math: you can then realize scaling up is a matter of making the right calls.

If your data is in the wrong spot, you're going to find yourself doing a lot of manual analysis. You'll definitely feel like you're wasting your own time, and likely making mistakes in the process.

So, what do *you* do, when faced with the problem of having to get your URL parameters from one subdomain to another?

Here is one way, using

Tracking URL parameters across different domains:

You can use our tiny javascript snippet (loader.js) to automatically capture URL parameters, and have them namespaced into a subdomain of your choice.

Then, from any other domain, you can recall that data with loader.js like this:

Read more about all of the functionality of loader.js in the documentation. You can set, get, delete, and even sync user data to your backend if you supply a webhook.

Questions? Read the F.A.Q., or contact me on Twitter.

- Jordan